River Island Marketing Plan

Table of Contents Executive Summary

pg. 1

Background

pg. 2

Situation Analysis

pgs. 3-5

PEST

pg. 4

SWOT

pg. 5

Current Marketing Mix Place Physical Environment

pgs. 6-22 pgs. 7-8 pg. 9

Product

pgs.10-11

Price

pgs. 12-13

People

pgs. 14-15

Process

pg. 16

Promotion

pgs. 17-22

Objectives & Goals

pgs 23-32

Improved Place

pgs. 24-26

Improved Physical Environment

pg. 27

Improved Product

pg. 28

Improved Price

pg. 29

Improved People

pg. 30

Improved Process

pg. 31

Improved Promotion

pg. 32

Next Step Proposals

pgs. 33-36

Conclusion

pg. 37

Works Cited

pg. 38

Executive Summary Overview

H&M, Topshop) all have more specified target

River Island has 350 stores across the

United Kingdom, Europe, Asia and the Middle East. In central London, they have two main

markets and better products to fit those markets.

• 18 year old: is usually given allowance, wants

stores on Oxford Street. Oxford Street is one of

to spend money on trends and looks to go

London’s most frequently visited shopping

out in (now they can drink in the UK so

streets, and is one of the most popular tourist

looking for outfits to go out in), has no taxes/

destinations for the city. The annual estimated

rent to pay

turnover rate on Oxford St. is about £5 billion a

• 22 year old: has disposable income after rent

year (Hobbs, 2020). There are over 300 shops

and bills are paid, fresh out of school so has

on the High Street, with River Island being on

lots of loans to pay off and brand new job, no

both sides of the exit from Oxford Circus

time to shop, is not looking for trends

Underground tube station.

• 30 year old: will probably have a significant other/kids to take care, income is going

Typical Consumer

towards family and not trends/fashion

The typical consumer of River Island is very hard to pinpoint because they target a vast majority: with a women’s, men’s and children’s section, consumers from many different ages and demographics come in to shop.

The quality is from teenagers to young adults. However, the prices are more so aimed

End Results of Plan The end results of this plan is to: • define their target audience to more specifics • focus their product to that audience • make shopping at River Island more of an “experience” and more enjoyable.

for working middle aged people.

This is why they aren’t reaching their consumer because it is way too vast of a target: middle market men and women aged 18-35. A 18 year old girl is a completely different market than a 22 year old woman and even a 30 year old. Their competitors (ie. Zara, 1

Background History

• Their bags are so popular because they are

With over 60 years of fashion retailing

(scarily) similar to designer bags. It should

experience, River Island is one of the more well-

almost be illegal how carbon-copy RI bags are

known brands on the high street. It was founded

compared to other designer labels such as

in 1948 by Bernard Lewis originally selling

Gucci, Dior, Prada, etc.

knitting wool. From there, Lewis’s brand underwent different name changes: • Lewis Separates in 1955 as it grew to nine

• They are selling eerily similar designer bags for a fraction of the price, which consumers don’t seem to mind.

stores

photo from Dior,

• Chelsea Girl in 1965 as it grew into 70

2020

stores

Original Dior bag

• Introduced a menswear store called Concept Man in 1982 • Finally becoming River Island in 1991 when they brought together their menswear and womenswear stores photo from www.drapersonline.com, 2020 River Island copy photo from River Island, 2020

Unique Selling Proposition (USP) There is no USP to River Island, especially when being compared to the other fast fashion Competitive Advantage

competitors on the high street. Fast fashion

The competitive advantage to River Island (in

consumers do not have much loyalty to specific

comparison to their other competitors) is their

stores, and the other competitors such as Zara

hero product: their bags.

and H&M offer way better products for way

River Island always has the latest and trendiest

better prices.

style of bags out for a decent price. However, this only goes to an extent.

2

Situation Analysis~ PEST & SWOT Macro Environment~PEST Analysis

Political

Economic

Factors

Factors

they are usually factors that are out of the company’s control. However, even though controlled, it is imperative to be constantly

Analysis

Factors

environment surrounding our company…but

these factors are out of grasp and cannot be

PEST

Social

A PEST analysis looks at the macro

scanning the playing field to try and stay ahead of all these factors

Technological Factors

The PEST analysis also needs to be frequently updated as our world is always changing and staying on top of these changes will help out your success and make sure you are aware of anything that could negatively impact the company.

