FG Multimedia Service

Infotainment Service Designed to Engage Buyers in the B2B Market

  • Year of Project: 2019

  • Project Duration: 2 months

  • Roles of Project: Project Owner


    #ServiceDesign
    #DesignStrategy
    #ContentDesign
    #DesignResearch
    #UXDesign
    #ProjectManager

Summary

After FashionGo was acquired by a Korean IT company, many efforts were made to revise its business model. The major challenge was to have a control power over the B2B E-commerce platform as a middleman between sellers and buyers. For over ten years, FashionGo has relied on the revenues from commissions and advertising fees from big sellers. As a result, they have an excessive amount of power on the platform, for example, not following our listing and sale guidelines. For the purpose of neutralizing the buyers’ power on the platform, FashionGo plans to launch new services to increase the number of buyers.

What service can FashionGo offer to increase buyer numbers?

Vision

1. WHAT TO PLAY?

Enhancing the Purchasing Experience with Digital Contents

Infotainment for B2B Market

Nowadays, people look up products and their reviews on YouTube before making a purchase. Contents in multimedia offer information with multiple experiences such as music and storytelling, helping the audience comprehend the large amount of information easily. In the B2B market, the multimedia contents could help buyers evaluate sellers' reliability and visualize items' value in the market. We assume that sellers and its buyers can interact with each other, forming active communities around the contents.

Goal

How can FashionGo provide buyers a multimedia content and build an active community around them?

Outcomes

  1. Develop strong product sale lines other than clothings

  2. Reduce cancellations, returns, and refunds

  3. More buyers, More sellers - Control FashionGo platform with our regulations 

Strategy

2. WHERE TO PLAY?

Leveraging the Relationships with Beauty Sellers & Suppliers

Cosmetics & Beauty Product Category

Cosmetics and beauty products have a larger market size, and there are more timeless items in cosmetics & beauty items. Moreover, Korean beauty items have become increasingly popular on the market in recent years, so FashionGo can also leverage the relationships with Korean sellers and suppliers.

Solution

3. HOW TO WIN ?

Easy Product Descriptions for B2B Market

Transforming Complicated B2B Product info & Buying Guideline into Infotainment Content

A buyer's purchase decision in the B2B market begins with assessing the value of products and sellers/suppliers, and ends with understanding its price tiers and order form. Additionally, buyers must check the ingredients of cosmetic & beauty products and the state and federal regulations about them. 

By explaining these complicated information using multimedia, B2B buyers can easily understand product values and review their competitiveness in the market - benefits of a product, price tiers, packaging, its regulations, and seller’s credibility.

Storytelling about Sellers/Products For B2B Market

Building a Story Targeting a Specific Demographic Using FashionGo Data Analysis

Our Multimedia service can help sellers tell a story about their products or their brands. With the data obtained from FashionGo's main platform, we can define their market segment & demographic of the product users, which enables us to provide sellers with competitive marketing contents. With the partnership with model agencies, we can select a model who can appeal to the target demographic and make a story in their cultural contents.

Designated Frontpage For Multimedia Contents

Managing & Distributing Multimedia Contents to Extend Their Lifecycle

We planned to build a new section on FashionGo main page, exclusively for multimedia contents. The Multimedia contents are grouped by themes, and by displaying the same contents in different themes, contents can be circulated and extend their lifecycle of the contents.

Tactics

4. BUILDING CAPABILITIES

Building a Key Activity System for MultiMedia Content Services using FashionGo's Core Capabilities

Activity System for the “HOW TO WIN”

  1. Build up FashionGo’s server for controlling B2B Multimedia contents.
    *B2B product info such as pricing tier, order form, and MSRP are exclusive to the B2B market, so Multimedia Contents should be controlled in FashionGo Platform Server.

  2. Inspect the safety of products in accordance with federal and state regulations

  3. Create Storytelling & Marketing Message of a brand/product working with its seller

  4. Manage the distribution channels for multimedia content to its target buyers

    *Multimedia content will be emailed directly to prospective buyers as an additional service.

5. MANAGEMENT SYSTEM

Communities Management for Multimedia Content

Creating a Productive & Healthy Community Environment

A key success metric is buyers' attention to Multimedia contents and interactions between buyers; reviews, comments, and views on them. In order to encourage buyer participation in the contents, user-friendly design will focus on how buyers can read other comments easily, and a follow-up email will be sent after the purchase asking for product reviews and comments. The operation team will monitor false/misled product comments to create a healthy community.

Next Steps

Future Foresight

Certification for Verified Product by FashionGo

Providing Buyers with B2B Item Purchase Guidelines for Their Investment

FashionGo Multimedia Service is about introducing verified products to buyers. The Multimedia service will build up credibility on FashionGo as a B2B Fashion E-commerce platform. On the item listing, FashionGo will attach a sticker called "FashionGo verified item." it will provide buyers with an easy and safe guideline for making a safe B2B purchase.

“FashionGo Verified item” badge will increase the retention and acquisition rate of buyers. As FashionGo attracts more buyers, more vendors will join, and consequently, FashionGo will have more control over the platform and expand various services.