CUSTOMER LOYALTY PROJECT

April 24th, 2012

Columbus, OH

Sean Allen | Lydia Conklin | Kayti Faustini | Abby Greifenkamp | Michael Rhodes | Christine Spitler

GILLY HICKS SYDNEY

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AGENDA

Inspiration

The Big Idea

Closing Thoughts

Details

Addenda

Q & A

3

4-5

6-13

14

15-16

17

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INSPIRATION

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THE BIG IDEA

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THE EVENT

WHAT WE

CONSIDERED…

HOW DO WE MAKE

GILLY GIRLS FEEL

SPECIAL?

HOW DO WE MAKE THE

EVENT MORE EXCLUSIVE?

HOW DO WE

INCORPORATE CURRENT

BRANDING?

HOW DO WE

INCORPORATE

TECHNOLOGY?

Not just a VIP Personal Shopping Party, but a VIP Personal Shopping EXPERIENCE for Gilly Girls

around the world!

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YOU’RE INVITED

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CUSTOMER EXPERIENCE

STAGE 1&2

IN-LINE ENTERTAINMENT

PICTURES W/

MODELS

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CUSTOMER EXPERIENCE

STAGE 3

VIP Hide-Away Lounge

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CUSTOMER EXPERIENCE

VIP Hide-Away Lounge

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CUSTOMER EXPERIENCE

Personal Shopping Experience

STAGE 4

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CUSTOMER EXPERIENCE

The Check-Out STAGE 5

STAGE 6

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CUSTOMER EXPERIENCE

The Check-Out Cont’d

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CUSTOMER EXPERIENCE

The follow-up STAGE 7

Hey _______,

I had a blast shopping with you last weekend! I hope you enjoyed your give-aways and VIP experience. Check out our album on facebook to see if you and your friends are featured. Your access code: gillygirl1.

Keep checking your inbox for new offers!

We hope to see you back at the store soon! Here is the link to your Gilly Girl Profile. Feel free to update this anytime.

See you soon, Jessica Check out our new collection & deals!

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RESEARCH

“Here’s why we think that this event will work…”

"Any time we can work one-on-one with customers we can do a much better job of customizing trend presentations.” “Sales at these events are relatively modest …However, the value of these gatherings is in building customer relationships, getting feedback, strengthening brand awareness and moving inventory.” “The bottom line for consumers is that it's fun… That is the element of these more intimate parties where you are with friends and having fun and you get to shop — it's a trifecta of having a good time."

-Kimberly Grabel, senior vice president of marketing at Saks Fifth Ave. WWD: Women’s Wear Daily 2009

Haber, Holly, Natalie Caudill, and Nan Coulter. "Romancing The Shopper: Major Retailers Pump Up Personal Marketing Style." WWD: Women's Wear Daily 198.10 (2009): 1-1NULL. Business Source Complete. Web. 22 Apr. 2012.

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Questions?

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ADDENDUM: THE DETAILS

GOALS SPECIFICS

Expand on current GH events with an invite-

only personal shopping party

Incorporate current branding with a new feel

of refined luxury and sophisticated Australian

colonial chic

Use technology to capture customer POP

data, allowing GH associates to follow up

with guests after the event

Hold a three-hour personal shopping event at

Gilly Hicks Stores around the United States

Invite ~ 500 guests and service their needs

with ~ 20 models

Expect an attendance of ~ 120 guests

Encourage guests to bring “friends, moms,

etc.

STRATEGIC ADVANTAGES

Utilizes Gilly Hicks’s current branding (refined colonial Australian luxury, Hot Lifeguards, watercolor

bras/down undies) in a fresh, exciting and stimulating way

Personal shoppers encourage guests to make a purchase

Event design encourages group participation, stimulates word-of-mouth advertising and precipitates a

“parent-friendly” environment

Opportunity to expand overseas if met with initial success – values of customer appreciation are

universally transferable

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ADDENDUM: COST ANALYSIS

Gilly Hicks - Personal Shopping Event Operating Cash Flow Analysis

Item Note Units Cost/Unit Total

Revenue $75 per customer after discount 120 NA $9,000.00

Total Revenue $9,000.00

Costs:

Wages Per employee hour 60 $8.50 $510.00

Dividers For store segmentation 4 193.00 772.00

Lights For extra mood lighting 5 19.99 99.95

Sparkling Lemonade (bottles) For refreshments in "VIP Hideaway" 40 2.99 119.60

Wine Glasses (plastic) For refreshments 20 3.99 79.80

Food Budget NA NA NA 150.00

Photographer/Videographer Per employee hour 3 100.00 300.00

Invitations Printed on watercolor card stock 500 0.25 125.00

5-day trip to Sydney *Estimate 1 2,020.00 2,020.00

iPod Touches For give-aways, per event 3 $199.00 $597.00

Total Cost $4,773.35

Projected Profit $4,226.65

Gilly Hicks - Personal Shopping Event Investing Cash Flow Analysis

Item Note Units Cost/Unit Total

iPads For entire marketing campaign 30 $499.00 $14,970.00

Total Investing Cash Inflow/(Outflow) ($14,970.00)