Burlington Coat Factory E-marketing Plan

Online Positioning Strategy
Keyword/Domain Analysis
Optimize Website
Interactive Advertising and Affiliates
Search Engine Optimization
Customer Communication

I. Positioning – 15% of budget
a. Evaluate current website metrics and develop summary conclusions
b. Redesign components of your site(s) based on the above analysis for cohesive message, strategic goals and professional/trustworthy appeal
----It is critical that the visual presentation of BCF be not only graphically stimulating and appealing, but also aesthetically appropriate for the target retail market
c. Evaluate long term focus of brand and short term sales/discounts objectives
d. Where does the company want to compete?
---- US retail chain offering high-quality merchandise at prices up to 60% less than competitors (for Burlington brand)
---- Cohoes and other brands are differentiated – should remain separate
----Outerwear, apparel, shoes, baby items, toys, linens, bath and home décor
---->325 stores in 42 states
----Burlington Coat Factory, Baby Depot, Cohoes Fashions, Luxury Linens,
MJM Designer Shoes, and Totally 4 Kids
----Cutting-edge technology philosophy
----Low – middle income, highly female, 25-54
e. What is the consumers’ perception of the product line?
----Coats - More than great coats?
----Competition – Ross, TJMaxx, Linens n Things, Bed Bath and Beyond
----School uniforms – differentiated from retail image

II. Keyword/Domain Analysis – 10% of the budget
a. What popular keywords/phrases are searched
b. Domain names – additional focus required here

---- http://www.coat.com/ - redirect
----http://www.bcdirect.com/ - redirect
---- http://www.babydepot.com/ - redirect – should it be unique domain?
---- http://www.luxurylinens.com/ - redirect – but it should be unique domain
---- http://www.cohoesfashions.com/ - unique domain – even more professional/upscale? – coherent and consistent message and image
----http://www.totally4kids.com/ - not owned? – school uniform focus?


III. Optimize Website – additional focus in line with (I) and (II) above – 5% of budget
a. HTML, meta tags, alt tags
b. Keyword population in content
c. Web analytics: Where are customers moving on the site?
----Shopping cart abandonment rates
----Page views and popular paths
----Promotional pages and results


IV. Interactive Advertising – major emphasis – 55% of budget
a. Graphics, Tile and Banner development
b. Multimedia?
c. Explore Google and Overture directory listings
--Sample budget with keyword bid costs
d. Affiliate sites: (Maintenance $4000-$10000 per year)
-----Link Share
-----Performics.com
-----Commission Junction
e. Magazines Online:
----Design promotional messages, target links, etc.
----I-village
----Modern Woman
----Shopping Guides
--Target Market Websites (Oprah, etc)
---- Design promotional message, target links, etc.
f. Business and YP listings


V. Search Engine Optimization – 10% of budget
a. Expand branding for additional search terms
b. Dmoz – free
c. AOL, Google, MSN, Ask Jeeves, Teoma, AltaVista
d. Link building, between sites and with articles
e. RSS Feeds and Article Composition – grassroots marketing
----Submit articles to the RSS
----Press release development for “positive news”


VI. Customer communication – 10% of budget
a. Identify and cherish your good customers, increase customer retention and
referral base (think Pier 1 newsletter)
b. E-postcards
c. E-flyers