Journey to Your Retail Experience

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Journey to Your Retail Experience December 2013 v06 2013 Vomela.

1 Journey to Your Retail Experience December 2013 v Vomela. The text, drawings, images, renderings, representations, ideas and disclosures contained in this document are the exclusive property of Vomela Specialty Company. All rights reserved or toll free 274 Filmore Avenue East, St. Paul, MN pratt.com

2 Introduction Pratt Visual Solutions is delighted to respond to Arden s go-to-market retail opportunity for the Bombay Outdoor product assortment. This opportunity is designed to take advantage of Arden s current market and product line position; to develop the at retail experience which delivers flexibility, modularity and brand awareness in the category, for multiple retail store brands. OUR STEPS Line Review Retail Analysis Brainstorming Sessions Concept Development Arden s design and product line strategy team commissioned a line review meeting with Pratt Visual Solutions Retail Studio leaders at their Detroit, MI Corporate Facility to launch the program. We collected existing brand research materials, reviewed the trends in the outdoor product category, discussed design inspirations and received a comprehensive view of the proposed product line. In Chicago, Indianapolis, Minneapolis, and St. Louis we examined current direct and indirect experiential experiences both at retail and online from a shopper s perspective what works, what is unique, what doesn t work. We compared the desired Bombay product line experience with direct and indirect competitors and provided brand research collateral to identify best practices; to better understand the brand and competitive landscape that exists within local select markets. Based on findings from the line review, research of provided materials, retail reviews, and brainstorming sessions, we ve developed our perception analysis and conceptual ideas to define the driving principles for the designs. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 1

3 Creative Strategy and Inspiration SITUATION Introduction 2015 Arden has designed a full line of outdoor furniture and decorative accessories for the Bombay brand, reflecting a respect for the heritage of the brand with an eye to traditional and contemporary design. Pieces within the line are completely versatile to be mix-n-matched among the collections. PRATT VISUAL SOLUTIONS REQUIREMENTS Retail packaging recommendations Emphasize the retail EXPERIENCE Create a simplified brand shop experience that fits seamlessly into multiple retail spaces, announcing Bombay s furniture and decorative outdoor product offerings in a unique aspirational experience to include: UNIQUE and simplified packaging solutions Define relevant information and develop a unique, personalized communications hierarchy across diverse product offerings integrating a balanced combination of messaging, imagery and/or illustration. RE-IMAGE the retail experience Develop conceptual brand personality/experience ideas for presentation at retail creating solutions that could be realized by retail merchants. Provide ideas to enhance the brand delivering a personalized shopper experience and infuse the disruptive element within the product category. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 2

4 Creative Strategy and Inspiration VARIABLES Introduction 2015 Retailer selection of product items Replacement within store/within category OBJECTIVES To successfully introduce the collection into Big Box retailers and selective Boutique mid level retailers, for the consumer sales in Maintenance of display, signage and product materials Shelf and/or display size In-store vs. online selection Lighting Environment In-store competition Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 3

5 Creative Strategy and Inspiration RETAILER AUDIENCE Introduction 2015 BIG BOX STORES Merchandise SVPs, Category VPs and Managers Both Male and Female Gen X and Boomers at: Big Box Home Depot, Lowes, Target and Walmart Boutique/Specialty A Level JC Penny s, Kohl s B Level Dillard s, Belk Decisions Motivations BOUTIQUE/SPECIALTY Level A Level B Risk, square footage requirements, sales; emotions, such as peer approval: Do I like this? Would I use it? Pre-existing perceptions of the Bombay Brand. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 4

Creative Strategy and Inspiration CUSTOMER AUDIENCE Introduction 2015 Gen X and Boomer Females making HHI $75,000 plus Decision Motivations Will this design enhance my backyard/outdoor experience?

6 Creative Strategy and Inspiration CUSTOMER AUDIENCE Introduction 2015 Gen X and Boomer Females making HHI $75,000 plus Decision Motivations Will this design enhance my backyard/outdoor experience? Furniture purchases have both physical and emotional needs associated with it? Physical Comfort, size, longevity, convenience, upkeep, color Emotional Will it look good to me? To my friends? To my family? My furniture and decorating is a direct reflection of me as a person my style, my education and economic status, my true personality. I need approval or at least acknowledgement of this new purchase. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 5

Creative Strategy and Inspiration SINGLE MOST IMPORTANT COMMUNICATION POINT Introduction 2015 Option A The Bombay collections will allow women to create their own backyard style/experience and their

7 Creative Strategy and Inspiration SINGLE MOST IMPORTANT COMMUNICATION POINT Introduction 2015 Option A The Bombay collections will allow women to create their own backyard style/experience and their unique story behind the design. Option B The Bombay outdoor furniture collection is a natural outdoor room that women create to share fun and laughter with family and friends. Option C The Bombay outdoor furniture collection is recreating the definition of outdoor room with global style and comfort. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 6

