The Carlson Group is a strategic retail partner that incubates, builds, and sustains custom programs to deliver value across consumer retail experiences. They have a team that passionately supports top brands and listens to collaborate and strengthen brand images. Together with clients, they create fresh and unique brand experiences for consumers. The Carlson Group has received recognition for their work, including 17 Design of the Times Awards and 7 POPAI Outstanding Marketing at Retail Awards. They are located in the US and China and work with major brands across various industries.

1. Capabilities Presentation
2012
© 2012 The Carlson Group, Inc. All Rights Reserved.

2. As a strategic partner,
The Carlson Group incubates, builds
and sustains smart custom programs
that deliver value across consumer
retail experiences.
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3. Our team passionately
supports some of the
Scope Services world’s top brands.
Retail Environments DISCOVERY We listen and collaborate; we care for and strengthen the
Assessment
Custom Fixture Solutions Program Strategy brand image.
Shop-in-Shop
POP DEVELOPMENT Together, we make something fresh and unique; we bring the
Retail Messaging
Graphics & Signage Design brand experience to the consumer.
Engineering
Prototyping
EXECUTION
Program Planning
Manufacturing
Installation
Fulfillment
EVALUATION
Testing
Evolution Planning
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4. › A Strategic Approach
› It All Comes Down To You...
› Success Stories
› Appendix
6 7

5. › A Strategic Approach
It's complicated.
Think of us as choreographers, in the middle of it all, making it
all work. Coordinating a world of moving parts - store planning,
visual merchandising, procurement, store construction,
marketing - we ensure that the outcome, the solution, is
compelling and beautiful, in sync and profitable.
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6. › A Strategic Approach
How we think, prepare,
and anticipate…
delivers lasting value.
We start our work at precisely the stage you happen to be and
combine this thinking with our broad base of industry smarts
to accomplish the task at hand: More revenue for your brand.
10 11

7. › A Strategic Approach
We take a
comprehensive view.
It's a strategic approach rooted in Total Program Value.
We think anew and map out the circle - trends, consumers,
environment, planning, procurement, investment and return.
You need to innovate to succeed. To build on success, it's
important to understand what it is that delivers results in the
market.
12 13

8. › A Strategic Approach
We don't do everything.
We only do the things that matter most. Work and partner
with the best of the best. Know what you need — consumer
strategy, communications strategy, digital media and so forth.
Whatever you need, we can tap into our extensive network of
experts and deliver. You get exactly the expertise you need.
Easy, seamless, integrated.
14 15

9. › A Strategic Approach
Total Program Value
If you take away only one thing, consider this: our strategic
approach ensures that your investment delivers the greatest
possible value to your brand. Here’s why:
› The Foundation ~ Programs built on knowledge — of consumers,
markets and your brand.
› The Legacy Assets ~ We’ll look at everything you’ve invested in to date
and we’ll make the most of what works and has value.
› The Long View ~ Being strategic means looking out over the horizon
and making decisions that are right for your future.
› The Outside Perspective ~ We might ask you to step outside your comfort
zone. It's our job to challenge assumptions and we will. We promise
we'll be nice about it. It's also our job to be thought leaders in order to
support your brand and bring you distinct competitive advantages.
16 17

10. › A Strategic Approach
› It All Comes Down To You...
› Success Stories
› Appendix
18 19

11. › It All Comes Down To You...
What this means for you:
The tribal knowledge that you have of your brand and its Both market trends and brand initiatives have implications for
trajectory, and your insider, in-house perspective—that's the your approach to retail.
keystone for everything we do.
Make sure you’re set up to succeed as you move in new
All that good, juicy stuff you’ve come to know combined with our directions, and that successful innovations can be deployed
experience, retail market knowledge and know-how means you throughout all of your retail outlets.
can expect returns and results uniquely suited to your brand.
20 21

