Tcg Capabilities 2012 Linked In Version

158 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
158
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Tcg Capabilities 2012 Linked In Version

  1. 1. Capabilities Presentation2012© 2012 The Carlson Group, Inc. All Rights Reserved.
  2. 2. As a strategic partner, The Carlson Group incubates, builds and sustains smart custom programs that deliver value across consumer retail experiences.2 3
  3. 3. Our team passionately supports some of theScope Services world’s top brands.Retail Environments DISCOVERY We listen and collaborate; we care for and strengthen the AssessmentCustom Fixture Solutions Program Strategy brand image.Shop-in-ShopPOP DEVELOPMENT Together, we make something fresh and unique; we bring the Retail MessagingGraphics & Signage Design brand experience to the consumer. Engineering Prototyping EXECUTION Program Planning Manufacturing Installation Fulfillment EVALUATION Testing Evolution Planning 4 5
  4. 4. › A Strategic Approach › It All Comes Down To You... › Success Stories › Appendix6 7
  5. 5. › A Strategic Approach Its complicated. Think of us as choreographers, in the middle of it all, making it all work. Coordinating a world of moving parts - store planning, visual merchandising, procurement, store construction, marketing - we ensure that the outcome, the solution, is compelling and beautiful, in sync and profitable. 8 9
  6. 6. › A Strategic Approach How we think, prepare, and anticipate… delivers lasting value. We start our work at precisely the stage you happen to be and combine this thinking with our broad base of industry smarts to accomplish the task at hand: More revenue for your brand. 10 11
  7. 7. › A Strategic Approach We take a comprehensive view. Its a strategic approach rooted in Total Program Value. We think anew and map out the circle - trends, consumers, environment, planning, procurement, investment and return. You need to innovate to succeed. To build on success, its important to understand what it is that delivers results in the market. 12 13
  8. 8. › A Strategic Approach We dont do everything. We only do the things that matter most. Work and partner with the best of the best. Know what you need — consumer strategy, communications strategy, digital media and so forth. Whatever you need, we can tap into our extensive network of experts and deliver. You get exactly the expertise you need. Easy, seamless, integrated. 14 15
  9. 9. › A Strategic Approach Total Program Value If you take away only one thing, consider this: our strategic approach ensures that your investment delivers the greatest possible value to your brand. Here’s why: › The Foundation ~ Programs built on knowledge — of consumers, markets and your brand. › The Legacy Assets ~ We’ll look at everything you’ve invested in to date and we’ll make the most of what works and has value. › The Long View ~ Being strategic means looking out over the horizon and making decisions that are right for your future. › The Outside Perspective ~ We might ask you to step outside your comfort zone. Its our job to challenge assumptions and we will. We promise well be nice about it. Its also our job to be thought leaders in order to support your brand and bring you distinct competitive advantages. 16 17
  10. 10. › A Strategic Approach › It All Comes Down To You... › Success Stories › Appendix18 19
  11. 11. › It All Comes Down To You... It ll omes ow To ou.. What this means for you: The tribal knowledge that you have of your brand and its Both market trends and brand initiatives have implications for trajectory, and your insider, in-house perspective—thats the your approach to retail. keystone for everything we do. Make sure you’re set up to succeed as you move in new All that good, juicy stuff you’ve come to know combined with our directions, and that successful innovations can be deployed experience, retail market knowledge and know-how means you throughout all of your retail outlets. can expect returns and results uniquely suited to your brand. 20 20 21 21
  12. 12. › It All Comes Down To You... MARKET TREND Now, more than ever, analog and digital retail are being integrated in the store environment. ENGAGEMENT › Digital mediums can amplify consumer engagement and it’s essential to understand how digital can fit seamlessly into the brand experience. TECHNOLOGY › Get to know your options for technology. How do they compare in all areas of cost, from purchase and maintenance through content updates? RETROFIT › If your evaluation reveals that these mediums are effective, learn know how they can best be retrofitted into older programs. IMAGE : Intel Digital Signage Prototype 22 23 3
