step up magazine | q2 fy15
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JUMP ON Nike Activities’ Calendar
GOALS Quarterly Report RETAIL PROJECT • In the Store • Agency’s Field Team • Global Visits
RUNNING PROJECT • Product Education Activity
SHOOTS • Sportswear Tech Pack • Woman Zoom Agility • Football CR7 • Running Flash Pack • Sportswear Liberty Pack
INVENTA CPM & NIKE • 13 years of Partnership • Visual Merchandiser_Contest Q2 FY15 • The digital projects “worthy of a reward”
EVENTS • Start-up Retail • Say it with drones
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01
08
13
IN COVER
Sportswear Tech Pack and a mood-board of the Partnership between Inventa CPM & Nike.
03
04
06-07
18
16
21
05
14-15
17
10 09
12
11
Sportler_Bolzano HOS_ Rome Maxi Sport_ S.S. Giovanni
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1
Ho
liday
14
Sep
tem
be
r
11>15
Oct
ob
er
GLOBAL VISIT MILAN
No
vem
be
r
HOH_Milan
SHOWROOM SET UP MILAN – ROME -
BOLOGNA
Fall
14
16 28
OPENING DTC VIA TORINO
09>12
22-23 GLOBAL VISIT
MILAN
17
GLOBAL VISIT
ROME
09&24
17&27
01 05
15
GLOBAL VISIT ROME
13>15 13-14 16>21
09
GLOBAL VISIT MILAN
04>06
06 TREESSE_Milan
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27
22
29
28
TRAINING INVENTA
CPM
Nike Retail Project
Detail of activities managed in the quarter
Typology of Activities
2
In the second quarter of Fiscal Year 15, 552 interventions were planned mostly to
manage marketing launches, store visits and some set up of those stores
involved in the global visits.
Moreover, in this quarter the resources have been involved in the opening of 6
new investments: in September Nike Store opened in Milan Via Torino; in
October House of Sport opened in Rome, Sportler in Bolzano and Maxi Sport in
Sesto San Giovanni (Mi). In November House of Hoops opened in Milan Via
Casati and Treesse in Via Torino.
TOTAL 552
3
In the graphics below, you can find the detail on the analysis of the periodicity related to the stores
classified as High Touch on which it would be provided a weekly frequency.
Seven global visits, that interested the period examined, generated an increment on the visits
compared to those planned in the Tiering for the Fiscal Year 15.
In the graphic B, indeed, you can see the comparison between the visits planned and those done on
DTC.
Even for this case, as in the graphics A, the stores involved in the global visits have been the ones that
received more visits.
IN THE STORE
PLANNED
DONE
A. Detail of visits on Store High Touch. B. Detail of visits on DTC managed in the quarter.
AGENCY’S FIELD TEAM
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On 552 interventions, the 70% have been carried out by
continuative resources and the other 30% by tactical ones.
Tactical resources have been activated mostly to manage
marketing launches, global visits and opening (72%).
TOTAL 166
TOTAL 386
70% CONTINUATIVE
30% TACTICAL
5
Analysis of the workload calculated in hours during global visits
Global Visits
Workload
From September up to November 2014, the stores in Milan and Rome have been involved in various
global visits.
The graphic below illustrates the increment (in hour) of the interventions on the stores included in the
retail tour. The dotted line indicates the average hours of activity of the 6 continuative resources. The
workload peak includes the engagement of tactical resources.
ROME
MILAN
Average
17.09 16.10
06.11 09.09 24.09
17.10 27.10
Nike Running Project
Monthly detail of Activities’ Typology
Activities’ Typology
In this quarter EKIN activity
concentrated mostly on
Product Education. At the
same time, the Ekin has been
involved as a support during
various events linked to the
Zoom Fit Agility Tecnology.
In the first week of
September, the EKIN carried
out the training of the new
staff of the Nike Store in Via
Torino in Milan.
6
TOTAL 65
7
Staff Store trained
PRODUCT EDUCATION ACTIVITY
In this quarter, the activity of Product Education covered the 81% of the working days of the EKIN:
53 product education session.
Qualitative increment due to PE per Store.
The activity of Product Education
concentrates mostly on Nike Only Stores,
as you can see from the grapchic at
side.
The graphic illustrates the comparison
between the visits planned and those
done on DTC and on the Intersport
Category.
TOTAL 52*
* 26 resources have being trained several times.
