attract, transact, retain
TRANSCRIPT
How to Design Brand Experience StickinessAttract, Transact, Retain
Retail Stickiness
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
Retail Leakage
P
Path-to-purchase
P
attractpre-purchase
moment
retainpost-purchase
moment
transactat-purchase
moment
Needs
Preference
Consideration
Initial Transaction
Final Transaction
Usage
Active Engagement
Validation
Omni Channel
In-Store
E-CommerceM-Commerce
Cross-Platform
P
The Digital Path To Purchase
Online Reach
Mobile Integration
Digital In-Store
Digital Sales Tools
Online Validation
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Effec)ve Relevan
t
Integrated
Message
Process Structure
Irrational Consumer
Sense of “Plealeasure”
70%
60%
50%
40%
In store
Online
Emotional Equity
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
amazon.com Costco iBooks Target CVS Kohl's Macy's apple.com* ebay.com Walmart
454649505151545462
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Top Emotive Tier
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
barnesandnoble.com Best Buy drugstore.com* Radio Shack cvs.com landsend.com* Sears kmart.com sears.com K-Mart
771616
232525262930
Bottom Emotive Tier
Complexity of Choice
P
Omni Challenge
P
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
50% to 70% browse in the store and then buy online
50% planned increase in online shopping in the next five years
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THE TORONTO BLUE JAYSSTORE CONCEPT
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P
Create an experience unlike any other
Shop and Buy sports differently
emotional
innovative
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mmessage•Pro Fit – personalization, story and education
•Emotional, journey, sense of belonging
•Canada’s Team •Consistent experience across all consumer touch points
•Highlight partnering brands •Integrated audio and visual with a purpose and content strategy psprocess•Defined process •There is a general lack of process to shopping the store •Exclusive experience •Sense of discovery •Take a piece of the Jays with you •Staff choreography •Exclusive service offering
structure•Focused/key areas •Seasonal flexibility •Simplistic details and layout •Modern vintage – respect history but look forward
•Must appeal to Gen X/Y female, yet not alienate other core demographics
•Canada’s team •Reason to return •Scalable •Defined departments •Loss prevention solution •Merchandising plan and system •Dominant hat + jersey display •1/3 mens, 1/3 women's & kids, 1/3 other
P
attractpre-purchase
moment
retainpost-purchase
moment
transactat-purchase
moment
Needs
Preference
Consideration
Initial Transaction
Final Transaction
Usage
Active Engagement
Validation
P
Celebrate the Fan is a journey into the past, present and future of the Jays. It is a shop that provides authentic and exclusive merchandise,
in a retail experience that immerses the consumer in all things baseball and Blue Jays.
Celebrate The Fan!
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Celebrate The Fan Inspiration
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Store Front Option 1
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Store Front Option 3
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Store Front - Yorkdale Video Wall Example
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Store Front Option 2
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Store Front Option 2
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Toronto Blue Jays - Store Concept Presentation
Store Front Seasonality
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Entrance Floor
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attractpre-purchase
moment
retainpost-purchase
moment
transactat-purchase
moment
Needs
Preference
Consideration
Initial Transaction
Final Transaction
Usage
Active Engagement
Validation
P
Store Front
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Women’s Department
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Hat Wall
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Men’s Department
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Change Rooms
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Back of
House
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Kids Department
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Digital Area
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Jerseys
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Cash
PVirtual Walkthrough
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Interior View
PVirtual Walkthrough
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Kids Zone
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Jersey Kiosk
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Graphic Motif
circlesUtilizing circular shaped graphic motifs to symbolize the fans, the brand and the game.
Celebrate The Fan
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Graphic Areas Option 1
JERSEY AREA
WOMENS AREA
MENS AREA
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Graphic Areas
JERSEY AREA
Option 2
WOMENS AREA
MENS AREA
Option 1
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Change Rooms
LARGESMALL
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Back Wall
Option 2Option 1
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Department Signage
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Fixtures
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Fixtures
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Fixtures
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Fixtures - Imagery
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Digital Experiences l Attract
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Digital Experiences l Surprise & Engage
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Digital Experiences l Inform & Inspire
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Digital Experiences l Influence & Entertain
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Digital Experiences l Transact
P
attractpre-purchase
moment
retainpost-purchase
moment
transactat-purchase
moment
Needs
Preference
Consideration
Initial Transaction
Final Transaction
Usage
Active Engagement
Validation
P
P
Reward System
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For company information: www.sld.com
For a copy of this presentation: www.sldesignlounge.com