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Oxendales Marketing Strategy Analysis

Anthony Nolan

Marketing Campaign

Oxendales began as a purely clothing supplier when they first appeared online but nowadays they sell a great deal of various things from home wear to electricals and entertainment items. Through broadening their stock range, they have grown to be a more desired option for most more segments of the demographic.

This record will show how Oxendales go about their business and how they are looked at by the general public that use their service.

Oxendales marketing campaigns are ongoing. They are around a long time and their name is children one. Nonetheless they actually still have to get their product out there. With the corporation, selling items is just area of the offer. They also give credit and charge interest on that credit. They make big money doing business this way.

Once a new season collection of clothing is announced their marketers set in place a plan that has got the new arrivals from the storehouse to the public.

They may actually have an idea of who they are focusing on with their campaigns. The demographic being targeted is the medium to low income earner or people on interpersonal welfare; people who are able to pay instalments but cannot automatically manage to buy a product outright. For this segment of the marketplace, Oxendales are often a great ally in assisting them to clothe themselves, their own families and their homes. Oxendales have a huge selection of items available for people and for family members.

They have a tendency to draw out two new "lines" of clothing every year. The different styles and items are reflective of different months. The first line of the year is the Planting season/Summer collection, which typically comes to the fore around March or Apr. Then around September they declare their Autumn/Winter collection.

Oxendales introduce their new lines typically through a number of channels that they feel will get their product specifically to the target segment. They show their stock on television set, using Television3 as their main route for demonstrating people the wares available. They utilise the show Ireland AM to get their new offers into the vision and minds of the general public.

At once as being seen on television set they'll also be introducing advertising collateral campaigns on many different levels, from more tv set advertising to cultural media and physical paper advertising.

They will observe this up by getting together with the public one-to-one in industry events such as the "Woman's World Show" which really is a yearly event presented at the RDS in Dublin. This public relations meet and greet is intended to align Oxendales with lots of the other company brand rivals participating in the show as well as get their own brand in to the minds of the public or to concrete their brand in the intellects of folks who already know of these.

No subject where and through what channel they are exhibiting their items, one will see a consistent "feel" to their advertisements. The shades used tend to be very alike across all their advertising campaigns. If an example may be reading a flyer that falls out of a magazine they will feel that the "look" of this flyer is steady with an advertisement they may have seen on-line for example - The visible connection is clear.

The steady look leads on to the famous "Three C's" of marketing. Do Oxendales fulfil this standards?

  • Well their marketing communications are first class. Their advertising and terms used is clear and concise and is not in the least confusing. They sometimes talk how simple it is to get credit from them up to their actual items on the market.
  • Their items tend to be not as Engaging as their credit offers. Oxendales could reel in a buyer through the assurance of "buy now-pay later". This is a compelling way to entice custom from the target segment.
  • Their look remains Constant throughout. Their colors and designs used for advertising is instantly recognisable and they do utilise consistency across programs.

Oxendales use included communications too. Every time a piece of Oxendales literature is examined or online source seen, you can immediately identify that the business "link" to the other places they can be found to view as well concerning their website. They often times also connect to their credit facilities which experience has informed them is a distinctive feature.

The Marketing Mix

The Product Being Sold

The most important part of Oxendales overall product is convenience. Online Shopping is on the rise regarding to Roy Morgan Research (2015). So, from that we can conclude that people are employing the capability of online shopping for a myriad of reasons. What are these reasons?

Upstream Commerce (2012) quoted the eight most important reasons that individuals shop online as Convenience, Better Prices, Variety, Fewer Bills, Comparability of Prices, No Crowds, Compulsive Shopping and Discreet Purchases. We will see many of these reasons pop up again and again. Barbara Thau of Forbes. com (2013) quotes a report by strategy and marketing consultants Simon, Kucher and Lovers when she propounds that 24% of online buyers like to buy books, gadgets and entertainment online while 18% of online consumers would rather buy health insurance and beauty products, playthings, sports equipment, hobby interests, clothing, merchandise and furniture online. This is an interesting finding in relation to Oxendales online activity.

24% of online shopping is spent on books, consumer electronics and entertainment. Just how many of these do Oxendales supply? The answer is two of the three. Oxendales will sell a person everything from an IPod with an Xbox and from a television set to a water heater (and many, many items among). Books are the odd ones out. We go forward - 18% of folks shop online to buy health insurance and beauty products, gadgets, sports activities equipment, hobby pursuits, clothing, products and furniture. That is seven categories of items that may be sold online. Again, how many of these do Oxendales sell? The answer is Five. This online behemoth offers all of that list barring hobby interests and merchandise (though all things sold could be classed as items surely?)

