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Al Fozan (NICE) -marketing strategy - compatibility mode

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Objective:
In the Middle of the Cluttered Homeware & Home Accessories Sector in Saudi Arabia, United Homeware Company UHC - NICE looks at the Opportunity of conducting Engaging Activities to achieve the following:
Primarily “Short Term”:
- Increase the Footfall Traffic In Stores & Boost Summer Period Traffic (Jul, Aug, Sept).
- Increase the Value of the Shopping Basket
Secondary “Long Term”:
- Build Brand Equity
Achieving the above Objectives while Establishing an Emotional Bond between NICE and its Customers.

Published in: Marketing
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Al Fozan (NICE) -marketing strategy - compatibility mode

  1. 1. United Homeware Company UHC Activation Proposal July, 2018
  2. 2. Communication Strategy • Push/Pull Planning • Media Portfolio Management Brand Acceleration • Step 1: Brand Compass • Step 2: Current Brand Direction • Step 3: Driving Idea Proposition • Step 4: New Brand Direction Brand Acceleration Overview The Approach Moving Forward Market Overview Objectives Slide 4 Slide 5 Slide 8 Slide 9 Slide 10 Slide 11 Slide 58 Proposed Creative Communication AGENDA Proposed Activation Ideas Slide 63 Further Recommendations • CRM Retail System • Catalogues/Brochures • Flyadeal Unconventional Touchpoint Slide 111 Q&A Slide 135 Slide 141 References Slide 142 Copyright & Confidentiality Notice Slide 143
  3. 3. Objectives In the Middle of the Cluttered Homeware & Home Accessories Sector in Saudi Arabia, United Homeware Company UHC - NICE looks at the Opportunity of conducting Engaging Activities to achieve the following: Primarily “Short Term”: - Increase the Footfall Traffic In Stores & Boost Summer Period Traffic (Jul, Aug, Sept). - Increase the Value of the Shopping Basket Secondary “Long Term”: - Build Brand Equity Achieving the above Objectives while Establishing an Emotional Bond between NICE and its Customers.
  4. 4. Market Overview The GCC in General and Saudi Arabia in Specific is in transition as it has experienced and is still undergoing significant changes due to Global Economic Conditions, Oil Price Fluctuations, Political Events, and most recently the Introduction of VAT which has Affected Consumer Behavior, Consumption Patterns and the Retail Landscape. In navigating through this change, it is imperative for the market players to stay ahead of the curve and ensure that their Business Model is Ready to Compete in the market place in order to Win the Hearts and Carts of the consumers and continue to grow. According to Nielsen’s Shopper Trends study, 65% of Saudi consumers have felt the pinch of inflationary pressure and 87% of the consumers regularly buy different brands because of promotions. This has led to the Rise in Bargain Hunting and consumers are seen to be increasingly less brand-loyal. “Shoppers in Saudi are Economizing, Prioritizing essentials while Rationalizing on luxuries It is as well very important to note that the Digital Space in the Market provides another Good Platform for Businesses to better understand and reach consumers, given the High Internet and Smartphone Penetration in the Market, which is one of the highest in the world.”
  5. 5. Market Overview P.S We made sure to provide the Data in the charts split to show the Volume of Homeware Category by itself.
  6. 6. Market Overview P.S We made sure to provide the Data in the charts split to show the Volume of Homeware Category by itself.
  7. 7. Moving Forward… Everyone wants more Shoppers, more High-Value customers, and more Profit. In order to build a successful retail selling strategy and a successful Strategic Path to Drive Traffic into your stores, you’ll need to understand how to Engage a Stranger, how to Build Rapport and get someone to Trust you, how to present the Value Over the Price of your merchandise, how to close the sale and how to Follow-Up so customers become raving fans and Repeat Visitors. The key with implementing a Successful Strategy is not just to understand it, but actually commit to use it with each and every shopper, hence a Positive Consistency.
  8. 8. The Approach To tackle the Case on hand, we shall be applying the Brand Acceleration Approach. What is Brand Acceleration Approach? Brand Acceleration is a XPRESS Strategic Tool placed into effect to map the Brand Strategy to be followed Brand Acceleration Three Step Process: − Step 1 : Brand Compass, Diagnostic of the Audience, the Category, Touch Points and Brand Characteristics − Step 2 : Current/New Brand Direction, Define the Current Brand Stature in the Market and suggested Future Direction − Step 3 : Driving Idea, define the Brand Proposition to help take the brand from the Current Direction to the future one.
