Old Navy Brand Audit
Digital Marketing · UX Research · Competitive Analysis · SEO · Brand Strategy
Project Overview
For this project, I conducted a deep dive into Old Navy's digital presence to understand how the brand connects with customers across different platforms and touchpoints. I analyzed its marketing strategy, digital customer experience, competitors, and overall brand presence to identify strengths, pain points, and opportunities for improvement.
The project ultimately brought together research across social media, email/SMS, SEO, website and app UX, customer reviews, paid/owned/earned media, and competitor strategy
My Role
Digital Marketing Researcher & Strategist
Tools / Methods
Competitive Analysis · SWOT Analysis · SEO Analysis · Social Listening · Customer Review Analysis · UX Evaluation · Google Trends · Rival IQ · AppBot
01
Understanding the Brand
I then looked at how frequently and where Old Navy communicates with customers.
One of my findings was the high volume of email and SMS communication. During my analysis, I calculated an average of approximately 21 email and SMS touchpoints per week, which raised the possibility of communication fatigue and diminishing returns.
I also examined how digital and physical experiences connect. Features such as Buy Online, Pick Up In Store (BOPIS) and the app's barcode scanner demonstrate how Old Navy uses digital tools to support the in-store shopping experience.
02
Digital Experience & UX
To understand Old Navy's position within the retail space, I compared its digital strategy with competitors including H&M and American Eagle.
The comparison showed opportunities beyond simply increasing posting frequency. For example, my analysis found that American Eagle fostered a stronger sense of community on social media, whereas Old Navy's presence felt more transactional.
I also compared areas such as app experiences, customer reviews, international strategy, and digital engagement to identify practices Old Navy could adapt.
03
Marketing & Customer Touchpoints
I also investigated how search behavior, customer reviews, and social listening contribute to Old Navy's digital presence.
My research explored rising Google search queries, customer sentiment, review syndication, and social engagement. Old Navy uses PowerReviews to display user-generated content such as ratings, written reviews, and customer photos across its digital experience.
Analyzing these areas helped connect customer feedback with larger opportunities in SEO, trust, engagement, and conversion.
STRONG DIGITAL ECOSYSTEM
Old Navy effectively connects its website, app, marketing channels, and physical stores through an omnichannel approach.
04
Key Findings
COMMUNICATION OVERLOAD
Frequent email and SMS communication creates an opportunity for more personalized and strategically timed messaging.
SOCIAL ENGAGEMENT OPPORTUNITY
Competitor analysis identified an opportunity to create a stronger sense of community and storytelling through social content.
CUSTOMER EXPERIENCE MATTERS
App reviews revealed positive feedback on convenience, alongside friction with checkout and product filtering.