START
GOAL
PLANNED
DONE
SPORTSWEAR TECH PACK
8
9
WOMAN ZOOM AGILITY
FOOTBALL CR7
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RUNNING FLASH PACK
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12
SPORTSWEAR LIBERTY PACK
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2001 2004
2006 2002
2008 2009
Inventa CPM & Nike: 13 years of Partnership
2014 2012 2013
2011 2010
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Visual Merchandiser_Contest Q2 FY15 Keyword: Coolhunting
Finding the italian retailer’s trend and representing it through a mood-board
Valenitina Patanè
PPE Inventa CPM
Winner of the Contest
1°
Shopping Experience
iBeacon
Federica Annese
PPE Inventa CPM
Sara Longoni
PPE Inventa CPM
Heritage Innovation
3° 2°
http://youtu.be/kTW625ega8s
It’s undeniable: the digital is
mandatory for any communication,
retail or sales maketing projects. It is
also compulsory to measure the
results achieved. However, it is good
to remind that the measurement of
web projects dates back to 20 years
ago, when Ken McCarthy postulated
the detection of the performances
through the clickthrough. Nowadays
the click is one of the parameter of
evaluation, but not the only one. And
so, how to certificate the efficacy
and the quality of the digital
projects? With a bit risky comparison,
as in cinema, people are those who
attest their success: the results at the
box office for a movie and the clicks
for a communication and marketing
activity. But not only. Sometimes, as it
happens in cinemas, there is a jury of
experts who recognizes their validity.
The IMC European Awards, the
international award organized by the
IMCC (Integrated Marketing
Communications Council of Europe),
conferred to "Missione Ambiente by
Bosch“, the educational project
signed Inventa CPM, the most
elevated reward attributed this year
to the category "Sponsorship/Joint
Effort/Tie-in". An award assigned for
the completeness of the format
which engaged different target
(students, educational staff, families),
various channels (schools, bookshops,
onlus, co-marketer, web) and some
partner. To convince the jury has
been the format of Missione
Ambiente by Bosch based on three
pillars: education/training, creativity
and sharing; each one declined in
digital form (websites, apps and
social media).
On the Italian side the project “Italia”
realized by Inventa CPM for
Compass, won the GrandPrix
Pubblicità Italia in the category
Digital Branded Content for the
distinction of the storytelling, the
ability to engage the audience and
the interaction between the
instruments considered. An effective
campaign to sustain the sponsorship
of Italian National Team by Compass,
developed through dedicated
website, social media and an online
competition which ended in the
branches fo the holding company. A
path connected with the fil rouge of
the experiences of italian supporters,
summarized in four effective
stereotypes: the fanatical, the expert,
the superstitious and the anxious.
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The digital projects “worthy of a reward” The digital signed Inventa CPM for projects with added value,
able to engage digital readers for more than only 15 seconds.
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Start-up Retail Instruments for inventing the future
Born in San Donato Milanese on the 13° of April in1970, she starts in March 2000 the collaboration with GDOWEEK magazine
and the path as freelance journalist. Over the years, she specializes in the themes of retail/industy and technology, carrying
on with the collaboration with GDOWEEK, then even with Mark Up, taking part in Linkontro Nielsen with the editorial staff of
GDOWEEK and Mark Up, and with different technical magazines of professionalaudio and video. She has been working with
the Content Factory since July 2013, which realizes the events and the slicks of Sole 24 Ore.
Barbara Trigari
19
Big data
We are constantly bombarded by a lot of information:
even consumers. It becomes crucial to know how to
acquire them, how to treat them and moreover, how
to make profit from them during the decision-making
process. The key of the future is here. And technology
plays a very relevant role once again: both in the
possibility to elaborate data and in the modality of
acquiring them. Let’s think about drones and sensors
field, the Internet of the things and the universe of
wearable devices. All innovation that must be
explored, with a view to a more intimate relationship
with consumers.
Health
A healthy body who lives in a healthy world. Broadly
speaking, longevity, quality of life, and wellness. To buy
less but to buy better. Not only the well-known brand
that everyone like, but also the customization. The
pleasure-seeking has an ecologist and healthy
connotation, with an eye to the purse. These are all
elements that the retailer must consider in his offer that
must be expressed with a more and more clarity,
linearity and transparency. First of all, ecology is rectitude and morality.
I have been following the
world of retail as a journalist
since 2004: a lot of readers are
surely more expert than me,
but they will agree on a fact.
During the flow of these years
the way of trading changed a
lot, with a stunning speed, in a
progression that doesn’t seem
to be stopping.
The context in which experts
move is the one of a society
more and more complex,
multicultural, full of information
and events that are
continously turning the tables.
And so, how to orient to make
the most appropriate choices
(different for everyone)? Here
some hints from the Forum
Retail in Milan, from the World
Retail Congress in Paris, from
the conference Foresight &
Trends in Los Angeles.
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Time variable
Now, we do more and more activities, using moments that once
would be considered the so called idle time: we read news, we
do our shopping, we organize our evening through the mobile
phone while we are travelling by tram. Time is a good always
more precious, both for consumers and retailers, the on-the-go is
a new opportunity for consuming. Every element that alter the
time variable will have a great impact on business: shifting from
the supply of services to the response time on social media,.
