CHEFS: WiLLEKE STEEGHS / 2183308 LIEKE VAN ERP / 2179627 ANOUK BRETELER / 2185695 BRAM KASTELIJNS / 2179480 AC CONCEPTING PLUS / DIRK HENS
1. INTRODUCTIOn e m o s e w a r u O mmembers Tea
This assignment is based on the advanced course Concepting Plus. For this course we’ve made up a theoretical model that can be used for almost every retailer. The purpose of this model is letting the company find out themselves, what their business distinguish them from other competitors. Not directly by a competitor matrix, but to take a closer look at all intern facilities the customer – conscious and unconscious – may face. The model shows how well there is taken care of the customers and where attention should be paid. The model lends itself perfectly for repeats, so not everything has to change at once. The final outcome of the model is that customers feel more appreciated, loved and understood what leads to more brand awareness, indirect marketing activities and even true fan customers.
To give an example how the theoretical model works, the brand ZARA from Inditex was chosen to exemplify each step. The fundament of the model is the baking process of a pie. Because of the visualisa visualisa-tion the model is called ‘Recipie’. The pie is divided into five different categories and each piece stands for its own unique values of the company. The model is made with great enthusiasm and hopefully read in the same way. Anouk Breteler, Lieke van Erp, Bram Kastelijns, & Willeke Steeghs
STEP ONE: DOU
GH
t be used. Firsto e v a h ts n die com vision of the h a few ingre For the dougggs, which stand for thed. Flour stands for of all: the end, flour has to be addebut not least, cornpany. Seco of the company. Last e core values. This the missionornflour represents theverything flour. The cre values link and mixke cornflour does in because co side a company, just li together in a pie. ey are d together, oth e ix m e r a m ts n ec es one is ie b d e h r g g u o in d e e th h T is h. When nt of a pie. Th ad it to doug ready to kndeough gives the fundamgeood fundament unity. The company also needs aion and the core the basis. Ated by the vision, miss that is crea values.
STEP TWO: PIE FILLING asked. , a few questions can be While making the filling Who are the guests? mpany’s case the target group. oup likes. The guests are in a cocompany also needs to know what their target gr A e? lik y What to the gies? p doesn’t like. Do they have any aller e thing their target grou ar re the if ow the don’ts. kn to se ed Companies also ne that can be allergies, but in company’s tho are ke ca a g While bakin oup, what ? What do I like to bake to show to your target gr nt wa u yo do at wh s an In a company this me and how do you want to be seen. would you want to be ir own What is the budget? n a company. A company has to think about the y want to the do ch This is the same withit the budget of their target group, how mu ou ab o als budget, but spend on your product. of ingreeen taste and quantities tw be ce lan ba e a closer the is tak to ing Important for the fill to fit with the dough. Another possibility isa company you s n ha s thi wi thi is the same dients. All of at are the s of competitors. This k to your competitors. Wh look at the other recipe loo to ve ha d an ce s? lan tor ba eti ht mp rig co the ir to the need to find y to stand out compared possibilities for a compan
STEP THREE: BAKIN
G PROCESS
When the fillin start. Put the pgiehas to be put in the pie, the ba gradually and sm in the oven. But keep an eye king process can Keep tasting. Keeooth? If not, get the cake out.on it. Is it baking until the perfect p improving. Change the reci Keep testing. pie comes out. pe if necessary Inside the com process and thepany there is a need to constan result that come tly look at the changing. Keep im from it. Keep te p sting. Keep ro v in g, and change th For example, kee in gs w p h lo en necessary. ok in g if the vision stil the company. If n l fi ts ot to : the vision of th e co mpany needs to company’s vision m ak e fi su ts re that e w it h the strategies of trying to reach ob the company. Kth jectives. eep
O PPI N T : R U O F P E T S
GS
UN-factors F e h t h it ay. W petitors atw m o c p e e . s k ut to gues standing voery tasteful for the r fo , ie p e u are Bake a untiq e toppings h t t a h e r it is su nality F: Functio . U: Usability a compansyt way. o t s d in e p e e N t s : N ste hey ling when ot n the easiest and fa e fe t h to directig r le e b s y h a e t t r li ic s e a v r r n e m e o Functio ality gives custom their products/s AR A, is the cust for. Functionrs know how to find er walks into the Zustomer is looking Custome ple: When a customht size where the c t For exame product in the rig buy prodcutcin o t t h t n a d w n fi y e ly if th rodu ile testinge ZAR A can fit the p h w t r fo m o h ore c om t Usabilitygives customers mle ostumer frthes hooks. c e h T : y p Usabilit mpany. For exam s with enough clo e from a co priate fitting room xample: Thh. e r o o r F p . p y a n e a th couc comp mfortable ducts of ain o o c r p a g in in g t s e wait hile t Needs mers get swa cup of coffee while o t s u c ’s a r The ext in the ZAR A get customer
STEP FIVE: PAC
KAGING
How the pie in a beautifuwill be served. The pie in a cardboa l box with a bow, or it ccan be served rd box. an be packed This also c n be implemen does the coam ted for p ces, does it a any deliver their prao company. How ppeal to their du customers?cts/servi-
REVIEW Did you like this recipe?
