MKTG3003 Internet Marketing

E-Marketing Plan_18907681

MKTG3003 INTERNET MARKETING

CONSUMER DIGITAL JOURNEY MAP

Name : Tahnee Tsen Tze Ting

Perth ID : 18907681

Miri ID : 700016989

Lecturer : Dr. Ahmed Rageh

Tutorial Time : Tuesday, 1.30pm

Company : FashionValet

http:// www.fashionvalet.com

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Table of Contents

1. INTRODUCTION ................................................................................................................................... 3
1.1 Background............................................................................................................................................ 3
1.2 Industry .................................................................................................................................................. 3
1.3 Target Market ........................................................................................................................................ 4
2. PURCHASE PROCESS .......................................................................................................................... 4
2.1 Problem/Recognition ............................................................................................................................. 4
2.2 Information ............................................................................................................................................ 5
2.3 Evaluation .............................................................................................................................................. 5
2.4 Purchase Decision ................................................................................................................................. 6
2.5 Pay ......................................................................................................................................................... 6
2.6 Post Purchase Behaviour ....................................................................................................................... 6
3. MAPPING THE DIGITAL JOURNEY .................................................................................................. 7
4. CRITICAL ANALYSIS OF THE CUSTOMER EXPERIENCE ........................................................... 8
5. RECOMMENDATION ........................................................................................................................... 9
6. REFERENCING.................................................................................................................................... 11
References .................................................................................................................................................. 11

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1. INTRODUCTION
This report is scrutinized on FashionValet Malaysia’s website.
1.1 Background
Established in 2010 by Vivy Yusof and her husband in Malaysia, FashionValet is a B2C e-commerce
startup that accommodate people’s fashion tastes and preference in South East Asia. (Lau 2016)
FashionValet was founded by Vivy and her spouse to gather local top-notch designer brands closer to
consumers because after their study in London is completed and came back to Malaysia, they had to
travel from shop to shop where they were stuck in a rush hour during rain so they got exasperated for
that shopping trip, thus became the sole reason to establish online shopping site in Malaysia. (Lau
2016) As Malaysia’s first and most popular online fashion shop, its goal is to deliver the most recent
fashion trend to its customers’ doorstep. (Lau 2016) Within the period of 6 years, FashionValet now
has more than 500 designer brands and has offices set up in Kuala Lumpur, Jakarta and Singapore.
(Ramoran-Malasig 2016) They provide not only wide range of ready-to-wear garments to women but
also now to men and children at the same time proving products such as bags, accessories, beauty
shoes and recently cater to bridal segment. (FashionValet 2017) On their website, they apprise their
“What’s new” page on daily basis on the trendiest product of the editor’s choices. FashionValet uses
loyalty point system on their website as well as having FV Rweards and Gift Voucher. (FashionValet
2017) Furthermore, under their “Sales” page, there are always deals. FashionValet is devoted to
deliver the best customer service either by proffering fashion tips or respond to its customer inquiries
FashionValet provides shipping worldwide with 30 days return policy and is one of the leaders in
customer service as one of the biggest online store in Southeast Asia. (FashionValet 2017)
1.2 Industry
Recently, the e-commerce industry in Malaysia has been expanding unwaveringly as smartphone
usage has been increasing exponentially in addition with more low-cost internet services are available.
There are one-third people out of the 31 million population in Malaysia who shop online. In 2016,
online retail sales account to RM 2.4 billion with an average annual growth rate of 18.5% as compared
back to 2011, where the sales are accounted to RM1 billion according to Euromonitor. (HKTDC
Research 2017) The online retail sales’ growth rate is predicted to outdo offline retail store sales
starting from 2017 onward and is forecasted to grow at 23% annually through 2021. The most popular
products bought online by Malaysians are footwear and clothing as they accounted 28% of online
sales, accompanied by media products that accounted 20% whereas electronics accounted to 14%.
(HKTDC Research 2017) Consumers in Malaysia shop online by utilizing their mobile devices amd
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there are 17.9 million Malaysians in 2016 who utilizes their mobile devices to access the internet and
this statistic is anticipated to be attained at 21.1 million in 2020. Moreover, in 2016, the estimation by
Euromonitor reveal that the retail sales made through mobile devices amount to 15% of the overall
online sales and the number is forecasted to grow to 22%. (HKTDC Research 2017) Facebook is the
most frequently visited social media platform with 7.4 million users in Malaysia, succeeded by
Google+ with 4.1 million users. Both Instagram and Twitter have 4 million and 2.9 million users
respectively. (HKTDC Research 2017) Thus, a lot of retail companies utilizes social media platform
to interact with their consumers and to advertise their goods and services. Furthermore, Malaysia’s
government is trying their best to establish Malaysia as a center for cross-border e-commerce by
working with Alibaba to set up the world’s first Digital Free Trade Zone in Malaysia. At the same
time, the government also plan to spend RM1.2 billion to expand reach of e-commerce by providing
the rural regions with high-speed broadband access. (The Star Online 2017)
1.3 Target Market
FashionValet primarily target on women aging from the 20s to early 40s who are fashion fast forward
and is staying in urban cities such as Kuala Lumpur. (Koay, et al. 2016) These women’s background
varies as some of them are employed in the professionals while some are still having their tertiary
education. These targeted women are very fashion fast forward and are technology savvy who actively
use the internet especially on purchasing products online because Fashion Valet is one of Malaysia’s
most popular online fashion store. (Koay, et al. 2016) FashionValet also target women who has secure
income as Fashion Valet has physical store in high-end mall such as in Pavillion where the best local
designer’s brands are featured and the prices of these products are expensive where only these women
can afford to purchase. Lastly, FashionValet also target students in the tertiary education that are price-
conscious as they also include low price brand and offer sales and discounts on their website. (Koay,
et al. 2016)
2. PURCHASE PROCESS
2.1 Problem/Recognition
Consumers need to recognize their need or desire that will result in creation of a purchasing idea. After
customer identified their problem, they will have to engage in the first touch point of interaction
through awareness. (Koay, et al. 2016) As an event is approaching, in a week I am searching for a
fashionable shirt to buy but I am very busy with study and club activities and it is very inconvenient
for to go to town to buy a clothing as I do not own a car and to go to town it takes about 30 minutes.

