The document presents recommendations from a retail traffic team for the Eddie Bauer brand. It outlines a proposed "Adventure Card" program to increase foot traffic in Eddie Bauer stores. The team conducted research, testing, and analysis which showed opportunities to engage new customers by rewarding outdoor activities. They recommend rolling out a scaled version of the Adventure Card program nationally to drive traffic, sales, and brand engagement through local event marketing and rewards.

1. IGNITER PROGRAM / RETAIL TRAFFIC TEAM
Presented by
TAYLOR ROBINSON, KELLY PHILLIPS, RAJAH ANDERSON

2. Assignment
Our Approach
Key Findings & Opportunities
Recommended Program Strategy
Proof of Concept
Roll-out Recommendation
Conclusion
AGENDA

3. 3
IGNITER PROGRAM RETAIL TRAFFIC TEAM
Develop & analyze key traffic driving solutions for
Eddie Bauer full-price stores
SHORT TERM GOAL
Develop and implement a testable,
sustainable, measureable concept
to increase foot traffic for the
University Village store
LONG TERM GOAL
Develop a sustainable, scalable,
and measurable traffic driving
concept to increase foot traffic on
a chain wide level
ASSIGNMENT / GOALS

4. 4
IGNITER PROGRAM RETAIL TRAFFIC TEAM
OUR APPROACH / PROCESS
Industry &
Eddie
Bauer
Visit stores
& conduct
interviews
Market
research
survey
Metrics,
traffic data,
marketing
programs
Idea
exploration
Developed
& tested

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
KEY FINDINGS / TRAFFIC OPPORTUNITY
-40
-30
-20
-10
0
10
20
30
40
12/28/2013 1/28/2014 2/28/2014 3/31/2014 4/30/2014 5/31/2014 6/30/2014 7/31/2014
%TrafficChange
Industry vs. Eddie Bauer Full Price COMP
YOY Industry Traffic
Change
Eddie Bauer Full Price
COMP

6. 6
IGNITER PROGRAM RETAIL TRAFFIC TEAM
• Increase relevance with
a broader customer base
• Leverage local market
opportunities
• Help store guides
connect their stores with
local communities
KEY FINDINGS / OTHER OPPORTUNITIES

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
KEY FINDINGS / LEVERAGING THE OPPORTUNITIES
KEY OPPORTUNITIES
• Increase foot traffic
• Increase relevance to
broader customer base
• Leverage local market
opportunities
• Help store guides
connect with local
communities
HOW THEY INFORM OUR PROGRAM
Engage new customers
Show how Eddie Bauer fits into the
lives of outdoor, active enthusiasts
Universal application to allow for
market nuances
Provide simple, easy-to-use, tool for
engagement

8. GUIDING PRINCIPLE
It’s all about a genuine connection.
If Eddie Bauer connects with the right
people in the right situation and
furthermore rewards them, then Eddie
Bauer has now become relevant to
their lives. This direct and strategically
placed engagement with the brand will
subsequently drive them into our
stores.

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
RECOMMENDED PROGRAM / ADVENTURE CARD

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
TEST #1
TRIAL RUN
University of Washington
Green Lake Park
9 Day Redemption Period
7/19- 7/28
RECOMMENDED PROGRAM / TESTS
TEST #2
LOCATION TYPE,
MORE STORES
Tiger Mountain
SPU Campus
Ballard Botanical Garden
Queen Anne Farmers Market
Gas Works Park
5 Day Redemption Period
8/1-8/6

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
TEST #1 TEST #2
• 950 distributed
• 11.6% visited store
• 8.5% purchased
• ADS: $28.90
• 117 distributed
• 17.82% visited store
• 15.36% purchased
• ADS: $36.94
RECOMMENDED PROGRAM / TEST RESULTS

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
RECOMMENDED PROGRAM / TEST RESULTS
Foot traffic converted to a sale
Purchasers who were new
customers
Visitors who signed up for Eddie
Bauer Friends *50%
*80%
82%
*estimates based on store feedback

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
10 DAYS BEFORE
TEST 1
(7/9 - 7/18)
+20.7% TF
10 DAYS DURING
TEST 1
(7/19 - 7/28)
+27.5% TF
10 DAYS AFTER
TEST 1
(7/29 - 8/7)
+20.0% TF
RECOMMENDED PROGRAM / TEST 1 TRAFFIC RESULTS

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
This is so fun and easy. I
think all store managers
can do it!
TEST #3
PRACTICAL
APPLICATION BY STORE TEAMS
Store Team Participation
Test and Learn
Fine-tune to Optimize Return
PROOF OF CONCEPT / TEST RESULTS
- Chris Kauffman,
Co-Manager University Village

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
GO WHERE THE OUTDOOR ACTION IS …
• Hiking trail heads
• Active parks
• College campuses
• Tailgates
• Active community events
• Ski resorts
ROLLOUT RECOMMENDATION / ADVENTURE REWARD
• Yoga studios
• Marathons
Good morning! We’re here with Eddie Bauer rewarding
people like yourselves for being active and outdoors! We
have a reward card for you. Take it in to your local Eddie
Bauer store and ask a store guide to reveal your reward!

