Digital Marketing Strategy for Schuh

Assignment Brief

Digital Marketing

PRESENTATION TASK

The footwear company Schuh recently saw a profit drop of 9.6% and closed stores in Germany to focus on their UK stores. The executive team of Schuh have hired your digital marketing consultancy to assist them in developing a digital marketing strategy.

You are required to present a digital marketing strategy with a sample marketing campaign for Schuh. You must identify and promote an original digital marketing plan, identifying Shuh’s USPs and proposing the target audience, the digital channels to be used in reaching this audience, and a sample of the campaign that you propose for engaging them. In undertaking this task you will also be assessed on the use of appropriate technology plus your creativity, imagination and enthusiasm. NB It is expected that you will draw on and critique academic theories and models to support your ideas and these should be clearly identified in your slides and/or summary.

Your submission should include:

• The 2000-word summary of your proposal
• A copy of all slides You should submit a PDF through Turnitin that contains a cover page with your name, student ID number, and the course name. The subsequent pages of the PDF should include your 2000-word summary and slides.

Sample Answer

Digital Marketing Strategy for Schuh

Executive Summary

Schuh, a leading footwear retailer in the UK, has recently experienced a 9.6% profit decline and decided to close stores in Germany to focus on its domestic market. This report outlines a comprehensive digital marketing strategy to reverse declining profits, increase brand engagement, and drive sales growth. The strategy identifies Schuh’s unique selling points (USPs), defines target audiences, recommends suitable digital channels, and proposes a sample marketing campaign. Academic theories and models, such as the RACE framework (Reach, Act, Convert, Engage) and consumer engagement principles, are used to support the strategy.

Company Overview and Context

Schuh has built a strong reputation in the UK for fashionable, high-quality footwear and exceptional in-store experiences. Its focus on youth-oriented designs and collaborations with popular brands positions it as a trend-conscious retailer. Despite its strengths, international expansion challenges and evolving consumer behaviour have impacted profitability. The closure of German stores indicates a need for a digitally-focused domestic strategy to reinforce customer loyalty and attract new audiences.

Unique Selling Points (USPs)

Schuh’s USPs include:

1. Trendy and diverse product range – Catering to multiple demographics from teenagers to young adults.

2. Strong brand collaborations – Partnerships with popular brands enhance desirability.

3. Omnichannel retailing – Integration of online and offline experiences allows seamless shopping.

4. Customer-centric service – Reputation for high-quality customer care and in-store experience.

Highlighting these USPs in digital campaigns ensures Schuh differentiates itself from competitors such as Foot Locker, JD Sports, and Sports Direct.

Target Audience Analysis

The primary audience is 16–34-year-old urban consumers who value style, brand affiliation, and digital engagement. Key characteristics include:

• High social media usage (Instagram, TikTok, YouTube)

• Preference for online shopping with fast delivery options

• Engagement with influencer-driven marketing

• Interest in limited-edition and branded footwear

A secondary audience includes parents and gift-givers aged 35–50 seeking quality shoes for children and young adults. Understanding these segments allows precise targeting through digital channels.

Continued...