Introduction
Within the past few years companies have begun to focus on developing online eCommerce initiatives due to the success of companies such as Amazon.com in attracting customers by presenting them with an easy and convenient method of buying the products they need (Johnston 2006, p. 140; Stribling 2010, pp. 28-29).
With the current level of technology found in smart phones such as the iPhone, mobile applications have also gained considerable popularity as a means of not only helping customers find where they can purchase products from local retailers, but also enables them to buy them while they are on their phones.
Carter’s, currently one of the most dominant brands in child’s wear, has expanded its business to incorporate online eCommerce sales wherein customers can buy clothes for their children online and have them shipped to their home (Carter’s, Inc. SWOT Analysis 2013, pp. 1-7; Carter’s launches www.carters.com and www.oshkoshbgosh.com for online purchases 2010, p.1).
The company is currently trying to increase the reach of its online site by nearly doubling its current sales of $147 million through its online site to roughly $300 million by 2017. To do so either requires an online marketing strategy that focuses on expanding the company’s reach beyond its current customer base or to encourage its current clientele to purchase more products (Marcial 2006, p. 126).
It is based on this that the purpose of this assignment focuses on the development of a free mobile App that allows customers to view items, receive notifications for special offers and discounts and, of course, allow them to directly purchase items from the online store of the company.
History
Through the analysis of Datamonitor (2011), it can be seen that Carter’s has grown to become one of the dominant brands in the U.S. that specializes in the development and sale of children’s clothing, specifically under the market categories of infants, toddlers, and young kids (aged 7 and below) (Datamonitor: Carter’s, Inc’ 2011, pp. 1-9).
While the company has retail outlets under the Carter’s and OshKosh B’gosh brands, it also supplies Wal-Mart and Target with a variety of their clothing needs for infants and young children (Hoover 2009, p.1; McLean 2010, p. 3).
Assess the value of the Carter’s Website to its sales
Based on an examination of its yearly annual report, it was shown that the company increased its sales rate by 13 percent resulting in a 2012 sales income of $2.4 billion (Investor’s Business 2013, p. 1). However, it should be noted that out of this $2.4 billion only $142 million is attributable to the eCommerce business of the company.
Given the significant amount of money generated and the goal of the company in increasing its eCommerce sales to $200 million by 2013, this is indicative of the necessity of developing better strategies to drive more customers to the company’s website (Investor’s Business 2012, p.1).
Assess the potential additional value – Carter’s mobile app
The potential value of the mobile app lies in its ability to encourage customers to buy more products by utilizing special discount offers and price reductions which can only be obtained by downloading the application through the website.
SEM Objectives:
- To increase sales of the online store of Carter’s through the use of a free downloadable mobile application that encourages increased buying behavior through the use of special offers and discounts to consumers.
- To drive more traffic to the online eCommerce platform of the company by providing a means for easy access and notifications by the development of a free downloadable mobile application.
Optimizing contents on the web-Content on the website will contain tags and descriptive content relating to the following keywords: baby clothes, children’s clothes, kids clothing, infant clothing, online infant clothing, affordable infant clothing
URL Landing Page Design and Content
The landing page of the application will basically contain a set of advertisements regarding products that have special offers and sales that will be exclusive to buyers who downloaded the application.
Use Of Meta Tags on html website Coding for SEO
Meta tags will use the following tagging information: Carters clothing, baby clothes, children’s clothes, kids clothing, infant clothing, online infant clothing, affordable infant clothing
Top banner and side banner ads related to search engine sponsored links
Top banner and side banner ads will feature images of children in clothing along with the Carter brand image through the use of Google Ads.
Measuring Search results:
- Search results will be measured via the number of application downloads and through Google Analytics
- Web audience- will primarily be isolated to new parents
- We audience analysis and potential evaluations- axela.com
Interest or interaction measures -interest or interaction measures will be measured via the number of app downloads and the amount of times customers viewed particular advertisements given by the application.
Response or action based measures- responses to fixing or changing the application will be based on the number of views per advertisement.
Reference List
‘Carter’s, Inc. SWOT Analysis’ 2013, Carter’s, Inc. SWOT Analysis, pp. 1-7, Business Source Premier, EBSCOhost.
‘Carter’s launches www.carters.com and www.oshkoshbgosh.com for online purchases’ 2010, Corporate IT Update (M2), Regional Business News, EBSCOhost.
‘Datamonitor: Carter’s, Inc’ 2011, Carter’s, Inc. SWOT Analysis, pp. 1-9, Business Source Premier, EBSCOhost.
Hoover, K 2009, ‘Carter’s Rides Out Recession With Baby Line’, Investors Business Daily, 28 July, Business Source Premier, EBSCOhost.
Investor’s Business, D 2012, ‘Carter’s profit beats forecast’, Investors Business Daily, March, Business Source Premier, EBSCOhost.
Investor’s Business, D 2013, ‘Carter’s Q2 EPS rose 24%’, Investors Business Daily, 26 July, Business Source Premier, EBSCOhost.
Johnston, M 2006, ‘Growing Pains’, Forbes, vol. 178, no. 13, p. 140, Business Source Premier, EBSCOhost.
Marcial, GG 2006, ‘Carter’s Sews Up More Of the Kids’ Apparel Market’, Businessweek, vol. 4009, p. 126, Military & Government Collection, EBSCOhost.
McLean, M 2010, ‘Children’s clothier plans Northtown store’, Journal Of Business (10756124), vol. 25, no. 26, p. 3, Regional Business News, EBSCOhost.
Stribling, D 2010, ‘Room to grow’, Shopping Centers Today, vol. 31, no. 7, pp. 28-29, Business Source Premier, EBSCOhost.