So heading by the experts' views on why people shop online, you might have to conclude that Oxendales understand the reason why and offer an outstanding product to people in their online store to be able to fulfil the needs of these customers.

Specifically however something is more than simply an item. How can this company fulfil the other range of criterion that goes to tick the "product" pack with regards to Marketing?

  • Quality: Like many shops, both online and physical, the grade of item bought is directly from the price of the merchandise. Having sampled many of Oxendales products they are found to be durable and fashion delicate. Certainly as an online shop, Oxendales sometimes appears as a superior quality outlet.
  • Image: The image of Oxendales is associated with a few things. Firstly, it sometimes appears as somewhere that folks can buy things now and pay later, because of their simple and effective paying strategies. They are also viewed as ultra-convenient. Oxendales have a wonderful selection of items too in a massive selection of sizes and models. Therefore the overall image is one of ease of access to what folks want and simple payment.
  • Branding: Oxendales is children name. They have got been around since 1875 (Oxendales: About, 2016) so that it is understandable that for the reason that time they have become so well known.
  • Features, Variants and Combine: As alluded to early on, this online very store offers many items in a variety of configurations, sizes, colours and categories.
  • Customer Service: Excellent customer support can be found, through online, phone and written press. When an order is received, the product packaging staff likewise incorporate a return label in the event an item does not suit the client for whatever reason.
  • Availability: Always open to use, every minute of every day of the entire year.
  • Warranties: Oxendales offer a refund, repair or substitute service on all items purchased that do not reach the buyer in perfect condition (Oxendales: About, 2016).

Promotion

Oxendales promote sales by giving special offers on the website. The have seasonal special offers in which they provide certain items at a discount price. When Springtime arrives, they will often sell outdoor furniture and garden implements at a particular discount.

In addition to their discounted stock, in addition they promote through email giving existing customers money off codes they can apply to their basket the next time they are simply online for a discount. For non-members, the company will email introductory offers always highlighting their easy repayment option. Almost everyone who applies to Oxendales will be accepted for repayment through credit. The corporation is market leader in immediate marketing.

Price

It appears that Oxendales do not believe in low price equalling higher sales. Their prices are never only one will dsicover on the bargain rail of an area department store. Even when discounts receive, one will dsicover that that on discount would still surpass the price tag on a similar discount in a higher street shop.

As significantly as positioning should go, the theory that Oxendales wishes to carry in your brain of consumers is one of ultimate convenience and ease of purchase. Due to their massive stock one will discover almost anything within their range to match them. Due to their credit facility, one can spend money that they do not actually have and then pay off the price of the purchases on the set period of time. Because of the company accepting just about anyone that applies for credit, that will place a multitude of people in a catchment net for business, especially approaching festive times and before birthdays, wedding ceremonies, interviews etcetera. The position of Oxendales as a brand is very much indeed one of convenience. However, when people have found it difficult to maintain thus far with payments then the company could be seen as a nuisance and ever more in a negative light due to their continued characters and calls, even though the reason behind the continued negative correspondence is situated with the buyer.

Finally, Oxendales do not only sell through the credit account repayment option. In addition they allow visitors to pay directly like any other online store, through use of Credit/Debit credit card. They don't allow payment through an online loan provider such as PayPal however.

Place

Oxendales use a variety of suppliers within their distribution channel. Many of their suppliers are little known brands like "Leading Man" for example. These brands are manufactured and sold specifically in online shops like Oxendales. The things are produced at low price in many Parts of asia, delivered to Oxendales warehouse and then sold on to the consumer or end-user.

The company also sell high street brands such as Levis, Wrangler, Toshiba, Dark and Decker and Timberland to name an extremely few. It is the same kind of distribution channel. Oxendales buy in the stock at the stock price and then sell on with a make up to the client. Obviously Oxendales also gain revenue through the eye they charge on the credit service.

The sales support for this company is quite good. They could be contacted by cell phone, through an application online on their page and by email. The simplest way is by considerably by telephone as one knows they are being heard and they will get an immediate response.

The company use an initial level route for reselling goods. The products are produced and then sent directly to Oxendales with no need for a wholesaler.

The company also offers a presence on social press such as Pinterest, Instagram, Facebook, Tweets and Blogger.

People

As much as customer contact will go, Oxendales seldom need to connect to anyone. They do have a cellphone contact amount and there is an automatic response which, if navigated correctly will eventually lead to a operator who is usually very friendly and thinking about the query being made. However because their system is so well setup online, you can find little dependence on assistance from someone else to be able to order goods or come back them.

Having said that they are doing have top quality IT personnel who keep the website current and glitch-less so that the business of earning money can continue apace. The webpages of the Oxendales website have every one of the facilities that even the most limited computer user might need and understand.

