RETAIL EXPERIENCE AND LOYALTY Eve Jones - N0423194 Jennifer Cook - N0427042 Stephanie Garrard - N0444846 Sophie Quain - N0418601 Abi McEwan - N0477209 Paige Lewin - N0363360 Course: Fashion Communication & Promotion Module: Promotion and Context Module Leader: Michelle Hughes Module9 Reference: FASH20032 Total Word Count: 6675 Individaul Word Count: Eve - 1233, Jennifer - 1255 , Stephanie - 1289 , Sophie - 1131, Abi - 945, Paige - 832. (Fig.1 Front Cover) (Flower Fig.2 Illustration)
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We understand that all team members have contributed equally & fairly: Eve Jones: ______________________________ Jennifer Cook: ______________________________ Stephanie Garrard: ______________________________ Sophie Quain: ______________________________ Abi McEwan: ______________________________ Paige Lewin: ______________________________
Link to Team Blog: http://fcp2teamblog.tumblr.com
5
0
1 The Initial Response
P . 15 - 17
The Big Idea P . 19 - 21
The Consumer Decision Journey P . 23 - 27
Loyalty P . 29 - 33
The Consumer P . 35 - 41
The Cultural Hub P . 43 - 49
7 Choice Trauma P . 51 - 53
Fig.3 Poppy & Honesty Print
7
10 11 The Sensory Experience P . 55 - 59
The iBeacon P . 61 - 63
The Initial Connection P . 65 - 67
The Digital Integration P . 69 - 71
1 1 1 1 The Interaction P . 73 - 81
The Journey Continues P . 83- 87
The Conclusion P . 89 - 90
The Methodology,
P . 93 - 120
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Week 1 Brainstorm Ideas, Presented general research
HONESTY COMMUNICATE CONTRIBUTE
Week 2
PLAY TO STRENGTHS AND WEAKNESSES GROUP TEXT MESSAGE LISTEN DEADLINES
Week 3 Analysed survey results Went to London to complete primary research Write up big idea
BLOG PLAN BE CREATIVE TIME MANAGEMENT
Week 4 Write up methodology Lay report out
Week 5 Finishing touches Get report printed 11
We carried out general secondary research to gain a broad This included using the internet, books, eBooks, newspapers, magazines, TV programs and looking into inspirational brands creative loyalty schemes, latest smart phone technology, brands that integrate smart phones into their retail experience and the
Strategy, The Big Idea. Exisitng App Designs Visuals - Colour Palette, Style, Exhibitions. -> Curation, Visual Merchandising & Layout - Both in-store & Digitally.
might not have been directly used within out concept it gave
London; the Store, Website, Loyalty Schemes, Consumers, Competitors, Brand Values.
London consumer and the current objectives brands are implementing in store to ignite the retail experience. When considering loyalty, we looked at the current loyalty schemes available at Liberty London and investigated their use and brands through looking at loyalty cards and digital apps our research in both Liberty London but also in Anthropologie. We looked at store layout, store identity and consumer behaviour. We also wanted to look at the wider context in regards to Fig.4 Secondary Research Triangle
Barbican, London. From this we developed a deeper insight into Looking at Loyalty Schemes, latest Smart Phone Technology, the New Consumer descision Journey.
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1 Fig.5 Flower Power Print
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consumer loyalty. This will be achieved by the app guiding the consumer on a physical and personal journey around Liberty London. During the
Through this, an increase in loyalty as well as sales will be achieved through
Fig.6 Liberty Building Exterior
the traditional retail loyalty service that depends on consumer spending. This through interaction on a personal level.
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the stores capability to become a vibrant been on their in-store experience the app will log their journey and translate connect with other users, advocate and interact on social media and gain more insight into products.