  13. 13. › It All Comes Down To You... MARKET TREND The pace of change continues to accelerate. Retail can’t sit still. ANTICIPATE › Know where your brand is going. Your retail programs should be designed to anticipate change. FLEXIBILITY › Consider designs that are built to accommodate frequent updates, from fresh messaging to new product initiatives, to the ability to add program elements seamlessly. PROTOTYPES › Prototype evaluation – especially in real world environments – gives you unmatched visibility and insight into a program’s effectiveness. Use those insights to continue the cycle of evolution. IMAGE : Ducati Singapore via Pro-Italia 24 25
  14. 14. › It All Comes Down To You... MARKET TREND An explosion of experiential retail is adding excitement to the industry. ENTERTAINING › Shopping at its best is entertainment. Physical retail enriches the experience by offering personal contact, hands-on engagement with products and the excitement of a brand’s edited point of view about what’s important. PERSONALIZED › Brands and retailers who are creative in using the wealth of data available to better understand their consumers can offer them exactly what they want, and need, from the store experience (sometimes before those consumers know it themselves). The most personal experiences where the individual consumer is understood, remembered, and anticipated is the ideal in any channel, from value to prestige. OMNICHANNEL › The multichannel retailer has the opportunity, as well as the responsibility, of using technology in ways that add to the retail experience. Technology is both an integral part of today’s store and a complementary offering to physical retail. In store, consumers expect a seamless integration of technology that goes beyond cost-of-entry, providing a deeper, content-rich and more personalized experience. IMAGE : Crown Fountain - Millennium Park, Chicago. 26 27 27
  15. 15. › A Strategic Approach › It All Comes Down To You... › Success Stories › Appendix28 29
  16. 16. › Success Stories Suc Succes Storie DICK’S SPORTING GOODS FOOTWEAR DECK Rethinking the shared service footwear deck for Dicks Sporting Goods involved a complete strategic evaluation of the current fixtures, floor plan, and signage package. Key insights allowed the client to see beyond operational challenges and ultimately deliver a shopping experience which exceeded customer expectations. Strategic Partner › HUEN As strategic partner, Huen’s scope of work for the project included the following: Consumer Research and Strategy, Retail Assessment and Strategy, Communication Strategy, Merchandising Direction and Creative Direction. 30 30 31
  17. 17. › Success Stories BRAND INTERVIEW DICK’S SPORTING GOODS RETAIL AUDIT ASSESSMENT FOOTWEAR DECK DISCOVERY PROGRAM STRATEGY DIRECTIVES CLIE NT R E N DE R ING E N 32 32 33 33
  18. 18. › Success Stories BRAND INTERVIEW DICK’S SPORTING GOODS RETAIL AUDIT ASSESSMENT FOOTWEAR DECK DISCOVERY PROGRAM STRATEGY DIRECTIVES LACK OF EXCITEM E NT & TH EATE R X M LACK OF SEATI NG U NCLEAR NAVIGATION & I M PAI R E D SIG HTLI N ES A G 34 34 35 35
  19. 19. › Success Stories RETAIL MESSAGING DICK’S SPORTING GOODS CONCEPTUAL DESIGN DESIGN INTENT FOOTWEAR DECK DEVELOPMENT ENGINEERING PROTOTYPING 36 36 37 37
  20. 20. › Success Stories PROGRAM PLANNING DICK’S SPORTING GOODS MANUFACTURING INSTALLATION FOOTWEAR DECK EXECUTION WAREHOUSING FULFILLMENT 38 38 39 9
  21. 21. › Success Stories TESTING DICK’S SPORTING GOODS DATA ANALYSIS INTERPRETATION FOOTWEAR DECK EVALUATION EVOLUTION PLANNING 40 40 41 41
  22. 22. › Success Stories Succes St rie ACADEMY SPORTS + OUTDOORS ENDCAP PROGRAM Developed a footwear end cap program meeting Academy’s in-store selling requirements while amplifying each brands DNA to create a unique selling space 42 42 43 43
  23. 23. › Success Stories RETAIL MESSAGING ACADEMY SPORTS + OUTDOORS CONCEPTUAL DESIGN DESIGN INTENT ENDCAP PROGRAM DEVELOPMENT ENGINEERING PROTOTYPING 177 X 4.5mm CLEAR ACRYLIC ROUTER CUT AS SHOWN ---- 1900 A SEE BOM SEE BOM ---- 1903 B SEE BOM SEE BOM ---- 1911 B SEE BOM SEE BOM ---- 1914 B SEE BOM SEE BOM ---- 1917 A SEE BOM SEE BOM ---- 1918 A SEE BOM SEE BOM ---- A101-2911-0102 STEEL BLACK OXIDE HEX SOCKET BU A110-1808-0001 STEEL ZINC PHILLIPS PAN H 58.5 36.5 6 1 119 9 2 82.5 8 4 45 45
  24. 24. › Success Stories PROGRAM PLANNING ACADEMY SPORTS + OUTDOORS MANUFACTURING INSTALLATION ENDCAP PROGRAM EXECUTION WAREHOUSING FULFILLMENT Facilitated all project communications including design reviews and sell-in between Academy and the participating brand partners. Under Armour Adidas Nike Wolverine Skechers Asics/Puma Lifestyle Kids Reebok New Balance 46 47