The people who focus on the image of the business have done a good job keeping the "convenience" image to the forefront. They also superbly make the consumer feel that they are receiving a good deal when in truth they may well not be, not in comparison to a high road store. However the consumer often prices convenience over price.

Process

The process used is very definitely a customer focussed methodology. Oxendales want to radiate an agreeable and relaxed method of consumers in everything they offer, from getting the client to find the products to be bought to getting the customer to spend the their money. Everything on the site is streamlined and very easy to get around. Most modern internet speeds permits easy navigation and incredibly quick page launching.

The design of the web site is great. The pages scroll which is up to an individual of the site to choose how many items to view per page. Gleam facility where one can sort the item content on lots of criteria from Best Retailers, New in, FOR SALE to Rankings, Price most affordable to Highest and vice versa. Moving in one area to another is super easy too with the use of a docked banner at the head of the page displaying the several department labels, each one hyperlinked to the appropriate section.

The actual process of finding, increasing the basket and checking out one's selections is very easy upon this website. It offers the impression of many years of experience on the company's part.

Physical Evidence

The whole online experience of shopping at Oxendales is absolutely a very good, easy and addictive one. Given a large enough spend limit maybe it's imagined that lots of people would get themselves into a whole lot of debt in a single visit. Once one uses this site, and provided one has some credit left on their consideration, it is nearly a certainty the particular one will return and buy over and over. The whole feel is one of decrease as soon as a purchase is manufactured, one of fulfilment. Oxendales provide a positive feeling to people visiting their site.

When the merchandise bought do eventually arrive at one's entry way, they are really always packaged superbly in much weight cheap outer covering covering a bubble wrap and a slimmer plastic inner covering. They come with a imprinted receipt and a printed returns label should it be required. Really the entire process from placing your order to actually getting the goods is very simple and incredibly stress-free.

Visible Metrics

Not access information about Oxendales Social Media internal metrics you can only comment after the visible on-page information that's available to all visitors.

  • On Facebook, Oxendales have 20585 followers.
  • The Facebook webpage gets between one and four new posts from the page manager every day.
  • New posts obtain typically four loves each
  • Judging by the quantity of "loves" because of their posts, their enthusiasts either do not regularly visit the page or they don't like the content. Due to their extended success in the online shopping market, one could conclude the past reason for having less post "likes".
  • There have been seventeen visitor content heading back to Dec 17th 2015, from a account of over twenty thousand.
  • Oxendales post both images and video documents with their Facebook web page but neither are very popular
  • Oxendales have 1344 followers on Twitter
  • The Twitter Page receives between one and five new content each day from the page manager.
  • New posts get an average of one like each
  • New posts are seldom retweeted
  • Like Facebook, it could be construed that their existence on Twitter does not greatly donate to their actual sales on the website.
  • Very rarely does any one of the 1344 supporters ever answer a tweet on the Oxendales Tweets page
  • Oxendales has 23 followers on Instagram
  • They have uploaded 184 images on Instagram
  • Out of 184 content, they have received just 5 comments
  • Out of 184 content, they have obtained 114 "Wants" concentrated on 26 of the total posts

Without access to their site metrics and only occurring the visible data you can conclude that Oxendales success is certainly not based after their online existence.

From the info gained you can see that hardly any people connect to the company through social multimedia. Because of this, it must be figured their success is based after other strategies.

Targeted Demographic

"Oxendales has an emphasis on modern women's styling ranging from sizes 12-32 and we're constantly producing our choices to enable you to get the latest looks that could keep you on-trend throughout the growing season. With this brand ambassador Lorraine Kelly choosing her preferred pieces, we're making searching for plus size clothes, underwear and huge fit shoes and boots fun, easy and gratifying regardless of years, decoration. " (Oxendales Website, 2016)

The above immediate quote is extracted from the home site of the Irish Oxendales website. They do offer clothing for children too as well as for men and they provide homeware and electric goods. However, this is the headline from the home page of these website. This most importantly would intimate the following:

  • That the business are targeting the female demographic most of all.
  • That they are attempting to target all age groups of adult women.
  • That they are trying to target all sizes and shapes of mature women.
  • That they are simply concentrating on women who are fashion sensitive and desire to be dressed up in up to when styles

Once one clicks on the "Menswear" hyperlink, the next is shown:

"At JD Williams we realize that finding stylish menswear that matches properly can be confusing. Our assortment of big and high menswear will come in a variety of sizes to give you flawlessly proportioned design. We have t-shirts, polos, coats and jackets in torso sizes 36-66, plus our trousers and denim jeans can be purchased in 5 leg lengths, including extra-short and extra-long lower leg and waist sizes 32-64. Discover how easy it is to find the perfect fit for every occasion. " (Oxendales Website, 2016)

Oxendales is still the webpage header however Williams and Brown is the Menswear Section name. They are using this ploy of renaming the section to make it particular and distinct from the other departments.

