H & M a Multichannel Report
At a glance:
This report looks at the key value propositions of the website http://www.hm.com and how it fares against its competitors in its online multichannel strategy. The report recommends the following changes to keep the costs down and serve its customers better.
Provide online retailing to countries where the option is unavailable, especially US.
Ask for gender of the customer during profile creation so that they have targeted advertisements about specific products in the home page. Currently most of the advertisements in website are for feminine products.
Use centralised database management system to reduce costs and to obtain a holistic view about customer behaviour in each regions.
Integrate a search function in the website so that the customers can easily find the unique products they are looking for.
Use the cookies stored in a visitor’s computer effectively so that they can be targeted with specific advertisements which they might find useful.
. 1. Introduction:
Hennes & Mauritz was established in 1968 with the acquisition of Mauritz Widfross, the hunting and men’s clothing chain of stores, by Hennes. Currently the group’s product portfolio includes men’s, women’s, children’s and teen’s clothing, cosmetics and home accessories. The company has more than 2700 stores in 48 markets and a strong employee base of approximately 94000 (MarketLine Case Study, 2012). H&M Group also includes independent brands i.e. COS, Cheap Monday, Monki and Weekday. For the sake of simplicity, this report will look only at the brand H&M. The target customers of H&M are mostly price sensitive and belong to the age bracket 15-35 years. The key competitors with whom H&M shares these customers are Primark, Zara, Next and Benetton.
In 2011, the online retail sector in UK has grown by 16% and reached a value of £ 28.7 Bn. A report from MarketLine predicts that by 2016 this value would increase to £ 71.14 Bn. Taking into account the high
This report looks at the key value propositions of the website http://www.hm.com and how it fares against its competitors in its online multichannel strategy. The report recommends the following changes to keep the costs down and serve its customers better.
Provide online retailing to countries where the option is unavailable, especially US.
Ask for gender of the customer during profile creation so that they have targeted advertisements about specific products in the home page. Currently most of the advertisements in website are for feminine products.
Use centralised database management system to reduce costs and to obtain a holistic view about customer behaviour in each regions.
Integrate a search function in the website so that the customers can easily find the unique products they are looking for.
Use the cookies stored in a visitor’s computer effectively so that they can be targeted with specific advertisements which they might find useful.
. 1. Introduction:
Hennes & Mauritz was established in 1968 with the acquisition of Mauritz Widfross, the hunting and men’s clothing chain of stores, by Hennes. Currently the group’s product portfolio includes men’s, women’s, children’s and teen’s clothing, cosmetics and home accessories. The company has more than 2700 stores in 48 markets and a strong employee base of approximately 94000 (MarketLine Case Study, 2012). H&M Group also includes independent brands i.e. COS, Cheap Monday, Monki and Weekday. For the sake of simplicity, this report will look only at the brand H&M. The target customers of H&M are mostly price sensitive and belong to the age bracket 15-35 years. The key competitors with whom H&M shares these customers are Primark, Zara, Next and Benetton.
In 2011, the online retail sector in UK has grown by 16% and reached a value of £ 28.7 Bn. A report from MarketLine predicts that by 2016 this value would increase to £ 71.14 Bn. Taking into account the high
References: Alexa.com, (2012), Statistics summery of hm.com, Available: http://www.alexa.com/siteinfo/hm.com, Last accessed 08 December 2012. H&M Facebook Page, (2012) Available: http://en-gb.facebook.com/hm, Last accessed 08 December 2012. MarketLine Case Study, (2012), COMPANY PROFILE: H & M Hennes & Mauritz AB, Last accessed 09 December 2012 MarketLine Case Study, (2012), MarketLine Industry Profile: Online Retail in Asia-Pacific, Last accessed 09 December 2012 MarketLine Case Study, (2012), MarketLine Industry Profile: Online Retail in United Kingdom, Last accessed 09 December 2012 Milne, R Mintel Report, (2012), Clothing Retail (UK, Oct 2012)- The Consumer- Where they shop, Last accessed 06 December 2012 Moreau, R 2008, 'H&M AND INDITEX 'S GLOBAL EXPANSION STRATEGIES ', Retail Digest, pp Available: http://siteanalytics.compete.com/bennetton.com/, Last Accessed 08 December 2012 SiteAnalytics, 2012, Unique Visitors to hm.com, Available: http://siteanalytics.compete.com/hm.com/, Last Accessed 08 December 2012 SiteAnalytics, 2012, Unique Visitors to next.com, Available: http://siteanalytics.compete.com/next.com/, Last Accessed 08 December 2012 SiteAnalytics, 2012, Unique Visitors to zara.com,