Market Place~ SWOT Analysis A SWOT analysis, on the other hand, looks at factors within the company. As opposed to looking at the macro environment, SWOT

Strengths

Weaknesses

analyses look towards the microenvironment…things that can be controlled and changed.

Like the PEST analysis, the SWOT also needs

SWOT Analysis

to be frequently updated and referred to in order to continuously have success within your company. Looking at both of these helpful documents frequently and discussing

Opportunities

Threats

the context of both will help your company out substantially in being organized on the road to success!

3

PEST Analysis POLITICAL • Brexit

• Minimum wages

• War in the Middle East

• Uncertainty in the business environment & financial markets

• Government changes

ECONOMIC • Brexit

• Oil

• Taxes

• Gender pay gap

• Minimum wages

• Economic state of consumer countries

• Climate

SOCIAL

• Consumers changing

• Gender pay gap

• Publicity

• Inclusivity

• Social Media

• Celebrity collaborations

• Ethics

• Coronavirus

TECHNOLOGICAL • Social Media • The internet • Technological developments

• Online sites with different currency options • Coronavirus

4

SWOT Analysis STRENGTHS

• Wide product range

• Basic logo/branding

• Instagram (active, “good feeling”, high quality pictures

• One store on each side of Oxford Circus

WEAKNESSES

• Copies luxury brands

• Cheap feeling/bad quality

• No identity

• Overwhelming feeling walking into store

• Boring & basic branding: doesn’t stand out

• No future planning

• Expensive

OPPORTUNITIES • Less product

• Plan for the future

• Focus on specific products as opposed to everything • Celebrity collaborations

THREATS • Competitors (ie. Zara, H&M, Topshop) • Changing consumer • Oxford Circus renovations

5

Current Marketing Mix What is a Marketing Mix, anyways?

The marketing mix is a familiar marketing strategy used by companies all around the world. It looks into the several different categories. www.smartinsights.com says that “It is one of the top 3 classic marketing models according to a poll on Smart Insights” (Hanlon, 2019). These 7 P’s are different categories that help companies review different aspects of their brand on a more specific level. It helps to find key issues that could possibly affect the marketing of their brand and therefore the success of selling to their consumers. Over the next few pages we will be looking more into these seven different categories and their current place within River Island/ how they are working for them currently.

Price Place

Promotion

Target Place

Market

People

Physical

Environment Process

6

Place This first category covers where the

• Mail order

product is sold--it can sell in many places but we have to find the best place for the

• Direct sales

long-term development plans of River

• Pop up shops

Island.

Different focus areas of this category

• Multi-channel

include;

• Store locations

• Online

River Island does not cover a lot of those areas so we will only cover the areas they do.

• Catalogs

1. Online Website is simple and easy to use, including a section of user content (#ImWearingRI).

2. Multi-channel Frequently using Instagram shop feature on all their posts and highlighted on their page which is good, but is not talked about enough (followers may not know it even exists) #ImWearingRI is consistently used across all platforms 7

3. Store Locations Having two stores on both sides of Oxford Street is good...but only for a little bit before Oxford St./Oxford Circus gets redone.

4. Store Experience Looking at the stores, there should be a balance between executing an experience and actually making sales. River Island does not strike this balance.

Social (ie. encouraging shoppers to

Sight (ie. videos, graphics, digital creations): none of it...absolutely no digital aspect to the store

connect online, social mixes, interactive displays, etc.): again, nothing like this is in store. There is no engagement or displays of engagement to share a customer’s experience.

Sounds (ie. music, consistency): music is inconsistent...some places it is loud but others it is way too quiet

Systems (ie. sound systems, basic systems): this goes along with sound...music in some places of the store are way louder than in others.

Scent: store smelled like that new

Taste/Others (ie. any food involved, customer service): customer service is not the best...usually ignored by salespeople or do not offer any help

plastic-like smell that only comes from new shipments of clothing products (not very enjoyable)

8

Physical Environment Nowadays the focus of brick and mortar stores is really on the experience for the customer. Lots of stores are looking into creating three different mind states in order to have a successful shopping trip for the consumer. FITCH, a brand consultancy, has identified three universal shopper mind states that characterize the behaviors of shoppers everywhere.

These mind states are: dreaming, exploring and locating. Stated in the table below is what each mind state means and what River Island translates them into.

