Sample Answer
Digital Marketing Strategy Proposal for Schuh
Introduction
In the competitive UK retail market, footwear brand Schuh has faced recent challenges, including a 9.6% drop in profits and the closure of its German stores (Retail Gazette, 2023). This signals an urgent need for a revitalised digital marketing strategy that can strengthen the company’s position, enhance brand engagement, and drive sales. As digital transformation continues to reshape consumer behaviour, Schuh must leverage data-driven marketing and creative digital communication to maintain relevance among modern, style-conscious shoppers.
This proposal outlines a comprehensive digital marketing strategy for Schuh. It highlights the brand’s unique selling propositions (USPs), defines a target audience, selects the most effective digital channels, and presents a creative campaign idea that aligns with Schuh’s youthful and fashion-forward identity. The strategy draws on established marketing theories and models, including the SOSTAC planning framework (Smith, 2011), the AIDA model (Kotler et al., 2020), and the Digital Marketing Funnel, to ensure the campaign is both structured and impactful.
Schuh’s Current Position and Market Context
Schuh operates in the fast-paced footwear retail sector, catering primarily to younger demographics that value style, affordability, and brand variety. The UK footwear market is projected to grow by over 4% annually between 2025 and 2028, largely driven by e-commerce expansion and mobile shopping (Statista, 2024). However, increased competition from brands such as JD Sports, Footasylum, and online giants like ASOS poses a constant threat.
Schuh’s existing online presence is strong, with a well-designed website and active social media accounts. However, the brand’s digital strategy lacks differentiation and emotional appeal. Its social content tends to focus on promotions rather than storytelling, limiting engagement and long-term loyalty. This proposal seeks to shift the focus from transactional to experiential marketing, positioning Schuh as a lifestyle-driven, community-based brand.
Unique Selling Propositions (USPs)
Schuh’s USPs can be refined around three key strengths:
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Diverse Product Range: Schuh offers a mix of popular global brands (Nike, Adidas, Vans, Dr. Martens) alongside exclusive and emerging labels, allowing customers to access both mainstream and niche styles in one place.
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Inclusive Brand Personality: The brand is known for its edgy, youth-oriented tone that celebrates individuality and self-expression.
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Sustainability Initiatives: Schuh’s “Sell Your Soles” recycling scheme, which encourages customers to return old shoes for charity and eco-friendly disposal, aligns with Gen Z’s environmental concerns (Schuh, 2023).
Building on these USPs, Schuh’s digital marketing strategy should promote sustainability, creativity, and community belonging as its emotional anchors.
Target Audience
The proposed strategy focuses on young adults aged 16–30 in the UK, primarily urban, digitally active, and socially aware consumers. This group spends significant time on mobile devices, engages deeply with social media, and values authentic brands that mirror their values (Mintel, 2024). Psychographically, they are trend-driven, expressive, and responsive to visual, interactive content such as TikTok videos, Instagram reels, and influencer collaborations.
A secondary audience includes eco-conscious millennials (ages 30–40) who appreciate sustainable products and transparent business practices. Engaging both segments through distinct yet complementary messaging can maximise campaign reach and brand relevance.
