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JD Sport

A digital marketing proposal which specially made for JD Sport -- a popular United Kingdom-based sports fashion company.

During the pandemic of COVID-19...

40%

UK customers

have been shopping more online than before

54%

UK online customers

on the daily return the products they buy online

With more than half returning products regularly, pollution for the environment has been creating more as returning requires transportation in sending the product back to the stores. As refunded products couldn't be selling back to the public, logically more waste would be created to the environment.

The pandemic has increased the shopping rates of online shopping with the downside of people not being able to try on clothing physically. Our marketing proposal is to enable consumers to be able to try and fit on clothing – specifically shoes anywhere and anytime they want, whether it is to see how the product looks, the fit of a product or just for fun. Overall, reduce costs and waste. The main message of the campaign is to ensure that customers when shopping online have the mindset of preserving the environment and to allow their future offspring to enjoy what they have. 

The Team

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Product mock-up design

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By evaluating the original UI in JD Sports' website, the team have decided to add a button for users to customise how their clothing will look. In order to decrease the rate of returning products, AR technology is used to give more details of the clothes to the customers. Therefore, customers can have a similar shopping experience as in-store shopping without time and location barrier.

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Although JD Sports' website already has some products with AR technology, the technology only supports a handful products with all of them are shoes. Therefore, we are trying to expand this potential system to other clothing as well.

Product function

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In this page, users can view the products in 360 and see how other colours will look like.

Therefore, they can see what the exact product would look like in real life.

They can also share the products to their friends or family by clicking the icon on top right.

The AR page allow users to try the clothes they are interested in, so they can view it virtually, and allowing them to know how exactly it looks like when they wear the clothes on in real life.

 

Moreover, they can share the images or videos captured to their friends and family.

The team believe that this system can attract more people shopping online in JD and decrease the amount of products returned to the store. That’s how this system can satisfy their purpose for the marketing campaign.

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Save & share
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People can share (first icon) or save the image/video (second icon) they captured

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Colour change
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People can choose different colours of the same product by clicking the bottom left icon

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Search
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The bottom right corner icon will allow customers to search other products with filter and try it on the AR system

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Details of the product
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By pressing the icon on

the top left corner, it'll lead the customers going back to the details of the product

User Persona

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Vanessa is a very popular influencer who has amassed a large following on her social media from her make up and fashion videos. Since she is part of the demographic of JD users, Vanessa can make an ideal tester for the marketing feature. As an influencer, she has high success on social media platforms, and she would further promote the marketing amongst online users.

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Elizabeth is another user persona who's quite stylish for her age and is a very loving of her kin. From looking at her bio, she loves clothes but she finds difficult to go to any stores to shop as she has disabilities, so she has begun to use online shopping and has looked into different types of clothing websites.

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Mohammed is a father that has recently been tasked with shopping for his children, and due to the nature of his job he frequently shops online. He wants to ensure that clothes that he purchases for his family fit them and arrive without hassle. Mohammed is very familiar with modern technology and how they work, so he is aware with how they function.

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Barney is a young adult that enjoys being outside and being active as much as he can. As someone who also plays a lot of sports, he would more than likely purchase sportswear, but due to his rapid lifestyle any types of returns would slow him down, and along with his social anxiety would be quite difficult to find what suits him perfectly. Since he is also a student, Barney wants to save money on whatever purchases and looks for any sales, he frequently uses different online stores to find clothing products for cheaper prices.

Achievement

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Target Audience

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The main goal of this marketing campaign is to increase JD's online customers by 1.5% within 12 months. This will be created within JD's app they use for phones and the website that can be accessed on different devices.

A measurability of this project is that the team wants to increase the amount of daily online shoppers and this will be measured with the amount of new users registered.

The application is a perfect way to reach the target audience, as during lockdown, online shopping had increased over the time. With further collaboration with other social media, it is the optimal way to promote.

The app development will take around 4 months, along with 2 months of testing the application. Furthermore, it would take 6 months to promote the app with the adverts and collaborations with different social media platforms. Since AR is already a part of the JD application and soon be on the website, there will be an increase in users within that timeframe.

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The target audience for the online shopping of JD are majority Generation Z and millennials. The graph above shows that most of JD shoppers tend to shop in-store, this is mainly from JDs brand loyalty and their “low prices”. This marketing campaign could investigate the same demographic but increase the sales, more so on the application and website. From the graph, people the most from shopping in-store according to the survey, was negative customer service that they received along with rude staff members deterring them from coming back; so with the application it can resolve JD’s biggest problem.

Marketing & deliverables

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 SNAPCHAT 
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With the collaboration with Snapchat, this will enable users to use the JD filter on Snapchat app. Snapchat is a very obvious choice for being a deliverable as it uses AR cameras to interact with its user, which is perfect for what the team need. Furthermore, Snapchat itself still has quite a large user base, with more than 200 million users and around 82.8% are teenagers to young adults. This will easily help the company reach and share their new feature.

 BANNER 
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The banner is an effective way of advertising as it allows more people to see the advertisements. The team have used a more simpler way and it shows Lionel Messi, a very recognisable athlete as the ambassador for JD Sports. 

 

With the banners being quite noticeable (3ft height, 6ft wide), it would easily catch the attention of any pedestrians passing the store.

Timeline

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May 2022 -- The team is gathered to start off with the production of the AR feature for the JD Sports application. Within the first month of the campaign, they plan to collaborate with Snapchat to build up attraction and anticipation in the new feature, which help to promote the brand as JD Sports and create the awareness of the campaign.

June 2022 -- There would then be development in the creation of the feature. For this, the team will assemble a group of beta-testers to try out the newly finished AR feature so that they could then receive feedback on it and make any improvements required.

July 2022 -- This would be the month of release. Within the JD Sports app and website, the AR feature would be included to enable people to try on shoes virtually. AR screens will be presented in the city centre for people to try the feature out but on a larger screen. Whether it is on the application or on the screens, there would be a ‘share’ option in which the user can share on different social media platforms for others to see whether it is for a poll or just for fun. 

August 2022 -- Advertisements and banners could then be positioned up with famous athlete ambassadors which would share the feature from the comfort of their homes and to share the advantages of online shopping – could lead to increase of sales online. 

September 2022 -- on JD Sports’ TikTok account, it would then feature the AR filter which same as Snapchat to promote it with the large quantity of followers on the platform; other influencers on the platform in using the feature.

October 2022 -- The final month of promoting the campaign. It would be reviewing the progression and the final sales to see whether or not the goal has been reached from the past five months of the project.

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