When Jenn and I started looking through the Victoria's Secret website the biggest highlight for us was the "VS All Access" section. There are links for each of the models that customers can go to and learn more about their favourite model. There are a wide variety of videos that from behind the scenes at photo shoots, to promotional videos for new products. Our personal favourite video was the 2011 recap of the Victoria's Secret Fashion Show. Jenn and I regret to say that we both missed this year’s fashion show broadcast. This video allowed us to see an 11 minute recap of all the highlights! The models and artists put on an amazing performance.
The only downfall to our experience on the VS website was the price of some articles. A lot of their products are on the high end of pricing however they do have some good clearance deals.
One competitive advantage Victoria Secret has over their competitors is the extent to which their website is interactive. You can literally look through every single product they have (ex. different colors of the same product) and see that article of clothing on a model. You are also able to watch videos through their website, send personal greeting cards etc. One other huge competitive advantage for Victoria Secret in regards to their online platform is the fact that their website is extremely easy to navigate through to find products. Also, something unique that the VS website does is when you go to checkout there is a pop-up advertisement, almost like a mini flyer about a current promotion. There are various ads used so if you go to the checkout more than once a different flyer pops up, It's just like a reminder or notification about a good deal. They don't have pop-ups throughout the site while you're browsing as they would be annoying. Neither of us have seen this promotional technique used on any other retail site. This online way of promoting a sale is similar to an in-store poster advertisement.
The Victoria's Secret website integrates all kinds of social media aspects to it. There is a whole page on their website dedicated to "Ways to Connect with Victoria's Secret.” They have an app for Android phones, Apple phones and the iPad. As well, there is a VS Facebook page with over 14 million fans, a VS YouTube Channel and a Twitter account to follow VS. Furthermore customers can sign up for email and text notifications. In one section that we found as a Valentine's Day special customers can create Valentine's from an easy to use template and then send them to a friend via email, Facebook or Twitter. VS combines interactivity with Social Media which is free promotional tool for VS by word of mouth.
Overall, Victoria Secret’s online presence is phenomenal! They seem to use every outlet of social media they can to keep their brand name out there. If anything, we may suggest they negotiate with a deal site such as Groupon or WagJag in order to peak interest in potential customers that do not normally shop at Victoria Secret. Other than that, we found this site to be ridiculously addicting and an overall amazing experience.
Some interesting findings that Jenn and I found were when you select an item it shows you right away if it is available which is really handy to know right away so there is no disappointment at check out time. Something we feel people should know is that currently VS is running a sweepstakes giveaway for a trip for two to Costa Rica. Finally, VS has a "Website Experience Survey" for customers to fill out. People can have their opinions known and it is really helpful feedback to VS so they can make changes to their site if necessary. As well, it provides information on what people are looking for when shopping at their online store.
All of the information used in this blog was gathered from www.victoriassecret.com
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