Farm Gate Vintage - Startégie digitale

FARM GATE VINTAGE[pic 1]

Ms VAN DER MAELEN Sara and Ms RACAT Margot

LIEUBRAY Marine, LUBINEAU Anaïs, MORIEN Victor, PORCHERON Axel

TABLE OF CONTENT

INTRODUCTION        2

I.        MARKET STUDIES        3

A.        in the UK :        3

B.        the US:        4

II.        HOW TO GROW IN THE UK AND THE US MARKET?        6

A.        SEO Strategy        6

B. Search Engine Marketing        7

1) Key words        7

2) Know Your Customers and How They Search        8

C.        Social medias and other recommandations        8

III.        HOW TO GROW EMAIL DATABASE?        10

A.        The email and the form        10

B.        The General Data Protection Regulation        10

C.        Developing the email database        11

1.        Using the website        11

2.        Using customers        11

3.        With events        12

4.        Using social medias        13

CONCLUSION        14

APPENDICE        15

INTRODUCTION

Farm Gate Vintage is a little company selling french vintage articles with soul. They really care about the originality and the origins of the product, they test all of them by hands and they want to keep this way of working to be sure that they won’t lose the quality and their identity.

Vintage has invaded our daily lives since a few years. Clothes and old objects are now so fashionable that even the biggest retailers are relaunching their old collections. Farm Gate village has therefore a wide opportunity to grow in this growing area.

The company is already present abroad, in United Kingdom especially, where she has four party shops. The turnover was 8k € in 2016 and 32.5k € in 2017 so we can see that the company is actually growing steadily, but to do even better, she has to continue to develop her online business. A new web-site has been relaunched in late september to include online shop, but it is not enough.

The goal of Farm Gate Vintage is to grow, but to do it in an ethical way, and not too much. It means that they don’t want to be the largest retailer of vintage things because they want to keep the authenticity and the high quality of the product, and not to reproduce them like a factory. The company wants to create more sustainable stores and be even closer to its customers, keeping in mind the farm soul because it remind them the origin of the product and all his legacy.

To do that, the company has to develop its digital system and we are going to help her to do that. So first, we will analyse the market of vintage elements. Then, we will see how they can make grow their business in the UK and in the USA market. And finally, we will focus in more details in the way that Farm Gate Vintage can develop its database to send more emails, to target people better or to offers the best promotions.

1. MARKET STUDIES

1. in the UK :

The market : 

The industry has grown over the last five years. The market endured a lot of difficulties with their operating conditions in 2012-13 due to the recession and the economic crisis. The Low consumer confidence and a bad housing market resulted in spending less  on furnishings. However, Since this time the situation has gotten better, although growth has remained under threat from intensifying external and internal competition.Over the five years through 2017-18, IBISWorld estimates revenue to increase at a compound annual rate of 4.3%. Growth over the period has been supported by demand from the housing market increasing since 2013-14. The UK had the highest percentage of furniture and homewares purchases made online in Europe at approximately 12.1%.

The limits and threats of the market now

• The Growth has been limited by the competition from department stores and online-only retailers
• The depreciation of the pound since the EU referendum has increased the cost of imports
• The trend towards single-person households could limit demand for furniture

Entry into the UK Homewares industry can be difficult. the Prospective players must establish some solid supply agreements with the manufacturers and the importers of furniture and homeware, with delivery times that suit the customer expectations. Furnitures must be delivered undamaged and always with the highest quality possible and the Suppliers need to monitor the changes in consumer demand, with an emphasis on quality, design and style.

The Competitors :

The market share in the UK is pretty scattered amongst a lot of brands , Although traditional brick-and-mortar home furnishings retailers still generate the largest of the industry revenue, these stores are tending to lose market share to rival channels such as specialty chains, off-price retailers and dedicated Internet-only retailers. Online homewares sales are forecast to rise. Online pureplay retailers Amazon, Shop-Direct-owned Very.co.uk, and Wayfair.co.uk will help drive online sales, especially as they invest in improving the convenience aspect of online shopping via shorter delivery times and lower delivery charges.

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