Upload
stephan-merkens
View
23
Download
2
Tags:
Embed Size (px)
Citation preview
AGENDA
Part 1 About us Mobile & Digital Merchandising Work The Retail Challenge
Part 2 The PINK NATION shops PINK NATION ideas
3
North America Atlanta* Boston* Calgary Chicago* Denver Houston Los Angeles* Miami Beach*
Miami Falls Miami - Palmetto Bay Minneapolis New York - Penn Plaza* New York - Park Avenue San Diego San Francisco* Toronto*
Europe Amsterdam Dusseldorf* Geneva London* Moscow Munich Stockholm Zurich
India Noida Pune Shanghai Singapore*
Australia Brisbane Melbourne Sydney*
Asia Bangalore Dubai Gurgaon* Guragon SEZ
Sapient is the Largest independent agency in the world We had a good year in 2010 with REVENUE OF US$823M
Founded in 1990, Sapient has been PUBLICLY TRADED SINCE 1996 We’re headquartered Boston with over 9000 EMPLOYEES, in
35 offices worldwide.
*Offices with Resident Mobile and Digital Display Teams
We won over 100 industry awards in 2010
•! Most Awarded Agency at 2009 Cannes (3 Grand Prix Lions, 6 Gold Lions)
•! Two 2010 Cannes Lions (Silver and Bronze) •! Ranked the Leading Digital Agency by
Forrester for Web Design, Strategy & Technology
•! Consulting Magazine: Achievement Award for Excellence in Diversity
•! Ranked #1 Interactive Agency in UK by NewMediaAge
•! Recognized with over 25 marketing, design and interactive media Awards (e.g. Webby’s, Addy’s, Mixx, Adweek, etc)
•! Harvard and Yale Case Studies on Sapient’s leadership and Core Values
6
Some of our biggest fans:
!"#$%&"'(#()*""+,-+.()*"/01+2342#".((!56+2&+",+(
MERCHANDISING Merchandising Strategy
Planning & Optimization Content Strategy & Delivery
Personalization Strategy and Delivery
Catalog Management & Production Pricing & Revenue Management
CUSTOMER CARE Knowledge Management Strategy & Implementation
Order Management/Fulfillment/Call Center Outsourcing Strategy Self-Service Strategy and Implementation
Concierge Integration
COMMERCE Multi-channel Commerce Strategy
Commerce Platform Selection/Implementation Organizational Design
Cross-Channel Analytics Strategy/Implementation
Customer Experience Research and Design Mobile Commerce Strategy and Implementation
Digital Signage/Kiosk Strategy
MARKETING Strategy and Planning
Creative Strategy and Execution Analytics Strategy/Platform Implementation
Relationship Marketing & Loyalty Strategy
Marketing Platform Selection/Implementation Organizational Design
Media Planning and Buying
Engagement Strategy Multi-Channel Strategy Immersive Experiences User Centered Design
Converged Experiences Integrated Retail Experiences
Mobile Applications Front and Back End Integration
Marketing services Offshore development
What we do GREAT
Mobile meets consumers and employees where they are and in context of their environments. Mobile is personal, pervasive, and is increasingly the preferred method of interaction.
Mobile can be a smart device (smart phone, tablet, media player), an end-to-end channel (mobile commerce, mobile banking, etc), or a new way to interact (natural user interface, or automotive in-dash screens).
Mobile can make any environment an interactive one by connecting to the cloud or web services, interacting with digital displays, or working as remote control. It is reinventing how entertainment is consumed, products are researched and bought, how we manage money, and how we communicate and interact with social networks.
