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Building brands with bricks and mortar

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Explores ways in which retailers can make the most of their stores to help deliver their brand

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Building brands with bricks and mortar

  1. 1. Building brands with bricks and mortar
  2. 2. Retail is a wonderful world!
  3. 3. 1. Why you need to build wonderful worlds2. Who’s building wonderful worlds3. How you can build a wonderful world
  4. 4. Why you need to build wonderful worlds
  5. 5. We live in a sophisticating world
  6. 6. Why build wonderful worlds1. Sophisticating consumer/sharper, wiser2. Sophisticating media landscape3. Sophisticating competition/direct, indirect
  7. 7. 1. Customers today: – Know it all – Are up with the latest – Want things yesterday – Demand great design2. Great price and quality are ‘hygiene factors’3. 59% have all the material things they need4. Recession is an accelerator *Source: Fitch/Chain Store Age, May 2006
  8. 8. Sophisticating media landscape
  9. 9. The media landscape has explodedand sophisticated
  10. 10. The growth is in ‘me media’ 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2000 2001 2002 2003 2004 2005 Internet $85 $80 $167 $236 $388 $647 Pay TV $40 $55 $74 $93 $123 $160 Cinema $69 $64 $58 $66 $74 $83 Outdoor/Transit $276 $271 $261 $297 $328 $357 Radio $684 $695 $702 $737 $841 $890 TV $2,746 $2,490 $2,592 $2,923 $3,142 $3,335 Mags $971 $889 $988 $1,057 $1,191 $1,298 Press $3,184 $2,946 $2,739 $3,000 $3,341 $3,564 Source: CEASA Report YE 31 December 2005: data represented in $AU M
  11. 11. Time spent online continues to grow 11.7 Listening to the radio 10.7 9.4 10.2 Watching TV 11.0 10.9 10.0 Watching Pay TV 7.6 8.8 9.1 Accessing the Internet 7.9 6.7 8.1 Listening to music/CD 8.8 6.8 6.0 Exercising 6.0 5.4 5.9 Reading a book 5.8 6.1 4.0 Watching DVDs/Videos 3.6 4.5 Playing computer games 3.5 3.0 3.7 Playing console games 3.4 3.3 2.9Accessing the Internet at work 2.6 1.4 2.8 Reading newspapers 3.3 3.3 2.3 Reading magazines 2.1 1.8 On average, how many hours do you spend3on each of 5 following? 8 0 1 2 4 the 6 7 9 10 11 12 13 14 15 Base: Australian adults aged 16 plus who use the Internet (n=500) hours per week Average
  12. 12. Simultaneous usage growing 100% 90% 80% % Australian adults 70% 60% 50% 40% 30% 20% 10% 0% Be listening to Using Internet and Using Internet and Be using your Internet radio or TV listening to Radio mobile Podcasts All the time 7% 8% 4% 6% Often 13% 11% 4% 5% Sometimes 14% 20% 13% 36% Never 66% 60% 80% 53% Dont know 1% 0% 1% 1%When using the Internet, how often will you also….Base: Australian adults aged 16 plus who use the Internet (n=500)
  13. 13. Sophisticating competition
  14. 14. The changing shopper dynamic Trade-Up “Where I care” The middle market is disappearing Trade-Down “Where I need to”
  15. 15. Lower end continues to smarten up Was IsB&M Primark Bodycare
  16. 16. ‘Pop Up’ StoreUNIQLO
  17. 17. • http://www.uniqlo.jp/uniqlock/ • http://www.uniqlo.com/utloop/
  18. 18. Why you need to build wonderful worlds1. Retail space is the ultimate consumer interaction touch point2. Retail space is the ultimate 4D media space3. Retail space is the place where you get to express your brand
  19. 19. Who’s building wonderful worlds
  20. 20. TOPSHOP
  21. 21. TOPSHOP
  22. 22. KWIK E MART
  23. 23. KWIK E MART
  24. 24. KWIK E MART
  25. 25. KWIK E MART
  26. 26. KWIK E MART
  27. 27. KWIK E MART
  28. 28. KWIK E MART
  29. 29. KWIK E MART
  30. 30. Dior Homme
  31. 31. Dior Homme
  32. 32. H&M
  33. 33. House ofHoops
  34. 34. Nike, London
  35. 35. The Quarter Pounder Store, Japan
  36. 36. VillaModa
  37. 37. SNOG, Soho
  38. 38. Aesop
  39. 39. Bape: A Bathing Ape
  40. 40. Kymka
  41. 41. Sevva
  42. 42. Villa Sofa
  43. 43. computer furnitureBestmobile Buy peripherals floor carelayout entertainment computers white goods gadgets software digital assistance music photography TV’s games kids speakers customer service mobile mobile DVDs phones music home entertainment checkouts entry/ exit magnolia entertainment loungeBest Buy layout
  44. 44. WOW & NOW
  45. 45. How you can build a wonderful world
  46. 46. Know your customerKnow how they behaveIdentify with themUnderstand the competitive environmentKnow the future trends and opportunitiesBe brave … go further than you thinkIdentify key consumer touch points & influence
  47. 47. The 9 steps to building a wonderful world1.Attract attention2.Entice & seduce3.Make it WOW4.Explore & navigate5.Find & discover6.Inform & secure7.Add value8.Close with confidence9.Reasons to return
  48. 48. The customer journey1 AttractAttention 5 6 Find & Inform & Discover Secure 30m 2 3 4 7 8 Entice & Make it Explore & Close with Add value Seduce wow! Navigate confidence 9 Reasons to return
  49. 49. The customer journey
  50. 50. 1. Attract attention
  51. 51. Champs Elysees, Paris
  52. 52. 2. Entice & seduce
  53. 53. 3. Make it WOW
  54. 54. 4. Explore & Navigate
  55. 55. 5. Find & Discover
  56. 56. 6. Inform & Secure
  57. 57. 7. Add value
  58. 58. 8. Close with confidence
  59. 59. 9. Reasons to return
  60. 60. The customer journey1 AttractAttention 5 6 Find & Inform & Discover Secure 30m 2 3 4 7 8 Entice & Make it Explore & Close with Add value Seduce wow! Navigate confidence 9 Reasons to return
  61. 61. Strategic approach Idea Identity Experience
  62. 62. In Summary…
  63. 63. 1.Today’s sophisticating consumer andcompetitive landscape demands all retailersbuild wonderful worlds2.The world’s most successful retailers havebuilt wonderful worlds3.To build a wonderful world you need to firstidentify your brand’s core idea, secondarticulate its identity and then follow the ninestep process to creating the experience
  64. 64. Retail is a wonderful world!
  65. 65. Any questions?
  66. 66. Thank you Please contact mestephen.kulmar@retailoasis.com

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