“The pursuit of customer loyalty is continuous and it is more of a journey than a destination (Gustavsson and Lundgren, 2005).” Through creating a loyalty scheme that helps and enriches the consumer, Liberty will gain a loyal consumer – which is built through relationship and experience.
this app will aim to integrate digital
hub, a retail environment that gœs
This section will explain the loyalty scheme that will be implemented into Liberty London and will outline the areas that will be explored in greater detail throughout the report. will involve the Liberty consumer
whilst in store, based on their personal likes and dislikes. This looks to solve ineach individual consumer. The app will work along side in-store technology such as geo-mapping, augmented reality and sensory marketing to create not only a place to buy products but also a place to interact, socialise and learn. Whilst in-store the app will give the on the employees themselves. The
journey that can be translated online.
Fig.8 App Front Page
The loyalty scheme will use experiential retail to create an invaluable relationship between the brand and the consumer.
will be inclusive in regards to who can download it. The app will guide the consumer on an in-store experience that will take the consumer on his or her own personal journey throughout the store. Using iBeacon technology, the app will map out the most relevant and
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Fig.9 Print
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In order to gain a greater understanding of how the Loyalty scheme will effectively be communicated to the Liberty London consumer, this section will look at the consumer decision journey in wider context. “The traditional marketing methods need to change – and these changes must go to the heart conventional, The “New consumer decision journey scheme and retail experience that will be used in Liberty London. This new This consumer decision journey is interacting with a brand and making a purchase includes the consumer adding under consideration during an extended
consumers reach a decision at the driven marketing is increasingly important as customers seize control every subsequent decision in the category, so the journey is an ongoing sees the consumer consider, evaluate, buy, enjoy, advocate and bond. In the evaluate stage consumers are increasingly seeking contribution and
Fig.10 Nike Fuel Bands
the brand and competitors. When buying, the consumer delays the purchase decision until they are in store. During stages enjoy, advocate and bond; consumers develop a deeper relationship with the brand. The relationship between the brand and
beyond pushing a sale and creating experience and empathy between the brand and consumer. For example,
censor inserted in a shœ, a syncing device such as an iPod or iPhone and
enter a “enjoy, advocate and buy loop
allows the consumer to use their Nike products to track progress, create an online community, set goals, challenge other runners, train with a vir tual coach, map and share runs and ask questions
consider and evaluate are missed out
the brand and consumer journey dœs
relationship with the brand.
product.
but develops through interaction online,
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The relationship between the brand & consumer continues past purchase due to interaction online, advocating word of mouth.
scheme that will be integrated into Liberty London. The new consumer decision journey is the driving purchase will do this. The loyalty scheme will not push sales by using the traditional points and discount strategy, but instead will help the consumer gain the best experience
reinvigorate their loyalty programs and the way they manage the customer experience (McKinsey, and brand loyalty and creating an experience the consumer can trust and interact with.
Fig.11 The Loyalty Loop
During these stages, consumers develop a deeper relationship with the brand.
Research by ‘McKinsey & Co.’ shows that there are “two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience (McKinsey, 2009)”. Liberty’s loyalty scheme will achieve these two points by challenging the norm of consumer and brand loyalty and creating an experience the consumer can trust and interact with.
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Fig.12
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Looking at contrasting loyalty schemes this section will evaluate which will be most effective for Liberty London and why.
