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CONTENTS
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5 OVERVIEW
INTERACTIVE DIGITAL EXPERIENCE
7 DIGITAL DISPLAY CASE STUDY
PROPOSED SOLUTION VISUAL
13 DIGITAL MARKETING CAMPAIGN
CASE STUDY PROPOSED SOLUTION VISUAL
19 FINANCIALS 21 PLANS FOR THE FUTURE
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WHATEVER THE CHOSEN FORM OF MEDIA &
CONTENT, MILLENNIAL PREFERENCE IS THAT
IT BE TECHNOLOGY-DRIVEN. -PRICE WATERHOUSE COOPER
OVERVIEW
INTERACTIVE DIGITAL EXPERIENCE In the midst of its turnaround, PacSun has had
By further improving upon digital marketing
ongoing efforts to discover innovative ways
tools PacSun already employs, we can drive
to bring new customers into the store and
more traffic to the stores and attract a broader
retain their business. Once in the store,
range of customers. We recommend that
associates utilize our unique atmosphere and
PacSun enhance customer involvement by
strive to provide a positive experience that
creating an interactive digital experience
creates a lasting relationship.
that will be appealing to millenials.
With digital marketing advancements in today’s world, PacSun has the opportunity to present a strong digital presence to increase brand awareness from its target demographic.
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CASE STUDY
SELFRIDGES & CO.
Hardware
This denim store located in London used
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Samsung vertical monitors
Digital Displays in the 4 windows of their
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BrightSign players, BrightAuthor, and
store. On the displays, they played video
BrightSign Network were used to author,
of models wearing their product.
integrate, and manage content.
Reached Goal “Digital signage in four windows of the London store helped increase foot traffic and customer awareness.�
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NOMI TECHNOLOGY “As the world moved to the web, and
e-commerce emerged as an important way to shop, web analytics became crucial
to a retailer’s strategy so that they could deliver the best shopping experience
possible. Now, as the mobile revolution
gains traction, Nomi is delivering the next generation of analytics so that retailers can measure customer behavior in their stores just like they can online.”
-Nomi | In-Store Optimization Software
PROPOSED SOLUTION
DIGITAL DISPLAYS A driving force within the interactive
The installation plan includes piloting the
experience is the installation of flat screen
initiative in stores that are currently testing
TV’s. The flat screens will display PacSun
Nomi technology. Nomi sensors can track
Golden State of Mind lifestyle videos, to
phone Mac Addresses, enabling us to
help better promote the PacSun brand.
analyze trends in traffic inside and outside
Research suggests that millenials are more
stores. By partnering with Nomi, PacSun will be
drawn to video, as opposed to static images.
able to measure the level of success. If this
By adding a digital element to the store
plan is effective, future steps would include
windows, PacSun will grab the attention of its
the expansion of the entire Interactive
target demographic. The flat screens will
Digital Experience to qualifying stores.
also display store content, such as PacSun promotions, product information and daily sales. During the digital marketing campaign, the flat screens will serve as an important promotional platform for the in-store experience.
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CASE STUDY
SRCH by Starbucks produced a social scavenger hunt allowing players the opportunity to win great prizes. THE RESULTS: OVER 75% OF PLAYERS WERE BETWEEN THE AGES 18-35 (THE TARGETED DEMOGRAPHIC FOR THIS CAMPAIGN) OVER 300K VISITS (DURING A 3 WEEK PERIOD) 23K GAME REGISTRATIONS (97% PLAYED AT LEAST ONE CLUE) AVERAGE TIME FOR 1ST PERSON TO SOLVE A CLUE ROUND WAS 21 MINUTES (INDICATING EXTREMELY HIGH ENGAGEMENT WITH THE BRAND) OVER 20K POSTS FROM SOCIAL CHANNELS REGARDING SRCH
ALL ACHIEVED WITH ZERO PAID MEIDA SUPPORT
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QR TECHNOLOGY Quck Response Codes are apart of a twodimensional barcode system. QR codes on can hold 100 times more data than
1D barcodes—they can also be digitally
scanned. They’re used today in everything from inventory tracking, to shipping and
logistics, to online ticketing (Fandango is a
big fan). Bands put them on fliers to link to their videos on YouTube or set reminders for upcoming shows. Businesses use it to
put Google Maps directions on a business card, automatically load a web page, or
send a text/email to the company helpline. One enterprising wildlife refuge in
Sanibel, Florida has installed the codes on
signs along hiking trails and programmed them with information about the local
fauna. When implemented with the proper
incentives, QR codes have the potentional to offer a business an elevated digital platform with endless commerce opportunities.