2. MODEL LINKED tO THEORIES
Some other models inspired Recipie. The models Recipie got inspired by are The Golden Circle, Service Design Thinking and Built to Last. Step one in our process is mainly based on The Golden Circle theory. The Golden Circle theory describes that a company has to work from the core to outside. The model starts with why, then how and after that what. In our model this is also described in step one, the dough. Our eggs stand for the vision, flour for the vision and the cornflour for the core values.
Service Design Thinking can be found in step 3 from Recipie, the baking process and step four the toppings. In step 3 it can be found that a company has to keep testing and improving. The company has to make sure the vision fits with the strategies of the company. This is what can be found in the Service Design Thinking Model. This model describes that a company has to Research, Develop and Test. This is what a company does with constantly testing and looking if everything fits the core. In step four the model shows some factors that have to be in the cake for sure. These are not directly linked to the Service Design Thinking model, but the model has also three points which also have to be in there. In the Service Design Thinking model these aspects are Desirable, Effective & Efficient and Enjoyable. With Recpie these are the FUN factors. Namely, Functionality, Usability
From the Built to last theory Recipie is based on the Preserve the Core method. Preserve the Core describes that a company has to know the essence and that the essence can’t be changed. Within Recipie this can find that within step three. It describes that it has to be checked constantly if everything fits the vision.
3. BAKING PROCESS ZARA
STEP ONE: DOUGH It is Origin the international fashion scene. custoin ies pan com t ges lar the of one e rld. Th ZARA is t groups of distribution in the wo part of Inditex, one of the larges lar business model. This brings design, producmer is the centre of their particuer through a wide network of all the stores. tion, distribution and sale togeth and over fashion retailers with eight brands t ges lar 's rld wo the of one is passion Inditex ey are inspired by a responsible Th . rld wo the t hou oug thr res 6,460 sto ir customers. for fashion and, above all, by the of l town A Coruña in the northwestg cities sta coa the in re sto t firs its ned leadin ZARA ope 00 stores strategically located in bly linked. ica Spain in 1975. ZARA has over 2.0 xtr ine are ers igners and custom across 88 countries. ZARA’s des feedback on the decisions its customers are nt Specialist teams receive consta is feedback inspires ZARA's creative team, making at every ZARA store. Th fessionals. ZARA is always striving to meet the which is made up of over 200 pro e time as helping to inform their ideas, trends needs of its customers at the sam ponsible passion for fashion across a broad and tastes. The idea is to share res ages. spectrum of people, cultures and
The brand The image of ZARA stand markets collections in dif s for trendy clothes and quality at an affordable the opening of the first stoferent price ranges for men, women, children an price. ZARA d interior. After stores in the prime locat re in 1975, ZARA is now, located in 88 countries ion with over 2000 s of lar ge (main) cities. These inter menting the concept, that na tio na l ou tle in ts are imple na tio na l borders do not have to be same fashion culture. a barrier for sharing the Mission & vision The vision of ZARA is that response to the demands design should be available and affordable for all customers. A result they of the market. ZARA is committed to satisfying , with a rapid the pledge to continuously inn customers’ experience. Th ovate their business to imdesires of the ey prove the pr om ise to provide new designs ma that are affordable. de from quality material s The company's mission is the market and offer the 'to get the shortest time to market ' or in very sh latest trends in high spee or row!’ Signifying their rapid d. The slogan is ‘here tod t time reach ay, gone tomorly va rie d collections. Through ZARA to contribute to the susta ’s bu sin es s ina mo ble del, they aim de ve lopment of society and th which they interact. They at of th e en vir ar on e ment with no w gr owing in the internationa years to maintain this gr l market and try the next ow th . So th ey can rapidly tional market. They also spend a lot of time trend provide the latest trends in the internathe consumer and their ne watching to pay particular attention to they also expect quality eds. They stand for teamwork and open commun wo ica rk . tion, but Th is wi ll allow them to make cle don’t have to be a barrier ar that national borders for sharing the same fashio n culture.