12. › It All Comes Down To You...
MARKET TREND
Now, more than ever, analog
and digital retail are being
integrated in the store
environment.
ENGAGEMENT › Digital mediums can amplify consumer engagement
and it’s essential to understand how digital can fit seamlessly into the brand
experience.
TECHNOLOGY › Get to know your options for technology.
How do they compare in all areas of cost, from purchase
and maintenance through content updates?
RETROFIT › If your evaluation reveals that these mediums
are effective, learn know how they can best be retrofitted
into older programs.
IMAGE : Intel Digital Signage Prototype
22 23

13. › It All Comes Down To You...
MARKET TREND
The pace of change
continues to accelerate.
Retail can’t sit still.
ANTICIPATE › Know where your brand is going. Your retail programs
should be designed to anticipate change.
FLEXIBILITY › Consider designs that are built to accommodate
frequent updates, from fresh messaging to new product initiatives, to the
ability to add program elements seamlessly.
PROTOTYPES › Prototype evaluation – especially in real world
environments – gives you unmatched visibility and insight into a program’s
effectiveness. Use those insights to continue the cycle of evolution.
IMAGE : Ducati Singapore via Pro-Italia
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14. › It All Comes Down To You...
MARKET TREND
An explosion of experiential
retail is adding excitement
to the industry.
ENTERTAINING › Shopping at its best is entertainment. Physical
retail enriches the experience by offering personal contact, hands-on
engagement with products and the excitement of a brand’s edited point of
view about what’s important.
PERSONALIZED › Brands and retailers who are creative in using
the wealth of data available to better understand their consumers can
offer them exactly what they want, and need, from the store experience
(sometimes before those consumers know it themselves). The most
personal experiences where the individual consumer is understood,
remembered, and anticipated is the ideal in any channel, from value to
prestige.
OMNICHANNEL › The multichannel retailer has the opportunity,
as well as the responsibility, of using technology in ways that add to the
retail experience. Technology is both an integral part of today’s store and
a complementary offering to physical retail. In store, consumers expect
a seamless integration of technology that goes beyond cost-of-entry,
providing a deeper, content-rich and more personalized experience.
IMAGE : Crown Fountain - Millennium Park, Chicago.
26 27

15. › A Strategic Approach
› It All Comes Down To You...
› Success Stories
› Appendix
28 29

16. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK
Rethinking the shared service footwear deck for Dick's
Sporting Goods involved a complete strategic evaluation of
the current fixtures, floor plan, and signage package.
Key insights allowed the client to see beyond operational
challenges and ultimately deliver a shopping experience
which exceeded customer expectations.
Strategic Partner › HUEN
As strategic partner, Huen’s scope of work for the project included the
following: Consumer Research and Strategy, Retail Assessment and
Strategy, Communication Strategy, Merchandising Direction and Creative
Direction.
30 31

17. › Success Stories
DICK’S SPORTING GOODS BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
FOOTWEAR DECK DISCOVERY PROGRAM STRATEGY
DIRECTIVES
BEFORE
CLIENT RENDERING
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18. › Success Stories
WHAT WE LEARNED / CONSUMER OBSERVATION & INTERCEPTS
DICK’S SPORTING GOODS BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
FOOTWEAR DECK DISCOVERY
FINDING THEIR STYLE AND SIZE PROGRAM STRATEGY
DIRECTIVES
When they browse the open sell area, they think it’s easy to find the right shoes.
When they’re looking at wall & THEATER they need more help.
LACK OF EXCITEMENT displays, LACK OF SEATING
What they say (they didn’t have trouble) and what they do (zigzag back and
forth) differ.
UNCLEAR NAVIGATION & IMPAIRED SIGHTLINES
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19. › Success Stories
DICK’S SPORTING GOODS RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
FOOTWEAR DECK DEVELOPMENT ENGINEERING
PROTOTYPING
36 37

20. › Success Stories
DICK’S SPORTING GOODS PROGRAM PLANNING
MANUFACTURING
INSTALLATION
FOOTWEAR DECK EXECUTION WAREHOUSING
FULFILLMENT
AFTER
38 39

