Last week I took a look at Old Navy and what they were doing with their branding online. Old Navy does a great job of constantly updating their website with new promotions. Last week there was a promotion on baby clothes. This week there is a focus on women’s outfits. While Old Navy doesn’t have a blog, they do create new material online under their Shop Our Favorites section. For instance, new this week is a section called Black + White = Chic. This shows different products that they have in black and white to show people new ways to wear their pieces of clothing.
Other features on the site include signing up for emails, having the ability to find something in a store near you, and being able to click on various social media platform links. Such as their Facebook, Twitter and Pinterest page. This provides customers with the ability to do their own pull marketing if they want to stay connected to the company in other ways.
Another cool feature is the ability to reach out and put your own information in the site and become a part of their database is a great example of pull marketing. Old Navy provides the opportunity to give your information in order to get coupons and discounts, this is a great way to not push customers too much and possibly push them away from wanting to be your customer. As far as push marketing techniques, once someone does sign up for emails or text messaging alerts, Old Navy does send emails quite frequently. In fact, they send an email about three or four times a week.
No matter what week you go to their site, when you first get there, a coupon pops up to let you know that there is a possible discount depending on what you purchase. This is a great push marketing technique since they are letting the customer know right away that if they weren’t convinced they were going to buy something today, the coupon may be able to change their mind. Another couple of great features are being able to sign up by text message, or shop from a mobile phone. While there is an Old Navy mobile app, I really don’t think it is a great one.
These three screenshots were from their app, Old Navy Snap Appy. The concept is that when you snap a picture of their logo, anywhere, you get a “snap surprise”. The photo all the way to the left is the wheel spinning to see what you’ll get. I snapped 8 photos and all I ever got was either a Fabcabulary or a Fabulous Phone-Y Compliment. Either way, it was not impressive. To improve upon this content, I really would suggest including the “Outfits We Love” section in this app. I would also make it easier to use this app for shopping, instead when you click on it, nothing happens. Also, if there is a possibility of a “deal” on the wheel, it should actually happen in a timely manner. Since I didn’t get one when I spun 8 times, I will never bother to do it again. Even though I shop at Old Navy all the time, I will forget about this since I have never gotten anything valuable from it. This app is a way that they could really improve upon their integrated marketing. It does not include the same information that is on their website, but it also does not add anything to my Old Navy experience. The marketing in store and online always seems happy and friendly and helpful, this app is none of those things. The website is fabulous, the only thing that can be improved upon is possibly having a blog. I have noticed a lot of fashion companies have blogs describing outfit choices and give information about accessories. I think this would be a great way to reach out to customers in a non-push format so that they can get some added value without having to purchase anything.