E-Commerce Book

E-commerce Omnichannel Marketing

By: Livia Celli Qiqi Pan Worgamla Kasar Sameera Pajwani

“Maison Francis Kurkdjian offers a contemporary vision of the art of crafting and wearing perfume, becoming a new emblem of French savoir-faire and lifestyle.”

Maison Francis Kurkdjian was created in 2009 by a renowned perfumer Francis Kurkdijan alongside Marc Chaya, a former associate of Ernst & Young.

They created a new territory of free expression in contemporary fragrances – sensual, generous and multi-facetted – with the focus on perfume.

They are currently available across 500 multi brand stores and 10 Mono brand Stores Globally.

Their most iconic product is the Baccarat Rouge 540 that gained popularity on platforms such as TikTok.

Situation Analysis Search Engine Campaigns

1. Baidu: No Campaign present, It is hard to spot the official website on the search engine.

Only when “Maison Francis Kurkdijan Official website” is typed does the official website show on the search engine page, as seen below.

2. Naver: No Campaign present; the first two searches are of reviews from a Korean website followed by the official store. While typing “Maison Francis Kurkdijan”, no dropdown selection/ prompt appeared.

3. Google: The only serch engine where they are running campaign is on Google, they are not implementing that on Baidu & Naver where they have both SERP activity and just below, the so-called organic results , that is, a link that Google returns based on its sites and that best respond to the user’s request algorithms according to the search engine.

Situation Analysis E-Commerce Website

Overall website, in general, is not customer friendly. The layout is poor and is not easy to navigate.

For example, the homepage has a poor layout, and the new collection is displayed; however, there is no indication that it is a new collection.

Furthermore, there is no structure to the homepage layout, making it harder for consumers to discover their product assortment.

However, their product page, on the other hand, is well planned.

The product pictures are high resolution, and their layout has a clear structure. There is a clear indication of the availability of sizes for that particular fragrance, the inspiration behind the product, a detailed description of the ingredients, recommendations for similar scents and travel and gift sets.

All the information is listed clearly and easily accessible.

The accessibility mode has only two options, “On” or Off”. There is no detailed breakdown for the accessibility mode to target people with different disabilities to use technology more easily.

Payment Options: They only offer the main options Credit/Debit card and PayPal.

Countries Distributed via 500 multi-brand stores, all fragrance specialists, and operates 10 mono-brand stores, either directly or with partners: two in Paris, four in Taiwan, and one each in Dubai, Kuwait City, in Qatar and in Kuala Lumpur, Malaysia.

South America-0 North America -96 Oceania-58 Asia-53 Europe-305 Africa-4

Store Locator: Their store locator is basic and it has not been updated.

Situation Analysis Social Media

The best seller fragrance for the Maison is “Baccarat Rouge 540”, followed by “Amyris” and the “cologne forte “ collection with the ‘Aqua Vitae’.

Even though Baccarat Rouge 540 is the most popular & iconic they are not promoting it as it is not a seasonal collection and is a standalone fragrance.

They brand has eight collections, they are currently pushing the “a la rose “ collection, since summer has begun.

Instagram

They are redirecting their customers through the website to social media and vice versa, where you have the possibility to buy the product directly from social media, such as instagram.

Youtube

They just made a new campaign on YouTube, where they are promoting the “acqua” collection, made of three fragrances , based on the summer freshness.

Email Newsletter

When one signs up, they recieve a welcome email. Over the weeks they send you few emails with their fragrances as seen below. However, they are not promoting it enough as over the course of 1.5 month we only received a total of 3 emails.

Situation Analysis Social Media

The brand heavily relies on word-of-mouth and organic reviews on platforms like instagram and Tiktok.

Situation Analysis

Comparison of competitive brand websites (PC)

CONTROL

sWOT Strength - Strong presence on Social Media through word of mouth and reccomendation by influencers - Strong Product which leads to good reviews on social media platforms

Weakness - Poor Structure of Homepage makes it hard to discover product range.

-Less email newsletter promotions - They do not have social media accounts on upcoming platforms.

- Limited Payment options - They do not have an ambassador or influencer to represent the brand and increase relatability.

- They do not customise the customer experience according to geographical region well enough

Opportunities - To create relatable interactive omnichannel experience.

- To introduce an global/regional ambassador.

Threats - Insufficient resource commitment for online and social platforms restricts revenue growth.

Objectives Target Market: The USA is Maison Francis Kurkdjian’s main market, accounting for nearly 40% of their revenue. They have opened a subsidiary there when they set up the company in 2009 and are well-established. Until now, they were exclusively distributed at Neiman Marcus, where they rank among the top 4 labels in fragrance sales.

From 2017, they began to collaborate with Saks too. Their products are also present in more than 40 other countries, notably in the whole of South-East Asia. They are not present in China however, nor in South America.