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So, as I was searching for clothing website to shop online through Google search engine, I stumbled
upon FashionValet Adword, this gave me an awareness about this brand.
2.2 Information
Next, the chances that a customer to find for more information related to the product they need after
they recognized their problem is high before deciding to purchase immediately. (Koay, et al. 2016)
Searching information then become the second touch point for customer to engage. So, after I am
aware of their website, I engaged my attention to look for more information about this company. And
so, I visit their Facebook page and noticed that FashionValet update their page regularly and the
clothing that they sold are trendy in addition they have a physical store in high end mall such as
Pavilion, this make feel more reliable to purchase product from them and so I visit their website to
look for a top that will match my taste. The website design is simple and clear which make me feel
comfortable while exploring for top. Then I browse through the top for women category for some time
until I saw a white top that is trendy. The information of the clothes is clear where it stated the type of
material whether it have zipper because I cannot fit clothes with zipper. Moreover, there are picture
for to zoom in they even mentioned what size the model is wearing and providing a size chart below
it which make me easier to choose the size. This active engagement that require me to explore the
clothing allow me to search for a trendy top but will suit my size.
2.3 Evaluation
The next stage is consumer will begin to evaluate the options and select the best one after looking for
information (Koay, et al. 2016). The process of evaluating choices can sometimes be complicated for
a consumer especially when purchasing branded apparel and some elements such as color, texture and
line of the apparel need to be examine. (Koay, et al. 2016) Attribute-based choice is the best method
when purchasing branded apparel because it involves comparing the attributes among other websites.
(Koay, et al. 2016) FashionValet is quite an establish website and it sells high end brand which made
me choose this website because of the reliabilty. Besides, the top that I like is an Indonesia brand
where it is only available on FashionValet at the same time it costs RM49.00. Moreover, I’ve visited
other website where I can get low price and trendy top such as Uniqlo, but they will charge me a
shipping fee as I will purchase less than RM200 and the delivery time will be within 7 days which is
too late for me if I want to wear the top to my event. Thus, I chose FashionValet as it offers free
shipping to whole Malaysia and delivery period will be around 3 days.

