Internet Marketing- Consumer Digital Journey

WITCHERY

Mapping Consumer Digital Journey

Helen Abbehusen De Matos

Curtin university  17084923

WITCHERY

Mapping Consumer Digital Journey

Helen Abbehusen De Matos

Curtin university  17084923

1. Introduction

This analysis will report on the Australian Witchery Website.

1.1 Background

Based on the online service, Witchery is the brand chosen for the analysis of mapping consumer journey. Witchery is specialised in Women’s, Men’s, children’s clothing, shoes and accessories. The brand is known for its excellent service and its high fashion unique yet on trend clothing and accessories. Since Witchery’s establishment, they have differentiated themselves by offering the best service and brand policies through out all the franchises nationally and internationally in order to please customers. With a heritage of outstanding quality, style and attention to detail as well as offering convenient policies to customers Witchery has managed to remain a leading fashion label with limited threats from competitors. One of the many reasons why Witchery is a leading fashion brand is its ability to adapt to rapid technology development. Today, customers are able to order Witchery products on many devices and choose whether they wish to pick up their order from a Witchery store or be delivered to their home. The convenient return policy to get an exchange and refund with any online purchase allow customers to shop with confidence.

1.2 Industry

Witchery does not only continue to adapt to technology change but they also continue to adapt to the latest trends in the fashion industry. In order to reach a wider target audience Witchery men was introduced in 2009 as well as Witchery children later on in 2014. In order to maintain their competitive advantage Witchery has also adapted to the changes in consumer’s taste. Back a decade or so customers used to be interested in what was called ‘fast fashion’, inexpensive runaway version looks that customers would wear...