They planned to continue to drive their expansion in the USA and the Middle East, and they also debuted in Thailand in 2021.

strategy Game Integration

Target: Enhancing the customer shopping experience on the official website and increasing access to physical shops.

Overview: After analyzing the brand’s official website, we found that it was difficult for customers to choose their favourite fragrances online through visual or textual representations.

For new customers who had never bought from the brand before, it was particularly difficult to know which product to choose. Therefore, we will design a game to help customers select their perfume online. The game will also be used to link the offline shopping experience.

As visitors play the game, like a tarot card reading, the system will collect personal preferences associated with the customer and analyze them to come up with 3 recommended products. Then customers can watch a short video to learn more about the recommended products.

Game Process and Details: Start: Buy for yourself, or as a gift Q1: Gender Q2:Personality Description Q3:Personal Preference (Dressing style) Q4: Personal Preference ( Music category ) Q5: Personal Preference ( Travel destinations ) Q6: Spirit animal Q7:Cocktail Flavor

Final: Fictional character that belongs to you & Recommended Products

Interlinked Online And Offline Shopping Save the QR code in the picture, customers can go to the brand’s physical stores to get the corresponding sample.

Experienced Through The senses Selecting the different recommended products will show you the product details and then you can choose to enter a specific scene of the product’s collection,such as seaside, forest, garden .

Customers can explore this scene virtually to learn about other products in the range, such as body care products and scented candles.The different scenes are accompanied by different music so that customers can experience the scent as much as possible.

Scenes& Music: Seaside: Rebel Sun—General Elektriks Lake& Snowy Mountains: The Deer- Carter Burwell Waterfall: Waterfall Cucurrucucu Paloma- Caetano Veloso Forest: Opening-Gustavo Santaolalla Grassland &Garden: Gathering Of The Lost Loves-General Elektriks City Nights: Yumeji’s Theme / 24’s (Instrumental)—RichGirl / Bun B

strategy Ambassador

As the Maison’s Aim is to grow their digital operations in the Middle East, introducing an ambassador from the middle east to increase brand awareness, improve social selling, and build trust among customers and followers.

Joelle Mardinian Age:44 Company: Maison de Joelle Designation: Founder and influencer Joelle Mardinian is a LebaneseTV Show Host, makeup artist, entrepreneur and founder of Joelle, a beauty company. Mardinian is among the MENA region’s top social influencers. Followed by millions of fans, Joelle is known across the Middle East as the founder of beauty empire Joelle Group, and as an inspiration for a generation of Arab women. Her “Joelle Show” on MBC1 is the longest-running makeover TV program in the region, making her one of the most popular Arab TV presenters.

Social Media Facebook- 3.2 million followers Instagram- 19.8 million followers YouTube- 235k subscribers Twitter- 295 followers

strategy Event

-Invite celebrities & influencers to join the event have them to promote the event on social media ) -Make a link that redirects from a swipe up on social media platforms to the official website, where only if they register they can join the online event by getting the link by email (after registration) - While regestering they will enter a code received through the respective platforms, Instagram, Tiktok, E-commerce platform to be able to analyse the traffic flow.

-send the link via email to all those who are already registered in the website -All those who are going to participate at the event can have the access to the game, and at the end of the game they will recieve a 15% discount on the product that has been selected for them during the game.

- Customers will be able to redeem Free Engraving Service at the nearest store after purchasing it through this event after entering the discount code.

-During the event all the guests will discuss about new products and their experience with them in a live session. They will also be discussing their results from the game to enhance the experience of the online event

strategy Additional Improvements

Wechat & Weibo -Creating Chinese usernames for the convenience of Chinese consumers.

-Increasing credibility by following like-minded users -Ensuring QR code is working and functional

Social Media and Newsletter -Creating an Official Tiktok Account -Improve Newsletter Marketing frequency alongside making it more personal and relatable with the help of emojis and short and precise subject titles to capture the consumers attention.

Customer Service/ Online Chat Bots -Having Email, Phone & Online Chat that is easily accessible.

-Cater to consumers from other time zones besides CET/GMT as well.

Store Locator -Improve Store Locator accuracy and have a feature that will display the availability of the products in the store.

Reference: https://www.lvmh.com/houses/perfumes-cosmetics/maison-francis-kurkdjian/ https://www.penhaligons.com/ https://www.jomalone https://c.y.qq.com/base/fcgi-bin/u?__=wQykCqCyfWec https://c.y.qq.com/base/fcgi-bin/u?__=lvc0C9 https://findation.com/ https://uk.fashionnetwork.com/news/marc-chaya-with-lvmh-we-ve-entered-into-a-partnership-that-s-more-strategic-than-financial-,808030. html https://www.franciskurkdjian.com/int-en/storelocator?lat=-59.755131464035706&lng=77.17829378932676 https://www.whowhatwear.co.uk/maison-francis-kurkdjian-baccarat-rouge-540