Development of a Promotion Program for the Online Store of Brand Clothes

The following work is an attempt to create an effective program to promote a new distribution channel in the market. The main goal of this research is to create a comprehensive promotion program for the online store «California». The theoretical part of the work contains aspects of creating an effective integrated promotion program, comparing traditional and modern approaches to describing the decision-making path by the consumer. And highlighted the list of channels of advancement regarding the goals and objectives within the sales funnel. The analytical part consists of internal and external analysis of the enterprise. And attempts to explore the user experience of potential «California» consumers. The practical part of this work includes developing a promotion program for the online store «California», during which personal marketing messages were created for the audience segments, calculating potential effectiveness, calculating the payback for launching the promotion program and a list of recommendations developed for «California's» future activities.