Exploration of Innovative Digital Consumer Research and Marketing Strategies

This project will analyze the current digital marketing strategy for an online jewelry seller. With this, a better understanding of the current competitive environment of online jewelry retailing will be developed, different customer profiles will be identified, and shopping behaviors will be identified. Finally, the research will examine the impact of online shopping experience on jewelry shopping
behavior. Based on the findings, new digital marketing and branding strategies will be recommended. This project will bring benefits to the organization by providing an external analysis and assessment of the current online marketing practices and improvement opportunities and new strategies to implement; the latter can bring potential improvements in sales and customer satisfaction.

Faculty Supervisor:

Eric Li

Student:

Camilo Pena

Partner:

Arnell Workshop Inc.

Discipline:

Business

Sector:

Consumer goods

University:

Program: