NRF 2009 Building a lifestyle brand

BUILDING A LIFESTYLE BRAND A BRAZILIAN PERSPECTIVE

Global Lifestyling

Edmour SaianiPonto de Referência

Strategic Customer Serviceedsaiani@pdr.com.br

Full presentation available atwww.pdr.com.br

What is the main disease that affects retail brands these days?What is the main disease that affects retail brands these days?

SAMENESS

Change doesn’t come from…

PendingTrending

Change comes from…

The sameness vaccine

UNEQUALIZER©UNEQUALIZER©

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

WOMVIRAL

COMMUNITY BENCHMARK

WOMVIRAL

COMMUNITY BENCHMARK

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

PROSUMERPROSUMERINCREDIBLY DIFFERENT

CUSTOMER SERVICE

INCREDIBLY DIFFERENT

CUSTOMER SERVICE

CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF

DESIREOBJECT OF

DESIREUN-

CONDITIONALUN-

CONDITIONALAMPLIFYING

DIFFERENTIALSAMPLIFYING

DIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

CHAMELEON STORE

CHAMELEON STOREGREEN CARDGREEN CARD

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

VERY HAPPY PEOPLE

VERY HAPPY PEOPLE

SATISFIED CUSTOMERSATISFIED

CUSTOMER

TrendingPending

1.VOCATION2.RESOURCES3.EXECUTION

1.VOCATION2.RESOURCES3.EXECUTION

A BRAZILIAN PERSPECTIVE,

OOPS,

RIO TREND WAVESOOPS,

RIO TREND WAVES

www.unclek.com.br

Bags + Accessories

Started in 1996

Modern woman = Non routine

Work Gym Kids Home Party

47 stores in 8 Brazilian states

And growing

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF

DESIREOBJECT OF

DESIRE

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

CHAMELEON STORE

CHAMELEON STORE

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

www.bobs.com.br

Founded in 1952 by the American Robert Falkenburg

Wimbledon champion in 48 and 49

First fast food business in the country

McDonald’s main competitor

Started with vanilla ice creams

Then hot-dogs, hamburgers and wonderful milk-shakes

600 point of sales in Brazil – same size as McDonald’s

Decided to go different! In lifestyle

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

OBJECT OFDESIRE

OBJECT OFDESIRE

AMPLIFYINGDIFFERENTIALS

AMPLIFYINGDIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

LIFESTYLELIFESTYLE

www.hortifruti.com.br

Largest chain of fresh fruit and vegetables in the country

20 stores just in Rio de Janeiro and Espírito Santo

More than selling fresh food, taking care of one’s health and body

Promisse: GOOD MOOD helps us to keep our HEALTH and our

WELL- BEING!

Strong viral marketing leveraged by outstanding campaigns

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

WOMVIRAL

COMMUNITY BENCHMARK

WOMVIRAL

COMMUNITY BENCHMARK

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF

DESIREOBJECT OF

DESIREAMPLIFYING

DIFFERENTIALSAMPLIFYING

DIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

www.osklen.com

Clothing and accessories

New luxury -> sustainability included

50 stores in Brazil

2 in Milan 1 in Rome

2 in NY (Soho and the Meatpacking District)

4 in Portugal

1 in Tokyo

Multibrands in France, Spain, Greece, Turkey, Holland and South Africa

With it

Cool

Young AttitudeWell dressed

Succe

ssful

Conscious

Sportive

Spiritualized

Nerds

Believers

Yuppies

Nouveau RicheWorkaholics

Hippies

Soccer players

Old Boy

Environmentalists

DIFFERENT PEOPLE, DIFFERENT LIFESTYLES

IPANEMALIFESTYLEIPANEMALIFESTYLE

New luxury

SustainabilitySustainability

Retail ExperienceRetail Experience

LifestyleLifestyle

Sustainability

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

LIFESTYLELIFESTYLEOBJECT OFDESIRE

OBJECT OFDESIRE

UN-CONDITIONAL

UN-CONDITIONAL

AMPLIFYINGDIFFERENTIALS

AMPLIFYINGDIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

GREEN CARDGREEN CARD

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

Beleza NaturalYour hair, naturally

Specialized in solutions for frizzy and curly hair

66% of the Brazilian population

World brands failure at dealing with curly hair

BN became a dream factory

Serves mostly low income people

Very accessible prices

7 stores – about 10000 ft2 each

More than 50.000 clients per month

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

WOMVIRAL

COMMUNITY BENCHMARK

WOMVIRAL

COMMUNITY BENCHMARK

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF

DESIREOBJECT OF

DESIREAMPLIFYING

DIFFERENTIALSAMPLIFYING

DIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

TRENDSETTERS

FUNDAMENTALISTS

SURVIVORS

LEADERS

DRIVERS

WOMVIRAL

COMMUNITY BENCHMARK

WOMVIRAL

COMMUNITY BENCHMARK

360° STOREMULTICHANNEL

360° STOREMULTICHANNEL

STANDARDIZED TRANSACTIONAL

STANDARDIZED TRANSACTIONALEND USEEND USEFASHION BASICFASHION BASICCONDITIONALCONDITIONAL

PROSUMERPROSUMERINCREDIBLY DIFFERENT

CUSTOMER SERVICE

INCREDIBLY DIFFERENT

CUSTOMER SERVICE

CUSTOMERIS A FRIENDCUSTOMERIS A FRIENDLIFESTYLELIFESTYLEOBJECT OF

DESIREOBJECT OF

DESIREUN-

CONDITIONALUN-

CONDITIONALAMPLIFYING

DIFFERENTIALSAMPLIFYING

DIFFERENTIALS

CUSTOMER SERVICE

CUSTOMER SERVICE

IN-STORE COMMUNICATION

IN-STORE COMMUNICATION

PRODUCTS & SERVICES

PRODUCTS & SERVICES

GUARANTEES & PROMISES

GUARANTEES & PROMISES

OUT-OF-STORE COMMUNICATION

OUT-OF-STORE COMMUNICATION

UNEQUALIZER© - SAMENESS VACCINE

CHAMELEON STORE

CHAMELEON STOREGREEN CARDGREEN CARD

SELF-SERVICESELF-SERVICEBRAND BASEDBRAND BASEDBASIC BASIC ZEROZEROPURE IMAGEPURE IMAGE

VERY HAPPY PEOPLE

VERY HAPPY PEOPLE

SATISFIED CUSTOMERSATISFIED

CUSTOMER

Where is your brand?How can you evolve to get more compliments per day

from your customers?

Where is your brand?How can you evolve to get more compliments per day

from your customers?

See you in Brazil!Edmour SaianiPonto de Referênciaedsaiani@pdr.com.brwww.pdr.com.br