Team 1Michela Caltran | Roushan Kumar | Roman Malyshev

Francis Martinez | Gregory Vanhaute | Ding Zhao

1. Based on your company's Web presence. How well do you think it

manages the challenge of the transition from "Bricks to Clicks" that Jill's

Table Case study outlines?

2. What is your company doing that is unique in connecting the physical and

digital in their marketing approach?

3. If your company does not actually sell its products on its website, how

would you define a conversion?

4. Dissect the user experience of your company's website. What is the

primary experience conveyed? What could be improved?

5. How does your company's website user experience support ZMOT and

conversion in store or online?

6. How well does your company integrate earned media in its website?

7. What recommendations would you have to improve the user experience of

the website to reach its goals?

Agenda

Bricks to Clicks

Dove is very successful when it comes to implementing online and

offline marketing into their business model.

Originally Dove started selling through regular retail stores such as

Walmart, CVS, Walgreens, but now they are focusing a lot on the

digital aspect.

Their website is a professional tool that allows to redirect

customers to online retailers, helps to find nearby locations, and

generally provides a very complete customer experience.

Mobile website and telephone customer support are also available.

Connecting Physical & Digital

Dove developed a multi-channel marketing strategy in order to reachas many potential customers as possible.

The company recognizes the importance of a very coherent andintegrated campaign and takes full advantage of its media: traditionaland not traditional channels.

This strategy is implemented by Dove all around the world and it doesnot involve just promoting its product, but also the brand reputation.

Field Research

Conversions Dove engages with customers through many micro conversions on

their website in order to reach the ultimate macro conversion of

buying Dove products.

• Signed up for emails and text messages:o Read exclusive tips and adviceo Received Coupons and savingso Enrolled in a contestso Received offers to phone

• Read Articles and Advice• Rated products and comment

• Searched where to buy Dove products• Dove Science • Read what fans are saying on FB• Games and Quizzes • Beauty awards• Shared an E-card• Participated in Hair Challenges• Viewed Videos

Online Experience

Dove website comes up first on Google Search

The structure of the homepage is very simple and clear: it includes a pulldown list of products, tips, offers, mission and search box to meet userneeds.

The interactive content of the homepage encourages users to share theirexperience about Dove products and become a Dove insider.

Customer needs What could be improved

New or potential customers

• Pop-up quiz and tips• Beauty story discovery game on the homepage

Current customers • Customized recommendation for new products• Daily Tips

All customers • Search box and promotional information highlighted

ZMOTWhat Consumers do… What DOVE does…

• Research: Website & Mobile

• Get smart about alternatives

• Read reviews

• Look for Coupons

• Product showcases and demos

• How-to videos and Expert advice

• Find the right product for you

• Most recommended by others

• Have a favorite? Rate it

• Video reviews

• Get your free coupon!

• Touching videos to engage with users

• How-to videos

Earned Media Integration on Dove Website

Dove’s integration of earned media on its website is a marketingsuccess. The first thing you see on their homepage is an ad thatencourages women to create a legacy of self-esteem.

The #feelbeautifulfor hashtag helps Dove interact with itsaudience by asking them who do they feel beautiful for and whichlotion is their favorite. This approach will create a multiplier effecton social media: earned media overlaps with their owned media.

Dove Asks redirects customer to Dove Facebook page.

Dove’s strategy is very successful because they focus on thecustomer and not only on products. They also integrate earnedmedia throughout their website by using touching messages whichmake Dove more appealing to women.

User Experience Improvement Recommendations Dove’s website should improve the customer journey by meetingdifferent user expectations and understanding consumer needs.More emphasis could be put on men care because right now thecompany’s strategy is very female oriented.

Possible Improvements

• Daily Tips on the Homepage

• Increase product visibility

• User location for weather

• Products Price Comparison

• Gift packages

• Shopping Cart