THE STRATEGY FOR Tally Weijl .

Swiss clothing brand

1. Company: Introduction and campaign objectives

Tally Weijl is a fashion label based in Basel, Switzerland. The company is represented
worldwide in 37 countries with over 780 stores and employs over 3.400 people. Tally
Weijl was founded in 1984 by Tally Elfassi-Weijl and Beat Grüring. In 2017, Tally Weijl
acquired the 69 stores of the French fashion company. It offers clothes for girls and
young women, casual style and up-to-date for a medium price.

Its competitors on the market are: Vero Moda, Bershka, Even&Odd, Monky, H&M,
Only.

Recent marketing plans and digital strategy is to get:

✓ Income growth over trend by ROI on 14 european markets
✓ Integrated analysis and optimalisation
✓ digital actions: small webpage campaign ( sales, offers)

KPI’s : Initial assessment of their online presence

✓ monthly website visits SEM: the raise in number of transaction

✓ marketing traffic sources, sales year by year 96 %
✓ social media traffic onpage and offpage
FACEBOOK: 614 % ; ROI in April 2018

Campaign objectives and goals :

- promote brand, get brand awareness and views with SEO actions
- redesign of a web page by A/B test, implementing new schema, content and
action tools
- sales growth
- social media ads, remarketing, optimalisation.
 - assessment in Google AdWords uses latest algorithm possibilities.
- smart bidding strategy to reach ROI 50%, ( AI)
- The cation were taken in: showcase ads, dynamic prospecting, smart display
campaign, video collection ad.

2. SEO assessment using a tool (Moz, Semrush, etc.)

o Site analysis: Domain Authority/ Page authority : Tallyweijl.com "Pre Sale | TALLY
WEiJL Online Shop"

Web page automatically choses the domain according to place. The user
generates original landing page, but he can chose the language to operate.
However the page/ online shop/ can be managed in 14 European countries.

o Ranked keywords : Tally Weijl, girls clothes, Tally Weijl Kleidung, pastel
Sommer Tally Weijl, Tally Fashion, Tally Nachrichten, sale Kleidung,

The content design is static, law-quality pictures with size and clearliness.

WEB analysis:
The source of page: WebArea "Pre Sale | TALLY WEiJL Online Shop"
generic
generic
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contentinfo

o “Console” turns up to have many errors linking to the google analytics.

 DMM Strategy:

1. Design mobile friendly web page : the structure is unreadable, colours do not apply to
the customers’ needs and trends, size of the pictures and information for customers
are to be other size and way of communication improved
2. Structure of the web- search engine friendly web development, accessable, well
navigated and high speed. Also landing page and subcontent has to be redesign to be
adjustable, user friendly
3. Post assessment: UX needs to be taken into company’s plan sand strategy.
Recommendation:
▪ Designing and implementing new structured and schemed page. A/B test.
▪ Readable, user friendly content, updated pictures and information
Communication and post- buy feedback: social media,
▪ Analytics and statistic: SEM ( SEO and SEA)SMO, SMA ( in a quarter form the
implementing the main strategy), paid marketing, email marketing, web
analytics, affiliate marketing, social media, and competitor analysis tools
along ( GoogleAds, CPC, users/visits ,

3. Paid Search campaign structure

o Keyword planning.

Group of local target Group of european reach Brand awareness

german speaking

Girls wear, pastel sommer Dress girls, fashion for Women clothes, girls
Telly Wejl, kleidung girls, women clothes, fashion, girls style, online
TellyWejl, Mode, fashion, flower skirt, jeans girls, shopping, casual style girls
tally online, shopping
Sale, summer sale women,street fashion
women, summer sale girls girls,
 4. Campaign structure, ad groups and ads

o Name the campaign. „ Pastel summer 21”

o Two ad target groups: 1 group is brand awareness building 19+ girls active in internet
and social media, but also sport/ outdoor time consuming, medium and big cities,
average and high family income.

2 group is a target 21+, cities, young and fashion oriented, but with income, using
laptops/ phones for search and buying, oriented od “word of mouth” and
recommendations.

Ads

1. Improving web page by A/B test, new design and structure with UX
optimalization.
2. Communication and promotion in/with social media : facebook, instragram,
“likes”, ratings. Introducing rates and opinions about the products
 3. SEO : SEA and SEM: Search Ads360, PPC, bidding ( building brand awareness), organic
traffic, conversion and sales
✓ SEO delivering sufficient and quality content, organized and specified to the users’s
needs

METRICS: PPC, organic traffic, link building KPI’s, conversions and sales; vanity mettrics

Objectives KPI’s: keyword updating, Conversion rate, impressions, visits,

Actions: updating landing page, answering on trends to the groups, communication and
relation building, searching optimalisation, links building /AI

https://www.nordicclick.com/resources/google-ads-preview-tool?id=llOQAsbZmUHA
https://ads.google.com/anon/AdPreview?lang=en&loc=1002942&device=30001&activ
eTab=1&st=pastel+sommer+Tally+Wejl

https://optimize.google.com/optimize/home/#/accounts/4704302132/containers/146
09990/experiments/6

https://optimize.google.com/optimize/home/?authuser=0&hl=pl#/accounts/4704302
132/containers/14609990/experiments/6 - WERSION NR2 IS RECOMMENDED
 5. Conclusion, learnings & recommendations

o This projects aimed to “scan” of online activity of TallyWeijl and describes

weaknesses to change running the webpage with online shop service.

The key challenge is to set up the page : updated design and structure, user
friendly and accessed for clients interested buying online . Its important to
adapt content, technical issues for the devices, ex. Company need to change
picture format and colours on web, put readable structure and instruction to
communicate with customer and get the trust and professionality.

The second step is a cooperation with aggregators and online shops to use also their
platform.

The company should observe and update its service by keeping up with trends and
sosiographical needs, interests and trends.