An Analysis of the Current and Future Use of Internet Technologies of Boohoo.Com
Executive Summary
This paper will examine the current and future use of internet technologies that Boohoo.com undertakes. ‘The company’s mission is to provide a visually stimulating, invigorating and evolving on-line shopping experience, which offers inspirational products, exciting promotions and unsurpassed customer service.’ (Boohoo, 2010)
The report discusses Boohoo’s background in relation to their current market position and strategies they have implemented. Boohoo is a private limited company owned by Khosla Vinney and the accounts are not accessible to the public, yet they have survived the recent economic downfall and continue to attract ‘over 67,690 visits per day,’ (Statbrain, 2010).
Porter’s Five Forces suggest that Boohoo’s threats come from buyer power including threat of substitution, as well as the treat of new entrants to the market due to low barrier to entry, the online fashion industry being one of the highest risk markets but on the other hand with high rewards.
E-marketing is a large part of Boohoo’s marketing campaign, using an OPT database to collect customer information and analyse consumer spending patterns. This information is then used for viral marketing where Boohoo send out e-magazines to consumers providing recent fashion and product information. Boohoo also increases their brand awareness by advertising in popular women’s fashion magazines.
When analysed by Powermapper’s Sortsite, Boohoo’s pages are compatible and have no compliance issues which are better than the all other sites, therefore working on older browsers and it fulfils regulations. Yet 72% have issues including accessibility for disabled and international consumers.
Boohoo operates mainly as a B2C company selling fashion directly to the consumer however they have well established B2B links with their supplier, distributer; Royal Mail and fashion magazines; Grazia and Look.
They also have a strong sale and customer service team, with 7day a week phone and
This paper will examine the current and future use of internet technologies that Boohoo.com undertakes. ‘The company’s mission is to provide a visually stimulating, invigorating and evolving on-line shopping experience, which offers inspirational products, exciting promotions and unsurpassed customer service.’ (Boohoo, 2010)
The report discusses Boohoo’s background in relation to their current market position and strategies they have implemented. Boohoo is a private limited company owned by Khosla Vinney and the accounts are not accessible to the public, yet they have survived the recent economic downfall and continue to attract ‘over 67,690 visits per day,’ (Statbrain, 2010).
Porter’s Five Forces suggest that Boohoo’s threats come from buyer power including threat of substitution, as well as the treat of new entrants to the market due to low barrier to entry, the online fashion industry being one of the highest risk markets but on the other hand with high rewards.
E-marketing is a large part of Boohoo’s marketing campaign, using an OPT database to collect customer information and analyse consumer spending patterns. This information is then used for viral marketing where Boohoo send out e-magazines to consumers providing recent fashion and product information. Boohoo also increases their brand awareness by advertising in popular women’s fashion magazines.
When analysed by Powermapper’s Sortsite, Boohoo’s pages are compatible and have no compliance issues which are better than the all other sites, therefore working on older browsers and it fulfils regulations. Yet 72% have issues including accessibility for disabled and international consumers.
Boohoo operates mainly as a B2C company selling fashion directly to the consumer however they have well established B2B links with their supplier, distributer; Royal Mail and fashion magazines; Grazia and Look.
They also have a strong sale and customer service team, with 7day a week phone and
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