however in retail, customers will always shop around. To encourage consumers to maintain a loyal buying behaviour, many
Traditional loyalty programs have been around schemes are primarily points and reward based, however due to their prevalence, consumers “Traditional plastic cards with their collectable
cards people owned. This was done through asking consumers to photograph the loyalty This research looked into discovering how actively they used their loyalty cards and memberships loyalty cards. This portrays that brands may need to consider how they communicate loyalty to their consumers. Modern loyalty systems consist but also participate in brand partnerships sharing schemes on a personal level. “The true incentive and value to the customer is derived not just
Modern loyalty systems are used to store data promotions to consumers. Keeping records customers think that the marketing they receive However, this can also be a strong disadvantage as receiving promotions based on personal data discourage consumers. For example Target (see
purchases. The brand spoke that they discovered
Fig.13 Loyalty Cards in Wallet
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The Liberty London VIP loyalty system still raises the issue whether people will shop at Harvey Nichols unless they have the vouchers they Perceptual Map that places competitors based on loyalty. primary research completed in-store an interview with a Liberty employee uncovered that in the two years she had worked there, she had never actually served someone with a VIP Gold Liberty rare the loyalty card is used. Felix Dennis,
how much money he spends in store. system to store consumer contact consumers are given the personal and exclusive brand experience. However, will be implemented into Liberty London, it will enable the everyday consumer to receive retail services that would usually be given based on the amount spent. Retailers are starting to make changes within their loyalty scheme, bringing programmes. One brand doing this
engagement with the brand. This is an Fig.14 Perceptual Map
and relationship with the brand. Scoring Points stated “critics like the stress that it is the total customer service experience that creates loyalty, not promotions. Loyalty is an emotional response based on empathy, not a logical response based on bribery (Clive
are going to be loyal to a brand.
The ‘My Liberty Journey’ app will enforce a loyalty system that will create a sense of exclusivity and generate a strong consumer - brand relationship, defying traditional loyalty schemes that focus on spending. 33
Fig.15 Print
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These observational images show customers who exited from the left entrance after making a purchase (over the period of an hour). This gave us immediate evidence of consumers in their hot state at Liberty London.
Through this observation we could see the range of consumers who had made a purchase in store.
There was a broad range of ages that led us to not age or gender.
This section focusses on our general research on exisiting consumers in order for us to distinguish the right from ‘My Liberty Journey’. consumer that is not necessarily renowned as loyal consumers that we interviewed and photographed personalities. and another male consumer, not a Liberty london existing consumer but a potential consumer that consumer based on interest in the brand.
Fig.16 Observational Research
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Fig. 17 Alison
Vegan cooking
products. - Runs a vintage, up-cycling business, which is the
- Loves to visit new places, absorb culture and document memories and experiences. - An existing Liberty London consumer
- Appreciates the environment when in store and loves to view the scarves especially- the lay out is inspiring - Her purchasing is primarily made in store as she
Fig.19 Sparkle Vintage Instagram
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Fig.20 Max
who is passionate about design, technology and art. His attitude lies in detail, which is shown through his personal style. He likes intricate and ornate patterns and designs. and global TV producing agency in London modern design, needs organisation cultural trends, modern technologies- would - Enjoys personal photography and video and in images a lot - Loves tattoo design the store
convenience as shopping is always a planned visit suggests he would be interested in the Liberty Print in Liberty London.
Fig.22 Max Thomas Instagram
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Fig.23 Liberty Blue
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autonomously connected objects will be provided by the Internet (Future soon become redundant and there will be no desire or need to visit a physical store. The Business Insider declares, because sales are tanking (Smith, supports this by suggesting that there
activity and human interaction during the shopping experience is key to an that online retail cannot provide such
physical stores to continue. As opposed to competition, the brands that are that are combining the digital with the physical and delivering an all-immersive
This section emphasises the need for traditional retail experience found in the physical retail space despite the growing digital landscape. Looking at Liberty London as a store with unique heritage, essential to the brand identity, this section gives reason for the ‘My Liberty Journey’ app primarily focusing on the experience in store.
has risen by 19.2% between the years
Fig.24 Liberty in Store
allowing consumers the convenience
are heavily integrated and culturally
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Fig.25 Audi City Store and engage with their consumers, the brand must communicate its identity within
elements such as the Liberty London print can be utilised in creating engaging tools to ignite the customer experience, both digitally
credit their attention to detail and intricate knowledge about their product, which is the core to the brand identity. In the case Liberty print on an enlarged virtual window; identity within a digital, interactive landscape. an existing aspect that keeps customers
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Situated within the iconic tudor-style architecture in central London, established in 1875, Liberty London has been ever
“I feel like these loyal consumers are also charmed by Liberty’s heritage & the story that gœs along with the brand (Turner, 2014)”.
around the world, the Liberty heritage lies in providing the savvy, sophisticated
This legacy is symbolised throughout
Wilde described Liberty London as “the
situated
within
visual
merchandising.