Mobile Offerings & Capabilities
Mobile & DM Strategy
Enterprise Mobile Strategy
Digital Merchandising Strategy
Roadmap + Req’s Definition
Platform Decisioning / Vendor Selection
Research/ Prototyping
Experiences
In-Store Experiences
Kiosks Vending
End Caps
Interactive Wall Scapes
On-the-Go (LBS, In-dash)
In-Home + Connected Devices
Mobile Web
Design + Development
Dotcom Site Optimization
Specialty/Transactional
Apps
Consumer ! Marketing ! Utility ! Social/LBS ! Commerce
Enterprise
Digital Signage + Mobile Advertising
SMS
Campaign + Event Activations
DOOH (Digital Out Of Home)
Promotions + Couponing
HOW DO YOU CREATE A SEAMLESS BRAND EXPERIENCE ACROSS A CHAOTIC LANDSCAPE OF INTERCONNECTED CHANNELS FOR AN EMPOWERED AND DEMANDING CONSUMER?
BY PRESENTING TECHNOLOGICALLY ENABLED AND COMPELLING MOMENTS THAT CULMINATE IN LASTING, CONSUMER-BRAND RELATIONSHIPS.
Current Retail Trends
1 Mobile is ubiquitous…and an enabler
2 In-Store Apps at the Point of Sale / End-Caps / Sales Associate Tablets
3 Digital Signage in-store will grow…and integrate into kiosks
4 Interactive Exhibits: Wall and Store-Front Signage
5 Loyalty will become a central component…and tie into social media
6 The continued importance of .Com channels
7 RFID & Checkout: New Ways To Buy…
8 Social shopping: geo + mobile + physical
Phones rule. Loyalty counts. Everything is connected.
Multiple touch points around one message
Leading Multi-Channel Retailers engage the customer in ways that are aligned to the channel, meeting the customer on their terms and on their time.
online store email
search
partnerships
promotions print
kiosk
syndication
microsites
display ads
communities mobile
tv/video
retail
BRAND EXPERIENCES MUST…
Engage the customer on their terms
Enhance their experience with the brand
Extend the length and manner in which they engage
IT’S ALL ABOUT THE
Data
Brand-owned channels (apps, kiosks, mobile) enable more personalized experiences for the customer and more data for the Retailer
Benefits to Retailer: •!Know Customers Better – and sell them
more •!Leverage Data •! Improve/Increase Customer Affinity
and Satisfaction
Designed for in-store placement, the SapientNitro In-store Touch Experience enables customers and sales associates to engage with the full inventory of a retailer, whether it’s in store or online.
Features & Benefits: •! 46” HD interactive display •! Integration with inventory, POS, and back end
systems •! Outfit Builder offers Up-sell / Cross-sell
opportunities •! Social media tie in •! Ad space / product placement for manufacturers
Fashionable In-store Touch Experience
The New Balance sales application is an interactive tool designed to enhance, inform and facilitate the customer’s in-store shopping experience.
It acts as a point of engagement during self-service and consultative sales interactions, which helps fulfill the New Balance customer promise – personalized service.
The application enables associates to quickly answer questions and effectively communicate product options using a variety of comparators including cost, value, and technology.
New Balance In-Store Experience
26
Coca-Cola Happiness Factory 3D Game •! The Game Extended •! Extends the HF3 storyline to the mobile
experience •! Built on the flexible Unity game platform •! Robust 3D game play
Coca-Cola Music
On March 10 2011, SapientNitro took the first of many Coca-Cola Music sites live in Hungary. Coca-Cola partnered with SapientNitro in January 2010 to engage teens around the world with the trademark brand by leveraging a primary teen passion point--music. Coca-Cola Music is a result of working with multiple agency partners within Coca-Cola’s collaborative campaign process, The launch event was a 24 hour live webcast event with Maroon5 that allowed fans to take apart in the songwriting process.
Coca-Cola Music
The global platform launched with “Session1” which features music and information from a band called One Night Only, an up-and-coming band from the UK. The site consists of a global portal which allows teens to access and discover new music and to cast themselves into the band’s official music video for the song it created specifically for Coca-Cola.
The music platform will grow with a second session this summer which will feature music and collaborative experiences from global artist, Taio Cruz.
