Post on 19-Jul-2015
CUSTOMER LOYALTY PROJECT
April 24th, 2012
Columbus, OH
Sean Allen | Lydia Conklin | Kayti Faustini | Abby Greifenkamp | Michael Rhodes | Christine Spitler
GILLY HICKS SYDNEY
2 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler
AGENDA
Inspiration
The Big Idea
Closing Thoughts
Details
Addenda
Q & A
3
4-5
6-13
14
15-16
17
5 Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler
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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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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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)