Regent Street, London. According to a drives desire to visit. “Architecture and Interior Design are becoming primary brand communication in their own right. Brandscaping- the three dimensional a high entertainment value (Riewolot, is currently about merging timely, luxury products with a traditional, British setting. The documentary shown on Channel 4
through its exhibitionist reputation. Loyalty the international consumer but also the every day consumer that just wants to
Fig.26 Liberty in store
Paul Gaultier exhibition (see methodogly
every individual.
Liberty London has much to show beyond its products. Existing customers are loyal to the brand because they value it not only as a brand but also as a place. In effect, ‘My Liberty Journey’ will incorporate a vir tual platform into the existing physical space thereby reinforcing the notion of retail experience as a lifestyle- ‘a cultural hub’
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7 Fig.27 SS2012
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Whilst technology develops, our brains are becoming more in tune with the our daily lives. As a result, people are minds quicker than ever (The Future
Information overload is inevitable in modern day consumerism. This section looks at how ‘The My Journey’ app will aim to solve this.
the change in pathways and decisions made by consumers whilst in store. Through the ability to record and track London in real time, the user can utilise
Psycho- economist Sheena Iyengar executed an investigation on shopping consumers were 6 times more likely to 24. She concludes that consumers when provided with too much choice. This psychological decision journey
when later logged in online.
‘My Liberty Journey’ will integrate the advantages that is received online simplifying and personalising choice. However, this will be done within the in store environment, connecting both platforms.
interaction plays a role in determining suggests that consumers motivated by social interaction may choose to shop as opposed to the online context
Fig.28 Choice App
immersed within store layout and visual merchandising as well as direct customer the individual. In order to cater to every individual, the app needs to combine
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“This section discusses sensory experience and how this can be utilised within ‘My Liberty Journey’ to ignite the experience on a personal level. “
From the observational primary research conducted in Liberty London, it is evident that the scent throughout the store changed to compliment each department (see was done in a subtle, sophisticated the sections within Liberty London. Moreover, to enhance the scent journey throughout Liberty London, monitor each section to make sure the consumers are immersed technology
will
prevent
dimension
and
leaves
details
unwanted, unsuitable purchases. Furthermore, it is evident that the consumer wants to be able to experience what the merchandise
incorporated into Liberty London to emphasise how the consumer
the
monitoring the scent levels. So in be stimulated during the journey throughout the store. This will partially be done on a subliminal level, as the consumer will not be aware that the IBeacons are regulating the scent. Furthermore, the scent experience will subconsciously impact the consumer especially how scent “has a strong link with
observational primary research completed in Liberty London, it was and examined the products in-store. However, to make even more out within retail, the app will send the
certain products.
– improving the retail experience. experience continues to remain a Fig.31 iBeacon Store Layout
“Only a small 19% of consumers worldwide believe the look of an item of clothing is more important than how it feels (Lindstrom, 2005).”
a product in store enables the which aids product and brand recognition and leads to purchases. Fig.32 Little Marlborough Tote Bags
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– highlighting tailored products and suggested items – adding to the retail experience. will enable the brand to use technology to compliment the heritage and consumer base whilst modernising the retail experience. “Liberty is always balancing old and new parts brand and so extending the narrative between enable the brand to provide an additional point
merchandise and the consumer journey.
edible installations (Bompasandparr, Evening
Fig.33 Bombas and Parr Sensory Firework Display
music and scent compliment each section alongside the merchandise – continuing the
multi sensory experiences, such as the Multi Sensory Fireworks on New Years Eve 2013/2014. as “scents can create longer lasting memories Fig.34 Bombas and Parr Fruit Illustration the sensory experience, as they too, would subconsciously be exposed to not only the
Incorporating sensory marketing enhances the decision making process whereby the consumer formulates an “opinion about a product in 3 to 7 seconds on a store shelf (Open-Senses,2013)”. Using sensory marketing will therefore enhance this process.
