ASW Dare Strategy Green Group

Size: px

Start display at page:

Download "ASW Dare Strategy Green Group"

Warren Kelly
6 years ago
Views:

1 ASW Dare Strategy Green Group

2 Different Strong Branding Customer insight of who you are Understand Position in Market & Competition Consistent delivery Product & Service Differentiation GOBE Added content & merchandising solution Celebrity / Expert endorsement Exceeding customer expectations across all channels with a unified tone of voice Policy Local store & stock information 2

3 Anywhere Network Expansion Opportunity to increase your network via additional collection outlets Exploit all retail channels (ecom, stores, telephone, shopping channel, direct to home) Expand your brand into other markets (international) Additional locations (Vending machines, pop-up shop) Digital Presence Relevant content focused on your customers Need driven solutions Bring the digital presence into store Use digital interaction to continue the customer experience Mobile Multiple use of the platform; Research on the mobile and buy in-store Buy on mobile Role of social media, opportunity for social retail & value in influencers Ensure mobile is fully considered at design stage mobile first ecommerce Ensure the whole business is fully engaged; store teams, buying & supply chain teams Ease of purchase 24/7 support and continuous UX improvement Personalisation of merchandising 3

4 Relationship Build membership & Loyalty It s more than just , the role of service and benefit in driving loyalty Reward loyalty, give something back that they remember you buy Educate the store teams on the benefits of building membership Ease of registration, prevent reasons to say no! Customer Analytics Examples of analysis to drive engagement PR within internal team Position the results clearly Needs to be actionable Providing Directors with useful soundbites digestible, keep it simple Big Data capability Mystery shop across channels Asking our customers about their personal experience Linking online and offline journeys Use third party data as well Customer Service Recognise the importance of having a clear owner within the business Don t underestimate the value of giving the customer a little bonus Every customer touchpoint impacts on your perception it s Link our customer information with our customer service team Channel and situation appropriate Leverage the human element of being a high street retailer Measurement and reward of great service is important 4

5 Experience Store Concept Demonstrate the improvement in the stores performance Deliver a concept that doesn t exclude your customers Use the information available to inform the decision making for a new concept but it cannot paralyse the process & innovation Digital & experiential marketing Use experiential activity to enhance the overall experience Competitions and gamification Colleague and customer inclusion, share the expertise Personalisation of products through photos, messaging CSR Give customers the opportunity to influence good causes to support. Ensure your partner reflects your brand values. Opportunity for localisation of support Include your suppliers to maximise the benefit. Integrate CSR into the CXM programme Communicate the activity you re doing to our customers. 5

6 MRD Italy, Switzerland, Hungary, Romania

7 Different 7

8 Different Brand strengths Beauty Advisors French Heritage Loyalty Program Service Trend Setting / Inspiration Brand Product & Services Exclusives (IOMA) Own Brand Organic Cosmetics Institute Assortment 8

9 Anywhere 9

10 Brand consistency Anywhere Network Expansions M5 Refits > appreciated by the customers Digital Code with Window stickers Pop up stores Pick up lockers Digital Presence ipad instore Virtual Store Beauty Code Social Media Presence Mobile App > understanding, what the customer really wants, Loyalty card Responsive website > vs adaptive > what works best for each particular BU ebeacons E-Commerce Online exclusives, prelaunches, pre-orders Happy Hour Bigger online ranch VIP Early access Content Raffles 10

11 Relationship 11

12 Relationship Marketing & Loyalty Programs Bounce back offers Recommend a friend CRM VIP exclusive shopping days Online BA chat / call center MLife Customer post-service Member Acquisitions Member gets friends O2O activities Increase active rates Frequency Customer analytics Supplier reports Store reporting Promotional effectiveness (online/instore) Product recommendation Key Word analysis Store closure analysis 12

13 Experience 13

14 Experience Store Concept Integrate social & digital Click and collect Testers and samples 5 senses > MRD sound & fragrance having your own smell Make your own fragrance Range based on insights Store segmentation Touchpoints ipad Online BA Samples Wrapping Different generation of customers (dig. Native) Competition to share with your friends Discount (student, discount on checking) More make-up sets Online BA Reviews/Ratings Samples Digital & experimental Marketing Emotional messaging (Footprints going to the store) Create your own fragrance N vcl CSR Bottle recycling Charity events Donation a portion of what you spent in store on Charity Encourage healthy lifestyle Flash Mob Cancer Charity 14

15 BLUE

16 Different Meaningful Expertise Engageing Experience i.e. Blog Content Personalized and exciting campaigns Identity Mission Statement One Team Consistency Segmentation Trust and brand heritage USP Try Me/Bring a bottle/sampling Add on s Presentation Exclusive products

17 Anywhere Events Pop Up Local Activity Education and Theatre Digital Social Chanels Apps Search Media Spend Live Chat Channels International Delivery Market Place Social Shopping Convenient/quick delivery with memorable experience

Relationship Personalization Communication Products (engraving) Service & recommendations Experience Multi Chanel How we engage younger audience 360 experience Recruiting

18 Relationship Personalization Communication Products (engraving) Service & recommendations Experience Multi Chanel How we engage younger audience 360 experience Recruiting New & their journey Re engaging customers Build brand ambasadors People Customer Service training How we use customer data Work together - silo Suppliers/Local initiatives

Experience Services No quibbles refund Events/ Try Me/Add on s Gifting reminders & finishing touches (i.e. gift wrap) Personalization Payment methods Convenient quick and memorable delivery CSR

19 Experience Services No quibbles refund Events/ Try Me/Add on s Gifting reminders & finishing touches (i.e. gift wrap) Personalization Payment methods Convenient quick and memorable delivery CSR Charity products Day events/global volunteer day Random acts of kindness Bottle Recyle Understanding Experts Store segmentation Customer research Data collection to allow custromized and personalized service Web chat & ways of talking to people

Our brand is alive! Understand. Build. Measure. Deploy

1 Our brand is alive! Understand Measure Build Deploy 2 Stronger Branding Understand our brand environment Put the customer first Understand Customers expectations Define strong promise Define the Brand