COM0014 – Blog #4 B2C Case Study

Zulily

When I think of my B2C company who is active on social media, I decided on Zulily.  A designer look fashionable clothing which focuses on online marketing campaign that really drives their products and personally always catches my attention. This immediately perked my interest into short analysis as a B2C case study.

Zulily engages with the consumer over Facebook. Zulily doesn’t just promote their product by ads, but present a savings that encourages the consumer to click and find out more. Zulily focuses on designer look dresses on an affordable cost. The company does a really great job at catering to their audience by reducing the cost.

Zulily is very active on their website and their eye catching advertising and promotions are the strongest tool for the company. The  seasonal items are placed with all merchandise sectioned off in groups – Women, children, men, and home. The company is also active with email marketing, where I receive at least one email a week that features promotions. I personally think it is a very effective tool because I purchased based on email.

Seasonal sale and promotions have a time period that produces a sense of urgency to buy before the particular promotion ends. One more thing keeps happening on their website that everyday promotion begins with new items and in order you will be getting a coupon.

Zulily seems to be doing well across various platforms, like Facebook, Instagram, Pinterest and snapchat. They do not post too often on YouTube and have smaller audience, but they do have an informative presentation of items.

Instagram and Pinterest both post pictures of their items on display and on models. They also do promotions through Instagram that increases engagement with their audience.

Facebook, however, is slightly different from all other platforms. Facebook has the largest audience base, with just over 2,982,463 followers. With such a large audience, they continually have success across North America and abroad.

All in all, Zulily does a great job at connecting personally with their consumers while advertising their product at different platforms. They get to the heart of the audience what makes the product so great and connects them through product to change their lifestyle. One area Zulily needs to improve on listening and interacting with audience on Facebook.