THE 6I'S OF YESSTYLE

Merina Mathew
Aug 23, 2018
3 min read

Updated: Aug 24, 2018

Explaining the 6I's of E-marketing through YesStyle.

Being a common user of YesStyle, I find it very interesting to be able to watch the business go from being unknown to blowing up in countries due to innovative marketing and advertising.

YESSTYLE

“YesStyle is the first online retailer to globally distribute a wide range of beauty, fashion and lifestyle products from Asia through their website YesStyle.com.” - YesStyle, 2018

Living in Australia, it hard to always hard to afford the variety of clothes that are offered here, with YesStyle, customers can increase their closet with affordable and good quality products. The site offers a variety of products from beauty, fashion and lifestyles for a diversity of people. And even has blogs to allow for customers to keep up with Asian Trends.

It recently caught a lot attention when well known YouTubers' started to buy from the company and give honest reviews of their products. YesStyle promotes strong communication of the business to the customers, they deal with complaints quickly and efficiently and even allow customers to email their CEO.

What are the 6I's?

The 6I's of Marketing were first introduced in 1999, by McDonald and Willson, and are known as the fundamentals of online marketing. They help to explain the relationships and interactions between customers and organisations, as it is a major part in promoting the product and the brand.

The 61's are listed below:

1. Interactivity

2. Intelligence

3. Integration

4. Individualisation

5. Independence of Location

6. Industry Restructuring

I will further explain five of the elements by taking physical examples of how YesStyle engage and encourage their customers.

Interactivity

Interactivity is the initial stage where the customer connects with the website. The characteristics of interactivity is the seeking of information from the customers, which leads to the company being able to access and store the responses and actions of the particular individual. (Deighton, 1996)

In Figure 1, the search bar (1) is an excellent indicator of customer and website interaction, it allows for them to search for an specific item through the entire store.

The customer service(2) is another example of interactivity, when customers click on it they will be directed to another page which allows for them to find out about news and announcement directly from the website.

In Figure 2, external social media (3) is the final example of interactivity. It encourages 2 way communication between the organisation and the customers. And by allowing customers to follow the website on different platforms, it gives the company a chance to gather information about the customers.

Intelligence

Intelligence is the understanding of a customer's particular needs and wants of products and services, it is a low-cost method, where the company encourages the customers to create a free account with them.

In Figure 3, the sign in/register(1) encourages customers to have a membership with the website and allows returning customers to sign into their customised site.

Integration

Integration is the tool companies uses to achieve a competitive advantage by using it as a communication tool between customers and the direct company. It can allow for the customers to contact the company and respond to offers and promotions that are linked to the company's other social accounts

In Figure 4, contact us(1) gives customers a platform to inquire about problems and questions about products, and also give the company feedback.

In Figure 5, daily free gifts & special offers(2) is a strong competitive advantage and smart strategic move from the company. The free gift entices the customer into buying more products, but to find the code of the free code the customer must go to the company's instagram page.

Individualisation

Once the customers interact with the site, their next responses and choices allow the company to individualise the website to that particular customer. This personalisation collects the information and recommends products and services that align with the customers interest.

In Figure 6, the heart icon(1) is for customers to save products that they like or want to save for later. This information is collected by the company and is then recommended to the customer through a bubble on the bottom of the screen.

Independence of Location

The biggest advantage of internet marketing is that companies can now sell and promote their websites and brand world-wide in the most effective and efficient ways. The more countries a company can reach, the more customers they can achieve for business.

In Figure 7, shopping preference(1) allows for companies to analyse where their customers are from, and recommend demographic products for them. It also allows for customers to see where the company will ship to and analyse prices in their own currency.