  9. 9. Brand Acceleration Overview Brand Compass Current Brand Direction New Brand Direction Driving Idea (Proposition)
  10. 10. Brand Acceleration - Step 1 Brand Compass
  11. 11. Brand Acceleration - Step 1 People Category Touch Points Brand • Equity • POD • POP • Character • Properties • Social (Consumers/Shoppers) • Professional • Accelerators • Decelerators • UHC - NICE • Homeware Category Competitors
  12. 12. Brand Acceleration - Step 1 People • Social (consumers) − Saudi Lady Looking to Express herself at her home. − Customers who are looking for an Exclusive and Better Shopping Experience. − Mostly Married Saudi Women on a Middle Age Range of 30 yrs and are in the ABC1 SEC Scale. − Female Consumers who are looking for a winning Bargain • Professional − Looking for a One Stop Destination for all the needs of the home. − Interested in brand contribution … through finding a wide & deep range of products to accommodate all tastes. − Appreciate their life style and don’t compromise on quality and taste, still keeping in sight an affordable product.
  13. 13. Brand Acceleration - step 1 People Consumer Definition • Males and females, with a ratio of 1:4 (26%M / 74%F) • 78% are Saudis 20% are Arab Expats 2% Asians. • Price sensitive with no compromise on Quality and always looking for a winning bargain. • Unique Product to place in my home is a personal choice not a collective one - i.e. “Me” brands not “We” brands
  14. 14. I really Enjoy to accompany my wife throughout her shopping experience at NICE homeware Stores. I Like to Shop at NICE for “A” Quality products at “C” Level Prices; I Love the Value for Money I am getting at NICE Store. I would be grateful to have found an outlet like NICE, where I can find all my homeware needs and shop at ease. People Tone of Voice Everytime my wife buys decorative items from NICE, I love our Home more and more.
  15. 15. Brand Acceleration - Step 1 Category • Accelerators − UHC NICE is the 2nd pillar under Al Fozan Retail Division after Extra. − Identity Uniqueness that Reflects in the Store Building Shape / CI Look & Feel − Stand alone and In Mall Presence (Proximity Satisfaction for Shoppers). − NICE is a mass merchandising retailer targeting different household segments. − NICE is a 100% local idea and brand with an international look and feel, which makes it 100% Saudi. − Wide Range of Different Homeware selections.(Variety) − Collections of Unique and Customized items to meet the Taste of the Shopper − One Size that fits all Needs − Affordable Prices with Maintaining Quality.
  16. 16. Brand Acceleration - Step 1 Category • Decelerators − Presence is limited Eastern & Central Regions only, with no presence in Western Region. − The current communication of NICE does not reflect the Real Image and Positioning of the Feel and Look of the Stores. (The Difference in your Touch / ‫ا‬‫ﻟ‬‫ﻔ‬‫ر‬‫ق‬‫ﺑ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬ ). − Brand Equity and Image directly related to Discounts and Promotions. − No Proper Positioning and Degraded Brand Image through continuous Price Discount Communication. − Lack of Communication on what is Nice Offering in terms of Product Range (catalogues, flyers, mailing lists, mass emails…etc) − Competitors have complete Home Solutions in their showrooms (from Furniture to accessories to home appliances…etc) − Competitors have their own Private Labeling of Brands such as Home Plaza, Zara Home, IKEA…etc. − Massive and continuous communications from competitors such as Home Plaza and IKEA….. − Week / Poor Digital Communication in terms of Advertising and social media platforms. − Cluttered retail environment and confused target audiences across the full sector.
