TLDR;
The Ask: Is it most profitable for Parks Project to reconcile their wholesale and e-commerce customer bases
The Strategy: Position Parks Project as an everyday staple for current Millennials, engaging them with
The Solution: Introduce consumers to the Parks Project Lifestyle.
*INDEPENDENT STUDY LIVE CLIENT*
How can Parks Project increase retention for e-commerce customers?
the brand beyond the product.
What is Parks Project?
Parks Project can be defined as a retail-for-good brand. They've partnered with brands such as National Geographic, REI, and Peanuts, among many others, offering clothing, fashion accessories, camping accessories, and shoes inspired by the national parks. In doing so, they have donated over $2 million dollars to national parks, hosted numerous clean-ups, and achieved B-corp certification. Recently, they've seen great success with their digital marketing campaigns, bringing in thousands of new customers.
But Parks Project has been reaching completely separate target markets in e-commerce versus wholesale.
Parks Projects' e-commerce consumers
are typically...
-
Gen Z
-
Students
-
Fast-fashion shoppers
Parks Projects' wholesale consumers
are typically...
-
Millennial
-
Young professionals
-
Sustainable shoppers
So which target market is more profitable?
Gen Z
Research shows that about 75% of Gen Z ranks price as the top factor influencing their purchasing decision.
Gen Z shops at brands such as Shein, Amazon,
and Target.
Though they want to support sustainable efforts,
they cannot afford to do so.
Millennials
Millenials are already buying sustainable brands such as Patagonia and Bombas.
A large portion of Millennials rank sustainbility
as one of the top factors influencing their purchasing decision.
Millennials already invest in brands in a similar price range that fit their values.
The issue is not increasing retention for current e-commerce customers,
but reaching the right customer.
So who is the right customer?
The right customer...
-
Is between 28 and 43 years old
-
Has a Bachelor's degree or higher
-
Is employed full- or part-time
Why?
According to MRI Simmons, Millennials are...
-
Already buying brands that Parks Project has collaborated with (such as New Balance and Vans)
-
Often buying camping equipment (such as backpacks and beverage containers)
-
Engaging in leisurely activities such as hiking, camping, backpacking, and visiting national parks
It's time to introduce Millennials to the Parks Project Lifestyle.
The Parks Project Lifestyle engages consumers beyond the point-of-purchase, through a new interactive app, and access to exclusive drops and personalized communications for members of Parks Project's rewards program.
The app allows users to shop in the same manner as the current website, while also introducing a new feature that allows users to earn badges for each national park that they visit. Additionally, these badges will also be produced as stickers, and can be gifted with the user's next purchase.
The app will also introduce exclusive collaborations with Millennial favorite brands, such as The Wild Thornberrys, Rugrats, and Vans' Warped Tour. Previous collaborations, such as Parks Projects' collaboration with Vans, offer opportunities to introduce new collaborations tailored toward the new target market, such as Vans Warped Tour.
Last, Parks Project will initiate more personalized communications with repeat customers, such as digital newsletters for members of their rewards program and physical postcards directed toward lapsed customers.
By creating a more interactive and personalized experience for customers, Parks Project can increase retention for both e-commerce and wholesale customers.
My Role: Brand Manager, Strategist and Designer