  25. 25. › Success Stories PROGRAM PLANNING ACADEMY SPORTS + OUTDOORS MANUFACTURING INSTALLATION ENDCAP PROGRAM EXECUTION WAREHOUSING FULFILLMENT 48 49 9
  26. 26. › Success Stories COLUMBIA SPORTSWEAR FIXTURE PROGRAM Program designed and value engineered for maximum compact build, reducing packaging materials and shipping costs 50 51 51
  27. 27. › Success Stories RETAIL MESSAGING COLUMBIA SPORTSWEAR CONCEPTUAL DESIGN DESIGN INTENT FIXTURE PROGRAM DEVELOPMENT ENGINEERING PROTOTYPING 52 52 5 53
  28. 28. › Success Stories PROGRAM PLANNING COLUMBIA SPORTSWEAR MANUFACTURING INSTALLATION FIXTURE PROGRAM EXECUTION WAREHOUSING FULFILLMENT 54 4 55 55
  29. 29. › Success Stories Success Stories s orie THE NORTH FACE FIXTURE PROGRAM Program designed and value engineered for using sustainable materials and maximized common components to leverage higher piece-part quantities throughout the system. 56 56 57 57
  30. 30. › Success Stories RETAIL MESSAGING THE NORTH FACE CONCEPTUAL DESIGN DESIGN INTENT FIXTURE PROGRAM DEVELOPMENT ENGINEERING PROTOTYPING 58 58 59 9
  31. 31. › Success Stories PROGRAM PLANNING THE NORTH FACE MANUFACTURING INSTALLATION FIXTURE PROGRAM EXECUTION WAREHOUSING FULFILLMENT 60 61 1
  32. 32. › A Strategic Approach › It All Comes Down To You... › Success Stories › Appendix62 63
  33. 33. 64
  34. 34. Company Overview Web Site www.carlsongroupinc.com Locations USA: HQ: Chicago 350 E. 22nd Street Lombard, IL 60148 Contact: Mark Adams, COO mark.adams@carlsongroupinc.com Additional Offices: Portland, OR Los Angeles, CA CHINA: Shanghai 789 Zhaojiabang Road, 10th Floor Unit 3 Shanghai Jun Yao International Plaza Shanghai, China 200032 Leadership Greg Carlson, Principal John Carlson, Principal Mark Adams, Chief Operating Officer Scott Reczek, Controller Brad Kurz, Creative Director Sabine Liu, Managing Director, China Charles Tracy, Program Services Director Laura Dillon, Human Resources Director Memberships Path to Purchase Institute A.R.E. IDSA Inception 1999 Incorporation Oregon Structure S-privately held Tax ID 93-12652222 Dun & Bradstreet Number / Rating 17-117-3219 / 1R3 SS-CO
  35. 35. ClientsAdidas AmericaAcademy Sports + OutdoorsAshworthAsics AmericaColumbia SportswearDick’s Sporting GoodsDockersEverlastJanSportKeenMountain HardwearNew BalanceNikeNintendoOakleyOnitsuka TigerRedingtonReebokReefSephoraSkechersSonySorelSpeedoSports AuthorityTaylorMade-adidas GolfTevaThe North FaceTimberlandUnder ArmourUrban DecayVans SS CLI SS-CLI
  36. 36. RecognitionWe are passionate about creating memorable retail experiences. Every so often, we are honored to be recognized for thatpassion. Our work has garnered 17 Design of the Times Awards, 7 POPAI Outstanding Marketing at Retail Awards and specialrecognition for sustainability and green awareness from ARE. (Left to right) Top Row: Timberland Pro Core Fixture Program Timberland Kids Clubhouse Timberland Women’s Fixtures Middle Row: The North Face Boise, ID The North Face DSG Wardrober adidas Outlet Program Bottom Row: Reef Denim and Tee Stacker Reef Girls Nesting Table Set SS-REC
  37. 37. Recognition (Left to right) Top Row: Asics Tech Tower Asics Kayano POP Launch Asics Counter Display Middle Row: Nike One Counter Display Taylor-Made TP Red/Black Ball Tower adidasGolf Tour 360 Program Bottom Row: Nike Bauer Hockey Flexlite Display Nike Pro Fixture H-Rack SS-REC
  38. 38. DISCOVERYIt involves aggregating your needs and project parameters while aligning that information with theoverall goals of the design. If needed, additional insights are gathered through market audits andcompetitive brand assessments. Through this process design and merchandising principles areestablished and reviewed with project stakeholders before concepting begins. These guidelines arethe lens through which all concepts are viewed.Brand Interview Program StrategyKickoff meeting with project stakeholders to Determine an approach to guide conceptunderstand brand positioning as well as all development and ensure solutions are inchallenges and requirements of the project. alignment with consumer behavior and the brand.Retail AuditPhotographic documentation of current Directivesin-store programs to identify trends, best Insights are translated into specific designpractices and opportunities. principles which are adhered to throughout concept development.AssessmentSummarize learnings and relate back toproject objectives. SS- SS DIS S