  17. 17. Brand Acceleration - Step 1 Brand EQUITY Your Local Destination for an International Wide Assortment of Economical, Practical & Elegant Homeware that fits any Style or Budget. -100% Saudi with international feel & standards -Exclusive Collections – Trend Setters. -Complete Themed Collections. -Customization by Seasonality. -Proximity – Culture Friendly -Bigger Stores & Wider Variety by segment , Satisfying all Tastes -One Stop Shop -Affordable -Shop for Bargain –Cost for Quality -Homeware Items Selection -Mix & Match -No Private Labeling -A reliable Product Quality Saudi Personality with International Experience, Stylish, Young & Culture Friendly. POD POP Character
  18. 18. Brand Acceleration - Step 1 Touch Points • UHC - NICE − Social Media Campaigns: (All clear Theme, New Bundles Theme, Back to School, Oh Dear Theme, Three Day Sale…etc) − Megacoms (Khobar & Dammam) − Lamposts (Al Hassa & Qatif ) − Cooking Workshop (Khobar & Riyadh) • Homeware Category Competitors − Aggressive marketing for different brands, mainly BTL, Social Media, Magazine & Newspaper Ads as well as Outdoor. − Creative is very much on par for all brands, Family oriented & Price oriented … very little differentiation to help secure stand out, today achieved through frequency and portfolio marketing − Strap lines of competitors : q IKEA: Make Everyday Brighter ----- The Wonderful Everyday. q Home Center: Life Style. q Hazzaz: NO CLEAR COMMUNICATION MESSAGE q SACO: Better Home, Better Living ----- Everything for Everyone.
  19. 19. IKEA
  20. 20. IKEA P.S. Above Visuals are from International Campaigns, just to make a point and show Style & Direction of communication conducted by IKEA. Keeping in mind that the Visuals are basically prepared in International Kitchen and they Adapt and Re-apply for Saudi Market.
  21. 21. IKEA P.S. Above Visuals are from International Campaigns, just to make a point and show Style & Direction of communication conducted by IKEA. Keeping in mind that the Visuals are basically prepared in International Kitchen and they Adapt and Re-apply for Saudi Market.
  22. 22. IKEA P.S. Above Visuals are from International Campaigns, just to make a point and show Style & Direction of communication conducted by IKEA. Keeping in mind that the Visuals are basically prepared in International Kitchen and they Adapt and Re-apply for Saudi Market.
  23. 23. IKEA
  24. 24. IKEA
  25. 25. IKEA
  26. 26. IKEA Make Everyday Brighter The Wonderful Everyday Where Life Happens
  27. 27. Homecentre
  28. 28. Homecentre
  29. 29. Homecentre Lifestyle
  30. 30. Saco
  31. 31. Saco
  32. 32. Saco
  33. 33. Saco Everything For Everyone Better Home Better Living
  34. 34. Hazzaz We are aware that Hazzaz is acquiring a percentage of Market Share from the Category, however we can not consider him as a Benchmark to build upon.
  35. 35. NICE
  36. 36. NICE
  37. 37. NICE The Difference in Your Touch ‫ا‬‫ﻟ‬‫ﻔ‬‫ر‬‫ق‬‫ﺑ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬
  38. 38. Brand Acceleration - Step 2 Current Brand Direction
  39. 39. Brand Acceleration - Step 2 Cheap, Affordable and Promotion Oriented Brand
  40. 40. Brand Acceleration - Step 2 Cheap, Affordable and Promotion Oriented Brand 1. Short Term Tactical Direction: “ A Complete Homeware Solution with Quality, Style and a High Value for Money” 2. Long Term Corporate Direction: “The Destination for an Exclusive, Trendy and Wide Range of Homeware Selection”
  41. 41. Brand Acceleration - Step 3 Driving Idea « Proposition »
  42. 42. Brand Acceleration - Step 3 Cheap, Affordable and Promotion Oriented Brand ? 1. Short Term Tactical Direction: “ A Complete Homeware Solution with Quality, Style and a High Value for Money” 2. Long Term Corporate Direction: “The Destination for an Exclusive, Trendy and Wide Range of Homeware Selection”
  43. 43. Brand Acceleration - Step 3 DRIVING TARGET MINDSET: DRIVING BRAND PROMISE: DRIVING BRAND RATIONALE: A Complete Homeware Solution,: Trendy, Unique, Exclusive, Quality, Value for Money I am Looking for an Expert who can provide me with Trendy, Unique and Exclusive Homeware items to differentiate my home’s style at a great value for money while shopping at ease. The One Shopping Destination, which Offers Exclusive, Unique and Trendy Wide Range of homeware selection at a high value. Cheap Affordable & Promotion Oriented Brand 1. Short Term Tactical Direction: “ A Complete Homeware Solution with Quality, Style and a High Value for Money” 2. Long Term Corporate Direction: “A Destination for an Exclusive, Trendy and Wide Range of Homeware Selection”
  44. 44. ELEGANT (style, taste, design)
  45. 45. TREND SETTERS (EXCLUSIVE THEMED COLLECTIONS BY SEASON)
  46. 46. PROXIMITY (IN THE HOOD NEARBY.)