Proposition a reasonable price. Offer luxury and value for lly strong d values Intended purpose & bran into contemporary fashion images. They grow globaprice They make clothes that fit e on the international fashion. They have different and have a strong inf luenc making them accessible to a wide audience. ranges in their collections, . People Emotional brand values for trendy clothes and quality at an affordable price nt. It ‘Cheap luxury’. They standshopping in a store with quality appearance importa also find the experience of y involved with ZARA, which also complies with it. makes them feel emotionall styles Expressive brand values cover the authentic, classic and affordable clothing anies in They let the customer rediseserve being one of the largest international comp and thereby become and pr rld. the international fashion wo
rld the international fashion wo in Company’s pride ies an mp co l na tio na er int They are one of the largest share. eir th ing ow gr and are still
STEP TWO: PIE FILLING passion 38 years who have a want ? d ts an es 18 gu n e ee th e tw ar be ho en W ists of men and wom age citizen and they The target group cons their spending patterns are like the aver dience is international to for fashion. Generally ht time for the right price. The target au fashion items at the rig nd major cities. find and live in or arou e. n at an affordable pricaranio sh e? fa r lik ne ey sig th de do r t fo ha g pe W from ZARA are lookin store with quality ap Consumers who buy rtant, but the experience of buying in a pearance that is not inferior 'Brands' are less impo. With a smaller budget they reach an ap ce is their preference nsive designer brands. compared to the expe fact oducts. They like the like pr lergies? r al ei y th an r fo ve h ha uc m ey o th ey to y Do signer pieces. Also th RA do not want to pa The customers of ZA great in ZARA clothing as models do in de , they do want the advice of that they can look as es how they want to look in their clothingat ZARA’s because they offer to figure out themselvnot if the employees force that. They buyto the fashion image directly. store employees, but ng in different styles, so they can adapt gh. rge enou a large range of clothi thereby always be la ld ou sh ts uc od pr e The offer of th es. That ? ident about themselvcreate ke nf ba co to el e fe lik ld I ou do sh t ey ha W g, but that you can e target group that th ’s has They want to show thamount of money to accomplish this feelin ok great with al ZARA g lo bi n a ca ke u ta Yo t e. no ic es pr do le it to be with an affordab the person you want to offer.