21. › Success Stories
DICK’S SPORTING GOODS TESTING
DATA ANALYSIS
INTERPRETATION
FOOTWEAR DECK EVALUATION EVOLUTION PLANNING
40 41

22. › Success Stories
Academy Sports + Outdoors
endcap Program
Developed a footwear end cap program meeting Academy’s
in-store selling requirements while amplifying each brands
DNA to create a unique selling space
42 43

23. e Endcap
› Success Stories
Academy Sports + Outdoors RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
1
endcap program DEVELOPMENT
ITEM QTY. PART NUMBER
2 GRAPHIC HEADER 36
JOB
2281
PART NO
171
REV MATERIAL
A 0.020 WHITE STRYENE
FINISH
PRINT 4 COLORS, 1 SIDE
DESCRIPTION
----
ENGINEERING
PROTOTYPING
2 2 GRAPHIC HEADER 12 2281 173 A 0.020 STYRENE PRINT 4 COLORS, 1 SIDE ----
3 2 HEADER COVER 12 2281 176 X 4.5mm CLEAR ACRYLIC ROUTER CUT AS SHOWN ----
4 2 HEADER COVER 36 2281 177 X 4.5mm CLEAR ACRYLIC ROUTER CUT AS SHOWN ----
5 1 BASE SUB-ASSEMBLY 2281 1900 A SEE BOM SEE BOM ----
6 1 HEADER SUB-ASSEMBLY 2281 1903 B SEE BOM SEE BOM ----
7 1 MEDIA PANEL SUB-ASSEMBLY 2281 1911 B SEE BOM SEE BOM ----
8 8 PANEL SUB-ASSEMBLY A 2281 1914 B SEE BOM SEE BOM ----
9 1 TOWER SUB-ASSEMBLY 2281 1917 A SEE BOM SEE BOM ----
10 1 TOWER CAP SUB-ASSEMBLY 2281 1918 A SEE BOM SEE BOM ----
11 6 3/8-16 x 1.250 SOCKET CAP SCREW A101-2911-0102 STEEL BLACK OXIDE HEX SOCKET BUTTON HEAD
12 4 #10 x 0.750 SHEET METAL SCREW A110-1808-0001 STEEL ZINC PHILLIPS PAN HEAD
48.129 58.5
6
36.5
6
10
1
8
119 9
2
69.5 82.5
8 5
44 45

24. › Success Stories
Academy Sports + Outdoors PROGRAM PLANNING
MANUFACTURING
INSTALLATION
endcap program EXECUTION WAREHOUSING
FULFILLMENT
Facilitated all project communications including
design reviews and sell-in between Academy and the
participating brand partners.
Under Armour Adidas Nike Wolverine Skechers Asics/Puma Lifestyle Kids Reebok New Balance
46 47

25. › Success Stories
Academy Sports + Outdoors PROGRAM PLANNING
MANUFACTURING
INSTALLATION
endcap program EXECUTION WAREHOUSING
FULFILLMENT
48 49

26. › Success Stories
columbia sportswear
fixture program
Program designed and value engineered for
maximum compact build, reducing packaging
materials and shipping costs
50 51

27. › Success Stories
columbia sportswear RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
fixture program DEVELOPMENT ENGINEERING
PROTOTYPING
52 53

28. › Success Stories
columbia sportswear PROGRAM PLANNING
MANUFACTURING
INSTALLATION
fixture program EXECUTION WAREHOUSING
FULFILLMENT
54 55

29. › Success Stories
The north Face
fixture program
Program designed and value engineered for using
sustainable materials and maximized common components to
leverage higher piece-part quantities throughout the system.
56 57

30. › Success Stories
The north Face RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
fixture program DEVELOPMENT ENGINEERING
PROTOTYPING
58 59

31. › Success Stories
The north Face PROGRAM PLANNING
MANUFACTURING
INSTALLATION
fixture program EXECUTION WAREHOUSING
FULFILLMENT
60 61

