Zara has developed distinct advantages through its 4Es marketing strategy, which focuses on the customer’s experience, exchange, evangelism, and every place methods, rather than the traditional product, price, promotion, and location concept focused on the brand.Zara Change Their 4Ps Marketing Mix into 4Es
Product Replace with Experience
Price Replace with Exchange
Promotion Replace with Evangelism
Place Replace with Every Place
Experience matters more than product. Product used to be king, but that is no longer the case. In the new retail sector, the shopper’s mind is more concerned with the experience than with the goods. Zara is aware of this. The better the experience, the faster and more efficiently a client can move through the store to discover hidden gems.
Zara exchanges with customers for value. Zara has a thorough awareness of the complete value proposition it offers clients. Its fast-fashion deliverable comes in the quantity, format, and timeframe that the customer requires. This translates to a lot of money. Zara understands the concept of exchange because, while it isn’t the lowest in the fast-fashion industry, it continuously delivers branded value of trend-right products at affordable pricing.
Delivering the brand experience and products when and where the customer demands it. Personal commerce refers to any location where customers are present, rather than just the physical location where the brand is present. Delivering the brand experience and products when and when the customer demands it is the new distribution paradigm for retailers today. Zara also cares about sustainability. Another aspect of the ZARA’s every place factor is their retail shops location strategy. It currently has 2,213 locations in 93 countries and 39 online markets globally.
Cultivates them as brand influencers to improve operations, services and products and stimulates them to spread the word. Zara utilizes the power of its customers to advocate the brand by making the brand experience relevant and the transaction valuable. Rather than pushing marketing out, Zara draws customers in, cultivates them as brand ambassadors, and encourages them to spread the word.
And that is how ZARA became the world’s largest clothing retailer!
Picture credits: https://www.zara.com/
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