What is the budget The target group do? have lots of differentes not want to spend a lot of money to moment. They wan pieces to combine and make it adju fashion, but wants to example when thert to spend money to fashion at every stable for every ‘n e is a new trending item at the market.ecessary’ moment, for ZAR A offers a lot of expensive. The outc different clothing ranges, or very ch mers started payingome of the research shows that over eap or a little bit more clothing has good qu more for their products at ZAR A. Ththe years the custoe ality while the mor very low quality. e cheap ‘basic’ clothimore expensive ng is more often of What should be ta ken into account? ZAR A has a lot of co Sweden, but also th mpetitors. The most obvious competit competitors for ZA e Dutch WE and the Danish Jack and or is H&M from R A. Furthermore, are seen as competit MANGO, Bijenkorf, Jones are important C&A, V&D and HEM ors. A
STEP TH
OCESS R P G N I K REE: BA
om itself fr es in s e h s i cess tingu h it dis stribution proneeds of the c i h w h wit d di the ctily chainproduction anto changes in for the produ all p p u s t ickly here sign, g and er-fas s a sup holds the de to respond quent of clothin tion centre wthey r e f f o ZAR A itors. ZAR A the ability e developm wn distribu tem where ty to competl, giving them ies both to th AR A has its o arketing sysself. The abili adjustcontro er. This appllogistics. So Z e a vertical mf products it as well as the consumdistribution They also haves the value oer to achieve, on and ts pass thru. hat determinherefore easi producl everything ts possible is t contro rices as low a keep p the market. ment in
STEP FOUR: TOP
PINGS
The ‘topping Functionalitys’ can be related to ZAR A . At the pie, w , Usability an d Needs. e use the FUN -factor, whic Functionali h stands for ty When custom and clear sh ers step into the ZAR A, find ZAR A mop and does have familia the customers know the floor -1. Custoenswear at floor 1, ZAR rized signs for different sir way. ZAR A is a spacio Aw us ex mers easily fi nd their way omen’s wear at floor 0 aes. For example: You can . n d ZAR A kids w Usability ear at ZAR A is a co ping partner mpany that provides ma the store. In can’t wait for you in fro ss production. The fittin nt of the fittin g stuff behind that way you have to com g room, but hrooms are small. Your sh to e o s as to wait ou o h u o t of your fittin w your shop fitting rooms tside inside pp in g r g o p o a m a r r tn a e n e a d r the clothes lso not good leave all you There are a lo to fit c you a r per example 20 t of fitting rooms next tolothes in. The colours lore fitting. The light in thesonal fitting rooms o . This also sh each other. This is relia k different in real daylig nt on th ht. o w s th at ZAR A is a Needs mass produce store sizes, for tion. ZAR A custom example or o ers don’t get any extras ther extras. while shoppin g. They don’t get a cup of c offee for
CKAG A P : E V I F P E ST
ING
is a stomer says it hen cu a en h W . g W a . a ZAR A b of carton eir products induct in a luxurious gift-box on box with the th s ge a ck a p pro a cart ZAR A will wrap the custor products in present, ZAR Aer online, ZAR A ships thei AR A stores for free. Whenard shipcustomers ordit. They ship to their own Z r home, ZAR A uses stand o shipZAR A logo on ship their products to theiove €50,00, there will be nchose for mers choose to3,95. When the order is ab method. When customers ping costs of €sing the standard shipping ping costs of €9,95 ping cost by u ipping, ZAR A charges ship an express-sh
PAINPOINTS We analysed ZARA with Recipie. Fro are described below. We noticed tha m the analysis we found different pain points, which direction and is working very wel t ZARA overall is a company that is moving in a good l. But of course there are always som improved. These so called, pain poi e points that can be are in different steps, namely ‘Pie nts, can’t be found in one single step of our model, but filling’, ‘Baking Process’ and ‘Toppi ngs’. The store employee The analysis showed that the custom ers find the personal help of store cessary. They don’t see the direct ben efit of their presence. It is not tha employees unneany advise at all, but over the yea t they don’t want rs the staff was not useful enough buying process of the customer. Thi or involved with the are several solutions to make the s is an important pain point of step 2 ‘Pie filling’. There employee more valuable and apprec at step 1 ‘The dough’ already explain iate ed that ZARA feels involved with thed. The research because they find them indispens ir employees, ible for their success. The needs While shopping at ZARA’s there are comfortable. For example there is no extra’s that make the shopping experience more more loved, not only by its costumno coffee or free Wi-Fi. It could make ZARA become from step 4 ‘Toppings’ is importanters but also by the shopping partner. The pain point customer. There are no extras yet for making the decision making process easier for the , so there are a lot of opportunities .
