michael relich social intelligence customer case: guess
DESCRIPTION
Social Intelligence Customer Case: Guess by Michael Relich @SMiCS2011 in Monte Carlo.TRANSCRIPT
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MicroStrategy alert
Michael Relich EVP, CIO & Strategy
GUESS, Inc.
SMiCS 2011 - Monte Carlo
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Global Lifestyle Brand
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Strong Brand Portfolio
Young Women & Men 18 – 25
Women 25 – over 40
Young Women & Men 16 – 23
Demographics
Sexy, young, fashion-forward line
Upscale, sophisticated line of contemporary
fashion
Affordable, young, trend-right line
Brand Statement
Apparel, Accessories & Footwear
Apparel, Accessories & Footwear
Apparel, Accessories & Footwear
Lifestyle Assortment
“A” & “B” Malls “A” Malls Secondary Retail &
Key Outlet Malls Retail Strategy
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AMERICAS
ASIA
Global Retail Presence
545
508 368
1,421 Stores in 90 Countries
EUROPE & MIDDLE EAST
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*Adjusted results excluding asset impairment charges
Growth Company
000
00
0
0
0
500
1,000
1,500
2,000
2,500
3,000
3,500
0.00
0.05
0.10
0.15
0.20
FY2011*
2,487
FY2010*
2,129
FY2009*
2,093
FY2008*
1,750
FY2006*
1,185
FY2005
936
FY2004
729
FY2003*
637
Operating Margin (%) Revenue ($M)
3.6%
7.6%
10.9%
16.5% 17.7%
16.9% 17.1% 16.5%
June 8, 2011
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Current Marketing
ü Traditional Marketing Spend ü Billboards, Print, Entertainment ü Fashion Show & Sponsorships
ü Digital Marketing Spend ü Branded applications ü Ad buys on search and social networks
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Sunset Strip Billboard: Los Angeles
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Consumer Mobile Apps
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Consumer facing iPad & iPhone m-Commerce Applications
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ü FB Pages for each Brand ü Over 1M likes ü Integration with Twitter
and Facebook on Apps
Social Initiatives
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FB Integration
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Importance of Social
ü Company initiatives around Social ü Interact with Customers ü Power of “Friend” Recommendation ü Brand Loyalty
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alert
ü Early Adopter Program ü Guess: innovation through technology ü Personalize the social experience ü Network of SuperFans ü Segmentation
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Promotion Plan
ü Channels ü In-store ads, email ü Post on Facebook, Twitter
ü Messaging ü Special offers ü Exclusive content ü Loyalty incentives
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Expectations and Targets
ü Expected to Increase ü awareness of brands ü customer loyalty ü ability to cross market ü specificity of sponsorships
ü 250,000 SuperFans in first year ü Measure return on investment
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