FINAL Presentation leave behind
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Transcript of FINAL Presentation leave behind
IGNITER PROGRAM / RETAIL TRAFFIC TEAM
Presented by TAYLOR ROBINSON, KELLY PHILLIPS, RAJAH ANDERSON
Assignment
Our Approach
Key Findings & Opportunities
Recommended Program Strategy
Proof of Concept
Roll-out Recommendation
Conclusion
AGENDA
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
Develop & analyze key traffic driving solutions for Eddie Bauer full-price stores
SHORT TERM GOAL Develop and implement a testable, sustainable, measureable concept
to increase foot traffic for the University Village store
LONG TERM GOAL Develop a sustainable, scalable,
and measurable traffic driving concept to increase foot traffic on
a chain wide level
ASSIGNMENT / GOALS
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
OUR APPROACH / PROCESS
Industry & Eddie Bauer
Visit stores & conduct interviews
Market research survey
Metrics, traffic data, marketing programs
Idea exploration
Developed & tested
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
KEY FINDINGS / TRAFFIC OPPORTUNITY
-40
-30
-20
-10
0
10
20
30
40
12/28/2013 1/28/2014 2/28/2014 3/31/2014 4/30/2014 5/31/2014 6/30/2014 7/31/2014% T
raffi
c C
hang
e
Industry vs. Eddie Bauer Full Price COMP
YOY Industry TrafficChangeEddie Bauer Full PriceCOMP
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
• Increase relevance with a broader customer base
• Leverage local market opportunities
• Help store guides connect their stores with local communities
KEY FINDINGS / OTHER OPPORTUNITIES
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
KEY FINDINGS / LEVERAGING THE OPPORTUNITIES
KEY OPPORTUNITIES
• Increase foot traffic
• Increase relevance to broader customer base
• Leverage local market opportunities
• Help store guides connect with local communities
HOW THEY INFORM OUR PROGRAM
Engage new customers
Show how Eddie Bauer fits into the lives of outdoor, active enthusiasts
Universal application to allow for market nuances
Provide simple, easy-to-use, tool for engagement
GUIDING PRINCIPLE It’s all about a genuine connection. If Eddie Bauer connects with the right people in the right situation and furthermore rewards them, then Eddie Bauer has now become relevant to their lives. This direct and strategically placed engagement with the brand will subsequently drive them into our stores.
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
RECOMMENDED PROGRAM / ADVENTURE CARD
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
TEST #1 TRIAL RUN
University of Washington Green Lake Park
9 Day Redemption Period 7/19- 7/28
RECOMMENDED PROGRAM / TESTS
TEST #2 LOCATION TYPE, MORE STORES
Tiger Mountain SPU Campus
Ballard Botanical Garden Queen Anne Farmers Market
Gas Works Park 5 Day Redemption Period
8/1-8/6
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
TEST #1 TEST #2
• 950 distributed
• 11.6% visited store
• 8.5% purchased
• ADS: $28.90
• 117 distributed
• 17.82% visited store
• 15.36% purchased
• ADS: $36.94
RECOMMENDED PROGRAM / TEST RESULTS
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
RECOMMENDED PROGRAM / TEST RESULTS
Foot traffic converted to a sale
Purchasers who were new customers
Visitors who signed up for Eddie Bauer Friends *50%
*80%
82%
*estimates based on store feedback
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
10 DAYS BEFORE TEST 1
(7/9 - 7/18)
+20.7% TF
10 DAYS DURING TEST 1
(7/19 - 7/28)
+27.5% TF
10 DAYS AFTER TEST 1
(7/29 - 8/7)
+20.0% TF
RECOMMENDED PROGRAM / TEST 1 TRAFFIC RESULTS
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
This is so fun and easy. I think all store managers can do it!
TEST #3
PRACTICAL APPLICATION BY STORE TEAMS
Store Team Participation Test and Learn
Fine-tune to Optimize Return
PROOF OF CONCEPT / TEST RESULTS
- Chris Kauffman, Co-Manager University Village
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
GO WHERE THE OUTDOOR ACTION IS …
• Hiking trail heads • Active parks • College campuses
• Tailgates • Active community events • Ski resorts
ROLLOUT RECOMMENDATION / ADVENTURE REWARD
• Yoga studios • Marathons
Good morning! We’re here with Eddie Bauer rewarding people like yourselves for being active and outdoors! We have a reward card for you. Take it in to your local Eddie Bauer store and ask a store guide to reveal your reward!