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Fig.35 Shell Print
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This section looks at how iBeacon technology can be embedded in store to enhance the retail journey for every individual. Using Bluetooth signals, IBeacons are able to communicate with smartphone technology – enhancing location services. Embracing this technology, IBeacons will be incorporated in Liberty London, in order to connect with the consumer in relation to their location. This technology to be tracked and monitored, with the
the store encompassing the multisensory experience. Through this digitally enhanced journey, both online and providing a seamless and personal interaction between the user and Liberty digitally replace the assistance provided enhances
consumer
engagement,
be treated “like a human being (Channel Furthermore, the IBeacons would sense
locations. The consumer would be consumer may require extra assistance. This technology will aid the Liberty linked with location services - knowing exactly when choice trauma takes over
Fig.36 Bag App Page
The iBeacon integration dœs raise some privacy issues but “many shoppers have shown a willingness to be tracked if there’s something in it for them (Ortutay, B, 2014).” In terms of Liberty London, iBeacons will work alongside the staff to provide exceptional customer service – providing a memorable retail experience. Fig.37 iBeacon
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10 Fig.38 Pink Print
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growing potential reach. As more and more people become accustom to Proximity Marketing as a regular brands have the ability to interact with mobile phone users on a huge scale. In turn, this could potentially digital data gathering system to date
This section will evaluate Proximity Marketing whilst discussing pathways to connect with the consumer prior to becoming part of the loyalty scheme. Proximity Marketing is the wireless devices such as smart phones. The highly interactive and visually engaging, whilst still providing valid and marketing works best when these
with this marketing technique is consumers want to be bombarded certain location. However, this can be resolved by allowing the consumer the option to accept or reject the transmissions at their will. Shoppers privacy concerns sometimes raised by proximity marketing (InsiderRetail, to the consumer and ensures the who have no interest in the brand.
public places such as retail and work
when the consumer engages with the interactive Liberty London window
Proximity
journey. This will be done through integrating proximity marketing within
marketing
has
been
Coca Cola and Cadburys. Positive
in and around the store. When the consumer turns on Bluetooth on their Fig.39 Window Side Angle smartphone, the iBeacon outside the store will connect with smartphones
its campaign each day to see how many consumers redeem coupons and is able to make its digital signage
window. They will then receive a push
Using an element of Proximity Marketing within the ‘My Liberty Journey’ app will enforce a personal and immediate incentive of loyalty for the targeted ‘everyday’ consumer. In effect this will enhance a sense of inclusivity and
begin their journey.
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11 Fig.40 Green Print
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This section discusses digital integration within physical environments. As ‘My Liberty Journey’ is in the form of an app, it must be suited to its environment and effectively make use of both platforms combining to enhance the Liberty London journey.
An example of how the App can be used as a virtual guide, tailored to the area in which the user is at during
Shopping has never been so intertwined with technology as it is today. With smartphones allowing consumers to easily access ecommerce, it is becoming
on the iBeacons censors for each smartphone.
wireless device whether in store or not. In 2013, 15% has risen by 11% since 2012. By 2017, it is predicted that the percentage will rise to 25% (Emarketer.com,
about the time spent by each individual consumer in certain areas, these areas are known as hot spots. As a result loyalty is increased due to customer - staff interaction, emphasising the personal service Liberty London is renowned for.
observed that in 15 minutes, 10 customers were seen with their mobile phones out whilst shopping in Liberty
must continue to evolve the in-store experience to connect with shoppers in ways they desire most. This unlimited options, convenience and customer reviews. Retailers must evolve to meet their needs in order to
customer walks into a store. At some point, consumers have all been lost in the supermarket, searching the map, a shopping list, a personal shopper, a salesperson
have its negative points. Many have questioned the
current employees working in store.