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2.4 Purchase Decision

Purchase is the stage where customers decide to make a final purchase after reviewing all the options
and reach to the end decision point. (Koay, et al. 2016) There are various elements that can influence
the purchasing process according to Hoyer and Macinnis. (Koay, et al. 2016) My decision to purchase
the top from FashionValet because their brands are high quality and Fashion Fast Forward. The design
of the top I chose match my taste. Besides that, as I need the top in a week time for my event, they are
able to ship the product in 3 days throughout Malaysia even though I am staying in Miri. My
purchasing decision was further stimulated by their free shipping for Malaysia as I am trying to reduce
the cost of spending return. They also have a return policy as I am a plus size I might afraid that the
top that I purchased will not fit my size so if it really does not fit, I could return the product and
exchange the size. Furthermore, if the size and color or the top is not available anymore, FashionValet
will compensate me with store credit where I can purchase other items without spending my own
money. Before checking out, the website displayed a list of items that I have added the “shopping cart”
allowed me to confirm that the item I chose so I did not add items that I do not want to buy before
proceeding to make payment. After clicking checking out, I am redirected to create an account so they
can credit rewards point to my account after the purchase. I also receive a welcome email after creating
the account. After that, I am also redirected to enter my billing and shipping information before
choosing my payment option.
2.5 Pay
To make payment for the purchased products on FashionValet’s website, there are various payment
method available such as direct online transfer, bank-in, internal credit, PayPal, and MOLpay payment
gateway. I have chosen to make payment via MOLpay Payment Gateway because I am using RHB
Bank and it is registered under FPX, which by using this gateway I was taken to a new window and
re-directed to RHB online banking website. This payment type is convenient for me as I do not need
to bank-in the money physically and no need to email payment of receipt to FashionValet.
2.6 Post Purchase Behaviour
After I have made the payment via MOLpay payment gateway, I am redirected back the FashionValet
website, where my order number is showed and that I can print or save my order. After that I received
an email for MOLpay that make payment is successful and also an email from FashionValet about the
confirmation of my order where my product will be shipped out soon. The next day, I received an
email from FashionValet that my item has been shipped out and they provided me with a tracking
number. Excited, I copied the tracking number and visit Pos Laju tracking website and entered it. From
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there, I can see that my product is being shipped out from Pos Laju Hub in Kuala Lumpur, and so I
regularly checked the delivery updates of my purchased item from time to time and observes the
changes on the delivery statuses on Pos Laju website such as - “arrived Pos Laju Miri” and “delivered
to Curtin Malaysia”. As mentioned on their website, my item did arrive 3 days after the purchase is
made, and so I went to collect it from the campus courier service. Re-engagement is the post-purchase
stage and is regarded as the most crucial stage as it directly influences the customers’ decision-making
in the future to purchase the firm’s product again. If a customer has a favorable experience, it is likely
that they will repeat their purchase again. (Koay, et al. 2016) After, the transaction completed, I noticed
my account on the FashionValet website has been credited 1049 reward points which 49 points are
from my purchase and the 1000 point are for newcomers. These points can be used for next purchase
for rebate. Also, the following days, I received newsletter that their online sale is back and tips on how
to match outfit. Also, they noticed I recently view something on their website and they sent me a
personalized email so that I do not missed the product and it also recommend items to my preference.
I am satisfied because the product arrived on time and I can wear it to my event.
3. MAPPING THE DIGITAL JOURNEY
Look at design,
Recognize the AWARENESS ENGAGEMENT Visit Website analyse type of
need to buy a Stumbled upon Like Facebook to browse for clothing,
top for FashionValet Page to check top material and
upcoming event Adword reliability quality, sizes

Check cart Compare with other Check

PURCHASE websites whether delivery time,
and Select item and
proceed to desired top is available shipping fees
sized, then add
checkout on other websites and and return
to cart
compare delivery time policy
and fees

Select payment Receive payment

Create an
Enter billing method and receipt from
account with MOLpay and Receive
and shipping make payment
FB and receive email with
information via MOLpay order
welcome confirmation tracking
Payment
email number
Gateway email from
FashionValet
RE-
Receive ENGAGEMENT Track item via
newsletter about Reward points Retrieve item at Pos Laju Website
sales and tips to credited to account campus courier with tracking
match outfit to use as rebate for number
next purchase