  39. 39. DEVELOPMENTConceptual DesignBeginning with loose, hand sketched concepts, our design process aims to build consensusthroughout development. By focusing on design principles defined in Phase I, concepts are weighedand evaluated according to project objectives. This allows the solution to evolve through a logicalprogression of ideas, and eliminates subjectivity when choosing a final design direction.Deliverables*R1Loose sketches enable us to quickly visualizebig picture concepts without getting boggeddown in details.› 2D black and white sketches exploring aesthetic direction and functionality› 2D color elevations exploring color usage, graphic and logo treatmentsR23D color renderings of individual fixturesexplore materials and merchandising, withsufficient detail to communicate features andfunctionality.› 3D color renderings with merchandise› 3D color shop configurations› Materials and finishes called-out, physical samples providedR3Fully rendered 3D environments facilitateinternal buy-in for final concepts beforeproceeding to engineering and pricing.› Sufficient detail to direct engineering and pricing› Final material board(s) provided*scope/deliverables vary by project SS-DEV-CD
  40. 40. EXECUTIONManufacturingGlobal Material / Component DisciplinesDomestic and offshore strategic partners › Wire and Metal › WoodCapacity › AcrylicUSA : 3M+ square feet › GlassCHINA : 13M+ square feet › Vacuum Forming › Injection MoldingPartner Attributes › GraphicsTrade specific…selection based on core › Digital/Interactivecompetency and expertise › TextilesFlexible…ability to fabricate material and › Recycledcomponents › Found ObjectPerformance…qualified and tested to TCG’sperformance standards › Sustainable, GreenBenefits China OperationsCapacity…allows for blended production and Shanghairisk mitigation Located at Junyao International PlazaBuying power…negotiation leverage through Operationsmultiple supplier sources 8 yearsFlexibility…not tied to fabrication methods or Staffmaterials Dedicated team focused on QC / Compliance /Speed to market…enabled by a network of Logisticssuppliers and blended options Partners Strategic relationships with 10 core suppliers Volume 75% of production mix generated in China SS-EXE-MA
  41. 41. EXECUTIONQuality ControlProduction Viability & Best Fit & FunctionPractice Conduct tests to verify mating andConsult extensively with supplier partners functionality of parts.during engineering phase to establishbest production methods for lowest cost Test Pack-outsand highest quality of components and Conduct test pack-outs to evaluate cartonassembled parts. performance and inner pack protection.Sample Approval Finished Goods AuditProvide material and finish samples for Conduct inspection after assembly/pack-approval and use as control samples out to confirm contents, fit/function andduring production. ease of assembly.On-site Monitoring Program ImmersionOn-site inspection and monitoring Complete extensive review sessions withthroughout production from work in our program services team using a clientprogress fabrication through assembly facing program playbook to enhanceand pack-out. field performance and customer service responsiveness.First Article ReviewPerform first article inspections on all Tourcomponent parts to assure compliance to Provide on-site facility tours for projectengineering specification. stakeholders SS-EXE-QC
  42. 42. EXECUTIONProgram ServicesGlobal program support for implementation of retail executionsServices BenefitsWarehousing & Fulfillment Simplified approach: Efficient consolidation of inventory and services—Inventory Management one stop shop for your direct to storeSite Surveys services.Installations Dedicated staff: Single point of contactLogistics for all services.Recycling Customer service: Direct response communication protocols for your programs. Program immersion, field support: Extensive program review sessions with our team using a client facing program playbook to enhance direct field support and customer service responsiveness. System Tools: MAS 500 ERP and OnTrack™ proprietary system for order fulfillment, real time inventory management and tracking. SS-EXE-PS1
