DIGITAL MARKETING STRATEGY FORMULATION FOR FASHION COMPANY USING DIGITAL CUSTOMER JOURNEY APPROACH: A STUDY ON PVRA BRAND

• Main Author: Rahmalina Putri, Rizki
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60987
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic phenomenon in Indonesia has an impact of decreasing sales in the fashion and craft industry. Due to PSBB Policy, many Indonesian consumers have tried new shopping behaviors that enable them to shop from home in order for them to prevent the spread in the Covid-19 outside home. There are few sectors that impacted the most who mainly sell the secondary needs, such as the fashion and craft sector. The smaller company size such as MSMEs also greatly influenced by this phenomenon which requires them to shift to adjust to new consumer behavior in Digital. PVRA is one of the fashion players in Indonesia that has had an impact of this which has caused a significant decrease in sales since the pandemic started. A proposed digital marketing strategy is needed for this company to remain competitive in the midst of a pandemic situation. The purpose of this research is to study PVRA's customer journey in business conditions during the COVID-19 situation and then determine the right digital strategy to increase PVRA sales. Primary data collection is done by interviewing from the company side and from the consumer side to find out shopping behavior during the pandemic. Based on interviews with PVRA's target market, several customer’s frustration points were identified in PVRA's digital consumer journey: customers want to experience the product before buying it, customers want products that are classic, durable, and fashionable at the same time, and customers want the convenience of interacting with the brand or people who have familiar with Brands. Through this study, the author reformulates the PVRA digital strategy with the 5A consumer journey framework to maximize every consumer touchpoint. The author brings the study to answer two main problems, first to build a customer journey strategy that fits the PVRA target market, and second to create recommendations of the best digital strategy for PVRA to make customer shopping journeys in digital more engaged and seamless. The recommendation is to create the 'New Normal' fashion trend, utilizing user-generated content, and reaching customers through micro-influencers. Then, implement innovative product simulations using augmented-reality experiences in applications or Instagram stickers, collaborate on co-branding, and create Live Chat Features on websites and online communities as a proposed digital marketing strategy for PVRA.