Levi's Digital presentation at 2009 RazorFish Client Summit
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Transcript of Levi's Digital presentation at 2009 RazorFish Client Summit
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Levis EMEA
Digital as a Brand Transformation Enabler
Vincent StuhlenDigital Marketing Director&
Sebastian BillingConsumer Marketing Director
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LEVIS: DIGITAL AS A BRAND TRANSFORMATION ENABLER
Page 2 2009 Razorfish. All rights reserved.
Vincent Stuhlen - Digital Marketing Director
&Sebastian Billing - Consumer Marketing Director
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Levis Digital in a nutshell
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Classic American Cool Now
Levis is the youngest oldest brand in the world.
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The most important thing about Levis is our heritage!
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Classic American Cool Now
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The embodiment of the energy and the events of our time
(Bob Haas)
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Internet fits Levis like a glove!
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TV advertising built our brand in Europe.
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The European Levis consumers.
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The key challenge we face as a brand.
Our consumers dont see & hear us anymore (= channel)
When they do they dont care that much (= content)
We need to go from a TV-led advertising model
to an integrated AV brand experience model to createa more optimal marketing ROI.
Internet is aneveryday tool usedin myriad of ways
fuel progressivelifestyle
Embrace online,used as a social &entertainment tool
Most internet saavy groupcontent creation (multimedia / blogs) and consumption
(music/AV/photo), as well asmore normal use (search,communication)
Really heavy users (more thanprogressives), similar usage across
all but content which tends toinvolve passive consumption
Progressives Conventionals
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The challenge everyone is facing.
I think the old rules should be called in to questionbecause the rules in terms of consumption have changed so dramatically
- Robert lger, CEO Disney
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The new MarCom Model
Interruption
Media push
Brand as hero
Target as consumer
PASSIVE
Engagement
Content pull
Brand as enabler
People as advocates
ACTIVE
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Cat Power for Levis.
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The role of digital for the Levis brand = innovation.
From Wikipedia, the free encyclopedia;
While innovation typically adds value, innovation may also have a negative or destructive
effect as new developments clear away or change old organizational forms and practices. Organizations that do not innovate effectively may be destroyed by those that do. Hence innovation typically involves risk. A key challenge in innovation is maintaining a balance between process and product innovations where process innovations tend to involve a business model which may develop shareholder satisfaction through improved
efficiencies while product innovations develop customer support however at the risk of costly R&D that can erode shareholder return.
A new way of doing business,through a new way of market and experience our products and brand,
and not necessarily through new product innovations.
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Brand of the FutureAchieving Consumer Centric Innovation & Transforming Business
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Engineering Innovation
External consumer centric innovation
=Internal innovation first
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Retail (Sales)
MarCom Product
Digital as Brand integration enabler
Services
InsightsEducation Customization & Intelligence
Paid Media Earned Media
Controlled Media
Offline Integration
StoreseCommerce
Multichannel
CRMLoyalty program
ATAWAD
Services
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MarCom Product
Retail (Sales)
DIGITAL BRAND EXPERIENCE
Digital at the heart of the Brand strategy
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Digital, as cross-over Brand discipline
Research
Trade
Consumer
Retail
MARKETING
Merchandising
Design
PRODUCT
eCommerce
Retail Imp
RETAIL
Retail Ops
DBData
&
Technology
IT
MarCom Product
Retail (Sales)
DIGITAL
MarCom Product
Retail (Sales)
DIGITAL
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New WoW with Agencies
Duke, a true Business partner
Duke, as Lead Digital Agency at the same level of other MarCom agencies
RazorFish, as a network to support our operating model
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Levis Lab Progressive Test & Learn methodology
Mission
Detect & test & implement new Digital mechanics that willenhance Levi's Brand Equity and Business
Methodology
Start from real consumers insights to choose technology
Define clear KPIs to assess efficiency Develop prototype in partnership with Digital Agency and
key players
In-vitro testing
In-vivo deployment
Test & optimize (again)
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Building Brand Equity and Businessthrough Seamless Digital Experience
Brand Immersion & Transactional Services Merged
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Innovative Experience
Innovation is NOT only about the product itself
Innovative branded content
Innovative product interaction Innovative multi-channel shopping experience
Innovative services
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Levi.com The Ultimate Online Flagship
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A Digital platform adapting to consumer needs
BALANCE BETWEEN INSPIRATION
& DIRECT ACCESS
BALANCE BETWEEN INSPIRATION
& DIRECT ACCESS
RIA FILTERS/DIRECT ACCESSRIA FILTERS/
DIRECT ACCESS
I NEED INSPIRATION
I KNOW WHAT I WANT
I WANT TO EXPLORE
COLLECTION/INSPIRATION
COLLECTION/INSPIRATION
CHECKOUT
SWITCH FROM COLLECTION TO ESHOP AND FROM ESHOP TO COLLECTION,
AVAILABLE ON EACH PRODUCT OR OUTFIT PAGE
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Collections: ongoing newness
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One click away to purchase
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An alternative path
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A new way of browsing product - RIA
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Creating your own look
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Buying online
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Buying in Store
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Levi.com: the online Flagship
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When Digital connects to real lifeInforming Retail Experience and Services
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Or somewhere else in the Digital space
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Or anywhere in the real life
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Getting to the Berlin Flagship
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Experiencing the Brand history throughout the store
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a modern way (History wall)
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Enjoying branded content (Retail TV)
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Discovering exclusive content & original Digital experience
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and interacting with them
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Seeking for product information
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and useful services
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Anywhere in the Store (Interactive Touch screens)
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Finally finding the dreamed outfit (Interactive Catalog)
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Next: Intelligent fitting room & multi-channel services
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To get there
Building Transformational Digital Experience
=Change Management
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Thank you & checkout levi.comVincent Stuhlen
Sebastian [email protected]