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

E-CIRCULAR

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