Their catch-line on this page indicate the next:

  • That they stock many types of clothing from T-shirts to spencer to trousers
  • That they cater for all sizes of man, extra tall, small, fat, slender and everything in between

"You name it, kids require it. Cots, highchairs, clothes, shoes, coats. But with all of this in one place, searching for your family hasn't been simpler. Consider our new range of girls and boys clothing inside our assortment of baby, nursery and children's basics. " (Oxendales Website, 2016)

This demographic is targeted at the younger era and is found on the "kids" site of the website. So what is one able to glean out of this statement?

  • They stock items for many age ranges of child
  • They stock items for both young ladies and boys

So what can be concluded from the info gained? The final outcome should be that Oxendales, while catering for many different kinds of person and interest, mostly wants women to visit their site. This is suggested by the first page loaded on joining the web site being aimed primarily at women. The want women of all age groups and who are fashion very sensitive. They probably know that even in the year 2016, women still execute a great deal of the buying for the household and therefore by concentrating on women on their home page, they can be indirectly offering them the the areas of the site because of their perusal also. The tag-lines on the Menswear and kids-wear web pages are also aimed at women as well as men. They continue to talk about interests of women, the perfect fit and fashion.

Advertising Campaign

Oxendales advertise their web business in a number of ways. They use different online sources plus some physical ways to advertise (instead of intangible internet marketing).

Their latest advertising technique is to sponsor television set shows. They will be the current sponsor of the favorite television dilemma "Downton Abbey". Which means that every time the show is on television set, the Oxendales brand is shown on-screen before the start of episode and at the start and end of each advertisement break. This is more than simply advertising of course as they are also positioning their Brand next to the aristocratic gentry of an interval now long since handed down. The nobility and wealth of the families portrayed in the show places Oxendales into a higher class light by connection.

They also advertise on television on daytime television set. Ireland AM is a popular morning show mostly for stay at home moms and unemployed people. The most recent fashions available from Oxendales can be seen quite often being modelled on this show. Ireland AM also tend to use real people as models alternatively than incredibly beautiful sculpted catwalk ladies and gentlemen. That is good for Oxendales because they are selling their brand to the people in the street. On the negative area, using normal people their clothes may not look as gorgeous as they would on a specialist model.

Oxendales advertise online on such sites as hotfrog. ie and rollercoaster. ie. The ex - is a company directory and this type of advertising is quite astute as people use business sites on a regular basis to locate phone numbers and addresses. Having an ad in such a place should serve the business well. The latter, rollercoaster. ie is a father or mother and pregnancy site. One can immediately see what Oxendales intentions are here. They may be attractive to the mother on behalf of the kid; they sell for both.

Their online presence also stretches to social press. Not only do they have their various social media pages nevertheless they likewise have paid adverts in the medial side bars on the various web pages on various sites.

Finally, they use the old fashioned paper and card as advertising marketing. Quite often in shiny women's journals, postcard size spam credit cards will fall out when opened. This "junk" often involves various offers and adverts for different outlets, both physical and online. Oxendales do advertise in this manner. In addition they buy advertisement web pages within the mags pages.

Their other newspaper advertising is through their own full and mini-catalogues. The entire Oxendales catalogue is merely available through question from other site. However, the mini-catalogues displaying their latest offers are occasionally allocated through people's letterboxes so that as a third party supplement in Weekend Newspapers.

Bibliography

ONLINE SHOPPING STATS:

http://www. roymorgan. com/findings/6095-online-shopping-on-rise-201503182332

WHY SHOP ONLINE?

http://upstreamcommerce. com/blog/2012/02/14/8-reasons-consumer-likes-shop-online

WHY SHOP ONLINE?

http://www. forbes. com/sites/barbarathau/2013/10/08/why-consumers-really-shop-online/#304510da4ab5

OXENDALES - ABOUT US:

http://www. oxendales. ie/shop/aboutus/aboutUsView. action?cm_sp=OXI-Footer-_-AboutUs-_-AboutUs

MARKETING Advertising campaign:

http://www. cio. com/article/2377257/online-marketing/7-ways-to-create-a-successful-integrated-marketing-campaign. html

OXENDALES IRELAND:

http://www. oxendales. ie/?PROMO=2000&gclid=CjwKEAjww9O3BRDp1tq0jIP023YSJAB0-j1SZzTjxpFOGyGZev_jbyMQPHU5trQzI0Kn6-f5OQA2NhoCPDHw_wcB&gclsrc=aw. ds

Principles of Marketing 8th Edition, Kotler and Armstrong 2012, Prentice Hall Pearson, P's 4/5/6 & 38-45

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