32. › A Strategic Approach
› It All Comes Down To You...
› Success Stories
› Appendix
62 63

33. 64

34. Company Overview
Web Site www.carlsongroupinc.com
Locations USA:
HQ: Chicago
350 E. 22nd Street
Lombard, IL 60148
Contact:
Mark Adams, COO
mark.adams@carlsongroupinc.com
Additional Offices:
Portland, OR
Los Angeles, CA
CHINA:
Shanghai
789 Zhaojiabang Road, 10th Floor Unit 3
Shanghai Jun Yao International Plaza
Shanghai, China 200032
Leadership Greg Carlson, Principal
John Carlson, Principal
Mark Adams, Chief Operating Officer
Scott Reczek, Controller
Brad Kurz, Creative Director
Sabine Liu, Managing Director, China
Charles Tracy, Program Services Director
Laura Dillon, Human Resources Director
Memberships Path to Purchase Institute
A.R.E.
IDSA
Inception 1999
Incorporation Oregon
Structure S-privately held
Tax ID 93-12652222
Dun & Bradstreet Number / Rating 17-117-3219 / 1R3
SS-CO

35. Clients
Adidas America
Academy Sports + Outdoors
Ashworth
Asics America
Columbia Sportswear
Dick’s Sporting Goods
Dockers
Everlast
JanSport
Keen
Mountain Hardwear
New Balance
Nike
Nintendo
Oakley
Onitsuka Tiger
Redington
Reebok
Reef
Sephora
Skechers
Sony
Sorel
Speedo
Sports Authority
TaylorMade-adidas Golf
Teva
The North Face
Timberland
Under Armour
Urban Decay
Vans
SS-CLI

36. Recognition
We are passionate about creating memorable retail experiences. Every so often, we are honored to be recognized for that
passion. Our work has garnered 17 Design of the Times Awards, 7 POPAI Outstanding Marketing at Retail Awards and special
recognition for sustainability and green awareness from ARE.
(Left to right)
Top Row:
Timberland Pro Core Fixture Program
Timberland Kids Clubhouse
Timberland Women’s Fixtures
Middle Row:
The North Face Boise, ID
The North Face DSG Wardrober
adidas Outlet Program
Bottom Row:
Reef Denim and Tee Stacker
Reef Girls Nesting Table Set
SS-REC

37. Recognition
(Left to right)
Top Row:
Asics Tech Tower
Asics Kayano POP Launch
Asics Counter Display
Middle Row:
Nike One Counter Display
Taylor-Made TP Red/Black Ball Tower
adidasGolf Tour 360 Program
Bottom Row:
Nike Bauer Hockey Flexlite Display
Nike Pro Fixture H-Rack
SS-REC

38. DISCOVERY
It involves aggregating your needs and project parameters while aligning that information with the
overall goals of the design. If needed, additional insights are gathered through market audits and
competitive brand assessments. Through this process design and merchandising principles are
established and reviewed with project stakeholders before concepting begins. These guidelines are
the lens through which all concepts are viewed.
Brand Interview Program Strategy
Kickoff meeting with project stakeholders to Determine an approach to guide concept
understand brand positioning as well as all development and ensure solutions are in
challenges and requirements of the project. alignment with consumer behavior and the
brand.
Retail Audit
Photographic documentation of current Directives
in-store programs to identify trends, best Insights are translated into specific design
practices and opportunities. principles which are adhered to throughout
concept development.
Assessment
Summarize learnings and relate back to
project objectives.
SS-DIS