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
USE FOR GENERAL OUTREACH
• Student travel • Study abroad participants/events • Club meetings • Adventure travel agents • New store openings
THE LIVE YOUR ADVENTURE CARD HAS A UNIVERSAL APPEAL
ROLLOUT RECOMMENDATION / ENGAGEMENT TOOL
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
ROLL-OUT RECOMMENDATION / PROJECTED RESULTS
Distribution of Rewards: 100,000
Foot Traffic Counts at 15%: 15,000
Transactions at 80%: 12,000
New Customers at 80%: 9,600
Friends Sign- Ups at 50%: 4,800
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
ROLLOUT RECOMMENDATION / ROI
DISTRIBUTION REDEMPTION TRANSACTIONS ROI ANALYSIS ADS NEW
CUSTOMERS
Projected Results 100,000 12.00% 12,000 $456,000 $38.00
Less Discounts: $120,000
Net Sales: $336,000 $28.00
50% margin: $168,000
Less Expenses $130,000
Return on investment 12.00% $38,000 7,680
Return on investment 15.00% $80,000 9,600
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
Creates brand relevancy Reinforces Eddie Bauer’s ownership of outdoor, active outfitting Tool to help Eddie Bauer stores make a connection with the community Fun, compelling, sustainable, scalable, and measureable Delivers an exciting customer experience—a great start to converting each and every visitor into loyal, high-value, lifetime customers Drives traffic!
CONCLUSION / HOW IT DRIVES TRAFFIC
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAFFIC TRENDS
0
5
10
15
20
25
30
35
40
2010 2011 2012 2013
Visits (Billions)
Source: Fidelity Investments
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / MARKET SURVEY RESULTS
• Of the participants, 75% either are in or went to a University and 29% either studied abroad or are planning to.
• 83% of survey participants are female, 8% male. • 67% of participants are between the ages of 18-25 • 4% between the ages of 26-40 • 8% between the ages of 40-55 • 17% 55+
• When asked what words come to mind when they think of Eddie Bauer, some responses were:
“outdoor clothes, good quality, outdoorsy, jackets, traditional, quality, active, green, old, mom, outerwear, classic, expensive, adventure, mature, reliable” • 50% of people go into a store with a specific purpose, while 29% go
into browse and have no specific reason. 20% are comparison shoppers, meaning they go from store to store to find the best deals.
• When looking for outerwear people ranked the most important
qualities they look for. Comfort Fit Style/look Durability Functionality Color brand
• When asked if they currently shop at Eddie Bauer, 17% said yes, 58% said no, and 25% said they occasionally will shop their or they will to buy something for someone else.
Some reasons people said they didn’t shop there were: “ I don’t know what that is” “ I’m younger and they don’t seem to have my style” “I feel Eddie Bauer is not as well known as North Face and other outerwear brands” “ seems like a place only my mom goes, I’d rather go to a more age appropriate store” “it seems to old for me” “I see it for an older client, but I have bought several pieces for my dad” “I have other places I shop, it never crossed my mind” • When asked what their top favorite outdoor activities
were, many people said: fishing, camping, walking, kayaking, running, boating, snowboarding, biking, swimming, hiking, hunting, rock climbing.
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
Test 1 Results LIST Total REDEMPTION TRANSACTIONS ROI ADS
Distribution 950 8.52% 81 $3,151 $38.90
Gross Sales: $3,151
Less Discounts: $810
Net Sales: $2,341 $28.90
50% margin: $1,171
Less Expenses-Prototype 1830
Return on investment -659
Test 2 Results LIST Total REDEMPTION TRANSACTIONS ROI ADS
Distribution 117 15.38% 18 $845 $46.94
Gross Sales: $845
Less Discounts: $180
Net Sales: $665 $36.94
50% margin: $332
Less Expenses 150
Return on investment 182
APPENDIX / TEST 1 & 2 PROGRAM ROI
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAVEL CHECKLIST FOR HER
ATTACH ONTO BAG TAG FOR COLLEGE
OUTREACH
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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAVEL CHECKLIST FOR HIM
ATTACH ONTO BAG TAG FOR COLLEGE
OUTREACH