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RACK ROOM SHOES
MARKETING
LAURA HEPBURN
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
theStoriesWeShare
theBrandstory
To be the TRUSTED Family Footwear retailer of choice by providing quality products, great styles, preferred brands at an outstanding value
1. By delighting the customer2. By delivering an excellent shopping experience3. While always conveying a consistent brand voice
ourPromise
theStoriesWeShare
theBrandstory Seize every opportunity to position our brand in the customers mind
Communicate a strong brand idea over and over again
Continue elevating the brand – design plays a role
ourLOOK
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
theStoriesWeShare
theBrandstory
Real Shoes. Real People. Real Life.
ourREALcustomers
theStoriesWeShare
theBrandstory
#iAmRackRoom
ourREALcustomers
REAL PEOPLE PROJECT
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
theStoriesWeShare
theBrandstory
Athletics vs Fashion = A Marketing Opportunity
ourPRODUCT
theStoriesWeShare
theBrandstory
theStoriesWeShare
theBrandstory
2015 focus was on four key athletic / lifestyle brands
ourPRODUCT
theStoriesWeShare
theBrandstory
theStoriesWeShare
theBrandstoryourPRODUCT
theStoriesWeShare
theBrandstory
The Athletic Shop will have its own logo, look & feel
Separate category button on the website homepage
Expanded category landing page on the website
Digital campaign with modified parameters from seasonal event
E-circular – interactive on line weekly circular
Weekly email every Friday
Unique social media contests and events
Blogger support to help spread the word
ourPRODUCT
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
theStoriesWeShare
theBrandstory
$3MIL+ per year in co-op funds
supplements marketing budget
ourPARTNERS
ASICS CO-OP
WOMENS End CapMENS End Cap
DIGITAL Banner
FACEBOOK Ad
DIGITAL e-Circular
SOCIAL CONTEST
EMAILASICS CO-OP
SKECHERS CO-OP
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
2015 MEDIA GOALS
IMPRESSIONS SALES & TRANSACTIONS1. Increase newspaper circulation2. Increase paid digital3. Increase social reach4. Increase rewards communication effectiveness
2015 PERFORMANCENEWSPAPER DIGITAL EMAIL
IMPRESSIONS 225 MIL 496 MIL 226 MIL
COUPON SALES $5.7 MIL $23.9 MIL $6.5 MIL
AVG TRANS VALUE $80.20 $78.14 $74.34
% IN-STORE SALES 100% 94% 90%
INVESTMENT $5.04 MIL $2.3 MIL $385K
“ALWAYS ON”THE
CUSTOMER
Customer’s journey is now
dynamic
The journey is more accessible
The journey is continuous because
the touch points consumers are exposed to are
‘always on’
Consumer Touchpoints
Newspaper
Digital & Social
E-Circular
Retail Stores
Website
Social Followers
Email/Txt Database
Public Relations
Social Sharing
Word of Mouth
Increase pages and frequency during key events - shift savings in to digital
2016 NEWSPAPER
2016 DIGITAL
NEW
Digital Sunday Ads - drive efficient in-store traffic and sales
2016 e-CIRCULAR
89%savings vs print
Moving from the traditional print newspaper circular into the digital e-circular
SUBSCRIBER BASEFemale 72%Male 28%
35% - 18-34 30% - 35-44 18% - 45-54 17% - 55+
COST PER READ COMPARISONPrint – $3.25E-Circ - $0.29
2016 SOCIAL
THE POWER OF SOCIALWill increase follower baseReach more consumersImpact sales decisions
Jan 2016954,741
35,392
4,782
2,766
195
631
FOLLOWERS/FANS
29%of shoppers use social media when making purchase decisions
PUBLIC RELATIONS BLOGGER PROGRAM
Nationally recognized mom bloggers
Lifestyle and fashion focus
Key messages - BOGO, Rewards, styling tips, family fashion updates
Total number of 2015 blog posts: 303
Total 2015 blogger impressions: 85,581,847
Supporting seasonal events: Athleisure, Spring, Back to School, Fall
LOCAL LISTINGS MANAGEMENTFocus for 2016
Leveraging an industry leader to correct listings- Platform will manage duplicate listings, check accuracy and
consistency of each location across hundreds of directory sites
Currently, process to identify incorrect/duplicate/closed listings is manual
Ongoing process
2016 PLAN
AGENDAOUR BRANDOUR CUSTOMEROUR PRODUCTOUR PARTNERSOUR PLANSOUR MEMBERS
3.3 BILLION
loyalty program memberships are in the US,
an average of 29 per household
STATE OF LOYALTY
58% of total memberships inloyalty programs, don’t
actively participate in those memberships
87% of consumers want a
customer loyalty program
66% of retailers lack the data
or skills to create personalized experiences
WHAT HAVE WE DONE?
Customer
Rewards
Favorite stores
Coupons
Points
Purchase dates
Top brands
SMS information
Prospects
Email information
Demographics2015
SMS information
RewardsPurchase dates
ProspectsCoupons
2014
OUR TOP CUSTOMERS
68%ARE MARRIED
7PURCHASES
IN THE LAST MONTH
75%HAVE ONE OR
MORE CHILDREN
65%HAVE INCOME
OVER $50K
34-52YEARS OLD
SHOPPED IN THE LAST
118 DAYS
Rewards customers received over 232 million emails in 2015. Projecting over 285 million emails in 2016
Average 142 per yearAverage 3 per week
Customers are staying active in the program, even those who enrolled early on
2013 – enrolled 1.4MM35% active in last 12 months*
2014 – enrolled 1.8MM31% active in last 12 months*
2015, over 2.5 MM loyalty customers shopped Rack Room Shoes
Customers redeemed over 360k rewards, of which 99%
were redeemed in store
2016 USER EXPERIENCE (UX) ROAD MAP
Mobile # Enrollment for Loyalty (March Pilot)
Mobile App Rewards-Focused (2nd Quarter)
Store Inventory Look up UX Re-design (3rd Quarter)
Additional Fulfillment options –Connect customers to inventory from any channel(4th Quarter)
TEXT ENROLLMENT
Customer enrolls at point of sale for Rewards. Email address is not required,
but Mobile # is collected.Customer receives welcome text, and
prompts for Email Address to complete enrollment.
Customer can reply directly to text with their email address
Text Join to 77750 Customer replies to text with Email Address, Zip Code,
and Name
Customer receives Welcome Email and is enrolled in Rewards Program
777555
Pilot starting March 17Limited stores selected to validate approachPlan to have full rollout prior to back to school
TEXT ENROLLMENT
1.Take out your phone and text ichoosegr8 to 777555
2.Reply to the text with your email address3.Check your email
TEXT ENROLLMENT
HOUSEKEEPING NEW
PROMOTIONALOFFERS
NEW SIGN HOT-LINE
NEW T-STANDS
NEW FABRIC SIGNS
STORE PROFILE
Nike Sales WeekSpring, Summer, BTS,
Holiday
B1G1 FREE Memorial Weekend
32 women’s sandal skus
Effective March 9th with Spring Set 704-501-4569
Testing new frame with fabric in 50 doors
Fall 2015 new stores and all 2016 new stores
Now in all doors –Camos Focals TECs –
what’s next?
The sign survey will be posted to Task Manager on March 3rd
Respond by Thursday, March 17th 6 question survey to verify
signage counts
This will allow us to produce exactly what is needed for each store, saving thousands of
dollars in production costs each year