  43. 43. EXECUTIONProgram ServicesWarehousing & Fulfillment LogisticsUS, Canada, Europe and Brazil locations North America1,000,000 sq ft Parcel – FedEx & UPS serviceISO and Lean certified LTLComplete pick and pack services Air ride trailersStore/shop rollouts Pad wrap Lift gate/rampInventory Management Inside deliveryERP system managed, real time White gloveCustomizable reports - POD reportingusage, rolling, stock status, forecasting andcycle counting International Global DistributionSite Surveys Container/freight forwardingCustom, specific surveys to fit unique Air freightscope of work and multiple locations.CAD drawings available upon request. Recycling End of life fixtures and graphicsInstallations Obsolete inventoryValue added installation manual Reporting:Complete install services: › Build outs › Recycled vs. landfill › Fixtures › Weight/% of material diverted from landfills › Graphics/Signage › Info can be used for sustainability › Retrofit Kits marketing purposes › ElectricalDigital images and sign off sheetsprovided within 48 hours of install. SS-EXE-PS2
  44. 44. Our proprietary project management system which allows you to manage more projects moreefficiently. It facilitates project flow and communications into an effective, efficient format that allowsyou to schedule, communicate, organize, review and share important project milestones.Features› Secure login› User access levels› Project snapshot, archives› On-line document approval, changeBenefits› Centralized information› Speeds review, approvals› Streamlines project team communication› Portability, accessibility› Less stress SS-PL
  45. 45. Our proprietary order fulfillment and inventory management tool that features order cart entry,shipment tracking, and inventory allocations by region or field rep. It allows field access toinstruction sheets, plan-o-grams and other important documents.Features Reports› Secure login › Inventory (program and rep)› User access levels › Location order history (by location)› Easy order entry › POD Tracking› Order history archive › Order status› Reporting › Activity (most or least ordered item)› On-hand inventory › Backorder› Backorder › Distribution› Critical re-ordering levels (timing) › Transportation› Trending (activity orders by item and › Allocation/order history (by users) volume)Benefits› 24/7 access› Inventory levels by item/by rep› Rep selling tools and aids› Digital image of display with specific information, such as instruction sheets and plan-o-grams› Real time inventory tracking SS-OT SS-OT O
  46. 46. Prototype Review BookThis provides a unified focus on consumer/shopper objectives and solutions. It shines apre-production spotlight on potential manufacturing problem areas while providing a place toaggregate all stakeholder perspectives, comments and directives.Benefits Features› Program consistency › Check list of all design and visual› Simplifies project team decision merchandising solution objectives making, approvals › Material samples and alternatives› Eliminates misinterpretation, › Renderings with merchandise to verify translation errors capacity, shop-ability› Detailed documentation of all › Master CAD, engineering drawings to verify changes, directives fit and function › Documentation of all program elements S SS- RB SS PRB
  47. 47. Program PlaybookThis unifies consistency across formats and channels by providing a single source to referenceprogram drawings, shop layouts, assembly instructions and shipping information.Features Benefits› Color renderings with merchandise › Saves time and money by eliminating› Main assembly drawings guesswork› Floor plans, shop layouts › Streamlines communications› Instruction sheets › Reduces managerial oversight, workload› Customer service contact › Program training tool for on-boarding new team members SS-PP
  48. 48. Sell-in GuideThis provides a consistent vehicle to sell-in programs to retail partners by putting a focus on retailerneeds. It is a visual representation of how solutions work on retail floors and has the added benefitof fostering future program acceptance and expansion.Features Benefits› Description of fixture element solutions, › Unified, consistent selling tool for achieving visual merchandising suggestions retailer acceptance› Iterative floor plans/layouts help retailers › Helps to push program into more doors visualize program › Helps to secure better retail floor position› SKU assortment per fixture SS-SIG
  49. 49. Installation ManualThis establishes global guidelines for achieving consistency in presentation. This manual providesthe framework for installtions to run on-time, on-budget and meet all of your expectations.Features Benefits› Installation steps and procedures › Cost efficiencies through standardization› Item key and coded packaging descriptions › Minimizes surprises by addressing all› Distribution and location plan summaries potential issues upfront› Elevations, floor plans, shop layouts › Streamlines communication› Merchandising and set-up details, call outs› Main assembly engineering› Instruction sheets

×