Executive Summary 3
Company Background 4
Business model 4
Profile of Target Market 4
Acquisition Strategy 6
Search Engine Optimization (SEO) 6
Retention Strategies 11
Website Performance 11
References 26
Executive Summary
Namshi is one of the leading e-commerce sites and online shopping destinations in the Middle-East. Throughout the 3 years journey of Namshi since 2011, it has developed a strong position in the market. Online shopping has increased hugely, especially in the Middle-East, which represented a strong factor of the success of the company.
Namshi targets-the Middle-East, especially-the-GCC. Approximately 50% of Namshi’s potential customers are-from-Saudi-Arabia. Moreover, Namshi has succeeded-to-build-an-effective-Online Marketing-Strategy-by-applying-many-Acquisition-and-Retention Strategies-effectively.
Search Engine Optimization is a vital Acquisition strategy that Namshi applies effectively. But Namshi can decrease the cost of advertisement by removing the Paid Search link on Google.
Another recommendation-for-Namsh-to-continue-being-a-successful-online-shopping-site-is by changing/adding-some-elements in-the-retention-strategies-that-it applies. Some minor change- to-the-Website,-Emails-and-Twitter-account-would-increase-the-effectiveness-of-such-elements.
This report is an analyses that included the Company’s Background, Business Model, Target Market, Acquisition and Retention Strategies with Commendations and Recommendations
Company Background
Namshi is an online-business e-commerce site based in Dubai, United Arab Emirates. The co-founders of Namshi are Husam Arab ,Faraz Khalid, Hisham Zarka. Rocket Internet, an internet firm based in Berlin is the first funder of Namshi. Namshi focuses on fashion and footwear and is considered one of the top online clothing and footwear destinations in the middle-east. The company does not own any tangible retail shops; they offer brands which are only provided through their website. (Curley, 2013)
Business model
A business model is the actual structure and the foundation of the business. Moreover, it is how the company generates and delivers their products/services. Business model is a mechanism of business revenue and how the business actually makes money.
Namshi is a company that applies several business models through its website, which are Broker(B2C) and Subscription. But-the-main-applied-business-model-by-Namshi-on-the-website is “Broker(B2C)”.The-main-aim-of-the-website-is-to-make-the-customer-order-to-generate revenue, and at the same time another type-of-business-model-is-applied-which-is signing up/subscribing to receive emails regarding the alerts about the latest sales and discounts, this other type of business model is called “Subscription”. ("Business Model Definition | Investopedia," n.d.)
Based on the statistics found, the main target markets of Namshi are the Middle East and North African region. The rapid increase in the number of customers ordering clothes and footwear online in those regions has motivated the co-founders of Namshi to establish such business and target these specific markets.
To be precise, the GCC and other countries like Egypt and India are the main targets of Namshi. Based on the statistics shown in appendix 1; Saudi Arabia is the most profitable target as the number of visitors of Namshi’s website from Saudi Arabia is approximately 50% of the total number of visitors. ("Marketing Grader by HubSpot," 2014)
There are many competitors in the market like “Sukar” and “Marka VIP” , but the only competitor that could be considered strong enough is MarkaVIP. The Jordanian company is considered the main competitor of Namshi in the region it targets. ("Google," 2014)
Another competitor that has rapidly expanded after the recent multi million dollars invested in it, is a website called “Citrastyle.com” that sells Muslims fashion. It is a competitor to be considered due to the amount of muslims in the region and the uniqueness of their products that might attract the current customers of Namshi. (Alexa, n.d.)
Segmentation
The-segmentation-type-that-Namshi-applies-is-Demographic-Segmentation. It-is-noticeable-that-Nmashi-is-applying-this-strategy-to-segment-its-target-audience-because-it-seperates-the clothing-and-footwear-range-of-products-in-its-website-based-on-Gender-and-Age-mostly. ("4 Types of Market Segmentation | Marketing Flexibility," n.d.)
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