If you read my previous post, you will have seen that I
started to look into Missguided’s promotional mix and what they do to interact
with their customers. In this post, I’ll
be looking into the rest of their promotional mix and how they make use of
personal selling, public relations and sales promotion.
Personal Selling
 |
| Missguided live chat |
As Missguided are an online shop, they cannot make use
of personal selling the same way as stores on the high street can. However, this doesn’t stop them from doing so
as new methods of personal selling are now available to online companies. Missguided make use of this factor with the
use of a live chat through their website.
This chat allows customers to ask queries that they have. This chat allows them to get an instant and personal
response as they are being contacted directly by the company. Having this chat option makes interaction
between the customer and the company a lot faster and customers will feel
valued as they are getting an instant response.
Missguided also make use of personal selling through the use of their
social media sites as their customers can get customer service almost
instantly. Through these social
networking sites, customers can ask anything, from fashion advice to how long
their delivery will be. A recently new
feature of personal selling that Missguided use is the use of the swipe
function on their app. This function
takes into consideration clothes that customers have looked at/bought/added to
their wishlist before and suggests clothes they think that the customer would
like. Customers swipe left if they’re
not interested in it, and right if they are – this will then add the clothes to
their wishlist. This function has
becoming very popular on the Missguided app, and it is unique to each customer
depending on what they have looked at before.
Personal selling is personal and unique to each customer, so encourages
them stay with the brand as they feel valued.
 |
| Missguided swipe function |
Public Relations
 |
| Missguided collab with Jourdan Dunn |
Currently, Missguided are using a key media tool as
part of their public relations. The
brand is making use of celebrity endorsement with English fashion model Jourdan
Dunn who collaborated with Missguided to create a line of clothing called
‘LONDUNN’. The model is very popular
amongst young women and on social media so collaborating with her has been a
smart move for the brand. This has also
kept up Missguided’s reputation of being a modern brand as Jourdan Dunn is a
very relevant model today. This
celebrity endorsement has widened Missguided’s audience as fans of Jourdan Dunn
will be interested in the clothing range as she has been promoting it on her
social media platforms. To link in with
this, Missguided’s social media sites are also a method of public relations
that is used by the brand. Social media
has allowed brands, and especially online brands like Missguided, to interact
with their customers on a day-to-day basis.
Customers can post about their engagement with the brand and how they
were treated. Missguided are always
interacting with their customers and replying to comments to help them
out. However, social media has not
always been a good tool for Missguided as customers often complain about the
service they receive in terms of delivery with the brand. This bad PR tool can often have a negative
effect as customers will often express their bad experience to try put others
off from buying with them. Social
networking is one of the most important factors for Missguided to use as they
can respond to these comments to regain their reputation.
 |
| Missguided twitter help page |
Sales Promotion
 |
| Missguided sales promotion |
Missguided also make use of sales promotion as the
final part of the promotional mix. The
brand often has discounts and sales on offer to their customers. As of writing this post, they currently have
five sales promotion offers on the homepage of their website. These include; free UK next day delivery when
order before 10pm and use the code ‘nextday’, 20% off everything including sale
using the code ‘lucky20’, 20% student discount (excluding sale) with the
UNiDAYS app, 50% off selected clothing lines and 20% off your next order using
the code ‘get20babe’. Having all of
these promotions on at once is likely to encourage different types of customers
to buy something as there is a discount for everyone. Consumers are always looking for deals and
discounts on products, so using all of these sales promotion deals is likely to
get new and existing customers to buy from Missguided. Missguided make use of these promotions to
encourage existing customers to continue to shop with them over their
competitors and to also encourage new customers to buy with them as they have
more/better promotions on over their competition. They want consumers to brand switch to them
so ensure to make use of these sales promotions to encourage them to do so.
Overall, Missguided make great use of their
promotional mix to interact and engage with their customers. The brand uses elements that fit well with
them as a brand and do things that they know their target audience will like
and want to buy. Missguided are a good
example of how an online company can make use of the promotional mix to get
more popular and well-known across the world.
If you have any comments feel free to leave them, and
let me know your thoughts towards Missguided.
