Attract, Transact, Retain

How to Design Brand Experience StickinessAttract, Transact, Retain

Retail Stickiness

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

Retail Leakage

P

Path-to-purchase

P

attractpre-purchase

moment

retainpost-purchase

moment

transactat-purchase

moment

Needs

Preference

Consideration

Initial Transaction

Final Transaction

Usage

Active Engagement

Validation

Omni Channel

In-Store

E-CommerceM-Commerce

Cross-Platform

P

The Digital Path To Purchase

Online Reach

Mobile Integration

Digital In-Store

Digital Sales Tools

Online Validation

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Effec)ve Relevan

t

Integrated

Message

Process Structure

Irrational Consumer

Sense of “Plealeasure”

70%

60%

50%

40%

In store

Online

Emotional Equity

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

amazon.com Costco iBooks Target CVS Kohl's Macy's apple.com* ebay.com Walmart

454649505151545462

75

Top Emotive Tier

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

barnesandnoble.com Best Buy drugstore.com* Radio Shack cvs.com landsend.com* Sears kmart.com sears.com K-Mart

771616

232525262930

Bottom Emotive Tier

Complexity of Choice

P

Omni Challenge

P

A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

50% to 70% browse in the store and then buy online

50% planned increase in online shopping in the next five years

P

THE TORONTO BLUE JAYSSTORE CONCEPT

P

P

Create an experience unlike any other

Shop and Buy sports differently

emotional

innovative

P

mmessage•Pro Fit – personalization, story and education

•Emotional, journey, sense of belonging

•Canada’s Team •Consistent experience across all consumer touch points

•Highlight partnering brands •Integrated audio and visual with a purpose and content strategy psprocess•Defined process •There is a general lack of process to shopping the store •Exclusive experience •Sense of discovery •Take a piece of the Jays with you •Staff choreography •Exclusive service offering

structure•Focused/key areas •Seasonal flexibility •Simplistic details and layout •Modern vintage – respect history but look forward

•Must appeal to Gen X/Y female, yet not alienate other core demographics

•Canada’s team •Reason to return •Scalable •Defined departments •Loss prevention solution •Merchandising plan and system •Dominant hat + jersey display •1/3 mens, 1/3 women's & kids, 1/3 other

P

attractpre-purchase

moment

retainpost-purchase

moment

transactat-purchase

moment

Needs

Preference

Consideration

Initial Transaction

Final Transaction

Usage

Active Engagement

Validation

P

Celebrate the Fan is a journey into the past, present and future of the Jays. It is a shop that provides authentic and exclusive merchandise,

in a retail experience that immerses the consumer in all things baseball and Blue Jays.

Celebrate The Fan!

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Celebrate The Fan Inspiration

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Store Front Option 1

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Store Front Option 3

P

Store Front - Yorkdale Video Wall Example

P

Store Front Option 2

P

Store Front Option 2

P

Toronto Blue Jays - Store Concept Presentation

Store Front Seasonality

P

Entrance Floor

P

attractpre-purchase

moment

retainpost-purchase

moment

transactat-purchase

moment

Needs

Preference

Consideration

Initial Transaction

Final Transaction

Usage

Active Engagement

Validation

P

Store Front

P

Women’s Department

P

Hat Wall

P

Men’s Department

P

Change Rooms

P

Back of

House

P

Kids Department

P

Digital Area

P

Jerseys

P

Cash

PVirtual Walkthrough

P

Interior View

PVirtual Walkthrough

P

Kids Zone

P

Jersey Kiosk

P

Graphic Motif

circlesUtilizing circular shaped graphic motifs to symbolize the fans, the brand and the game.

Celebrate The Fan

P

Graphic Areas Option 1

JERSEY AREA

WOMENS AREA

MENS AREA

P

Graphic Areas

JERSEY AREA

Option 2

WOMENS AREA

MENS AREA

Option 1

P

Change Rooms

LARGESMALL

P

Back Wall

Option 2Option 1

P

Department Signage

P

Fixtures

P

Fixtures

P

Fixtures

P

Fixtures - Imagery

P

Digital Experiences l Attract

P

Digital Experiences l Surprise & Engage

P

Digital Experiences l Inform & Inspire

P

Digital Experiences l Influence & Entertain

P

Digital Experiences l Transact

P

attractpre-purchase

moment

retainpost-purchase

moment

transactat-purchase

moment

Needs

Preference

Consideration

Initial Transaction

Final Transaction

Usage

Active Engagement

Validation

P

P

Reward System

P

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For a copy of this presentation: www.sldesignlounge.com