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4. CRITICAL ANALYSIS OF THE CUSTOMER EXPERIENCE

By working with Sociomantic, a tech and service provider, FashionValet was capable to expand its
website customer engagement and transform more potentials visitors to customers. (Lau 2016) Visitors
that visit FashionValet’s website because of Sociomantic campaign, remained three times longer on
the website compared to the other websites and explored more pages. (Lau 2016) As a result, the pages
per visit at 10.8 compared to the industry median which is at 4.1. FashionValet also constantly updates
their social media such as Facebook, Twitter and Instagram regularly every day. And so, FashionValet
has 251,023 likes on Facebook, 11,400 followers on Twitter and 526,000 followers on Instagram.
(Owler 2017) This proves that FashionValet constantly engage with its customer base either by posting
new collections, promotional post, tips on matching outfit and recently they are creating campaign
with conjunction with breast cancer, there for have a good engaging with its customer. FashionValet’s
customer spent significantly more minutes on its website in contrast to other online shopping website,
which the engagement minute is 7 while the industry median minute is only 2.8. (Metisa 2017) The
content for all social media platform are all standardized and consistent. Each post also redirected to
their website. And in their website, there are links to click into these social media, so for first time if
they want to evaluate that it is a reliable website it is easy for them. As a result, FashionValet’s traffic
from Social Media is higher compared to other websites which is 4.3% where the industry median is
only 3.6%. FashionValet by collaborating with Sociomantic can customized each advertisement
special and creative to each person that sees it, this enhance the consumers experience, which increase
the site engagement and sales. As a result, the traffic from email for FashionValet is 3.1% as compared
to the industry median which is only 1.9%.

For the part that I liked about FashionValet’s website is that its navigation is easy, I can find all
categories and all information I needed easily. It is simple and has very direct and specific tabs or links
on the homepage which save my time to figure out how to navigation works and which page I need to
go to get the information I want. The design of the website is also very minimalistic but aesthetic with
the color coordination and font matching were on point and looking professional which does not look
like a fake website. The image uploaded are also high quality and sharp at the same time loading the
pages are fast. Besides, I can look clearer on the item where I am allowed to zoom in the picture of
the top. Clear description of the product like the type of materials, design, if there are zippers, how to
wash it and the size that the model is wearing for references. Next, there is a filtering setting where I

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can filter out characteristic for example I want to buy tops that are lower than RM100, where I do no
need to search from page to page to find the tops that are less than RM100 and it saves my time. While
I was exploring different types of design of tops that are less than RM100, I opened a new tab for
every design that I favors and whenever I added the item to the cart, and all tabs will give a notification
that the item has been added. Their checkout steps are also easy, as I do not have a FashionValet
account yet, I can create one just by linking to my Facebook account, and then afterwards, I just have
to enter my shipping address and select the type of payment method, step by step.

The next reason that I like about FashionValet is that they provide free shipping Malaysia regardless
the price of the item. The clothing that I purchased is only RM49.00 and I am still entitled for free
shipping whereas for other website it requires me to purchase their product at certain amount for
example more than RM 150 only then they will provide free shipping. Moreover, the delivery is on
time as mentioned on their website that the order will arrive in 3 days. I am very satisfied with the
speed as I need the clothing urgently for an upcoming event which is very near.

As for the part that I disliked, is that I have to use my laptop to purchase the product, it is not mobile
friendly enough, when I clicked the next page I always clicked wrongly and sometimes the sizes are
not showing in the mobile but in the laptop. Besides, for an item, there are three types of links, first
when click the picture, it has an embedded link it, will direct you to the item page, the second link is
the brand link which when clicked, it will direct you to the brand page with its products shown, and
lastly, it is the item link itself where you click it will also direct you to the item page. It is very
confusing for me because sometimes I will click on the brand link and I have to keep go back to search
for the item I am interested in and to click the correct link. Next, the thing I disliked about is to look
at another page, to go to other page, I have to click the page manually to go the last page and I cannot
just jump to the last page. And the last part that I am not very fond of is, I cannot track my item directly
live on the FashionValet website, I have to wait for them to send an email with tracking number only
then I can track it by visiting Pos Laju Tracking website which is annoying for me because each time
I want to check the progress I have to open another website and enter the tracking number.
5. RECOMMENDATION
a) Firstly, FashionValet should come out with a system that allows its customer to track their orders
in real time on their website directly without having to keep opening the Pos Laju website and

