The Urban Decay website is loaded with content! Its colorful and flashy and everything a girl could ask for.
The first time you long into urbandecay.com you will see a pull marketing pop-up asking you to sign up for emails. Those emails push out the latest product information, coupons and exclusive offers.
Upon entering your email you get the opportunity to see the home page of the website and see where you want to go from there. The bottom of the website features sharing buttons for every social media platform that the company uses allowing users to follow the brand on whatever their platform of choice is. You also again have the opportunity to sign up for that newsletter that they wanted you to sign up for earlier.
Urban Decay has mastered the use of push marketing. Take a look at this article about how they used a coffee cart food truck during NY Fashion Week 2015. Its pretty neat!. They also have billboards around large cities the coolest part is how easy the brand is to recognize with their streamlined look across all their websites and their social media platforms.
The brand seems to have a handle on the pull marketing side of things as well. The brand holds launch parties for new releases on hyped up products. In fact, this is how I discovered the brand. I was at a local department store here in England and browsing the various makeup counters. While I was at the Urban Decay counter I was going back and forth as to buy an eye shadow pallet but I explained to the makeup artist that worked there that I was unsure and unfamiliar to the brand and she invited me to a launch party to for the newest pallet that was coming out the following week. She went on to explain to me that the party would have food, swag bags, prizes, make up demos, and mini makeovers so I could really explore the brand and see if the brand was right for me. I went to the party and I was sold. It was so much fun and I really got to explore the brand and I have been obsessed ever since.
Another thing the brand offers that is a pull marketing strategy is UD Reloaded. Some of the products you can buy come with the option to have an auto replenish shipped right to you and you as the consumer chooses the frequency. You are already buying the product but if you sign up for UD Reloaded when you are purchasing you get deluxe samples with every UD Reloaded shipment and also free shipping. This is a perk for you as the consumer but it is beneficial to the brand because they know you’ll keep coming back.
One of the most exciting things about the Urban Decay website is that it is constantly being updated with fresh content.
You can look at different parts on the website or as you can see they have a news feed feature that lets you look at everything that has been recently posted. Each block you can click on and it will take you to the content that is previewed in the newsfeed.
Urban Decay is accessible through your browser on your mobile device but they are lacking a mobile app. It would be a great addition to have the app at your finger tips with much of the same content that is featured on the website. I cant be the only one who likes to watch videos and read articles on my phone or tablet when I am in a waiting room or bored in the car.
When Urban Decay relaunched their website as I talked about in last weeks post they really hit a home run. By integrating a traditional marketplace website with a blog has really made the website exciting. Further more, the market place aspect is really quite neat. When you click on a product, the website not only showcases the product, but features reviews, video tutorials that go with the product, and even e-gift options.
All in all I would say that the Urban Decay website really has it going on. When I compare it to all the things we discussed in this weeks lecture. Things from an IMC standpoint that could be great improvements would be a presence of a FB/Twitter feed and a mobile friendly app would be amazing too. It has been so amazing to take this deeper look into one of my favorite brands and tie it together with everything we have been learning in class.