© 2015 RED Interactive Agency LLC

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FINAL DELIVERABLE

PRESENTED: AUGUST 2015

OURSTAY

BRAND & INTRO SCREENS

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The featured recommendations page is a

showcase for retailers, moods, and locations

that the hotel recommends. This is also the

first opportunity for educating guests about

the new Store-to-Door functionality.

FEATURED RECOMMENDATIONS

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Tapping on the “More Details” button opens

an overlay that explains the process in three

simple steps.

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When browsing any part of the

recommendations section of the app,

including moods, a branded icon indicates

that there are items for sale within.

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The icon serves as a signpost along the path

to purchase, and can be extended to

promotional materials for the service.

The brand page is where each featured

retailer can show off their brand and

selected items from their catalog that are

available for purchase.

BRAND PAGE

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The top and bottom of each brand page

is virtually identical to what exists.

Sandwiched in the middle, however, is a

product listing with links to more details

and the opportunity to buy.

USER FLOW ONE

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Starting from the product detail page, your

first view shows an image gallery, color

options, product name, and price.

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Scrolling down the page, you will find full

product details.

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Selecting a different color chip changes the

main product image and corresponding

gallery images.

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If you like it, simply tap “I’ll Take It” or swipe

left to begin the purchase confirmation

process.

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The confirmation process begins with an

affirmation of your choice, and the essential

details. It asks you to swipe to continue, or

else tap to cancel.

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As you continue to swipe, a fun, engaging

story is revealed that mirrors your own.

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At certain steps, you have the option to

choose something other than the default.

Just tap the prompt to enter more info.

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If you want to use a different card than the

one on file with hotel, you can do that.

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20

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As a final confirmatory flourish, tap

the screen…

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… and sign your initials.

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Confirm your signature with another tap, and

your order is confirmed. Your sense of place is

reinforced with a map depicting the locations of

stores nearby from where your items might be

coming. Finally, you’re invited to find things to

do — restaurants, museums, plays — where you

can show off your new purchases or to keep

shopping.

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additional map screen option (light version)

USER FLOW TWO

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Starting from the product detail page, your

first view shows an image gallery, color

options, product name, and price.

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Scrolling down the page, you will find full

product details.

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Select a different color using the swatches.

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If you like it, simply tap “I’ll Take It” or swipe

left to begin the purchase confirmation

process.

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The confirmation process begins with an

affirmation of your choice, and the essential

details. It asks you to swipe to continue, or

else tap to cancel.

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As you continue to swipe, a fun and light

story is revealed that mirrors your own.

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The icon and city name can be swapped

out quite easily to make the story more

personalized.

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The story leads to a final confirmation page

where you can verify the details of—and

change options for—your purchase,

payment, and delivery.

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The final, delightful confirmatory flourish is a

signing of your initials by the ‘X’.

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Confirm your signature with another tap, and

your order is confirmed. Your sense of place is

reinforced with a map depicting the locations

of stores nearby from where your items might

be coming. Finally, you’re invited to show off

your new purchases or to keep shopping.

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additional map screen option (light version)

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Home*

Four Seasons Recommends

S2D IntroOverlay

MoodPage

ShoppingMood

Burberry Brand Page

Product Page

Product Page Start / instructions

Login / Create Account

Purchase Flow

ConfirmationPage

RomanticMood

See and Be Seen Mood

Story 1 Story 2 Story 3 Story 4 Story 4 Story 5

Credit CardEntry

AddressEntry

Accessorize?

Initials Thank you /Confirmation

Main Flow

Purchase Flow(Concept 1) * With color selection * With map

Yes

No

Logged in?

Product Page Start / instructions

Login / Create Account

Order Details

Detail Entry

InitialsStory 1 Story 2 Story 3 Thank you /Confirmation

Purchase Flow(Concept 2) * With color selection * With map

Yes

No

Logged in?

THANK YOU

APPENDIX

OVERVIEW OF STORE TO DOOR

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Store to Door is a new service from OurStay that allows guests of

hotels to browse selected items on a mobile device, indicate a

desire to purchase, and thereby prompt a hotel employee to

source the item and deliver it to them.

