Pau López, Julia Pich, Oriol Bonet, Laura Montoya

In groups:

1. Imagine you are working for the marketing department at Carrefour. The supermarket
is launching a new online fashion brand (middle priced) aimed at Generation Y.

2. Based on a recent study, 40% of your potential Generation Y clients are shopping
lovers, 35% direct purchasers and 25% suspicious browsers.

3. Decide the following:

1. Best channels to do your paid advertising campaign

2. Top 3 recommendations to your web designer based on the type of shoppers

they are

1- Best Channels for Paid Advertising Campaign:

a) Social Media Advertising: Since Gen Y is the most active demographic on social media
platforms, this would be an effective channel to reach potential buyers. Targeted ads on
Facebook, Instagram, and Twitter can be used to reach shoppers, direct buyers, and suspicious
browsers.

b) Google AdWords: Google AdWords is a powerful tool for targeting potential customers
searching for similar products. Display ads and search ads can be used to attract the attention
of your target audience.

c) Influencer Marketing: Generation Y relies heavily on influencers for recommendations and

inspiration. Partnering with relevant fashion influencers can be an effective way to reach this
demographic.

2- The 3 main recommendations for the web designer depending on the type of buyers they
are:

a) Shopping lovers: These customers are likely to browse and shop frequently. The website
should have a user-friendly interface, fast loading speed and a fast checkout process.

b) Direct purchasers: These customers know what they want and are likely to make a purchase
quickly. The website should have clear and detailed product descriptions, high-quality product
images, and easy-to-find product categories.

c) Suspicious browsers: These customers may need some convincing before making a
purchase. The website should have customer reviews, detailed return policies and clear
shipping information.
Pau López, Julia Pich, Oriol Bonet, Laura Montoya

Additional recommendations:

a) Personalization: Generation Y appreciates personalized experiences. The website should

have personalized product recommendations based on your browsing history and purchasing
behavior.

b) Mobile optimization: Generation Y is the mobile first generation. The website should be
mobile optimized and have a seamless mobile browsing experience.

c) Social Media Integration: The website should have social media integration, which allows
customers to share the products they like on their social media channels.