ts. A produc he r i e h t k uros. T ore for a lot m ple costs 60 e . There is a lac d i a p A t m s R i a a tw r ex ore of ZA tomershile a blazer foe, but there is er expects mion get s d u u c b e e h t ic ct om Th euros w e years ic colle ce in pr he cust Over th p still costs 5 s the differen g. Of course t y, but the bas point can be point basic toer appreciate eaper clothinhey have to paion. This pain his is a pain customity with the chnt of money t ensive collect t the budget. Tr and for that of qual for the amou the more exp hen looking a become bette quality be as good as ng process’ w stomer could should t step 3 ‘Baki tion of the cu itting found ae the apprecia ue fan base. al, the fere are i c e p r s s t le th d and becau an create a reciate n. For examp r your c p A p a R l A e Z o fe ctio of m fo omers tn mass produ ere is no roo in the colour t s u y c t s i t l h i ce so r, t ts abi The us gh ZAR A wan re is a big focut to each othere is a differenings’ is very re is p e e x e u p Altho show that th ng rooms ne relax and th p 4 ‘To xperience. Th of the e t s i m t s o d y t room ous small fi sit down an ain point fr for a good e he usabilit numer ng partner to utside. This pvisit the shop ping online. T shoppi t inside and o e customers e shop or shop p. the lighant because thm going to th a physical sho import antage for theeason to visit no adv ould be the r shop sh
4. THE STORE EMPLOYEES CONCEPT BY WILLEKE
The conclusion showed that one of the pain points is ‘the store employees’. Customers find the store employees unnecessary, don’t see the benefit of their presence and they haven’t seen the usefulness and involvement of the staff over the years. This doesn’t mean that the customers don’t want any advice at all. The research has shown that ZARA finds their employees indispensible for their success and that they feel involved with them. The solution has to be something in which get a better of more useful role for the customers. The solution for this pain point is to satisfy the consumer more. ZARA has to do that by two steps.
One, make their employees more aware of what the customers want. From our personal experiences we know that the employees in ZARA don’t do anything to make the customer feel more comfortable. Most of the time the employees in ZARA aren’t friendly and most of the time grumpy. Second, ZARA has to pimp up their stores and work clothes so that their customers feel more comfortable in the stores. When these two things are implemented the customer will appreciate ZARA and their employees more and by that they will also see advantage of the employees and dare to ask more questions to them.
employee of course which every come more nd ki A . ep st st fir e th be l w to n fulfi A ‘Custome up day’ caar. In this course the employees will learn hoey will do different th ye y se er ur ier. In this co has to follow ev ed and when not. how to become friendl customer directed andlearn when a customer wants to be approach er enters the ZARA role-playing games to employees need to feel/see when a custom handle a customer This is something thating games they’ll also learn how they have to how do you have to store. In the role-play to get advice. What do you have to say and something in a nice when he or she wants st thing is to be honest, but how do you say ll learn more about say something. The bede. Besides these role-playing games they wi expect a smile in way, without being ru ers expect from them as employees. Theyercises to get to service. What do customFor that they’ll do laugh exercises and ex e in the store better the stores for example.better. In that way they will enjoy their tim know their colleagues while working. and will keep the smile w the employstore has to change. Nognisable for RA ZA a in t en nm ro reco e envi For the second step th rk, blue and black, clothes. This is not very oyees and custopl da em ve th ha bo e colours, or ees from ZARA m op sh e th e giv ll d be helped. The u wi the customer. When yoh the shop more happy and willing to help an s, but their blouses mers will walk throug s can consist of the same trousers and show orange. Also e, light blue, pink and curtains of the lik clothes of the employee rs lou co e siv es pr e the ore ex can change colours. M n can use some extra colours. For exampl tio ra co de e the rest of th and pay desks. fitting rooms, the signs er will walk employee and custom ll ask for th bo s ep st o tw e os th wi ents and When the ZARA impleme happier. The customers will feel welcome le and willing to ab or st ch oa RA pr ZA is very ap through the by the custouse the ZARA employee and appreciated again ul ef help when needed beca us be ll wi s ee oy pl e em give a good advice. Th mers of ZARA
Persona Lois, 19
and a friend of mine. She is 18 w r, be Am th wi RA ZA the o d needed some ne Yesterday I walked int e’d never been to ZARA an ewed they are so Sh s. ek we few a ce sin d en are ren my fri to go their now, since they clothes. So I said you have much better. ered that before I did tter?” She asked me. I answ be ch ked mu so be y the n ca “How ht online or at least first loot ug bo e tim the of st mo t bu res. Besides tha like the ZARA clothes atmosphere in the ZARA stopy. Amber said to the e lik n’t did I e us ca be e um onlin nice and most of the time gr the employees weren’t that ” “Well you’ll see!” I said to her, and took her with me “OK, and what changed? me.