Durability Easy cleaning Many different sized pieces for a multitude of uses from conversation to dining, to accent

8 Creative Strategy and Inspiration WHY THIS IS TRUE Introduction 2015 Reasons Why Innovative colors and material options Sunbrella Natural styling Global influences and accessories Mix and match qualities to all collections Durability Easy cleaning Many different sized pieces for a multitude of uses from conversation to dining, to accent Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 7

Creative Strategy and Inspiration EXPERIENTIAL

Your Retail Experience December 2013 v06 2013

13 Style Summary

14 Style Summary Brand Attributes ARIAL REGULAR- Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz at 65% 465 C PANTONE PANTONE 465 C BASKERVILLE REGULAR with Arial Bold Black C PANTONE BASKERVILLE BOLD with Arial Bold ARIAL BOLD- Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 13

17 Packaging Concepts

18 Stylish Oasis : Product Story JOURNEY TO YOUR OWN BACKYARD You have been searching for comfortable, chic, unexpected mix-n-match styles to create your own personal backyard oasis. The styles must have details that you have never seen before. They should be simple, with great design. They must be made from quality materials and at the same time easy to clean. Your oasis has to fit who you are. Bombay s furniture and accessory line is exactly what you ve been looking for. The collections designs were inspired by the world s most beautiful outdoor places. There is no limit to the different combinations you can create because the collections are interchangeable. The colors and design details are amazing, like nature itself. The Bombay value is apparent. Bombay s quality, comfort and your personal style will create a new Journey to Your Own Backyard. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 17

Stylish Oasis : Product Hangtags : Concept

Experience December 2013 v06 2013 Vomela /

Stylish Oasis : Product Hangtag : Concept

26 Retail Experience CONCEPTS 25

27 Creative Strategy and Inspiration OVERVIEW What is experiential retailing? Ability to speak to an individual s lifestyle Spaces that inspire, and create desire for merchandised products Creates point of differentiation, DISRUPTIVE, within a category for product offerings Resonates very strongly with the desired shoppers What s changing? No longer reserved exclusively for luxury or high-end brands Experiential retailing being integrated into existing retail spaces shop-in-shop Affordable Fashion bringing affordable mix-n-match design and fashion trends, at value prices into mass market retail Who are we creating this shopper experience for? Big Box Walmart Target Lowe s Home Depot BIG BOX STORES BOUTIQUE/SPECIALTY Level A Level B Boutique A Level JC Penny s, Kohl s B Level Dillard s, Belk Connected Experience SmartStand Kiosk Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 26

29 Retail Experience Shop-in-Shop

30 Retail Experience : Shop-in-Shop OVERVIEW The shop-in-shop retail concept is where a brand owner or retailer takes space in another retailer s store and fits it out to provide selling space dedicated to that secondary company s products. A lot of brands/retailers have monobrand stores which are totally dedicated to their ranges e.g.: Adidas, Hugo Boss, UGG or Levi s; often they have shop-in-shop programs where they occupy a set amount of space in other multiple outlets, in addition to their monobrand stores. BOUTIQUE/SPECIALTY Level A - Mid/Mass Brand Level B - Premium Brand Retailers are beginning to realize the benefits of joining forces to attract more consumers. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 29

Retail Experience : Shop-in-Shop Component Fixtures Bombay Outdoors Package Concept

Retail Experience : Shop-in-Shop with Product

Concept Design November 2013 v05 2013 Vomela

34 Retail Experience Category Vignettes

35 Retail Experience : Category Vignette DIY OVERVIEW Regardless of whether you greet shoppers with a seasonal message or unmatched customer service, make sure your retail vignettes put shoppers in the mood to journey to their own back yard. BIG BOX RETAIL MID/MASS BRAND Oversized decorative statues, tabletop decorations, and distinctive furniture pieces with unique textiles can be used to inspire and create on-brand retail vignettes, within a product category. Stylized materials, fixtures and display pieces, rather than standard outdoor decking specific designs, may differentiate the product appeal within the category. Vignettes provide the opportunity to visually display the product brand collection together within the category at retail. Vignettes offer the opportunity to enhance the display with other product brands within the category such as: outdoor plants, patio block and/or ground cover. Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 34

