Uploaded byThe Fisheye Group
Millennial relevancedillmapping
The document outlines strategies for Dillard's to engage millennials and teens through digital activation and improved customer experiences. It includes insights from various research methods to identify opportunities and enhance touchpoints like the register and dressing rooms. Recommendations include creative shopping bag designs, creating engaging dressing room experiences, and enhancing the mobile app with unique features.
Millennial relevancedillmapping
- 1. DILLARD’S ENGAGING MILLENNIALS & TEENS RELEVANCEAND DIGITAL ACTIVATION A Communication Planning Approach Forging Connections via insights (Edited Deck for Confidentiality) 1
- 2. Consumer Intercepts And Groups Secondary Research Ethnography Online Surveys A variety of primary and secondar y research revealed oppor tunities and gaps Competitive Scouting Experience Mapping 2
- 3.
- 4. Customer Experience JourneyMapping N/A After N/A N/A N/A Greeted at register = Critical Touchpoint First impression Layout and easy navigation
- 5. Customer Experience JourneyMapping After Greeted at register = Critical Touchpoint First impression Layout and easy navigation
- 6. Customer Experience JourneyMapping N/A After N/A First impression Layout and easy navigation Greeted at register N/A = Critical Touchpoint
- 7. Customer Experience JourneyMapping N/A N/A After First impression Layout and easy navigation Greeted at register N/A = Critical Touchpoint
- 8. THIS LEADS TO UNDERSTANDINGAND MAXIMIZING ALL CURRENT ASSETS 8
- 9. LEVERAGE THE POWEROF THE SHOPPING BAG Better shopping bags for BTS and key times Enviro Friendly option. Custom printed on-site for special events Co-op Opportunity 9
- 10. RAISE THE PROFILEOF THE DILLARD'S SISTERS 10
- 11. CREATE AN ENGAGINGEXPERIENCE IN THE DRESSING ROOM “Step-N-Repeat” area for photo opportunity of Dillard’s Style Upload to Facebook (Social Sharing) Create a Lounge Environment Music, lounge furniture, places for boyfriend/family members Dressing Room Concierge 11
- 12. ADD A CONCIERGEEXTENSION TO THE EXISTING APP Digital Unique Service Offerings Shopping list feature Online/App extension Select wish list or preshop list ready for you in the dressing room on your pre-scheduled appointment through the Dillard’s Concierge Stylist appointments as well 12
- 13. Market Activation DILLARD’S MILLENNIAL ACTIVATION Maximize Current Assets Dillard’s Events Digital Wayfinding Store Activation Dillard’s Millennial Brand Activation Website Activation Music Fusion A v ar i et y o f options from t h e s to r e l ev e l to b r o a d e r m a r ket a c t i va t i o n RFID/NFC Integration Gamification Screen Integration 13
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