What they are

What they are to RI

Dreaming

Shoppers actively look for new ideas and inspiration. They don’t yet have fully defined needs and wants, and skip between categories and brands to find inspiration or learn something all while having fun in the process.

Do not make customer's shopping in store an experience, let alone a memorable one.

Exploring

The shopper is open-minded but has a category-specific purchase intent. They may have a few options in mind but are open to suggestions to be influenced. They are looking to browse easily, find more information and narrow their choices down.

Store is categorized into making different pieces into one complete outfit, no cohesiveness behind it.

Locating

Shoppers look for a specific brand, product or service.

They are often replenishing their usual stock or already know the specific item they are looking for. They want things to be easy to find, welcome timely and relevant reminders, and want to feel reassured that they are making the right choice when it comes to things like price.

Clearly labeled men’s/ women’s/children’s section, denim is clearly labeled, section of basics is hidden 9

Product This store is selling fashion...it should have emotion! There are certain questions to ask about your products.

Do you have the right balance (ie. too much of one product/not enough of another)?

Do your products strike all the categories of the Total Product Concept?

What is the Total Product Concept you ask? It is essentially this!

!

The TPC summarizes the core benefits and services of clothes. The first two inner circles are mainly the ones we should be focusing on for River Island.

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Hero Product Another way we can focus more on your products is by specifying a hero product. From the looks of it, you don’t necessarily have one you highlight.

As mentioned earlier, River Island always has the latest and trendiest style of bags out for a decent price. However, this only goes to an extent. Their bags are so popular because they are (scarily) similar to designer bags. It should almost be illegal how carbon-copy RI bags are compared to other designer labels such as Gucci, Dior, Prada, etc.

They are selling eerily similar designer bags for a fraction of the price, which consumers don’t seem to mind (at least they used to!).

River Island copy

Original Dior bag

photo from River

photo from Dior,

Island, 2020

2020

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Price The quality of the clothes does not match the price range. The price range also does not match the target market they are aiming for (an 18 year old cannot afford the same things a 35 year old can afford, with both ages being at different points in their life).

Lowest price: £3 Highest price: £165 Average price: £35 Pricing strategy is skimming strategy.

• They start with a higher price and, as time goes by, they decrease it.

• They do the majority of their sales during the sales period but also a few times a month in store and sometimes online.

Promotions are higher online than in stores.

Price: £16 Design: Women's basic short sleeve t-shirt with front pocket Added Extras: Bedazzled button on front pocket with River Island logo (copied from Gucci)

Price: £28 Design: women’s white button up shirt with collar and puffy cinched sleeves Added Extras: Rhinestone buttons along front Quality: made from 100% cotton but still feels cheaply produced 12

Brand Positioning

A brand positioning map shows how the products are perceived and how they are defined in order to maximize the potential benefit to the company River Island is in a position where they are almost in the middle of prices and trend focus: they are just a little over regularly priced but more so trend focused (though it isn't their total endgame being 100% trend focused).

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People There are many different people that

Target audience: River Island claims

make up a brand: employees,

that their target audience is middle-

management, customers, customer

market men and women in the 18-35

service, etc.

age range. The quality is for

First Reaction Employees: in store, the salespeople at both Oxford St. stores were not very helpful. They did not greet customers, and very rarely would they ask if they could be of assistance for anything.

teenagers/young adults, however the prices are more so aimed for working middle aged people.

This is why they aren’t reaching their consumer because it is way too vast of a target market: middle-aged men and women ages 18-35. A 18 year old girl is a completely different market

The next page shows a pen portrait of what your brand believes to be the customer shopping in your stores. A pen portrait is a full writeup of a consumer using various collected data.

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Current Pen Portrait

• Emily

• Uses debit card

• 20 years old from outside of

• Spends about £100-150 a month

London • Favorite stores: H&M, Primark, Topshop • Dreams of life in big fashion town

on clothes • Monthly allowance from her parents • During spare time, she sees her

• Interested in fashion

friends, goes to Starbucks,

• Studies communication

clubbing, uses TikTok and

• Works in retail as sales advisors

Instagram

along with her studies

• Does not smoke, eats healthy

• Lives in a shared flat 15

Process This category looks into “behind the scenes” of how business is going on in stores: warehouses, sustainability efforts and ethics. Consumers nowadays are very knowledgeable of the fact that fast fashion is more than often killing the planet and how much of a carbon footprint the fashion industry has. Because of this, brands have to be very transparent about where they source their clothes.

