Michael Kors Digital Business Strategy:

Multi-channel analysis:

According to Marketing Evolution (2019), Multi-channel marketing combines multiple distribution and promotional channels into a unified strategy to attract customers. Digital innovation is one of Michael Kors’ leading strengths, it employs multiple platforms that are designed to convert customers whether online or in-store. The target audience is anyone who loves the brand. According to a business insider (2022) the company employs the following platforms: Saferpay, E-commerce, and, finally, the OMNI channel to gain more clients which I will go over in detail.

Saferpay service is a secure payment platform used to create payment links to avoid customer dissatisfaction if the product is not available online. Once the customer contacts any store and confirms availability, the item will be processed through safer pay and sent out to the customer alongside a return label if the customer is not satisfied with the products.

Omni channel: Michael Kors began to operate through their online website in their stores, which assisted the company in generating more revenue for their online website. The strategy is as follows: If the product is out of stock in the company warehouse, the customer order will be forwarded to a store that has the product in stock, and the order will be processed and shipped from there.

E-commerce Website: The strategy begins with giving the consumer the ability to shop whenever and wherever they want. Aside from that, it provides quick and efficient service. Their website is global, and each country has access to what is available in that specific country, as shown on their website (Kors, 2021). For customer satisfaction the company allows its consumers to return products purchased online to the nearest store rather than shipping them out.

Social media marketing:

According to (Euromonitor, 2014) Michael kors utilises social media to market its brands to consumers. It has a blog called MK Timeless where customers can upload photos of their Michael Kors watches. As reported by (Cohn, 2020)

The company celebrates its campaign called Watch Hunger Stop, in which the company donates money to the World Food Program for every 100 series timepieces purchased. These marketing strategies have resulted in strong brand equity for the company. In addition, Michael Kors has been heavily investing in marketing its new diffusion line, and as a result, consumers are associating the company with Coach and Tory Burch as a lifestyle brand. Based on statics the company invested $167.1 on advertising and marketing in 2018.