Designing Services & Experiences: Ross Dansby, Stephanie Hertel, Karen Jantz, Buck Wimberly

HOW THEY SHOP

SpecificNeedsShopper

BroadNeedsShopper

Gift Card/PromoShopper

HobbyShopper

SocialShopper

InvoluntaryShopper

Find my desired color.

— — — —

Find what fits my body.

— —

Entertain me. — —

Show me options.

—

Show me what’s new.

—

Show me what coordinates?

—

WHAT THEY WANT

‣ Educate Me

‣ Make me feel good about myself

‣Entertain me

‣Show me what’s new

WHO THEY ARE

Eric Jae Lindsay Tyler✤ Broad Needs Shopper✤ Upgrading wardrobe✤ Shops alone

✤ Needs Based Shopper✤ Budgeter and trend follower✤ Shops alone

✤ Hobby/Social Shopper✤ Shops for fun✤ Shops with friends

✤ Involuntary Shopper✤ Needs to be entertained✤ Shops with girlfriend

STORE CONCEPT

Co-creation+

Local Production+

Modern Technology_______________________

21st Century Tailor

commercial 

production 

public

semi­private

private

private 

production

semi­private 

production

public

production

private 

retail

semi­private 

retail

public

retail

WELCOME

A LASTING IMPRESSION

WHAT THEY WANT

‣ Educate Me: teaches consumers about their personal style and proper fit

‣ Make me feel good about myself:builds confidence through personal expression

‣Entertain me: uses digital technology to keep customers engaged

‣Show me what’s new: being a trustedtrend expert

TECHNOLOGY:Interactive Wall

‣HD projection technology

‣Simple software rotates stills, videos,and shows “Now Playing” music

TECHNOLOGY:High-Tech Dressing Room

‣Augmented reality technology

‣Innovative software allows customization

‣ 3D body scanning technology provides accurate measurements

TECHNOLOGY:Production

‣ Laser cutting technology offers quickand accurate turnaround

‣ Industrial grade sewing machines assemble cut pieces

‣ Industrial grade steamers ensure the clothing looks ready to wear

TECHNOLOGY:Database-driven offerings

‣ Online quiz and appointment scheduling

‣ Website with a design tool facilitates user-created content

‣ Customers’ style choices are stored to provide suggestions

OUR BANKROLL

‣ Large initial investment in technology

‣ Low fixed costs over time

‣High price-point clothing

‣Low clothing inventory

‣Few customer refunds

INVITE THEM IN

‣Advertising through word of mouth:FB, delivery, quality

‣ Online design studio gets customers excited about their clothes

‣ Making high quality, custom clothing accessible

KEEP THEM COMING BACK

‣ Value increases as they form a closer relationship

‣ Personal shopper, personal interaction, thank you notes, etc.

‣Customer involvement in design process

‣Perfect fit and style

‣High design with a local experience

SOURCES: technology

‣ Cornell University College of Human Ecology, “Made to Measure” http://www.bodyscan.human.cornell.edu/scenefe80.html

‣ Zugarahttp://www.zugara.com

‣ Absolutely Digital, “Tobi.com Augmented Reality Dressing Room” http://absolutelydigital.com/2009/11/tobi-com-augmented-reality-dressing-room/

‣ Astor and Black Custom Clothierhttp://astorandblack.com/ab/bepokevisualizer/

SOURCES: image credits

‣ Dress fabric and base: www.anthropologie.com

‣ Men’s fabric samples: http://astorandblack.com/ab/bespokevisualizer/

‣ Delivery Truck: http://www.sallyjshim.com/blog/2011/5/13/eat-sweet-lucies.html

‣ Hanger: www.everydayhangers.com

‣ Tag: www.creaturecomfortsblog.com

‣ Misc: http://www.blanklabel.com, http://astorandblack.com