While River Island does have a section on their website about sustainability (in the About Us section) and there is a lot of information within it, however there is nothing else behind their word to back up what they state. It is all very generic terms and information with no statistics or reports to go with it. The only pictures used in this section look like basic stock images straight from Google.

They also have a couple sections about the ethics of the company (ie. working conditions, pay gaps, etc.) though the same problem occurs again where these statements don’t have specific details or are extremely outdated. This is a problem with the Modern Slavery statement and the Transparency Pledge Also, there is no value proposition shown for the company. This statement, created in consumer language for your consumers, is meant to be visible so consumers can read it and get a snapshot of the transparency of the company…this is nowhere to be found.

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Promotion There are many different notions to what makes up promotion: special offers, advertising, endorsements, collaborations, free gifts, joint ventures and social media.

In today’s world, a brand’s presence on social media is just as important as the merchandise in their store and what products they are trying to sell. Having a presence online is everything! In River Island’s case, their social media presence is there and is off to a good start-however there could be more added to it.

1. Instagram High quality pictures, aesthetic layout, using product tag feature so consumers can shop directly from posts.

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2. Twitter Very active, trying to hard to be trendy and fit in with audience, posts are all the same across all platforms

18

3. Facebook Very active, nothing too special or stand-out, exact same posts as other platforms

19

4. Pinterest Very active, have different mood boards that spotlight their products, very different compared to other platforms

20

5. Youtube Short videos showing different collections and outfit inspirations, similar feed to other social media platforms, nothing special about videos, quite a few haul videos that are a mix between sponsored and non-sponsored.

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6. River Island App Has many different features that are easy to use, aesthetic layout, has shopping tab along with #ImWearingRI where users can post their outfits and inspiration with RI products

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Objectives & Goals Now that we discussed what the current marketing mix is in stores, we want to look into what our objectives & goals are going forward. River Island has a solid foundation, for the most part. While we don’t have the funds to create a whole new marketing mix, we Photo Credit: Wild Sky Media, 2018

can look into some inexpensive alternatives to better market the products and in turn bring in some revenue!

With this marketing strategy, we are looking to achieve to see some positives within the next 6 months. To put some figures behind it, we are looking to: • increase social media following by 8% across all platforms • increase website traffic by 5% • increase promotion of NEW hero product in store, online and across socials!

These are only just a few goals we are looking to hit, with physical data attached to them as an easier way to track them. We are now going to look more into how to improve our current marketing mix so we can get started on hitting those goals!

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Improved Place 1. Online Add video product shoots with models having the clothes on their body ~This method is shown to make more revenue because it is easier for the user to see what the product would actually look on their own body

Fix in-store mood to make more of a shopping experience for consumers!

Photo credit: AllSee, n.d.

2. Sight

Photo credit: Promotion Tech, n.d.

Add digital walls behind cash desks (can use videos being shot for the website)

3. Sound Make sure music is at an even volume across the store, playing popular music in London at the time

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4. Scent Diffusers can be a cheap alternative that can be well-placed around the store or even specific parts of it to draw customers to that section (cash desks, fitting rooms, front of the store where new product is found, etc.)

Can start off by having a few samples and giving them out to customers to find a popular scent that also matches the target market.

5. Social Put up hashtag cling stickers on all the mirrors (especially in the fitting rooms!) to promote the #ImWearingRI or even another hashtag for shoppers to share their experience online, through the River Island app shoppers could queue up specific songs they want to hear while shopping.

Photo credit: Young, 2015

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6. Systems Goes with sound...make sure music across the store is at an even level where it is heard but also is not a nuisance to shoppers by drowning out their own voices.

7. Taste/Other Push salespeople to be more visible and helpful towards shoppers (do not need to be pushy/in their face but at least speaking to the shopper when they walk in!) **not a huge change to their basic training but something to emphasize.

Maybe find a reward system for employees who show they are offering help to customers?

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Improved Physical Environment

Focusing on improving the experience in-store will help draw more customers in and make this brand something memorable. Improving the three mind states can help keep shoppers coming back and even draw in new shoppers.