When we wa through the lked in the store a frien great pair o store and said “Hello”. dly young girl with a p ages. The fr f trousers. We were lookWe just walked around ink blouse walked looking for?iendly young girl came ing through the whole and Amber saw a to the fitting” “36”, Amber said. Sheto use and asked, “Wha pile, but that took It cheered u rooms. The curtains o helped us finding the t is the size you are looked arou s up. Amber was tryingf the fitting rooms wer right size and we went get us one s nd and saw the girl who to get her pants on, bue very bright and nice. back. Later ize smaller. “Of course, helped us before and at they were too big. I it is great, b she walked by and askeshe said” and within tw sked her if she could minutes lateut do you have a top wh d if this was the right s o minutes she was choice for A r she came back with 4 ich fits on it?” Of cours ize. Amber said, “Yes, completely hmber and in the end sh great options. So grea e she said and 5 eb t, th appy! At the bye. pay desk th ought the trousers and at it was a hard e girl wished tw us a great d o tops. She was ay and said When we wa goodlk e d o ut the store didn’t know A m b they know wthis store, but will defi er was so enthusiastic! nitely go the h She said, “W e n to help not too muc h. When I ne you and when not and re more often! It is gre ow, I a it ed good adv ice I will defi is so nice with the colot that urs, but nitely go he re first.”
5. QUALITY / OUTLET CONCEPT BY LIEKE
Quality is an important core value for ZARA, just like the price of the clothes is. It should not be that quality is handed in for price. This is why ZARA needs to improve the quality of the basic-line clothes. This makes it possible that the price will increase a bit, because of production costs and labor costs. To keep customers happy, ZARA will open an outlet store in their own ZARA store. Like a “shop in shop” idea. This outlet store haves the same core values and appearance as the ‘normal’ ZARA, the only difference is that this outlet ZARA has clothes for cheaper prices.
All clothes from early seasons go to this outlet store. The benefit for customers is that they have the choice to buy new season quality clothes for a little bit more than they used to, or to buy last season quality clothes for a little less than they are used to. Customers don’t have to wait for the sale season, because they have the possibility to buy their ZARA clothes for a cheaper price at the ZARA Outlet store whenever they want, all seasons. When the sale season is there, ZARA uses the usual method. Items are getting a discount label while they are still in the “normal” store. Besides the sale in the “normal” ZARA, ZARA Outlet also praises off items in the same way as the “normal” ZARA does: items getting a discount label. Customers have the benefit that they are having an outlet item with sale (double luck).
Customers can see at the price tag if they are buying an outlet item or an item from the new season. There will be a crossed “normal price”, and an “outlet price” in red on the price tag by ZARA Outlet clothes. When ZARA uses the outlet-concept, customers are getting more appreciation for the store. The qualities of all ZARA clothes are the same and customers can make a choice if they want to spend more or less for their items.
3 Persona Liza, 2
udent en. I am a law st ov dh in E in e liv tice in dI 23 years old an t to finish school and to go prac ecause am I . za Li is e My nam Can’t wai y friends. B 3rd grade now. shopping with m lot to spend. The go to ve lo I , and I am in my ol I do not have a I am not at scho real life! When and that is why ore knows what fashion is! t lo a k or w ot nn st of my study, I ca to shop at most is ZAR A. This es in store. e ec pi lik I st re lie ve store whe they have the lo e, er th am I e m y mom, Every ti ZAR A. When m s ve lo so al e Sh the 16. urs and hours in what I , Sarah, who is ho er d st si en e sp tl n lit ca ve e I also ha dhoven, w what! But shopping in Ein ith something new, no matter basic Sarah and I go w in love black and white e qualill of fa t I e lo a m ti ve ry ha I ve ZAR A. E basic line. eapness is th e quality of the antage of this ch mething more dv sa di e Th do not like is th p! ey are so chea ! When I buy so shirt, because th e every time. And I hate that quality of the products were e loos ty. The seam is A, the quality is good. I wish th R ZA at e iv expens le prices. e same affordab brown hair the same for th matched my long that she at th s es dr st ld me e lovelie sale assistant to there, I fitted th ked. How the Last time I was eyes. I fell in love directly. The oc sh I was g, ta e ic ue bl pr e ht th lig w sa amazing; and my as well. When I the quality was the dress e at m th at el s fe es d dr ul e co ey for loved th ros?! I ess cost 150 eu on. I had no mon hell could this dr as this expensive for that reas r the sale, and hoping that sw as waiting fo ed at the maybe the dres ing I could do w the dress, I look as unbeth of ly ok on to e I n Th . he w W right no y size. t I saw w t that dress in m a bit better. Wha is was my nobody would fi more time. This time I looked Th ! euros. What? e ah! The price tag just on ice 150 euros, outlet price 75 tlet item! Hell ye ess ou pr an al as w rm h no uc e: was a dr lievabl ted SO m dress that I wan to wait for the sale season, this lucky day! The ve ha ect! I did not g it! dress is so perf I am still rockin d an , on as se st from la
6. REFUEL @ ZARA'S CONCEPT BY ANOUK
Shopping is not ‘just shopping’ anymore. Customers make several decisions before actually going inside a store. The market saturation makes competitions between stores even more visible. Distinguishing factors are in today’s society most valuable.
