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The Source Webinar Presentation 2015

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How to create the ultimate retail engagement

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The Source Webinar Presentation 2015

  1. 1. The Source – How to create the ultimate retail engagement The Source – September 23, 2015
  2. 2. Ron Craig VP Marketing and Business Development, The Source The Source – September 23, 2015 The Source •  Small box consumer electronics and communications retailer •  In Canada for 40+ years •  1970s – RadioShack 2004 – The Source by Circuit City 2009-present – The Source •  Owned by Bell Canada •  550+ branded locations across Canada
  3. 3. The retail landscape is changing The Source – September 23, 2015 •  Multiple major retail closures in Canada •  Challenging environment •  Consumers shifting from retail to online •  Lack of innovation in the space •  Demand is relatively flat
  4. 4. Bigger isn’t better The Source – September 23, 2015 Small box well-suited to weather and succeed in downturn economy Small environment model lends itself to personalized service experience Small size allows for more flexibility Size is not a limitation as technology gets smaller
  5. 5. Retail transformation – Challenges The Source – September 23, 2015 Store design that promotes personalized service experience Communicate brand, identity and positioning From accessory offerings to top-tier brands Streamline categories Introduce emerging categories to stay relevant
  6. 6. Process The Source – September 23, 2015 •  Collaborative process •  Ideation sessions created alignment •  Communication kept team on track •  Frequent updates stimulated engagement and momentum •  Mock store fostered collaboration •  Encouraged feedback from the frontlines
  7. 7. Goals and objectives The Source – September 23, 2015 Reinforce branding elements Appeal to broader demographic More female friendly Grow and showcase core categories Increase traffic and basket size Leverage strengths to create a better store
  8. 8. Execution The Source – September 23, 2015 •  Evolved from convenience store environment to experiential destination •  Improved sight lines •  Interactive demonstration table displays •  Applied best-in-class merchandising •  Softer, more comfortable store experience
  9. 9. Immersive store experience The Source – September 23, 2015 •  Digital technology as a communication vehicle •  Encourages interaction •  Showcases categories and brands •  Sends messaging to consumers •  Creates a more dynamic and inviting shopping experience •  Draws people in
  10. 10. Results The Source – September 23, 2015 Strong growth in traffic at Yorkdale location in year-over-year metrics Store looks significantly more impressive Scalable prototype will roll-out across the network
  11. 11. Insights The Source – September 23, 2015 Get early alignment across the organization Communicate to keep people involved and engaged to reach key decision points Be flexible, things change
  12. 12. Question Period 1.800.747.5150 Access: 5697142 The Source – September 23, 2015

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