38 Retail Revitalized Connected Experience SmartStand

39 Retail Revitalized : Connected Experience SmartStand OVERVIEW Deliver a connected experience making it easy and inviting for shoppers to interact and browse the Bombay product assortment online, especially while they are shopping in-store. SmartStand brings the best aspects of online shopping and mobile technology right into the store in a customized, easy-to-deploy interactive station. Shoppers and associates can browse the retailer website on a super-sized monitor with the ease of a tablet. A pair of illuminated frames, displaying the product vendor s brand and custom message, draws the eye and mind to the 21" touch-screen. Best of all, it takes just minutes to change the entire connected experience display. BOUTIQUE/SPECIALTY AND BIG BOX RETAIL Level A Mid/Mass Brand Level B Premium Brand Big Box - Mid/Mass Brand Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 38

40 Retail Revitalized : Connected Experience SmartStand Big Box Retail Mid/Mass Brand Upper translite graphic insert 21" Android touch-screen monitor Lower translite graphic insert Level A Mid/Mass Brand Level B Premium Brand Bombay Outdoors Package Concept Design November 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 39

Retail Revitalized : Connected Experience SmartStand BOUTIQUE/SPECIALTY AND BIG BOX RETAIL Fully Customizable Replace graphics

locate store products instantly and view educational videos Enables easy, intuitive endless aisle experience, providing access

the illuminated images in seconds, from two Broadway front-loading illuminated frames Develop and display native Android or web

graphics or video from Arden ADA compliant with top edges of touch-screen at 48 Fixture and LED frames can be built to your

41 Retail Revitalized : Connected Experience SmartStand BOUTIQUE/SPECIALTY AND BIG BOX RETAIL Fully Customizable Replace graphics in seconds Let shoppers browse your website Play promotional videos or images Manage device and content remotely Let shoppers locate store products instantly and view educational videos Enables easy, intuitive endless aisle experience, providing access to entire online inventory Remotely and instantly, update content and control the 21 HD multi-touch monitor from any PC Swap out the illuminated images in seconds, from two Broadway front-loading illuminated frames Develop and display native Android or web apps WiFi-enabled and Ethernet capable, no extra hardware required In screen-saver mode, monitor can display promotional graphics or video from Arden ADA compliant with top edges of touch-screen at 48 Fixture and LED frames can be built to your exact specifications Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 40

42 Retail Experience Location is Everything End Cap & In-Aisle

43 Retail Experience : Location is Everything End Cap and In-Aisle OVERVIEW Within the store environment, location is everything, one of the most visible display areas for merchandise placement, customer engagement and product interaction are the end caps at the front and back of main aisles throughout a department category. These locations require a structured hierarchy for graphic communications that reinforce a retailer s brand standards, providing the vendor s product brand and brand personality to be delivered at store level. Everything is in harmony, making stores more shopper friendly by controlling and directing the amount of vendor brand messaging. Implementation at store level becomes clear and easy to comply with, ensuring a consistent execution in every market. The vendor signage, coordinated with retail corporate graphics, achieves continuity throughout the retail space. BIG BOX RETAIL MID/MASS BRAND BIG BOX RETAIL NICHE BRAND Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 42

Outdoors Package Concept Design November 2013 v05

44 Retail Experience : DIY Standard Bay End Cap Blunt Cut-Down End Cap Full Standard End Cap Bombay Outdoors Package Concept Design November 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 43

45 Retail Experience : DIY Disruptive Bay End Cap Brand Experience End Cap Tiered Blunt Cut-back End Cap Bombay Outdoors Package Concept Design November 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 44

Package Concept Design November 2013 v05

Retail Experience : DIY Standard Bay In-Aisle B Bombay Outdoors Package Concept

Retail Experience : DIY In-Line Display Items 34 w x 30 h Shelf

22 w x 28 h Sign 6 w x 3 h Shelf Card Visit us online to

com Visit us online to com 4 w x 40 h Aisle Violator Visit us

2013 v05 2013 Vomela / Pratt Visual Solutions.

49 Retail Experience : DIY In-Line Display Items 34 w x 30 h Shelf Platform 17 w x 30 h Shelf Platform Your journey made easy! 22 w x 28 h Sign 6 w x 3 h Shelf Card Visit us online to experience our full collection. Visit us online to experience our full collection. 4 w x 40 h Aisle Violator Visit us online to experience our full collection. Bombay Outdoors Package Concept Design November 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 48

50 Retail Experience : Walmart Standard Gondola End Cap and In-Aisle with Product Simplified Display Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 49

51 Retail Experience : Walmart Standard Gondola End Cap and In-Aisle Simplified Display Bombay Outdoors Journey to Your Retail Experience December 2013 v Vomela / Pratt Visual Solutions. All rights reserved. 50

Retail Experience : GOOD Niche Disruptive Gondola End Cap and In-Aisle with Product Bombay Outdoors

Retail Experience : GOOD Niche Disruptive

Package Concept Design November 2013 v05 2013

Retail Experience : BETTER Niche Disruptive Gondola End Cap and In-Aisle with Product Bombay Outdoors

Retail Experience : BEST Niche Disruptive

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