Tech-enhanced
Consumers visit
shops to search for
an experience that
the touch screen of
the mobile phone
and the keyboard
are not able to give
them. They are
ready to be
entertained, to
explore, to play.
They look for
novelties, and
information. Human
contact but also
technology. So the
shop becomes
tech-enhanced,
always richest and
pleasantly
operational. Not
everyboby are
always in a hurry…
From goods to services
To one side the resources of families getting
thinner, to the other the interest toward a
more ethic and moderate style. To one side
the great increment of the communication
between people, to the other the tendency
to share in the Net moods, points of view and
problems. “Sharing” is nibbling territory to the
commerce, transforming some goods that
once could be only buyed, to services that
can be used for a limited period of time
together with other consumers.
Reinvent it self
The complexity
needs an
awake
attention able
to discern and
synthetize few
but fundamental guidelines on
which concentrating one’s
activity.
A retail start- up, that calls itself
into question, careful to novelties
that interests its universe and
able to share experiences,
spaces, investments to create
value. Always being a step
ahead of nowadays.
Otherwise, they can be
created through a
collaborative modality,
sharing costs and competences. A business
to be construed.
.
There is a technology that is
quickly conquering the interest of
everyone, consumers and
companies, crosswise at a
worldwide scale and in may
different sectors in business: we
are speaking of drones.
When, last year, Amazon
declared that by 2015 would
have activated the delivery
within 30 minutes from the order
of the lighter packets, under 2,26
kg (86% of the Amazon total
selling), thanks to a drone-
postman, according to many, it
appeared to be only an
advertising expedient. In
november, the first tests arrived
from Cambridge: the project is
called Prime Aie and Amazon is
employing people for the start up
of this service.
Even other worldwide giants are
interested in this technology. Dhl
uses drones for the deliveries of
medicines in the german island of
Juist situated on North Sea. In
april 2014 Google acquired Titan
Aerospace, mexican producer of
drones fueled by solar energy,
and it is studying a delivery
service called Project Wing, with
test in Australia. Even Facebook
acquired the UK producer of
drones Ascenta.
But not only this. Some brand in
advertising and food service
fields began to use
drones for different tasks. In
England Domino tested
the house-to-house delivery
of pizza, Yo!Sushi the
waiting driving drones
form the iPad.
To limit the diffusion of
drones are the legal and s
ecurity implikcations that would
decrease
in extraurban living
context, in shops and
public places, opening various
possibilities that somebody is
beginning to imagine.
Here below some of them.
On the side of advertising
communication the restaurant
chain TGI Fridays launched for
Christmas a promotional
campaign
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Say it with drones A look at retail controlled at a distance
Barbara Trigari
22
that gives to small drone a
relevant role: “Mobile
Mistletoe”, the mobile
mistletoe. Starting from the
Royal Exchange Building in
Manchester to extend it in
some restaurants in Usa,
Fridays prepared a drone
with the mistletoe that places
itself on the table at which
couples are sitting and invites
them to kiss eachother. The
love gesture is rewarded with
love by TGI Fridays, through
vouchers, given also to those
who share
VIDEO COCA COLA: http://bit.ly/1yFX8Xn
VIDEO AMAZON: http://bit.ly/1mbhTUb
the kiss on social networks with the hashtag
#happyfridayholiday.
Even Coca Cola used drones: for a campaign
together with the no-profit association Kindness
Movement of Singapore, addressed to foreign
workers employed in the construction industry to
build skyscrapers. It delivered them its soft drink
with a thanksgiving ticket directly on the top of the
scaffolding.
The latest frontier? The wearable drone, to follow
the growing mania of selfie: the bracelet Nixie.
Developed at Stanford University it flies to take
pictures or to film something.
Thought for those who train, it
might have creative
implementation even in a
instore context.
The parametres of business,
are in constant evolution.
The use of drones could,
once again, change the
world of commerce and not
only for the final consumer.
For example, the warehouse
may progressively disappear
and the on demand
production realized at the
same time of the orderwill
increase
opening a series of possibilities in the development
of new products and services. Moreover, the
beloved old shop, that is getting more and more
“tech enhanced”, will have more instuments at its
disposal to capture the curiosity and the loyalty of
consumers. As well as assisting better and more
quickly. In the end, as always, what counts the most
is that technology, the one of drones too, will be put
in service of a good idea.
23
Events Calendar
3rd November London
Opening Flagship Hunter Boots
http://eu.hunterboots.com/discover/ev
ents-official-opening-hunter-regent-
street/
http://www.thecoolhunter.net/article/
detail/2297/hunter-boots-flagship-
store--london
11th December Milan
New Opening H&M
https://www.youtube.com/watch?v=
3lZjNHtJntI
Thank you…