Dreaming If focusing on one specific theme/ product (focus on your hero product!), then maybe make a whole section of the store (when you first walk in) fit with extravagant merchandising and even a spot where shoppers can share their experience on social media!

Exploring Maybe have different themes to different sections of the store that the outfits can correspond to (ie. new products, night out, beach wear) and then a section for when new products are to be pushed out.

Photo credit:(Bardsley, 2018)

Photo credit: Blu, E., n.d.

Locating Have all sections and all essential products (ie. denim, basics, shoes, sale) clearly labeled

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Improved Product One suggestion to improve River Island’s products is to change their hero product. Instead of focusing on the bags, the brand should put their efforts into their going-out/evening outfits.

Nowadays, River Island is completely lost in their target approach and therefore don’t have a hero product.

They have a wide range of dresses and like to promote their going out/ party clothes. This is one of the only things we understand as a target so they should focus more on their party clothes as a hero product.

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Improved Price As a high street fashion brand, we should look to keep the prices around the same that they are now. Instead, we should look in try and increase the quality of the products (ie. find different textiles to use on the clothes that won’t break the bank but, if used properly, can feel like higher quality).

You can keep the same skimming strategy that has been already in place, however now (with a new target marketing looking to be introduced) you can use market research surveys as a possible way to get a representative sample and as a way to ensure you are asking the right people to gain the right responses.

Another way to improve your price to take a new look at where the company is located on the brand positioning map. Our new goal is to have River Island a leaning to be right in the middle of classic and trend focused while aiming to be a little lower on price ranges.

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Improved People Instead of having such a broad target market, River Island should specify their target market to women/men aging from 23-26. This new pen portrait shows what this new target customer would resemble.

Olivia 28 years old from London Has a steady relationship with boyfriend Created her own PR agency Pays with debit card Rents flat with boyfriend Looks up to designer clothing & follow trends Loves to spend money on bags & shoes Likes to travel, be with her friends, go out for coffee/ brunch Enjoys clubbing on the weekends and finding nice restaurants on Friday nights Enjoys walking around London Loves Instagram and watch reality TV shows 30

Improved Process We know that changing the factories is not an ideal change and will cost a lot of money.

However, an option that would not cost much money would be to update the website statements and be as transparent as possible.

Put links to further resources on what factories you use, working conditions, pay, what textiles are being used, how they are being sourced, how they are properly recycled, etc.

Having these different sections and statements is a start in the right direction, but your consumer isn’t dumb. They know everything when it comes to sustainability: the right working conditions, textiles, sourcing, pay and everything that comes with this. Having a transparent approach to how your products are made (and the people who are making them) will say a lot about your company.

party outfit store to have you looking like a 10 for when you are hitting the London club scene!

Your one-stop shop for all things clothing and accessories to make the perfect outfit for your night out River Island offers all the latest trends with high quality clothing

Can’t make it to our shop? The same products we offer in store are available online! With free shipping within the UK and free returns, getting your GNO outfit was never easier through River Island.

Value Proposition Another thing to add to your website alongside your sustainability effort reports is a value proposition. This is a promise of value to be delivered and should be the primary reason a prospect should buy from you. There is no apparent proposition for River Island at the moment, so possibly adding this on for your consumer will bring on a multitude of positive changes.

Look Perfect for Your Next GNO! Walk into our store today to find your perfect outfit for a night out on the town with your girlfriends! Our vast selection of dresses and party outfits will have the perfect look for your style. With all the latest trends stocked in our store, River Island will always be your go-to

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Improved Promotion River Island does have a steady presence on social media, so they should now focus their efforts on their app. It does have a good start but has so much potential to become something more. They do not have a loyalty program so building one could build a loyal shopper base for the store.

This loyalty program could be easily accessed on the app, with features such as: Easy access to account/points earned when shopping Access to coupons/discounts only for members Access to choosing the music playing while shopping Invitations to certain events/launch parties for new products Building a loyalty program will help out the promotion aspect and would for sure help out with building a loyal customer base that could spread even more via social media.

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Next Step Proposals While we all wish we could just start anew with those 7 P’s, that is unfortunately never the case.

However, the majority of those categories (while they all do need improving) are stable enough to stand on its own for now. Because of this, we can focus our efforts on really improving one certain category that can bring in more customers and hopefully help out with the other categories.

