Using a process called Experience Mapping to understand consumer experience gaps at retail and provide greater relevance by uncovering operational and marketing adjustments to increase traction.

1. DILLARD’S
ENGAGING MILLENNIALS &
TEENS
RELEVANCE AND 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
primar y and
secondar y
research
revealed
oppor tunities
and gaps
Competitive
Scouting
Experience
Mapping
2

3. EXPERIENCE MAPPING INSIGHTS
3

4. Customer Experience Journey Mapping
N/A
After
N/A
N/A
N/A
Greeted at
register
= Critical
Touchpoint
First
impression
Layout and easy
navigation

5. Customer Experience Journey Mapping
After
Greeted at
register
= Critical
Touchpoint
First
impression
Layout and easy
navigation

6. Customer Experience Journey Mapping
N/A
After
N/A
First
impression
Layout and easy
navigation
Greeted at
register
N/A
= Critical
Touchpoint

7. Customer Experience Journey Mapping
N/A
N/A
After
First
impression
Layout and easy
navigation
Greeted at
register
N/A
= Critical
Touchpoint

8. THIS LEADS TO
UNDERSTANDING AND
MAXIMIZING ALL
CURRENT ASSETS
8

9. LEVERAGE THE POWER OF 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 PROFILE OF THE
DILLARD'S SISTERS
10

11. CREATE AN ENGAGING EXPERIENCE 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 CONCIERGE EXTENSION 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 a r 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

14. HOW DO WE
ENGAGE?
14