Harvard Case - Improving Repurchase Rates at zulily
"Improving Repurchase Rates at zulily" Harvard business case study is written by Thales S. Teixeira, Sarah McAra. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : May 23, 2016
At Fern Fort University, we recommend zulily implement a multifaceted strategy focused on enhancing customer experience, leveraging data-driven insights, and fostering brand loyalty. This strategy involves a combination of marketing, product development, and customer relationship management initiatives, aimed at increasing repurchase rates and driving sustainable growth.
2. Background
Zulily, a flash sale website, faced the challenge of increasing customer repurchase rates. Despite attracting a large customer base through its unique product launches and competitive pricing, the company struggled to convert one-time buyers into loyal repeat customers. The case study highlights the need for a strategic approach to address this issue, emphasizing the importance of understanding consumer behavior and identifying key drivers of repeat purchases.
The main protagonists of the case study are the executives at zulily, who are tasked with developing a strategy to improve customer retention and drive long-term growth.
3. Analysis of the Case Study
To analyze the case, we employ a comprehensive framework that incorporates the following key elements:
- Consumer Behavior Analysis: Understanding the motivations, preferences, and purchasing patterns of zulily's target audience is crucial. This analysis reveals that customers are attracted to the site's unique product offerings, limited-time deals, and curated shopping experience. However, factors like product quality, shipping costs, and post-purchase customer service can significantly impact repurchase decisions.
- Competitive Analysis: Examining the competitive landscape reveals that zulily faces intense competition from other flash sale websites and online retailers. The company needs to differentiate itself through a strong brand positioning and a compelling value proposition that resonates with its target audience.
- SWOT Analysis: This analysis helps identify zulily's strengths, weaknesses, opportunities, and threats. Strengths include its strong brand recognition, vast product selection, and effective digital marketing strategies. Weaknesses include inconsistent product quality, limited customer service options, and a lack of personalized shopping experiences. Opportunities lie in expanding into new markets, leveraging social media for customer engagement, and implementing AI-powered personalization. Threats include increased competition, economic downturns, and evolving consumer preferences.
- Product Lifecycle Management: Understanding the lifecycle of zulily's products is crucial for optimizing inventory management, pricing strategies, and marketing campaigns. The company needs to ensure a consistent flow of new and exciting products to maintain customer interest and drive repeat purchases.
- Value Proposition Development: Zulily needs to clearly articulate its value proposition to customers. This should emphasize the benefits of shopping on the site, such as access to unique products, exclusive deals, and a curated shopping experience.
- Marketing Mix (4Ps): Zulily needs to optimize its marketing mix, including product, price, place (distribution), and promotion. This involves offering high-quality products at competitive prices, ensuring efficient and reliable shipping, and implementing targeted advertising campaigns across multiple channels.
4. Recommendations
To improve repurchase rates at zulily, we recommend the following:
1. Enhance Customer Experience:
- Improve Product Quality and Consistency: Implement rigorous quality control measures to ensure consistent product quality and reduce returns.
- Optimize Shipping and Delivery: Offer faster and more affordable shipping options, including free shipping for larger orders.
- Enhance Customer Service: Provide multiple customer service channels, including live chat, email, and phone support.
- Personalize Shopping Experiences: Utilize customer data and AI-powered recommendations to personalize product suggestions and promotions.
2. Leverage Data-Driven Insights:
- Track Customer Behavior: Implement robust analytics tools to track customer behavior, purchase history, and website interactions.
- Analyze Customer Feedback: Actively collect and analyze customer feedback through surveys, reviews, and social media monitoring.
- Optimize Marketing Campaigns: Use data-driven insights to target marketing campaigns to specific customer segments and personalize messaging.
3. Foster Brand Loyalty:
- Implement Loyalty Programs: Develop a tiered loyalty program that rewards repeat customers with exclusive discounts, early access to sales, and personalized offers.
- Build a Strong Brand Community: Engage with customers through social media, email marketing, and online forums to foster a sense of community and loyalty.
- Develop a Strong Brand Identity: Communicate zulily's unique brand values and personality through consistent branding across all touchpoints.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the case study and consider the following factors:
- Core competencies and consistency with mission: The recommendations align with zulily's core competencies in e-commerce, digital marketing, and product sourcing. They also support the company's mission to provide customers with unique and affordable products.
- External customers and internal clients: The recommendations address the needs of both external customers and internal clients, including sales, marketing, and customer service teams.
- Competitors: The recommendations help zulily differentiate itself from competitors by focusing on improving customer experience, leveraging data-driven insights, and building a strong brand community.
- Attractiveness ' quantitative measures if applicable: The recommendations are expected to improve customer retention, increase repurchase rates, and drive long-term growth. While quantifying the exact impact requires further analysis and implementation, the proposed strategies are expected to yield positive financial returns.
All assumptions are explicitly stated, including the need for continued investment in technology, data analytics, and customer service infrastructure.
6. Conclusion
By implementing these recommendations, zulily can transform its one-time buyers into loyal repeat customers, driving sustainable growth and solidifying its position as a leading player in the flash sale market. The company's success depends on its ability to adapt to evolving consumer preferences, embrace data-driven decision making, and prioritize customer experience.
7. Discussion
Other alternatives not selected include:
- Focusing solely on price: While offering competitive prices is important, relying solely on price as a differentiator can lead to a price war and erode profit margins.
- Ignoring customer feedback: Ignoring customer feedback can lead to missed opportunities for improvement and dissatisfaction among loyal customers.
- Failing to embrace technology: Failing to adopt new technologies, such as AI-powered personalization and data analytics, can hinder the company's ability to compete effectively.
The key assumptions of our recommendations include:
- Continued investment in technology and data analytics: Implementing the recommended strategies requires significant investment in technology and data analytics infrastructure.
- Customer willingness to engage with loyalty programs: The success of loyalty programs depends on customer willingness to participate and engage with the program.
- Effective execution and implementation: The success of the recommendations hinges on effective execution and implementation across all departments.
8. Next Steps
To implement these recommendations, zulily should follow a phased approach:
Phase 1 (Short-Term):
- Implement a customer feedback program: Collect and analyze customer feedback to identify areas for improvement.
- Optimize shipping and delivery options: Offer faster and more affordable shipping options.
- Develop a basic loyalty program: Reward repeat customers with small discounts and exclusive offers.
Phase 2 (Mid-Term):
- Invest in AI-powered personalization: Utilize customer data and AI to personalize product recommendations and promotions.
- Expand customer service channels: Offer live chat, email, and phone support.
- Launch a comprehensive loyalty program: Develop a tiered loyalty program with exclusive benefits for high-value customers.
Phase 3 (Long-Term):
- Expand into new markets: Explore new markets and customer segments.
- Develop new product categories: Introduce new product categories to cater to evolving consumer preferences.
- Embrace social media marketing: Build a strong brand community through social media engagement and influencer marketing.
By following these steps, zulily can successfully improve its repurchase rates, drive sustainable growth, and solidify its position as a leading player in the flash sale market.
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Case Description
In February 2015, zulily co-founder CEO, Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an entirely new conundrum in the company. Up to that point, customer repeat purchase rates had been incredibly consistent. Cavens and his executive team had just discovered this adverse dynamic and needed to resolve it as soon as possible. What was causing the decline in repeat purchase rates? How should Cavens resume new customer acquisition in order to return to the company's previously higher level of growth?
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