Mobile Personalized & Rewarding
Actions / Benefits: •! Join Pink Nation •! PINK Nation Account Dashboard •! Catalog •! Virtual Spending account •! Push notifications of new items •! Store Locator •! Check In
PINK NATION Virtual Spending Account
Parents or PINK NATION fans can add cash to their PINK NATION Virtual card on the PINK Nation APP (in lieu of a credit card) installed on their iPhone, iPod or Android Device
Teens use their device to buy PINK merchandise at their favorite Victoria’s Secret location, by generating a barcode or QR code on their device that can be scanned at the register.
Fans can collect PINK NATION Creds by:
Checking in at their favorite store with in-store micro LBS or NFC. (which may trigger a surprise gift)
Purchasing items using their device and barcode.
1
2
Fans can share their ranking on Facebook with other members of the PINK NATION by way of special badges, but also use their standing to get access to better offers from Victoria’s Secret.
$
32
Sales Assisted App Point of Sale / Point of Engagement
Actions / Benefits: •! Present and Order full SKUs from PINK •! Order or Pay for Merchandise •! See customer reviews, and recommended items •! Compare/Contrast items •! Customer info capture (likes, interest, email) •! Customizable Orders – your team, your name
on the item •! Shop by Occasion
Magic Mirror 46” Interactive Wall & Store Front Digital Signage
AAccttiioonnss // BBeenneefifittss:: •! Scan Items and get suggestions – outfits, goes with •! Occasion based suggestions – Work, Weekend, Whatever •! Configure Outfit – Send to self •! Take a Photo and Share •! Share outfits and experiences in store through Facebook •! In IDLE MODE: •! Actively message to passersby – bring them in •! Content – New Items, Specials, Fashion Show Footage •! Twitter Feed
41
Create the first Victoria’s Secret PINK dedicated mobile application with a focus on PINK NATION registration and exclusive member content as well as brand engagement.
Opportunities: •!Simplify Member Sign up and member sharing through Facebook •!Leverage existing PINKNATION content in a rich mobile experience •!Use the PINKNATION Loyalty program to manage loyalty check ins and mobile rewards. •!Leverage engagement on the mobile platform as a way to share new products
So… Increase brand engagement and drive PINKNATION loyalty by creating an immersive and rewarding mobile experience that embodies the PINKNATION Lifestyle.
42
Lead with Engagement Choose the right mix of tactics and features that drive high engagement with the brand.
Go through a phase Drive development through a phased approach that prioritizes high engagement tactics.
Listen to the Nation Constantly monitor analytics results and user feedback to prioritize new features.
Keep it fresh Use momentum from the initial rollout to update the application with enhanced functionality that will keep members coming back.
44
1
2
3
4
Proposed Functionality
Feature Complexity Engagement Feature Complexity Engagement
FB Log In L H Video feeds L M
In app memory game M M Wallpapers L L
New Products slideshow M H Store Locator M M
User Specific Push Notifications (offers, coupons)
H H Link to Victoria’s Secret m-Commerce site L M
General Push Notifications (offers, coupons)
L H FB/Twitter integration L H
UGC photos L M
45
Proposed pricing
Initial Request •!Facebook Login •!In App matching game •!New Products Slideshow feed •!User Specific Push Notifications •!General Push notifications •!UGC Photo upload •!Video Feeds •!Wallpapers •!Store Locator •!mCommerce through Victorias
Secret mCommerce engine •!Facebook and Twitter Integration
$562,000
46
Option A Phase 1 Functionality •!Facebook Login •!New Products Slideshow feed •!User Specific Push Notifications •!General Push notifications •!UGC Photo upload •!Video Feeds •!Wallpapers •!Store Locator •!mCommerce through Victorias
Secret mCommerce engine •!Facebook and Twitter Integration
$255,000
Option B Phase 1 app •!Facebook Login •!New Products Slideshow feed •!User Specific Push Notifications •!General Push notifications •!UGC Photo upload •!Video Feeds •!Wallpapers •!Store Locator •!mCommerce through Victorias
Secret mCommerce engine •!Facebook and Twitter Integration
$XXX,XXX