Consumer Immersion
Today’s agenda Consumer’s Communication Overall Pathway Tasks Strategy Analyse and Identify each Develop the strategic understand the communication task plan , theme and consumer’s pathway. along the journey as overall execution. well as the area of focus.
1 Uniqlo: AIRism
What is AIRism? AIRism by Uniqlo is a functional underwear that has 8 benefits, such as odour control and moisturizing functions. AIRism aims to help provide users with comfort everywhere and at anytime.
Target Audience 2 Who are we targeting, specifically?
Target Audience Demographics: 17 - 25 year old male & female students or working adults living in Singapore
Target Audience Psychographics: They are fashionable individuals who prioritises comfortability when choosing clothes. They dislike Singapore’s humidity and heat, and would do anything to make themselves feel and smell good throughout the day. They are open-minded, curious individuals who constantly goes online to check for news updates.
Consumer’s Pathway 3 What is their thought process when purchasing AIRism by Uniqlo?
Consumer’s Pathway Awareness Engagement Consideration Conversion Usage Relationship Building Advocacy
Consumer Journey Awareness “What is AIRism?” “What are the benefits of Uniqlo’s Airism?” “Does Uniqlo have a good brand reputation for making quality innerwear?” “What can innerwear do for me?”
Communication Task Awareness What? We want to increase brand awareness and subsequently brand recall , so that Uniqlo is our consumer’s brand of choice. This will help to encourage repeat purchases as well . How? Constantly remind customers through the use of advertising platforms such as social media, print and out-of-home advertising.
Consumer Journey Engagement “Why should I choose Uniqlo’s AIRism innerwear?” “Does this brand resonate with my character and personality?”
Communication Task Engagement What? We want to further increase engagement between the consumers and Uniqlo, so that they are able to relate better to the brand. How? By showcasing Uniqlo’s brand personality and highlighting the differences between Uniqlo and other brands offering innerwear.
Consumer Journey Consideration “Should I find online reviews to find out how people feel about the product?” “Is Uniqlo AIRism value for money?” “Does AIRism have different benefits that is more advantageous to me than other brand innerwear?”
Communication Task Consideration What? To show potential consumers that we deliver the benefits stated and are current consumers are satisfied with our products. How? To provide credible information online about the products and have proof of consumer satisfaction through feedback platforms and word-of-mouth marketing .
Consumer Journey Conversion "My friends have had good personal experiences with AIRism. They like the product and highly recommend it! In addition, there have been good reviews about it online. I think i will give it a try."
Communication Task Conversion What? To encourage trial and purchase and show that AIRism's functional benefits make it a wardrobe essential. How? To highlight and promote the multi functional benefits and versatility of AIRism, and show how AIRism can bring "comfort unlimited" to everyday life, through various advertising channels.
Current Efforts 'Friends of AIRism' Campaign
Consumer Journey Usage “AIRism keeps up to their word, providing consumer with the benefits it promises.” “It is very functional and I feel comfortable going about my day when i wear AIRism.”
Communication Task Usage What? To ensure that the consumer’s expectation of AIRism is met. To create credibility of AIRism’s experience. How? To show the AIRism experience through advertising.
Current Efforts Online Social Media Testimonials
Consumer Journey Relationship Building “Airism is truly effective and it has made my everyday life easier.” “I like UNIQLO as they really understand and care about my needs.” “I don’t mind following UNIQLO on social media platforms to keep myself updated on the brand.”
Communication Task Relationship Building What? UNIQLO will have to ensure that the consumers are satisfied and happy with AIRISM products. Ultimately, to build a relationship based on the positive experiences their consumers have with the brand. How? By constantly connecting and reaching out to both consumers who might potentially or have purchased AIRism products through Social Media.
Relationship Building Current Efforts
Relationship Building Current Efforts
Consumer Journey Advocacy “Will I ever purchase from AIRISM again? Would I recommend AIRISM to my friends and family?”
Communication Task Advocacy What? We aim for UNIQLO to build a lasting and trustful relationship with their consumers that will encourage them to make repeat purchases . For consumers to recommend and share the brand to their friends and family. How? Interact and engage with consumers through social media to encourage them to recommend and share their experiences with the brand.
Advocacy Current Efforts
Advocacy Current Efforts
Advocacy External platforms
Primary Research 4 Results from both our quantitative and qualitative research methodologies
Results: Quantitative Online Survey 130 responses 17-21 years of age
Online Survey Have you heard of AIRism and are you willing to purchase their products?
Online Survey 57.7% (75/130) Majority indicated that 66.9% (87/130) respondents will not they will not purchase respondents have purchase AIRism. AIRism because they heard of AIRism do not see a need/point before. Why? Deodorants, “no for it. need”, “it is an extra layer”
Online Survey Uniqlo vs Competitors Rank which brands you would prefer to shop in Most 1. Preferred... 2. 3. 4. Least Preferred...
Online Survey Where do you usually get your information from?
Online Survey 68.5% (89/130) 92.3% (120/130) respondents gets updated respondents gets by their friends and loved updated through social ones . media.
Research: Qualitative 1-1 Interviews
Research: Qualitative Elton is a National Servicemen who actively goes for dragon boating trainings during the weekends. Elton is an avid lover of Uniqlo products. He is aware of AIRism product line and its benefits , but he has never personally tried the products. He has friends that wears AIRism as an innershirt to prevent themselves from sweating through their clothes as they do not want anyone to see their sweat patches. When asked what would appeal to him to try AIRism clothings, he said “ Sorry to say, i won't be wearing an Elton Peh, 21 innerwear as I am not used to having extra layers over me and also it acts as a extra layer, which makes it even warmer than it already is in Singapore .”
Research: Qualitative Natasha is currently studying in LASALLE College of the Arts. She specialises in dance and dances on an average of 6 hours per day. She knows about Uniqlo as well as the AIRism product line. However, she has not tried AIRism before as she is not a big fan of innerwear, finding it uncomfortable and old-fashioned. Natasha’s father personally wears AIRism products as he has the habit to wear innerwear since young. The quality of the innerwear is the deciding factor for Natasha Fawzi, Natasha to wear innerwear. It has to make her feel like 18 she is only wearing one layer , without showing that much skin.
Research: Qualitative Alvin is a NTU student pursuing a degree in Business. He is a student athlete and he is actively involved in NUS Football Team. Alvin likes AIRism because he feels like it is very thin and comfortable . He is an avid user of the product as he likes the thin and comfortable design of the product. He and his friends wear innerwear as it helps them were layered clothing without feeling hot. It gives them the reassurance that they don’t smell bad or feel uncomfortable. Alvin Tan, 23 When asked about his experience wearing AIRism, Alvin stated that “There isn’t much of an experience wearing it. However, I do feel comfortable and cool wearing AIRism .”
Research Analysis 5 What have we derived from our analysis of our survey and consumer journey?
Awareness & Engagement Majority of the consumers are already aware of AIRism due to Uniqlo’s high brand awareness and reputation. However, Uniqlo has minimal promotion about AIRism’s functional benefits. Hence, the consumers are generally unaware of its benefits and has the misconception that innerwear serves as an unnecessary additional layer of clothing that will cause them discomfort.
Consideration and Conversion Customers are not aware of the point of difference that sets AIRism by Uniqlo apart from its competitors , due to minimal promotion by Uniqlo. Additionally, there is no customer feedback channel thus Uniqlo is unable to check if their customers are satisfied or their feedback regarding the product.
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