In last week’s blog post I discussed Victoria’s Secrets exemplary integrated marketing communications strategies. Victoria’s Secret uses push and pull marketing to engage its consumers. Push marketing focuses on brining the product to the customer, which include chat windows, email ads, text message alerts and pop ups. Pull marketing involves the consumer coming to the product and exists through banner ads, sponsored ads on Facebook, and SEO.
Push and Pull Techniques On-Site
- When you first visit victoriassecret.com, a pop-up box appears and asks consumers to enter their email in order to receive updates on in-store and online sales.
- The home page of the website is dominated by information on current and upcoming sale events to entice consumers to click and explore them further.
- A box that says “Today’s Offers” stays at the bottom of every page while scrolling. When clicked it brings consumers to the section of the main page that has all of the current sales and exclusive offers consumers can capitalize on at the current moment.
- A stationary “live chat” box also exists on every page that consumers order from, making it easy for them to interact with employees and quickly find out information. The “help’ tab in the negation also offers the live chat option, a customer service page and the customer service phone number.
- Consumers can download the Victoria’s Secret app for mobile devices and iPads to get to know about exclusive deals, shop VS, and watch videos featuring new trends and behind the scenes shots.
Push and Pull Techniques Offsite
- Victoria’s Secret has ads through Google AdWords. For example, when you search Victoria’s Secret, an ad for victoriassecret.com appears at the top of your search.
- Banner ads appear on websites ad space, when users have previous been on victoriassecret.com or looking for products VS sells.
- VS also does a great job of using SEO to make sure it is showing up on the first page during consumers’ Google searches. For example, when you search “push-up bra,” “swim,” “panty” or “panties” the VS website will appear first on Google for each search. With an array of other large lingerie, underwear, and swimwear companies to compete against, this is a great advantage.
- Victoria’s Secret has hugely successful social media accounts that drive traffic to its website. Millions of followers view the highly updated Facebook, Instagram and Twitter accounts full of beautiful models and enticing captions that bring consumers to browse and shop the website.
The website’s main page has images that are frequently updated with new pictures and information visuals about the hottest sales featuring new styles of lingerie, underwear and swimwear. The website does a great job of being transparent and easily navigable, making items easy to find and purchase, while giving the customer a positive, stress-free experience. The site is equally as user friendly on your smartphone, with large, clickable tabs and images that appropriately fit the screen. Users don’t have to pinch or zoom in to be able to correctly see what they’re looking at. VS also has the Victoria’s Secret app which is even more easily used.
At the bottom of the website a section with all of Victoria’s Secret’s social media channels exist for customers to explore the brand further. On every purchasing page below the image of the item are social media icons for the customer to share it through Facebook, Twitter, Pinterest or email. There is also an option to like it on Facebook. This promotes VS to customers’ friends to hopefully catch their eye and get them to come to victoriassecret.com.
How Victoria’s Secret is Doing It Right
Victoria’s Secret excels in knowing its community, their wants and listening to it. By setting up live chats, and requests for feedback from consumers, VS is following important steps to get its site noticed according to an article on tutsplus.com.
VS keeps its site current and up to date. The website is consistently updated to remove any expired sales promotions, out-of-stock items or last season products.
Although Victoria’s Secret doesn’t have an official blog, the website invites you to visit the VS All Access section of the website, which displays mini blog entries on company news, updates and events, behind-the-scenes interviews, videos and photos, as well as a feed of the Victoria’s Secret’s widely popular Angels’ Instagram accounts.
Victoria’s Secret does a great job of making victoriasscret.com the hub of the brand’s social media presence, as suggested in the 2014 article. All social media channels post content that brings consumers to the VS website, which contains all of the information and shopping capabilities for consumer needs.
Victoria’s Secret has done an outstanding job in establishing a consistent and accurate brand identity across all social, online and offline platforms. The fluidity amongst platforms and integrated communications tactics are almost as perfect as a company can be. As I see it, there is very little room for improvement, however one thing I would change would be to move the icons with links to social media, to the top of the website instead of the bottom. The website has long pages of content, so it is rare to make it all the way down to the bottom. To encourage consumers to follow the brand on social media, they should put the linked icons at the top of the website.