Fig.41 App in iphone
potentially take over and in many cases replace the
Due to the app’s ability to connect and work with the sales advisors, the use of technology will enhance the relationship between the consumer and the Liberty employees. A survey conducted by Syngera found that “shoppers gravitate towards retail locations that offer customized shopping experiences. (Synqera, 2013)”. The survey also ascertained that shoppers also prefer “traditional, brick and mortar stores than online commerce sites (Synqera, 2013)”.
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1 Fig.43 AW13 Print
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According to The Future Laboratory (Future They are no longer happy with simply being a passive audience, and so consumers must be engaged through involvement and interaction within a shopping environment, which in turn memorable to the consumer. This leads to a lasting relationship being built between the loyalty. Augmented reality essentially changes the way we view things, by enhancing the real world through what we observe through our graphics, sounds and GPS data (Haller, 2007,
this way and consider change in consumer
succeed.
are interwoven into the ‘before, during and after’ stage of the ‘My Liberty Journey’ app.
technology, and this has led to increased rivalry between brands. Engaging the consumer
which brands are beginning to engage with their consumers and in turn increase loyalty, and in the long run, purchase rates. and places them in the retail world in order to drive consumer engagement. In 2012 the
Fig.44 Navigation App Page
such as desire, incentive, challenge and achievement can use the human desire to be the
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It is vital to not only to look at how the app will work when the consumer is
will not only entice the consumer in store, but also will invite them to download the app, which will simultaneously kick-start an entire new and more personalised journey through the Liberty London store. In order retail environment it has to be accessed via mobile phones. With high possession In our observational research we recorded people who were just passing the windows the majority
augmented reality tracking via mobile is an
window. Men however made little recognition.
London to adopt in order to enhance customer engagement and utilising what the consumer already owns in a way that and the brand.
Over half an hour only 10 people interacted with the Liberty interactive paper window.
3 people looked at the windows before entering store.
new customers, enhance brand image, increase brand loyalty and drive up sales the interactive window display. This window display encouraged the consumer to resrach are visualised in Fig. to be obvious it is interactive and inviting to the consumer, as these were the main points that stopped the consumers interacting with the Liberty London window within our primary research. For this to work, creative and stimulating strategies need to be applied.
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reality technology, inviting consumers to scan their advertisement using the Net-a-Porter app in order to activate products
in store to continue this journey.
Fig.47 Interactive Window 1
Fig.48 Interactive Window 2
Fig.49 Interactive Window 3
Fig.50 Interactive Window 4
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By activating Bluetooth the iBeacons will connect to their phones and send an immediate prompt, which provides a direct app open it will urge them to then use their camera to activate the Augmented Reality on their screen by holding it up using the app in store.
This digital interaction not only increases footfall in-store but also maintains a crucial connection with the consumer after the in-store experience.
Fig.51 Augmented Reality Window
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1 Fig.52 Chine Print
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The ‘My Liberty Journey’ app is a continuous platform to engage the consumer; this section looks at the importance of this and how the app achieves this. in order to assure that the new relationship between the consumer and Liberty London dœs not end. The app will log
Fig.53 Journey App Page
Fig.54 Purple Floor Plan
the Liberty London app knows what the consumer has been browsing, not only what they have purchased. extending the relationship built between the brand and the consumer, enticing them back in store.
Fig.55 Green Floor Plan
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content.
Fig.57 Product Filter App Page 2
Fig.58 Product Filter App Page 3
tracks and builds allows the consumer to advocate and become loyal to Liberty London.
Fig.56 Product Filter App Page 1
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1 Fig.59 Frolic Print
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day it is essential that brands develop alongside digital advancements, London app achieves this by seamlessly integrating technology with retail experience. The app will give the consumer the ability to the best possible retail journey, ultimately increasing loyalty.
