Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Attract, Transact, Retain

89 views

Published on

Attract, Transact, Retain. How to Design Brand Experience Stickiness

Published in: Design
  • Be the first to comment

  • Be the first to like this

Attract, Transact, Retain

  1. 1. How to Design Brand Experience Stickiness Attract, Transact, Retain
  2. 2. Retail Stickiness
  3. 3. 
 A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013 Retail Leakage
  4. 4. P Path-to-purchase
  5. 5. P     attract
 pre-purchase
 moment retain
 post-purchase
 moment transact
 at-purchase
 moment Needs Preference Consideration Initial Transaction Final Transaction Usage Active Engagement Validation Omni Channel In-Store E-CommerceM-Commerce Cross-Platform
  6. 6. P The Digital Path To Purchase Online Reach Mobile Integration Digital In-Store Digital Sales Tools Online Validation Join us for our Today! Oct. 29th Come in RIGHT NOW and get Print banners, stationar y, web 
 Our Expert Visit
  7. 7. Effec)ve Relevant Integrated Message Process Structure
  8. 8. Irrational Consumer
  9. 9. Sense of “Plealeasure”
  10. 10. 70% 60% 50% 40% In store Online Emotional Equity 
 A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
  11. 11. amazon.com Costco iBooks Target CVS Kohl's Macy's apple.com* ebay.com Walmart 4546495051515454 62 75 Top Emotive Tier 
 A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
  12. 12. 
 A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013 barnesandnoble.com Best Buy drugstore.com* Radio Shack cvs.com landsend.com* Sears kmart.com sears.com K-Mart 77 1616 23252526 2930 Bottom Emotive Tier
  13. 13. Complexity of Choice
  14. 14. P Omni Challenge
  15. 15. P 
 A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013 50% to 70% browse in the store and then buy online 50% planned increase in online shopping in the next five years
  16. 16. P THE TORONTO BLUE JAYS
 STORE CONCEPT
  17. 17. P
  18. 18. P Create an experience unlike any other Shop and Buy sports differently emotional innovative
  19. 19. P m message •Pro Fit – personalization, story and education •Emotional, journey, sense of belonging •Canada’s Team •Consistent experience across all consumer touch points •Highlight partnering brands •Integrated audio and visual with a purpose and content strategy p s process •Defined process •There is a general lack of process to shopping the store •Exclusive experience •Sense of discovery •Take a piece of the Jays with you •Staff choreography •Exclusive service offering structure •Focused/key areas •Seasonal flexibility •Simplistic details and layout •Modern vintage – respect history but look forward •Must appeal to Gen X/Y female, yet not alienate other core demographics •Canada’s team •Reason to return •Scalable •Defined departments •Loss prevention solution •Merchandising plan and system •Dominant hat + jersey display •1/3 mens, 1/3 women's & kids, 1/3 other
  20. 20. P   attract
 pre-purchase
 moment retain
 post-purchase
 moment transact
 at-purchase
 moment Needs Preference Consideration Initial Transaction Final Transaction Usage Active Engagement Validation
  21. 21. P Celebrate the Fan is a journey into the past, present and future of the Jays. It is a shop that provides authentic and exclusive merchandise, 
 in a retail experience that immerses the consumer 
 in all things baseball and Blue Jays. Celebrate The Fan!
  22. 22. P Celebrate The Fan Inspiration
  23. 23. P Store Front Option 1
  24. 24. P Store Front Option 3
  25. 25. P Store Front - Yorkdale Video Wall Example
  26. 26. P Store Front Option 2
  27. 27. P Store Front Option 2
  28. 28. P Toronto Blue Jays - Store Concept Presentation Store Front Seasonality
  29. 29. P Entrance Floor
  30. 30. P   attract
 pre-purchase
 moment retain
 post-purchase
 moment transact
 at-purchase
 moment Needs Preference Consideration Initial Transaction Final Transaction Usage Active Engagement Validation
  31. 31. P Store Front
  32. 32. P Women’s Department
  33. 33. P Hat Wall
  34. 34. P Men’s Department
  35. 35. P Change Rooms
  36. 36. P Back of House
  37. 37. P Kids Department
  38. 38. P Digital Area
  39. 39. P Jerseys
  40. 40. P Cash
  41. 41. P Virtual Walkthrough
  42. 42. P Interior View
  43. 43. P Virtual Walkthrough
  44. 44. P Kids Zone
  45. 45. P Jersey Kiosk
  46. 46. P Graphic Motif circles Utilizing circular shaped graphic motifs to symbolize the fans, the brand and the game. Celebrate The Fan
  47. 47. P Graphic Areas Option 1 JERSEY AREA WOMENS AREA MENS AREA
  48. 48. P Graphic Areas JERSEY AREA Option 2 WOMENS AREA MENS AREA Option 1
  49. 49. P Change Rooms LARGESMALL
  50. 50. P Back Wall Option 2Option 1
  51. 51. P Department Signage
  52. 52. P Fixtures
  53. 53. P Fixtures
  54. 54. P Fixtures
  55. 55. P Fixtures - Imagery
  56. 56. P Digital Experiences l Attract
  57. 57. P Digital Experiences l Surprise & Engage
  58. 58. P Digital Experiences l Inform & Inspire
  59. 59. P Digital Experiences l Influence & Entertain
  60. 60. P Digital Experiences l Transact
  61. 61. P   attract
 pre-purchase
 moment retain
 post-purchase
 moment transact
 at-purchase
 moment Needs Preference Consideration Initial Transaction Final Transaction Usage Active Engagement Validation
  62. 62. P
  63. 63. P Reward System
  64. 64. P For company information: www.sld.com For a copy of this presentation: www.sldesignlounge.com

×