39. DEVELOPMENT
Conceptual Design
Beginning with loose, hand sketched concepts, our design process aims to build consensus
throughout development. By focusing on design principles defined in Phase I, concepts are weighed
and evaluated according to project objectives. This allows the solution to evolve through a logical
progression of ideas, and eliminates subjectivity when choosing a final design direction.
Deliverables*
R1
Loose sketches enable us to quickly visualize
big picture concepts without getting bogged
down in details.
›› 2D black and white sketches exploring
aesthetic direction and functionality
›› 2D color elevations exploring color usage,
graphic and logo treatments
R2
3D color renderings of individual fixtures
explore materials and merchandising, with
sufficient detail to communicate features and
functionality.
›› 3D color renderings with merchandise
›› 3D color shop configurations
›› Materials and finishes called-out, physical
samples provided
R3
Fully rendered 3D environments facilitate
internal buy-in for final concepts before
proceeding to engineering and pricing.
›› Sufficient detail to direct engineering and
pricing
›› Final material board(s) provided
*scope/deliverables vary by project
SS-DEV-CD

40. EXECUTION
Manufacturing
Global Material / Component Disciplines
Domestic and offshore strategic partners ›› Wire and Metal
›› Wood
Capacity ›› Acrylic
USA : 3M+ square feet ›› Glass
China : 13M+ square feet ›› Vacuum Forming
›› Injection Molding
Partner Attributes ›› Graphics
Trade specific…selection based on core ›› Digital/Interactive
competency and expertise
›› Textiles
Flexible…ability to fabricate material and
›› Recycled
components
›› Found Object
Performance…qualified and tested to TCG’s
performance standards ›› Sustainable, Green
Benefits China Operations
Capacity…allows for blended production and Shanghai
risk mitigation Located at Junyao International Plaza
Buying power…negotiation leverage through Operations
multiple supplier sources 8 years
Flexibility…not tied to fabrication methods or Staff
materials Dedicated team focused
on QC / Compliance /
Speed to market…enabled by a network of
Logistics
suppliers and blended options
Partners
Strategic relationships with
10 core suppliers
Volume
75% of production mix
generated in China
SS-EXE-MA

41. EXECUTION
Quality Control
Production Viability & Best Fit & Function
Practice Conduct tests to verify mating and
Consult extensively with supplier partners functionality of parts.
during engineering phase to establish
best production methods for lowest cost Test Pack-outs
and highest quality of components and Conduct test pack-outs to evaluate carton
assembled parts. performance and inner pack protection.
Sample Approval Finished Goods Audit
Provide material and finish samples for Conduct inspection after assembly/pack-
approval and use as control samples out to confirm contents, fit/function and
during production. ease of assembly.
On-site Monitoring Program Immersion
On-site inspection and monitoring Complete extensive review sessions with
throughout production from work in our program services team using a client
progress fabrication through assembly facing program playbook to enhance
and pack-out. field performance and customer service
responsiveness.
First Article Review
Perform first article inspections on all Tour
component parts to assure compliance to Provide on-site facility tours for project
engineering specification. stakeholders
SS-EXE-QC

42. EXECUTION
Program Services
Global program support for implementation of retail executions
Services Benefits
Warehousing & Fulfillment Simplified approach: Efficient
consolidation of inventory and services—
Inventory Management
one stop shop for your direct to store
Site Surveys services.
Installations
Dedicated staff: Single point of contact
Logistics for all services.
Recycling
Customer service: Direct response
communication protocols for your
programs.
Program immersion, field support:
Extensive program review sessions with
our team using a client facing program
playbook to enhance direct field support
and customer service responsiveness.
System Tools: MAS 500 ERP and
OnTrack™ proprietary system for order
fulfillment, real time inventory management
and tracking.
SS-EXE-PS1

43. EXECUTION
Program Services
Warehousing & Fulfillment Logistics
US, Canada, Europe and Brazil locations North America
1,000,000 sq ft Parcel – FedEx & UPS service
ISO and Lean certified LTL
Complete pick and pack services Air ride trailers
Store/shop rollouts Pad wrap
Lift gate/ramp
Inventory Management Inside delivery
ERP system managed, real time White glove
Customizable reports - POD reporting
usage, rolling, stock status, forecasting and
cycle counting International
Global Distribution
Site Surveys Container/freight forwarding
Custom, specific surveys to fit unique Air freight
scope of work and multiple locations.
CAD drawings available upon request. Recycling
End of life fixtures and graphics
Installations Obsolete inventory
Value added installation manual Reporting:
Complete install services:
›› Build outs ›› Recycled vs. landfill
›› Fixtures ›› Weight/% of material diverted from
landfills
›› Graphics/Signage
›› Info can be used for sustainability
›› Retrofit Kits marketing purposes
›› Electrical
Digital images and sign off sheets
provided within 48 hours of install.
SS-EXE-PS2