In a normal world, though, we can go about planning these proposals with no problems or external consequences. The world we are currently residing in, a world on hold due to the international pandemic of COVID-19, is not the normal world previously mentioned. All around the world, economies are collapsing, people are stuck at home out of work and all normal life as we knew it is now a foreign aspect.

In London, all non-essential businesses are closed down (obviously including yours!) and we now have to take further steps in order to stay afloat during this unprecedented time and look for ways to continue engaging with your customers. Knowing this, we are

offering two proposals in a wacky time such as this: 1. Steps the brand should be taking right now to ensure customers’ worries and keep an audience 2. An event to hold in the next three months to jumpstart your brand back on the right foot (with both the current lockdown in mind and looking towards the unknown future) These two proposals are keeping a relatively low budget in mind so we don’t have to break the bank, especially in a time where revenue is reducing and people don’t want to spend money when it’s tight.

Photo credit: River Island Instagram, 2020

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Steps To Take During the Crisis PROTECTION, CONNECTION, ENGAGEMENT 1. Ensure that all your staff and customers are safe at home: following social distancing guidelines, personal hygiene, deep cleaning of stores, whatever government laws allow for your store to do without putting many people in harm’s way (lay people off? Putting employees out of work with the potential to gain unemployment benefits?). Above all, having the common human decency to look out for one another and doing your part in helping out the world in this tough time.

2. Social media! Social media! Social media! Everyone is now at home with some sort of internet connection and technological device...connect with your audience! This step has been already completed: starting the #IslandersAtHome, having various staff members posting themselves at home, at-home workout/WFH tips, etc.This was a great start, but there are even more ways to improve.

• Checking in with your followers on more than just a physical sense: instead of pushing “work from home” tops, push ways to help out mentally during this crisis, easy self-care tips, ways to keep your mind and body at peace during all this, etc. Only pushing out what your staff is doing and pushing sales in a time where many people no longer have a disposable income is not the best way forward.

3. Engage with your followers! Instagram lives, Facebook lives, constant YouTube uploads, Twitter polls...there are endless ways to get your followers input on new content/building upon a fanbase.

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Event Proposal Our proposal looks to strengthen one category of the marketing mix that is somewhat lacking but use another category that already has a strong base: creating a “night out” social media campaign to launch the revival of your new hero product: going-out/evening dresses. This event will look to improve your product while using the strength of social media platforms. However, to keep it on a low budget, we will look in house for ways to revitalize what we already have! This event will work for whatever the future holds: if we as a nation are still under lockdown with strict social distancing guidelines or we are starting to trickle back into normal life slowly.

Campaign: A Night Out...Inside!

Client: River Island Timescale: 16-21 August Budget: TBD The renewal and release of all the hottest trends for a night out--even if it is a night out in your living room!

Objectives • To improve the market of night-out products with River Island as a consumer’s go to • To drive sales and footfall to River Island • To champion evening fashion to River Island against other high street destinations.

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Strategy & Plan Team sent out surveys to their followers across email blasts, social media platforms and through the River Island app to see what their shoppers like when it goes to what they wear going out on the town.

Will be a cost for surveys From there, results were used to shoot campaigns (using store as shoot location and having a low budget shoot for a night out) and sent across all social media platforms and local UK influencers. Followers and influencers alike are asked to show their night out looks using the hashtag #RiverIslandEvening so they can submit their own inspiration for what they wear. Using direct links to River Island’s new website (using new campaign videos), shoppers can now purchase looks similar to what their own idea was. Cost for campaign and uploading online

Measurement & Evaluation Using social media analytics and website traffic analytics, we can see how our numbers change with the new campaign, hashtag, etc. Looking to increase traffic by 10% and followers by 15%.

Cost for analytics and consulting.

Results The number of followers and website traffic increases. More users download the River Island app and become a part of the loyalty rewards program.

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Conclusion River Island, while it may seem like it has a lot of negatives to it, is actually a company with a lot of potential. While we cannot look and fix every single thing to do with the company and every nook and cranny, we can look and take small steps to start turning the tide to make this company what it really can be! River Island, when switched to better itself as a high street store with value, can really be a force to reckoned with on the high street! These steps from this plan are only the beginning outline to what will be a long and consistent re-haul. We will have to constantly meet to discuss any changes that has happened outside the store (competitors, situation analysis, this global pandemic we are currently in). However, the results will be worth the wait!

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