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CUSTOMER LOYALTY PROJECT April 24 th , 2012 Columbus, OH

GILLY HICKS SYDNEY. CUSTOMER LOYALTY PROJECT April 24 th , 2012 Columbus, OH. Sean Allen | Lydia Conklin | Kayti Faustini | Abby Greifenkamp | Michael Rhodes | Christine Spitler. AGENDA. Inspiration. 3. The Big Idea. 4-5. Details. 6-13. Closing Thoughts. 14. Addenda. 15-16.

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CUSTOMER LOYALTY PROJECT April 24 th , 2012 Columbus, OH

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  1. GILLY HICKS SYDNEY CUSTOMER LOYALTY PROJECT April 24th, 2012 Columbus, OH Sean Allen | Lydia Conklin | KaytiFaustini | Abby Greifenkamp| Michael Rhodes | Christine Spitler

  2. AGENDA Inspiration 3 The Big Idea 4-5 Details 6-13 Closing Thoughts 14 Addenda 15-16 Q & A 17 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  3. INSPIRATION Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler

  4. THE BIG IDEA Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler

  5. THE EVENT Not just a VIP Personal Shopping Party, but a VIP Personal Shopping EXPERIENCE for Gilly Girls around the world! 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? Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler

  6. YOU’RE INVITED Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler

  7. CUSTOMER EXPERIENCE STAGE 1&2 IN-LINE ENTERTAINMENT PICTURES W/ MODELS Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  8. CUSTOMER EXPERIENCE STAGE 3 VIP Hide-Away Lounge Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  9. CUSTOMER EXPERIENCE VIP Hide-Away Lounge Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  10. CUSTOMER EXPERIENCE STAGE 4 Personal Shopping Experience Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  11. CUSTOMER EXPERIENCE The Check-Out STAGE 5 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  12. CUSTOMER EXPERIENCE The Check-Out Cont’d STAGE 6 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  13. CUSTOMER EXPERIENCE STAGE 7 The follow-up 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 GillyGirl Profile. Feel free to update this anytime. See you soon, Jessica • Check out our new collection & deals! Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  14. 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. Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  15. Questions? Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

  16. ADDENDUM: THE DETAILS GOALS SPECIFICS • 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. • 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 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 Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler

  17. ADDENDUM: COST ANALYSIS Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler

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