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
USE FOR GENERAL OUTREACH
• Student travel
• Study abroad participants/events
• Club meetings
• Adventure travel agents
• New store openings
THE LIVE YOUR ADVENTURE CARD HAS A UNIVERSAL APPEAL
ROLLOUT RECOMMENDATION / ENGAGEMENT TOOL

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
ROLL-OUT RECOMMENDATION / PROJECTED RESULTS
Distribution of Rewards: 100,000
Foot Traffic Counts at 15%: 15,000
Transactions at 80%: 12,000
New Customers at 80%: 9,600
Friends Sign- Ups at 50%: 4,800

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
ROLLOUT RECOMMENDATION / ROI
DISTRIBUTION REDEMPTION TRANSACTIONS ROI ANALYSIS ADS
NEW
CUSTOMERS
Projected Results 100,000 12.00% 12,000 $456,000 $38.00
Less Discounts: $120,000
Net Sales: $336,000 $28.00
50% margin: $168,000
Less Expenses $130,000
Return on
investment 12.00% $38,000 7,680
Return on
investment 15.00% $80,000 9,600

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
Creates brand relevancy
Reinforces Eddie Bauer’s ownership
of outdoor, active outfitting
Tool to help Eddie Bauer stores make
a connection with the community
Fun, compelling, sustainable,
scalable, and measureable
Delivers an exciting customer
experience—a great start to
converting each and every visitor into
loyal, high-value, lifetime customers
Drives traffic!
CONCLUSION / HOW IT DRIVES TRAFFIC

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAFFIC TRENDS
0
5
10
15
20
25
30
35
40
2010 2011 2012 2013
Visits (Billions)
Source: Fidelity Investments

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / MARKET SURVEY RESULTS
• Of the participants, 75% either are in or went to a University
and 29% either studied abroad or are planning to.
• 83% of survey participants are female, 8% male.
• 67% of participants are between the ages of 18-25
• 4% between the ages of 26-40
• 8% between the ages of 40-55
• 17% 55+
• When asked what words come to mind when they think of
Eddie Bauer, some responses were:
“outdoor clothes, good quality, outdoorsy, jackets,
traditional, quality, active, green, old, mom, outerwear, classic,
expensive, adventure, mature, reliable”
• 50% of people go into a store with a specific purpose, while 29% go
into browse and have no specific reason. 20% are comparison
shoppers, meaning they go from store to store to find the best
deals.
• When looking for outerwear people ranked the most important
qualities they look for.
Comfort
Fit
Style/look
Durability
Functionality
Color
brand
• When asked if they currently shop at Eddie Bauer, 17%
said yes, 58% said no, and 25% said they occasionally will
shop their or they will to buy something for someone else.
Some reasons people said they didn’t shop there
were:
“ I don’t know what that is”
“ I’m younger and they don’t seem to have my style”
“I feel Eddie Bauer is not as well known as North Face and
other outerwear brands”
“ seems like a place only my mom goes, I’d rather go to a
more age appropriate store”
“it seems to old for me”
“I see it for an older client, but I have bought several pieces
for my dad”
“I have other places I shop, it never crossed my mind”
• When asked what their top favorite outdoor activities
were, many people said:
fishing, camping, walking, kayaking, running,
boating, snowboarding, biking, swimming, hiking,
hunting, rock climbing.

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
Test 1 Results
LIST Total REDEMPTION TRANSACTIONS ROI ADS
Distribution 950 8.52% 81 $3,151 $38.90
Gross Sales: $3,151
Less Discounts: $810
Net Sales: $2,341 $28.90
50% margin: $1,171
Less Expenses-Prototype 1830
Return on investment -659
Test 2 Results
LIST Total REDEMPTION TRANSACTIONS ROI ADS
Distribution 117 15.38% 18 $845 $46.94
Gross Sales: $845
Less Discounts: $180
Net Sales: $665 $36.94
50% margin: $332
Less Expenses 150
Return on investment 182
APPENDIX / TEST 1 & 2 PROGRAM ROI

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IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAVEL CHECKLIST FOR HER
ATTACH
ONTO BAG
TAG FOR
COLLEGE
OUTREACH

25. 25
IGNITER PROGRAM RETAIL TRAFFIC TEAM
APPENDIX / TRAVEL CHECKLIST FOR HIM
ATTACH
ONTO BAG
TAG FOR
COLLEGE
OUTREACH