  47. 47. PRACTICAL (Easy to handle and place at home, Mix & Match)
  48. 48. LOCAL-INTERNATIONAL (Local Brand with International Experience)
  49. 49. EXPERIENCE (Shopping friendly atmosphere)
  50. 50. VARIETY (Wide selection of homeware items)
  51. 51. SELECT (Not for everybody) VALUE (Low Cost, High Quality)
  52. 52. SELECT (Not for everybody) ELEGANT (style, taste, design) PRACTICAL (Easy to handle and place at home, Mix & Match) LOCAL-INTERNATIONAL (Local Brand with International Experience) EXPERIENCE (Shopping friendly atmosphere) VARIETY (Wide selection of homeware items) VALUE (Low Cost, High Quality) TREND SETTERS (EXCLUSIVE THEMED COLLECTIONS BY SEASON) PROXIMITY (IN THE HOOD NEARBY.)
  53. 53. Is the Trend Setter for a Unique & Stylish homeware selection. SELECT (Not for everybody) ELEGANT (style, taste, design) PRACTICAL (Easy to handle and place at home, Mix & Match) LOCAL-INTERNATIONAL (Local Brand with International Experience) EXPERIENCE (Shopping friendly atmosphere) VARIETY (Wide selection of homeware items) VALUE (Low Cost, High Quality) TREND SETTERS (EXCLUSIVE THEMED COLLECTIONS BY SEASON) PROXIMITY (IN THE HOOD NEARBY.)
  54. 54. Brand Acceleration - Step 3 DRIVING TARGET MINDSET: DRIVING BRAND PROMISE: DRIVING BRAND RATIONALE: A Complete Homeware Solution,: Trendy, Unique, Exclusive, Quality, Value for Money I am Looking for an Expert who can provide me with Trendy, Unique and Exclusive Homeware items to differentiate my home’s style at a great value for money while shopping at ease. The One Shopping Destination, which Offers Exclusive, Unique and Trendy Wide Range of homeware selection at a high value. Cheap Affordable & Promotion Oriented Brand 1. Short Term Tactical Direction: “ A Value for Money Complete Homeware Solution with Quality & Style” 2. Long Term Corporate Direction: “A Destination for a Unique Shopping Experience for a Wide Range of Homeware Selection” Is the Trend Setter for a Unique & Stylish homeware selection.
  55. 55. Brand Acceleration - Step 4 New Brand Direction
  56. 56. Brand Acceleration - Step 4 • Brand Equity = Your Local Destination for an International Wide Assortment of Economical, Practical & Elegant Homeware that fits any Style or Budget. • Brand Benefits POD = 100% Saudi with international feel & Standard. -Exclusive Collections – Trend Setters. -Complete Themed Collections. -Customization by Seasonality. -Proximity – Culture Friendly -Bigger Stores & Wider Variety by segment , Satisfying all Tastes Ø POP = -One Stop Shop -Affordable -Shop for Bargain –Cost for Quality -Homeware Items Selection -Mix & Match -No Private Labeling -A reliable Product Quality • Brand attributes = Elegant, Trend Setters, Proximity, Value, Practical, Variety, Experience, Local/International • Driving idea = SELECT (Not for everybody) ELEGANT (style, taste, design) PRACTICAL (Easy to handle and place at home, Mix & Match) LOCAL-INTERNATIONAL (Local Brand with International Experience) EXPERIENCE (Shopping friendly atmosphere) VARIETY (Wide selection of homeware items) VALUE (Low Cost, High Quality) TREND SETTERS (EXCLUSIVE THEMED COLLECTIONS BY SEASON) PROXIMITY (IN THE HOOD NEARBY.) Is the Trend Setter for a Unique & Stylish homeware selection. Is the Trend Setter for a Unique & Stylish homeware selection.