Store to Door aims to provide hotel guests with a memorable

shopping experience by:

Delivering a magical moment. If you want it, we’ll get it for you

Positively reinforcing the action of shopping while traveling.

Shopping while traveling is not just okay, it’s good for you

Letting the hotel staff work for you. With a simple gesture, send

the staff into the city to track down your items

WHAT IS STORE TO DOOR?

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Users

• Magical

• Effortless

• Convenient

• Aspirational

• Familiar

• Liberating

BRAND ATTRIBUTES

Partners

• Global

• Flexible

• Relevant

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HIGH LEVEL EXPERIENCE FLOW

Awareness

Messaging in the hotel advertises the app and its capabilities

App Login

The guest downloads the app, launches it, and logs in to her hotel account

Browsing

She discovers the “Four Seasons Recommends” section and browses based on her mood

Purchase

She decides to purchase an item and orders it through the app

Fulfillment

A message is sent to the hotel staff who then fulfill the order

Delivery

She returns to her room and finds the item she ordered has been delivered

Order issues and returns are handled through the concierge or front desk staff

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WHERE OUR EXPERIENCE FITS IN

STORE TO DOOR

POWERED BY OURSTAY

The hotel app will continue to have its own chrome and navigation HOTEL APP

The section of the app powered by OurStay will house the new functionality

The new experience may form another layer of branding all its own

RESEARCH & INSIGHTS

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Over a billion people travel internationally each year -

approximately 15% of the global population - and they

spend the equivalent of more than a trillion US dollars

in the process.

THE MARKET

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Shopping has shifted from being a part of the

travel experience, to a primary motivator.

Data shows that for at least 8 out of 10 of new

travelers, shopping is considered integral to

their overall travel experience, and many

even consider it a priority.

Source: Luxury Society, JCDecaux- Global Shopper Connection 2013

THE REASON

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CONSUMERS TURN OFF THE REALITY SWITCH AND TURN ON THE SPENDING SWITCH -GIVING THEMSELVES THE PERMISSION TO BUY

Source: Rocket Fuel 2015

TRAVEL SHOPPING

Luxury shoppers switch on their willingness to spend money before their trip even begins, turning purchases to “guilt free treats”.

Luxury travelers make up to 18 purchases prior to their trip

PRE TRAVEL SHOPPING

TIME

MO

NEY

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IMPULSE PURCHASES ARE ABOUT EMBRACING THE LIFESTYLE YOU WANT, AND THE PERSON YOU WANT TO BECOMEHigh-end brands are part of an elevated lifestyle. They have a perceived value and evoke a passionate desire to make the purchase.

Neurological data shows that “passion” and “perceived value” are major motivational factors in impulse purchases.

What is the main reason luxury consumers purchase new items? (UK Luxury consumers, cross category)

Impulse Trend Offer Novelty Routine Change of circumstance

40%

27%

36%35%

30%

25%

20%

15%

10%

5%

0%

18-34 35+

24%

7%

20% 17%

9% 11%

7%12%

13% 14%

Impulse Trend Offer Novelty Routine Change of circumstance

27%

41%

10% 10% 10% 9%

18% 18%

12%9%

14% 14%

40%

35%

30%

25%

20%

15%

10%

5%

0%

45%

MALE FEMALE

Sources: Business of Fashion- Can Neuroscience Unlock the Luxury Mind 2015, Deloitte- Fashion and Luxury- The luxury opportunity- The evolving UK luxury consumer – and how luxury brands can respond 2015

56Sources: Credit Suisse: Luxury Shopping Trends, Criteo- State of Mobile Commerce Q4 2014, McKinsey on Marketing and Sales: Digital Luxury Experience: Keeping up with changing customers 2014

Digital is more important than ever; influencing more than 20% of total luxury purchases. The high-end sector has seen

massive growth in mobile sales due to the convenience and immediacy that mobile devices provide.

• The internet has dramatically changed the path to purchase for many products, including ones in the luxury sector.

