blake • justin • katie • kelly • neil

Increase store traffic by getting UR girls to visit Clementine

Challenge

ResearchDropped in on Clementine and the competition

One-on-one and group interviews over lunch

Library raid to survey 77 UR girls

1,395 female students, 85% out of state

“Most everyone is on meal plans so it gives us less of a reason to leave campus.”

“There is nothing around us but neighborhoods.”

University of Richmond

“The Bubble”

“UR is self-contained. There is not much communication with the community outside of the bubble.”

Target Audience[video placeholder]

Competitive Landscape

Short Pump

Carytown

Stony Point

Regency

VA Center Commons

Carytown vs. Short Pump

“Carytown has an artsy feel. It’s a great place to experience Richmond

culture.”

“It has all my major stores.”

Clementine

Hand picked

Boutique

“I love stopping in; the clothes are very interesting

and cute.”

“It’s in a unique setting and has a good clothing

selection.”

After hearing about Clementine 77% of survey respondents would be

willing to shop there.

Opportunity!

Clementine is a different shopping experience.

UR Shopper Personas

Style over labels

Labels to fit in

Labels to impress

Liz: Style over labels

Searching for a look, not a brand

Value conscious, loves a bargain

Spends her own money

Her brands: Forever 21, H&M, Target

Jennifer : Labels to fit in

Wears recognized brands

Fashion conformist

Mostly spends her money, but get help from her parents occasionally

Her brands: J. Crew, American Eagle, Urban Outfitters

Chloe: Labels to impress

Labels are important status symbol

Shops for unique items

Spends parents’ money

Her brands: Milly, BCBG, Citizens for Humanity, Seven, Ella Moss

Liz: Fashionable & inexpensive items

Jennifer : The brands she already buys for less

Chloe: Unique items & designer labels

What Clementine can offer

A personal touch on your shopping experience

Tactics

Connect to UR events

Build on the website

In-store environment

Proclamation Night

Game Day in Carytown

While they’re in the neighborhood,

make it worth their while.

Exam Week

Hand out “good luck” clementines in the student commons

Good luck o

n exams!

We’d love to

see yo

u

before y

ou leave

for brea

k.

Bellis Fest

On-campus festival April 16-18 2009

Yearly tradition that celebrates the women of Westhampton College

Vendors set up stands: Opportunity!

Build on Website

Email newsletter and blog

Outfit of the month

Expand on About Us and Brands Carried

In-Store Environment

Customer Service

Sandwich Board

Music

Building a bridge from the bubble to Clementine

Offering incentives to come into the store

Showing that Clementine “gets” the UR student lifestyle

Recap

blake • justin • katie • kelly • neil

Thank you!

Photos from the presentation

Situation: our client was pregnant, so we changed the environment to help her feel more comfortable, while adding a personal touch (our presentation theme).