  57. 57. Communication Strategy
  58. 58. • Proprietary XPRESS tool to help identify ideal touch points for the “People” / TA identified in the Brand Compass • Recognizes the relationship between all key stakeholders Push / Pull Planning
  59. 59. Push / Pull Planning Brand Relationships Brand Consumer Insight? Objective? Insight? Objective? Insight? Objective? Retailer Touch Points Brand Consumer Retailer Brand Television Newspaper Magazine Radio Cinema Outdoor Adv Outdoor Actvation In-store POSM In-store Actvation Direct Marketing In Mall Ambient In Mall Actiavtion Event Marketing Public Relations Social Media Influencers Vlogers/Blogers Other
  60. 60. Push / Pull Planning Brand Relationships Brand Consumer Insight? Objective? Insight? Objective? Insight? Objective? Retailer Touch Points Brand Consumer Retailer Brand Insight = Looking for a shopping experience and a wide range of homeware items Objective = create awareness and visibility for consumers of the trendy and wide range. Insight = Engage TA and Drive Traffic Objective = facilitate path to brand / ambient and create engagement Build Loyalty in Happy Moment Insight = Educating product range and avalability Objective =Reassurance of the brand demand creation •Communicate with TA • Brochures/ Catalogues • Web Site Revamp in addition to SEO • Social Media • Outdoor Mediums (Unipoles & Megacoms) •Sales collateral •In Store Ambient (Look and Feel). •in Mall activation • Online Advertising and TA Engagement Digitally Television Newspaper Magazine Radio Cinema Outdoor Adv Outdoor Activation In-store POSM In-store Activation Direct Marketing In Mall Ambient In Mall Activation Event Marketing Public Relations Online Marketing Social Media Influencers Vloggers/ Blogers Other
  61. 61. Media Portfolio Management OnetoOne MediaActivationAwareness brochures/ Catalogues Social Media Engaging Sales presenter Online Marketing In Mall Engagement In Store Engagement Collateral In Mall Ambient Fun & Informative Sales support Educate on Wide Range Generate Content to go Viral on Social Media Platforms Outdoor Mediums: Unipoles & Megacoms In Mall Branding to accompany any In Mall activation
  62. 62. Proposed Creative Communication
  63. 63. Proposed Positioning Options Option 1: Very Nice Home Option 2: Nice Touch Nice Home Option 3: NICE for Home Living Option 4: Be Unique, Be Different, Be NICE Option 5: Your Home with NICE Style Option 6: Final Touch to a NICE Home Option 7: Nice Home ‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻣ‬‫ر‬‫ة‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬ ‫ﻟ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬...‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬ ‫ﺣ‬‫ﯾ‬‫ﺎ‬‫ة‬‫ﻣ‬‫ﻧ‬‫ز‬‫ﻟ‬‫ﯾ‬‫ﺔ‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬ ‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻣ‬‫ﻣ‬‫ﯾ‬‫ز‬‫ة‬,‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻣ‬‫ﺧ‬‫ﺗ‬‫ﻠ‬‫ﻔ‬‫ﺔ‬...‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬. ‫ﻣ‬‫ﻧ‬‫ز‬‫ﻟ‬‫ك‬‫ﺑ‬‫ﺎ‬‫ﺳ‬‫ﻠ‬‫و‬‫ب‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬ ‫ا‬‫ﻟ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺔ‬‫ا‬‫ﻻ‬‫ﺧ‬‫ﯾ‬‫ر‬‫ة‬‫ﻟ‬‫ﻣ‬‫ﻧ‬‫ز‬‫ل‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬ ‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
  64. 64. Concept 1: Reflect the Nice store-image to TA “What you See is What you Get”_ A NICE Uplift to your Home
  65. 65. Concept 2: Metaphoric “bring the Nice to life” & “Call for Action” for TA to Engage.
  66. 66. Concept 3: Nice complete your home Your House is not Complete without “NICE” Homeware elements Your House is Missing “NICE” Product.
  67. 67. Concept 4: the Nice Final Touch Add the “NICE” Touch to your Home “NICE” Your Home’s Elegant Label
  68. 68. Proposed Activation Ideas
  69. 69. Increase the Sales of Nice in Central and Eastern regions of KSA Execute In-Ground Activities with defined Budgets and Reach Reach the Mass Audience in Central and Eastern Province to Maximize Awareness on Nice Increase Footfall inside the Showrooms across all locations of NICE End Year 2018 on a Positive Sales Graph Objectives
  70. 70. Aiming to….. v Establish a Consistent Mechanism to Sample Nice Products to the Target Audience v Maximize & Extend the Awareness of Nice through Face to Face interaction with consumers v Create Additional Excitement & Buzz inside the Touch Points ( in Malls ) for Nice, leading to higher Traffic to Outlets consequently increased Sales.