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1 Fig.60 Liberty Art Fabric
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Methodology Primary Research Liberty London consumer and the current objectives brands are implementing in store to ignite the retail experience. When considering loyalty, we looked at the current loyalty schemes available at Liberty London and investigated their use and popularity. We also looked at loyalty cards and digital apps our respondents were
How and what primary research we have carried out 1.
in both Liberty London but also in Anthropologie. We looked at store layout, store identity and consumer behaviour. We also wanted to look at the wider context in regards to experience through visiting exhibitions such
How and what primary research we have carried out 2.
10/11/12th May 2014
This gave us immediate and accurate results that tested the loyalty schemes that
14th May 2014
Looking at the retail experience within a wider context than the Liberty store alone we were able to gage an idea about retail spaces that incorporate
We asked our respondents to show us the loyalty cards they carried around with them at that moment in time and photographed this.
developed a deeper insight into sensory experience as within a physical environment, which have allowed us to
Date
3.
Observational research in We made observations and took photos in store to look at retail experience in general and the way consumers interact within a conceptual retail environment
Date 14th May 2014
shopping habits in Liberty
as unique and creative. Whilst observing consumers in store, we noticed that the installations reinvented shopping space into a more exhibitionist space. Consumers were highly interactive with products and merchandise. Five people were photographing the visual merchandising on their smart phone as they went as a vir tual guide that not only looks at products but also about the store as a
are in regards to the retail journey, that our app can aim to solve when using it We completed observations
4.
Interview with Liberty London employee about their current
15th May 2014 but we consciously avoided mentioning the Liberty London loyalty schemes,
personal route around store. We monitored consumer behaviour
When on a research trip to London we visited Liberty London and completed an
consumer decision journey. This also gave us an insight into elements our app
This conversation proved so as the employee talked about how much Liberty
Moreover, we were able to catch our respondents whilst they were shopping, in the jewellery department. (Interview recorded on
questionnaire.
5.
7th May 2014
Prior to visiting London, we sent out an online survey regarding loyalty schemes
music, scent and as a result the change in direction interaction. For example, we to create an online survey about brand loyalty schemes and brand apps. This was sent to people on social media and email.
lighter and the music was up beat, modern and quite loud. Consumers were shœ section however, the music was calm and the lighting dimmer. Consumers looked but rarely touched products and generally kept themselves consumers pondered as they decided which way to turn and generally were journey and incorporate the sensory experience into drawing consumers into making their store journey more planned and exciting.
6.
attracts people to loyalty schemes and when completing quick answers, what
14th May 2014 merchandising in the windows
London. When considering people that were just passing we recorded that
We completed observations on
however made little recognition with the window display. When monitoring the
how many people made a decision whether to go into store or not dependant on their
passing as opposed to actually going in store. This was interesting to consider display should be interactive to not only entice the passers by but also the existing Liberty shoppers.
return them as they wandered. This concluded our thinking that this could be a
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7.
How and what primary research we have carried out
Date
Observations and Interviews around the Liberty London interactive window and how
14th May 2014
How and what primary research we have carried out Whilst in London, Liberty London currently have a window display with an
9.
Date 14th May 2014
them to go inside and look at a new collection. This showed us that Liberty This exhibition has a strong what is in store. We monitored the behaviour around this display to see how
We completed observations
and photography and conversation was highly encouraged. As you begin, you are encouraged to download an app associated with the exhibition in which at
smart phones. We went to this exhibition to do ethnographic
behaviour around the interactive how many people interacted
experience. exhibition. The way in which this exhibition was curated put viewing interaction
their shopping behaviour. We then interviewed one person that did interact with it, asking
Yes, after seeing this window and taking a leaf – I went into store to see the collection. I think it’s a really good way to advertise
with it (interview recorded on
concluded in order to build our own idea was that an interactive window needs to be clear and simple in how it is interactive. People need to see that it is
the exhibition space into an experience, which again sits as a memory that is app and the digital incorporation. We emailed the curator to ask him some
people around. 8.