refuel AT
zara’s
As the conclusion showed, Zara is one of the biggest clothing chains in the world. But there are still pain points that could be adjusted or even added. This also applies to the ‘needs’ of the customers. Providing service to their customers could create a boost for their image. Providing service is also an extra reason for customers to go to the store instead of buying it online. Aspects like loyalty, awareness and word of mouth advertisement are increasing when customers notice that they are appreciated and taken care off when they visit the store. Different kind of services can be added to the stores of Zara. Think for example about a coffee machine, free Wi-Fi, a personal shopper or an indoor sewer to make everything fit just the way you want. Since there are many services to unfold and even later on to extend, the focus will lie to a subject everyone has to deal with nowadays; the online world.
a. It contains audience and customers of Zar the to ced odu intr be l wil t tha Refuel @ Zara’s is a concept towards the online touch. d in the store but with the focus use be can t tha s ion opt l era sev you can check l be placed. While sitting there wil bar a ing lud inc a are nge lou ryone. When In every Zara store a tery. It is a meeting place for eve bat the e tor res n eve and ne in with your sell pho lounge. in the city they can go to Zara’s friends want to meet each other e they are already in this on their social media. Becaus see l wil nds frie ir the and in also for example the They can checkit is not only for the customer but So ly. ect dir rt sta can ng ppi the store the sho shopping buddy. tomer is in the dresa nice cup of coffee, while the cus oy enj to ce pla e tak can dy bud a picture of her outfit and The shopping nected. The customer can make con m the p kee l wil Fi Wie Fre sing room. or her opinion. her shopping buddy to know his send this with her cell phone to y are. No more rushing in municate while staying were the com can y the app ats Wh h oug Also thr rooms. ic waiting lines for the dressing the store and also no more gigant store. , only usable when you are in the There will also be an app release one of the employees. bell’ if you require any help by ‘the ss pre can you app this h Wit g, this way sure with buying a piece of clothin purchase yet not are you if r’ nne sca You can also press ‘the regrets, you can easily nglist. Once back at home, with ers shopping items are placed on your shoppi will be added to make the custom s ion opt l era Sev . app the h wit that piece of clothing experience as easy as possible. ered directly by in the right size they can be ord re mo any ck sto in not is g thin same day or the When a piece of clo clothing is delivered at home the of ce pie d nte wa the So re. sto the kiosks in the day after.