  71. 71. Concept 1: Summer Kitchen Bar The Summer Kitchen Bar Concept will be a stand In Malls serving fresh cocktail juices, with all Nice kitchen tools spread all over in a stylish manner. Behind the Bar we will be having a set of shelves with all NICE decoration items placed on it. The same design will be replicated on flyers with all the same decorative items on it except for a missing hero item. Consumers will have to guess what's the missing item on the flyer compared to shelf on stand in mall. The winner will have 50% discount Gift on his purchases in store. The non winner will have 20% discount Gift on his purchases in store. This way we ensure that everybody is a winner. Consumer has to take the signed and stamped flyer to show room as proof of purchase and can collect his/her reward.
  72. 72. Execution of Concept 1: NICE Summer Kitchen Bar This concept shall be executed on a mass scale in Malls during Summer Season. Ambassadors shall be given a summer Theme and be present on summer Branded Stands (summer bar refreshment juices ) in malls across, Riyadh & Dammam. Juices shall be Sampled to Guests in the Malls as a Festive Gesture From Nice, and a Flyer shall be handed over to them as well. The Flyer shall direct Traffic to the stores (of winners and non winners) within a Defined Time Frame, to be agreed upon.
  73. 73. Execution of Concept 1: NICE Summer Kitchen Bar (Visuals)
  74. 74. Execution of Concept 1: NICE Summer Kitchen Bar (Visuals)
  75. 75. Execution of Concept 1: NICE Summer Kitchen Bar (Visuals)
  76. 76. Execution of Concept 1: NICE Summer Kitchen Bar (Visuals)
  77. 77. Concept 2: Promotion Engagement- Win a Car We shall be having a Car Parked inside the Mall, with two Back Drops on each side Branded with “NICE” Visuals / Shelves & Products. Ambassadors shall be approaching the Target Audience and advising them to proceed to the Showroom, Buy a set of Products, Take it home, Arrange it in a creative manner, take a picture and upload it on Instagram with a “#NICE HOME”, in order to enter a Draw and Win the Car. To ensure Driving Traffic/Footfall to the Showroom, the Ambassadors shall provide the TA with a Branded Coupon highlighting a %Discount to encourage the shoppers to visit the Store and participate. The Idea behind this concept is to have Everybody a Winner and Drive maximum traffic possible to Nice Outlets. #NICEHOME
  78. 78. We shall Develop a 5x5 Stand inside the Mall, showing the 4 Different Elements Present in NICE Stores: Bathrooms, Living Rooms, Bedrooms & Kitchen. (Move the Showroom inside the Mall) In each section of the 4 Sections, a QR Code Mascot shall be present welcoming the Visitors. Mascot shall encourage the TA to scan the QR Code and reveal their Gift from the relevant section, to be collected from the store. Gifts shall be in the range of SR 10 to SR 20… Ambassadors also shall be providing the shopper with an Eye-Catching “E coupon” carrying a Promotion Generated QR Code/Barcode. The Consumer is then requested to proceed to Nice Store to collect their Gift and at the same time if they buy any product, the QR Code/Barcode with them shall be scanned after his purchase, and the Discount he won shall be revealed. Throughout the communication message to the consumer we shall declare that the Discounts are ranging from 10% to 50% (suggested). As for the Mechanics of this Operation, the QR Code / Barcode shall be listed in Nice’s Inventory as a Product. The Cashier shall scan all the items the consumer has purchased and finally scan the QR Code / Barcode to Reveal the Discount. The Idea behind this concept is to have Everybody a Winner and Drive maximum traffic possible to Nice Outlets. Concept 3: Scan QR Code and Win
  79. 79. Concept 3: Scan QR Code and Win
  80. 80. Concept 3: Scan QR Code and Win
  81. 81. Concept 3: Scan QR Code and Win
  82. 82. Concept 3: Scan QR Code and Win
  83. 83. Concept 3: Scan QR Code and Win
  84. 84. Concept 3: Scan QR Code and Win
  85. 85. Concept 3: Scan QR Code and Win
  86. 86. Concept 4: Guess and Win We shall be having a 3x3 Stand in the Mall, based on a “NICE” Gift Box Theme, whereby the stand shall be filled with many different gift boxes. Each gift box shall have inside it an Item from NICE Store to be won by the shopper. The Shopper shall be given the opportunity of Guessing what is inside the box. If his Guess is correct, he shall be asked to proceed to the Showroom and claim his Gift. If his Guess is Wrong, he shall be given a Discount Coupon to proceed with it to the Showroom as well. In this case, everybody is a winner and automatically traffic shall be generated to the store.