Mobile is about purchasing, not just researching- fashion and luxury purchases are 33% of all mobile transactions

Mobile Share of Total eCommerce Transactions

33%

27%

26%

23%

20%

15%

FASHION & LUXURY

TRAVEL

SPORTING GOODS

MASS MERCHANTS

HEALTH & BEAUTY

HOME

CONVENIENCE MATTERS

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INSIGHT ONE

When people travel, they have already given themselves permission to buy. Travel is a time of freedom and enrichment -- and that

includes shopping, often for high-end goods that they may not normally purchase.

Experience Guidepost:

The browsing and purchasing experience should reinforce this sense of freedom and give people even more permission, and

encouragement, to make purchases. Bold, fun calls to action can emphasize this.

PERMISSION TO BUY

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INSIGHT TWO

When people buy high-end goods, they often make those purchases on an impulse and that’s because they are pursuing a

lifestyle. “Living the dream.” They are not just buying -- they’re buying into something.

Experience Guidepost:

Remove barriers to capture the impulse purchase, and then reinforce that it was a good decision, avoiding regret and

highlighting the sense that this lifestyle is yours for the taking. The purchasing gesture can playfully evoke the feeling of

elegance and class.

LIFESTYLE ASPIRATION

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INSIGHT THREE

Ease and convenience are important in this experience, but equally essential is the delight embedded in the purchasing “moment”

and the validation that this purchase has enriched your overall travel experience.

Experience Guidepost:

Delight can come from a variety of sources - compelling visual cues, such as color or movement, as well as sounds or vibrations.

Validation is communicated both metaphorically and narratively to the user.

DELIGHTFUL & ENRICHING

CONCEPT EXPLORATION

BROWSING & PURCHASEOf all the phases of the experience, Browsing and Purchase are where we have the most control and therefore the most impact.

Browsing

Navigating around to discover and view products for sale.

Purchase

Browse Products

On the product detail page, there will be messaging and a branded CTA inviting you to purchase.

Product Detail Page w CTA

Once you indicate intent to purchase, a fun, branded purchase experience launches.

Branded Purchase Experience

Finally, a fun confirmation screen lets you know that your purchase was successful and your item is on its way.

Post Purchase Confirmation

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This entire experience is meant to feel light, easy, and casual.

Navigating to — and browsing through — products available for

purchase should be clear, pleasurable and adaptable to mood or

preference. No matter where you are or what your frame of mind, as

long as your phone is with you, you can discover and buy with ease.

BROWSING EXPERIENCE

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BROWSING PRODUCTS AS BEFORE For those who are already familiar with the OurStay functionality in existing apps, we can simply extend the capabilities

to include featured products. The familiar prompts would lead you to a Brand Page where you would find selected

products to buy.

HOTEL APP

FEATURED RECOMMENDATIONS

SHOPPINGSHOPPING MOOD

FEATURED BRAND

FEATURED BRAND

BRAND PAGE

FEATURED COLLECTION

PRODUCT DETAIL PAGE

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BROWSING PRODUCTS IN A FEATURED COLLECTION Beyond that, the Hotel app home screen could be extended to include additional prompts for the Featured Collections of

partner brands. These prompts could lead to the Shopping page or else directly to a specific collection.

HOTEL APP

FEATURED COLLECTIONS

FEATURED BRAND

FEATURED BRAND

BRAND PAGE

FEATURED COLLECTION

PRODUCT DETAIL PAGE

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BROWSING PRODUCTS BY MOOD Finally, you will be able to browse products through moods. Individual products will be tagged to appear in mood listings

alongside the existing location listings. Mood pages would then function as inspiration for a power lunch or a romantic

night out—with the added benefit of being able to purchase the things that inspire you.

HOTEL APP

FEATURED RECOMMENDATIONS

SHOPPING

MOODS

SHOPPING

ROMANTIC

PRODUCT DETAIL PAGE

ROMANTIC

LOCATION

LOCATION

PRODUCT

The Brand Page will continue to be a showcase for

OurStay’s partner brands, including lifestyle

photography, branded copy, and the nearest retail

location.

Added to this will be the brand’s featured collection.

Each of the items will have a dedicated tile showing the

item, its name, and a "View Details" CTA. Simply tap to

view and buy.

BRAND PAGE