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enter the tracking number manually each time they want to see the progress of the delivery. This
will give certainty to its customer and reduce the inconvenience that its customer need to keep
tracking via other websites. (Singh 2016) By using this system, Dominoes has a higher market
share as its sales increased about 20% to 40% and customer retention and loyalty also reported to
increase (Singh 2016). Lazada and Shopee also utilize this system, therefore I strongly recommend
FashionValet to apply this system on its website in order to outrun its competitor and gain more
customer loyalty.
b) Secondly, FashionValet should also should make its website more mobile friendly as mentioned
in the industry discussed in 1.2, more on more people in Malaysia are using mobile phone to make
online purchases. FashionValet should practice mobile-first responsive web design and design its
website by using mobile-first method which require FashionValet to plan about how it want its
content to be on mobile devices first. (Kedinger 2015) This is a practice that will aid FashionValet
on emphasizing what content to be uploaded on the site. Responsive design guarantees the website
conforms to any mobile platforms or devices, regardless the size of the device used and its screen,
the website will still be consistent with the desktop version. (Kedinger 2015) Also, FashionValet’s
IT department need to make sure all the contents has no error or bugs.
c) Next, FashionValet should improve some of details that I mentioned I am not satisfied with in the
previous discussion. I suggest the brand link to put on top of the picture image instead of on top
of the item link to avoid customer being confused and annoyed to keep having go back to previous
page. The other detail to improve is the add go to last page link, besides the page numbers, for
better navigation. Besides, since customers need to keep scrolling down, I also suggest
FashionValet to put “go to top page” button, so when customers want to scroll up, it can be done
easily and saves time.
d) Lastly, FashionValet should also get more people to sign up for their email subscription since they
are very good at personalizing email content. This is recommended for FashionValet in order to
get more customers, because even though there are visitors they do not purchase the product. This
may be due to there are no promotion that capture their attention especially for newbies as the
brands that FashionValet sells are expensive. So, to get the visitors to sign up them email,
FashionValet should offer a 15% discount for their first purchase. (Koay, et al. 2016) I did not see
this on my first visit so I did not register my email, but later on register it because I have to purchase
an item.

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6. REFERENCING

References
FashionValet. 2017. "ABOUT FASHIONVALET." FashionValet. https://www.fashionvalet.com/about-us.

HKTDC Research. 2017. "Malaysia: Online Retailing Opportunities." HKTDC Research. http://economists-
pick-research.hktdc.com/business-news/article/Research-Articles/Malaysia-Online-Retailing-
Opportunities/rp/en/1/1X000000/1X0A94DB.htm.

Kedinger, Daniel. 2015. "Make Your Website Mobile-friendly Now; 3 Ways." Practical Ecommerce.
https://www.practicalecommerce.com/make-your-website-mobile-friendly-now-3-ways.

Koay, Seow Hui, Nur’atiqah Faizah Bt Mohammad Zawawi, Nurul Hannah Bt Nasir Hamzah, Siti Nur Fatimah
Az-Zahra Bt Rozlan, and Hudzaifah Bin Suhaimi. 2016. "CB-FASHIONVALETREPORT-NEW." Course
Hero. https://www.coursehero.com/file/18519775/CB-FASHIONVALETREPORT-NEW/.

Lau, Tiffany. 2016. "Case Study: FashionValet Increases New Customer Traffic, Visitor Engagement and Sales
with Full-Funnel Strategy." Sociomantic. https://www.sociomantic.com/blog/2016/02/case-study-
fashionvalet-increases-new-customer-traffic-visitor-engagement-and-sales-with-full-funnel-
strategy/#.WeJXgWiCzIX.

Metisa. 2017. "Fashion Valet." Metisa. https://askmetisa.com/market/company/fashion-valet.

Owler. 2017. "FashionValet Comptitive Analysis." Owler.

https://www.owler.com/iaApp/4371606/fashionvalet-competitors?onBoardingComplete=true.

Ramoran-Malasig, Carolyn. 2016. "The Malaysian Businesswoman Using Personal Branding To Build An
Empire." Forbes. https://www.forbes.com/sites/cmalasig/2016/09/28/the-malaysian-entrepreneur-
who-built-an-online-empire-with-personal-branding/#3b6468421e2c.

Singh, Arsh. 2016. "Let Customers Track Their Orders In Real-Time, Like Dominos & Uber." Tookan.
https://tookanapp.com/improve-your-business-by-letting-customers-track-orders-in-real-time/.

The Star Online. 2017. "Malaysia is best retail market worldwide after China, India." The Star Online.
http://www.thestar.com.my/business/business-news/2017/06/05/malaysia-is-best-retail-market-
worldwide-after-china-and-india/.

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