PROPOSED SOLUTION
DIGITAL MARKETING CAMPAIGN The PacSun demographic (millennials), are fast
promotions to be redeemed in-store. This will
paced and technology-driven. To reach this
help raise awareness of the digital marketing
generation, a large part of the campaign will
campaign, introduce the QR technology, and
utilize QR code technology to create customer
prepare customers for the in-store experience.
involvement. QR technology is appealing to our target demographic because it creates a direct relationship between digital media and the consumer through the use of their smart phones.
During the initial two weeks, PacSun will also send out street team coupons, bag stuffers, look books, and social media blasts further explaining the upcoming in-store experience.
To introduce the digital experience, PacSun
Instagram will continue to promote the in-store
will use Instagram as its main marketing tool.
experience. It is now up to the customer to
Two weeks prior to the in-store experience,
come to the store, where they can search and
QR codes will be placed near local PacSun
scan strategically placed QR codes offering
retailers. Instagram posts with pictures hinting
tiered promotions leading to the grand prize, a
to the location will encourage followers to find
trip to the Soho Pop-Up store for a shopping
these codes, which have corresponding
spree with a friend.
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DIGITAL DISPLAYS ITEM
UNIT
10 STORE PILOT
40” LED
$550
$11,000
USB Drive
$20
$400
TV Installation
$100
$2,000
Stand
$500
$10,000
Electricity
$50
$1,000
Electricity Installation
$1,500
$15,000
Total
$2,720
$39,400
* Assuming cost of maintenance is immaterial * Assuming cost of videos is immaterial
PAYBACK PERIOD SALES
1 YEAR
2 YEARS
Sales Per Year (Per Store) $15,700
$7,850
Sales Per Year (Pilot)
$78,500
$157,000
* ASSUMING A GROSS MARGIN OF 25.1% BASED ON Q1 OF 2013. * ASSUMING NO MATERIAL INCREASE IN SGA DUE TO THE STORE IMPROVEMENT. * UNDISCOUNTED
Since the QR codes will be displayed
FINANCIALS
over a 2 month period during a nonpeak season, we should see a long tail of interactivity as people continue DIGITAL MARKETING CAMPAIGN
to engage with the codes. To achieve
The main advantages of the QR
this we will provide fresh content and.
codes are cost, simplicity and ease
Unlike other marketing vehicles that
of implementation. They provide no
typically only generate one big spike in
incremental cost to an agency already
impressions, QR codes offer businesses
printing or selling ads.
a consistent promotional tier.
DIGITAL MARKETING CAMPAIGN Paperlinks (QR Vendor) $99.95/month
Full Analytics
Contest
$4,500
Flight, Hotel, Per Diem + Shopping Spree
Promoted Social Media
$5,000 each
Facebook + Twitter
Register/Bonding
$1,000
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Street Team Coupons
$25,000/10 stores
QT: 1,000
Bag Stuffers
$7,500 /10 stores
QT: 5,000
Look Book Ad-Ons
$10,000/10 stores
QT: 1,000
Total
$58,200
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GREAT PLATFORMS BEAT GREAT PRODUCTS. -MIT CENTER FOR DIGITAL BUSINESS
FUTURE
DiGITAL MARKETING CAMPAIGN
DIGITAL DISPLAYS
QR codes deliver greater customer engagement
Looking forward, the next step could include
and potential mobile commerce opportunities.
moving the digital displays in-store with
Unlike other marketing vehicles that only generate
interactive touch screens Implementing
one big spike in impressions, QR codes offer
and utilizing these two proposed pieces
any business a consistent promotional tier. The
will help establish a strong digital platform
QR codes will provide a long tail of interactivity
for PacSun, successfully increasing brand
as people continue to engage with them.
awareness within our target demographic.
Establishing a strong digital platform for PacSun will reassure its customer that it is cutting-edge, relevant, and it will demand their attention.
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PACSUN
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PACIFIC SUNWEAR OF CALIFORNIA
2013
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