  87. 87. Concept 5: Play and Win We are looking to have an Engaging Game inside the Mall, where the Audience will be spending some fun time and win Amazing Items provided from “NICE” Stores. The Audience shall be asked to proceed to the Showroom to collect their Gift. By generating traffic to the store, we shall increase the footfall and the opportunity to buy from the store as well.
  88. 88. Concept 5: Play and Win
  89. 89. Mechanics: Path of Footfall – Mall to Showroom Consumer will be Invited to Visit Nice Stand in a welcoming Atmosphere . Ambassador shall greet the consumer and start explaining the Values of nice and its position in the home décor Category If consumer is interested Promoter shall thank the consumer politely for his time and wish him a joyful shopping time after giving him the discount Coupon Promoter shall thank the consumer for his time and provide him the Discount Voucher Coupon or flyer Then the promoter shall further explain the mechanics and direct the consumer to the locations of Nice showrooms. Consumer shall proceed to the showroom of Nice to buy. If consumer is not interested As an added value the consumer shall be directed to the process of winning a major prize, weather through Instagram engagement or simply a lucky draw. Upon Purchase of any item, and after the cashier punches the item, he shall scan the discount and announce it to the consumer.
  90. 90. NICE Ambassadors Uniforms We shall go for a Fresh Linen Fabric to reflect a Cool Summer Look, with a Young & Trendy Feel.
  91. 91. Further Recommendations
  92. 92. CRM Retail System
  93. 93. Catalogues/Brochures Produce Catalogues Monthly or at least Seasonally (Summer, Ramadan, Mother’s day, …etc) to Showcase all the Wide Range and Variety available in the Showroom… At the start the number of catalogues will be high, and as we go along building a customer database we shall start to communicate it electronically as soft copies through sms campaigns, emails, and even through a QR Code and Link on mass Flyer Distribution campaigns. Consequently, through flagship item selection Traffic shall start to be generated automatically.
  94. 94. Flyadeal Unconventional Touchpoint Flyadeal is KSA’s fastest growing, low-fare domestic airlines based at King Abdulaziz International Airport, Jeddah and owned by sister company and national carrier Saudia Airlines. Opportunity: 1- Printed Boarding Passes: Full 3 Color Print of Campaign on rear of Flyadeal printed boarding passes. 2- Boarding Pass Email: Approx 40% of Flyadeal customers check in online & receive an email boarding pass. The email itself can include a clickable banner. 3- Boarding Pass Pdf: Attached to the online check-in email is a PDF of the boarding pass which is regularly printed by our passengers and carried throughout the trip
  95. 95. Boarding Passes by Email Boarding Passes by Pdf
  96. 96. Flynas Unconventional Touchpoint Flynas operates 1130 flights per week Since it launched, flynas has carried over 32,000,000 passengers on more than 260,000 flights. Flynas has a total of 30 aircrafts Confirmation PDF Boarding Pass Confirmation Email
  97. 97. /
  98. 98. http://www.nielsen.com/sa/en/press-room/2017/nielsen-shares-insights-on-how-the-new- normal-has-shaped-consumer-behavior-and-consumption-patterns.html References Global Data 2018 Retail Market Research: Homewares Retailing in Saudi Arabia Market Snap Shot to 2021. Report Code: RP168717MS ; Published Feb, 2018.
  99. 99. Copyright & Confidentiality Notice This Document contains information that is proprietary and confidential to Xpress Marketing & Communication. As such, the addressee should not disclose this document or any attachments in whole or in part to any third party without the prior written consent of Xpress Marketing & Communication. The addressee also acknowledges that information shared here within is the intellectual property of XPRESS MTG and is subject to an on-disclosure agreement as recognized by the copyright and intellectual property regulations. © 2018 XPRESS MTG. All rights reserved.
  100. 100. Thank You

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