Uniqlo Digital Marketing Strategy

Uniqlo Digital Marketing Strategy

Question 2: What specific digital marketing/advertising does your company engage in? Provide an example and explain what their strategy is with the example you selected.

Uniqlo engages in an expertly executed Glocal digital and social media marketing strategy in its digital marketing campaign (Dial, 2013). The brand incorporates an all-inclusive digital marketing campaign that combines various types of e-commerce strategies in its advertising. This is drawn from the realization that the increased use of the internet and technology is dramatically influencing the way we shop today. The different e-commerce strategies employed by Uniqlo in the digital marketing campaign include geo-local websites, social media campaigns, and smartphone applications. The Glocal digital marketing strategy involves the use of global websites and social media campaigns that are tailored to the local target market.

In the first part of the Glocal digital strategy, Uniqlo has deployed 13 different websites that are country-specific. In this global website strategy, the Uniqlo local marketing teams have the choice and latitude on the website homepage and overall site design. Uniqlo websites are used to run marketing campaigns such as the fast-moving image and Uniqlock campaigns (Fast Retailing, 2019). These localized websites are tailored to suit the customers in specific markets. The aim of this strategy is centered on the fact that consumers in different markets are different. For example, the preferences of customers in Asia differ from those of customers located in the US and Europe. Although the Uniqlo websites are tailored to be country-specific, they also have a globalized design for online shopping and general e-commerce essentials. These websites also incorporate specifically tailored social media pages based on the preferences of the target markets.

The second part of the Glocal marketing campaign capitalizes on social media strategies focused on both the global and local markets. Uniqlo uses a variety of social media campaigns to market its products worldwide. These include strategies such as the #UNIQLOmmunity twitter and Instagram campaign and the deployment of brand-fit bloggers in live product launches (Bhasin, 2019). Social media has created a new platform for marketers to promote their products. Uniqlo has strived to exploit the full advantage of this new platform with high efficiency.  As with the website strategy, the social media teams have also been given the right to freely tailor their socialization and communication in the best way they see fit for the local market. For example, Facebook and twitter are used in the US and Europe, while Renren is preferred in China. The strength of Uniqlo’s social media strategy is primarily underpinned by the relatively common social culture that exists today.

Question 3: What future recommendations are you considering for your chosen company? Explain how these recommendations will benefit your company moving forward. Be sure the two recommendations are e-commerce related.

The first recommendation would be for the company to incorporate product tracking in its online shopping platforms. This will improve the supply chain and logistics for their products as customers will be able to track their orders from purchase to shipping. Product tracking is a common strategy used in e-commerce platforms. Hence, its integration, especially on the mobile application, will be quite useful. The feature may be improved in Uniqlo’s case by incorporating mobile updates and notifications whenever the product makes a move from one station to the other. The online-offline market consolidation can also be achieved by allowing customers to pick products bought online in the nearest shops. Product tracking can be designed to suggest stores that stock the products purchased online by the customer.

Another recommendation to boost sales from Uniqlo’s e-commerce websites would be the implementation of modern search engine optimization techniques. By employing the newest trends in SEO marketing, Uniqlo will increase the traffic to their e-commerce websites. SEO will enable the sites to rank higher in search engines by using keywords associated with the company’s products. The increased traffic to the website would, in turn, translate to more sales. This strategy will enable the company to achieve its goal of attaining 30% of its revenue from online sales. This strategy can also be boosted by link sharing of the company’s websites in fashion blogs and pages as well as social media pages.

References

Bhasin, H. (2019, May 29). Marketing Strategy of Uniqlo – Uniqlo Marketing Strategy. Retrieved from Marketing91: https://www.marketing91.com/marketing-strategy-of-uniqlo/

Dial, M. (2013, February 10). Uniqlo – A well-executed glocal Digital and Social Media Marketing strategy. Retrieved from MDIAL: https://www.minterdial.com/2013/02/uniqlo-digital-and-social-media-marketing-strategy-glocal/

Fast Retailing. (2019, March). Uniqlo Business Strategy. Retrieved from Fast Retailing: https://www.fastretailing.com/eng/group/strategy/tactics.html