7. FITTING ROOM APP CONCEPT BY BRAM
Persona Joëlle
possibilities at out the new shopping ab ds en fri r he lls te e she is, at least in m Joëll ter fan of Iphone then ea With great enthusias gr no is e er th d an e informs them about thing Zara’s. Joëlle loves clo ly needs to try this out with her friends. Sh ite try it out. her opinion. She defin rectly picked a date to di d an ’s’ ‘Refuel @ Zara her face in the s with a big smile on sit e ëll Jo en wh k, loc 10 o’c w shopping experienIt is saturday morning city to meet her friends and try out the ne gs, the ions. Her cell phone rin at ct pe ex ds en fri r train. She is going to he cky are high and also are y is already there. Vi ck Vi d en fri r he at ce. Her expectations th k-in her screen and it says e was the first to chec sh at th d pe ho e ëll she looks up towards Jo check-in herself. possibility. Of course to meet Vicky and to ies just used the check-in rr hu e sh s les he rt . Neve to see by al her friends she found them she for her friends. When ed ch ar se d an in dly because he had checke ’t want to shop direct dn Once in the store she di n vi Ke . ay aw ht ffee to wake-up a bit ping rig t down for a cup of co wanted to start shop sa he so lf, se m hi pt ersle to know what he to hurry because he ov d it shows a message of Joëlle. She wants d she an the dress. Joëlle is gla es lov he ck ba s more. His phone rings pe ty nnected. Having a s she is wearing. He e free Wi-Fi to stay co thinks about the dres th e us n r bill ca e sh d gla n and glad she can lower he is e sh e on ph r has a friend like Kevi he p. th lots of moments wi big so she uses the ap busy life like hers with The next dress she tries on is a little too th. Just a few minutes for the end of the mon a friendly employee came to her for help. t. d the store works grea She pressed the bell an r dress in the right size. The gps signal in cky is he t her friends again. Vi ee m d an t en om later she could try on m a ed in the right size. the lounge to chill for d the dress she want Satisfied she goes to ha ’t dn di ey Th d. sa use one of them. looks took Vicky with her to already there but she e sh so ks os ki e th and saw they t abou n was looking for them vi Luckily Joëlle knows Ke e. lin on it d re de they were doing. He and or ls and was told what They found the dress gir e th to nt we He . tisfied and happy. kiosks t the Zara’s feeling sa lef were standing at the em th of e re th e Th cky. was very happy for Vi
Although ZARA wants its customers to feel appreciated and special, the fitting rooms show that there is a big focus on mass production. For example there are numerous small fitting rooms next to each other, there is no room for your shopping partner to sit down and relax and there is a difference in the colour of the light inside and outside. This pain point from step 4 ‘Toppings’ is very important because the customers visit the shop for a good experience. There is no advantage for them going to the shop or shopping online. The usability of the shop should be the reason to visit a physical shop. Besides that, the employees don’t give advice and are not very helpful. ln my own experience, it is very annoying if something doesn’t fit, you have to leave your fitting room to get another size.
So I developed a concept that creates a better experience for the costumer and also let them spend more money: “The Fitting Room App”. There will be a tabloid in each fitting room. Customers can scan their items with it, so the application and store knows which items you have. If an item is the wrong size, you can order another size that will be brought by an employee. If the size that you need is sold out in the store, you can order it directly online. The application will also show also related products and sets, that generates more upselling. These items will also be brought to your fitting room by an employee. If you want to share your outfit with your friends, it is very hard to make a selfie in the mirror, and it won’t be a clear photo. With this app, it is easy to make a picture with a self timer. With Near Field Communication, it has the ability to send the picture of yours and the item and share it with your friends.
Persona Kevin, 23
st I live in Breda. I am fir d an d ol s ar ye 22 am My name is Kevin, I ck Academy in Tilburg. When I am not I year student at the Roth music. I am lead singer of a band, and to sleeping, I am busy wi ano. Besides some gigs, I don’t have time also play guitar and pi. work somewhere else perhes, especially for my I’ll go ot cl w ne e m so y bu , I also like shopping an artist, you need a good look. Usually s for formances. If you arePull and Bear. There I can buy nice clothe ry to the H&M, Zara or e stores have so much clothes, that it is ve a good price. But thes e good combinations. hard for me to find th irt and When I took a nice sh “Fitg. ur lb Ti in ra Za e th Last time I went to I saw a tabloid hanging on the wall. The owed went to fitting room, s called. I had to scan my items, and it sh her ting Room App” it wa ack jeans, a denim jacket and brown leat me related items. A bl ce in combination with my nice designed . As boots. That could be ni let a employee bring it to my fitting roomvery t-shirt. So I decided to e outfit was very cool, but my jeans was a I guessed, the complet ry awkward to leave your fitting room inr it. de tight. Normally, it is ve t now it was easy to or bu e, siz r he ot an t ge to small pants and tool. with the handy selfieught a , m ite e th d an e m of rt, but I bo I shared a picture I came for just a t-shi some gigs soon... it! d ve lo so al nd rie ve rlf ll ha My gi outfit! Hopefully I wi completely brand new
Thanks