44. Our proprietary project management system which allows you to manage more projects more
efficiently. It facilitates project flow and communications into an effective, efficient format that allows
you to schedule, communicate, organize, review and share important project milestones.
Features
›› Secure login
›› User access levels
›› Project snapshot, archives
›› On-line document approval, change
Benefits
›› Centralized information
›› Speeds review, approvals
›› Streamlines project team communication
›› Portability, accessibility
›› Less stress
SS-PL

45. Our proprietary order fulfillment and inventory management tool that features order cart entry,
shipment tracking, and inventory allocations by region or field rep. It allows field access to
instruction sheets, plan-o-grams and other important documents.
Features Reports
›› Secure login ›› Inventory (program and rep)
›› User access levels ›› Location order history (by location)
›› Easy order entry ›› POD Tracking
›› Order history archive ›› Order status
›› Reporting ›› Activity (most or least ordered item)
›› On-hand inventory ›› Backorder
›› Backorder ›› Distribution
›› Critical re-ordering levels (timing) ›› Transportation
›› Trending (activity orders by item and ›› Allocation/order history (by users)
volume)
Benefits
›› 24/7 access
›› Inventory levels by item/by rep
›› Rep selling tools and aids
›› Digital image of display with specific
information, such as instruction sheets and
plan-o-grams
›› Real time inventory tracking
SS-OT

46. Prototype Review Book
This provides a unified focus on consumer/shopper objectives and solutions. It shines a
pre-production spotlight on potential manufacturing problem areas while providing a place to
aggregate all stakeholder perspectives, comments and directives.
Benefits Features
›› Program consistency ›› Check list of all design and visual
›› Simplifies project team decision merchandising solution objectives
making, approvals ›› Material samples and alternatives
›› Eliminates misinterpretation, ›› Renderings with merchandise to verify
translation errors capacity, shop-ability
›› Detailed documentation of all ›› Master CAD, engineering drawings to verify
changes, directives fit and function
›› Documentation of all program elements
SS-PRB

47. Program Playbook
This unifies consistency across formats and channels by providing a single source to reference
program drawings, shop layouts, assembly instructions and shipping information.
Features Benefits
›› Color renderings with merchandise ›› Saves time and money by eliminating
›› Main assembly drawings guesswork
›› Floor plans, shop layouts ›› Streamlines communications
›› Instruction sheets ›› Reduces managerial oversight, workload
›› Customer service contact ›› Program training tool for on-boarding new
team members
SS-PP

48. Sell-in Guide
This provides a consistent vehicle to sell-in programs to retail partners by putting a focus on retailer
needs. It is a visual representation of how solutions work on retail floors and has the added benefit
of fostering future program acceptance and expansion.
Features Benefits
›› Description of fixture element solutions, ›› Unified, consistent selling tool for achieving
visual merchandising suggestions retailer acceptance
›› Iterative floor plans/layouts help retailers ›› Helps to push program into more doors
visualize program
›› Helps to secure better retail floor position
›› SKU assortment per fixture
SS-SIG

49. Installation Manual
This establishes global guidelines for achieving consistency in presentation. This manual provides
the framework for installtions to run on-time, on-budget and meet all of your expectations.
Features Benefits
›› Installation steps and procedures ›› Cost efficiencies through standardization
›› Item key and coded packaging descriptions ›› Minimizes surprises by addressing all
›› Distribution and location plan summaries potential issues upfront
›› Elevations, floor plans, shop layouts ›› Streamlines communication
›› Merchandising and set-up details, call outs
›› Main assembly engineering
›› Instruction sheets
SS-IM