Transcript Piperlime Article.ppt

PIPERLIME: Fresh Strides
By Anthony Zumpano
Becca Refvem
Jessica Fong
Jungmin Yoo
WHAT IS PIPERLIME
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GAP Inc.
Online-only
enterprise
Sells ONLY shoes
Sells Merchandise
by brands not
affiliated with parent
company
Went live in Oct.
Official on November 1st
WHAT IS PIPERLIME
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Started out as GAP Inc.’s research of online customers
Attempts to exploit 2 trends
1. Gap’s Ecommerce Success
2. Growth of Online Footwear Sales
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Weird Critique
WHAT IS PIPERLIME
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THEME: GREEN
(lime)- everything is the
color green!
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Brand Logo: Slice of
eponymous citrus fruit
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Piperlime Homepage has
only a few hints of parentage
ZAPPOS VS. PIPERLIME
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Common:
free shipping for purchases and returns, multiple views of each
products, several search options
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Difference:
piperline - clean design, recalls one of the fancier shoe stores at the
mall or higher-end department store
Zappos – cluttered portal of thumbnails and links
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Inventory:
Piperlime - 100 brands
Zappos - anything you can slip your foot into, apparel, eyewear,
watches, and bags
PIPERLIME
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Website weaknesses:
1. Possible to filter to a particular price range, but not be arranged in
price order
2. No alphabetical order
3. Carrying limited brands for men
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Designer boutique section: high-end women’s brands: $ 300 - $ 1,000
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Website strengths:
Quick look feature- allows a faster shopping experience that eliminates
page-reloading time
PIPERLIME
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Brand is well positioned to become a player in the growing onlineshoe market
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Like Starbucks, piperlime is an “accessible luxury” brand
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Effects on the other Gap Inc.
Indirectly help shore up Gap Inc.’s bottom line
PIPERLIME
About the Website:
 Search by Women, Men, Kids, or by Brand
 Children Shoes: Fit Guide and “Shop by Age”
 For Teens: “In the Lime” (Less Expensive and Younger
Styles)
 Large Clearance Section: Final Sale
PIPERLIME PERKS
100% Price Match
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We want you to be happy with your shoes and that means getting the
best price. So if you find the same shoes for less on another site, we'll
gladly refund the difference. Just take a look at the guidelines below to
see if you qualify.
Exclusive Credit Card Benefits
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Have a Banana, Gap or Old Navy credit card? If not, you should. You
can earn 5% in Rewards when you use your card. Redeem your
rewards at Piperlime.
Free Shipping and Free Returns
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That's right. Standard delivery is on us. Simply pay for your new shoes
and we'll drop them off at your doorstep within four to seven business
days. If you're not absolutely delighted with your shoes, we'll return
them free of charge.
PIPERLIME PERKS
5 Charities?
*Use feedback
from marketing
research to make
the website better:
Rockbridge
Associates
PIPERLIME
OPPORTUNITY
 Why is Gap.com still
selling shoes?
 Converse?
 Different Links?
 Bottom of the page is
only Piperlime Link
 Banana Republic Brand
Name Shoes... WHY?
PIPERLIME
Shoes....
This is weird.
0:55
SOURCES
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http://www.brandchannel.com/features_webwatch.asp?ww_id=306
http://www.piperlime.com/
http://www.youtube.com/watch?v=WeBeG77M9mk
www.bananarepublic.com
http://www.youtube.com/watch?v=CW2dSB-a0D4
http://youtube.com/watch?v=7cJHW8hPIgI
http://www.youtube.com/watch?v=wCF3ywukQYA&feature=user
www.zappos.com