14th May 2014
Besides our research in retail spaces we also visited some exhibitions to enhance our research on experience within conceptual spaces. In order to deliver loyalty
We visited an exhibition that the senses. above and activate light and sound on a spontaneous loop. This added to the experience creating an eerie atmosphere in which we described almost like an air the viewer to notice sensory reaction, which makes re-telling the experience the senses adds to an experience on a personal level. In the same sense as loyalty, experience is about memory and a personal connection which is such relationship through experience.
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consumer seems to always think there is a catch to the loyalty card, like a payment to sign up or something! And the younger Maybe this is because they probably have so many loyalty
ourselves on & that dœs show through our loyal, regular
>> How popular these loyalty schemes are with the brand – you know we are standing here in a mock and Liberty
already spends quite a bit on store. Why and how do you
have never actually personally dealt with somebody who has a gold card. As usually those consumers would have personal
very unique in that respect. a range! We really do have such a broad consumer out reach; because we sell products that widely vary in price and
wooden beams you can see above us are actually reclaimed
then please. Liberty really dœs excel in customer service on all would be hard to describe one set customer!
and even some designers we have collaborated with have
attention put onto the more wealthy customers in regards to
completed the project.
really interesting place.
each customer, obviously the bigger spenders do get that
------------------------------------------------------------------------------------------------------------------------------------products. Especially in the jewellery department we get a lot
most common one is just the standard loyalty card that loyalty card that works on a point basis. So basically the more
job as a Liberty employee a lot more interesting when I can give customers advice & my opinions on what jewelry they
every point you get. And then there is the gold card, which get a gold card once you spend a high amount in store. Its heavy and more like a credit card.
Fireworks
>> The general Liberty consumer >> Their shopping habits >> Talk about choice trauma
well the cross-cultural selection enabled everyone to be able your job more interesting …so thinking again about what makes people buy products…. erm are there times when you really do have to guide creating a sensory narrative and pushing boundaries to what can be achieved.
experience working here I would say its generally quite popular. And yes I would say mostly middle-aged women use the studying Fashion Communication and promotion. Central Saint Martins doing Fashion marketing!
Liberty employee comes through & I can really advise people
_______________________________________________ _
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Target tries to attract parents-to-be early on in their pregnancy. The company tie together consumers; guest ID number, credit cards, name and email address which will give the brand an
-------------------------------------------------------------------
Target had worked out women on the baby registry were
Evaluate the opinions on the interactive window Talk to consumers passing the interactive window to gain a
We also noticed when we were stood at the window display no one wanted to stand out. -------------------------------------------------------------------
such as calcium, magnesium and zinc. With all this data they were and attempted to guess whether it was a boy or a girl. This angered one particular consumer whose daughter
>> Whether the window would persuade them to go into store or not.
company was trying to encourage her to get pregnant to regards to whether the company were right or not they company have started sending out random coupons as well as personal ones so its not as obvious.
are, I will go and have a look at the collection now. -------------------------------------------------------------------
kashmirhill/2012/02/22/dont-want-to-be-targeted-by-target-------------------------------------------------------------------
Audi chose to embrace the advances in technology by combining the digital and real worlds. These stores allow small
Evaluate the opinions on the interactive window Talk to consumers passing the interactive window to gain a
>> Whether the window would persuade them to go into store or not.
I went to see the products.
predominantly through digital and interactive media though also providing personal contact with the dealer. The Audi ------------------------------------------------------------------with smaller computer screens and motion sensors built into
something you can then use. -------------------------------------------------------------------
London
------------------------------------------------------------------at Liberty London On average how many people looked at the window display Evaluate the opinions on the interactive window Talk to consumers passing the interactive window to gain a
>> Whether the window would persuade them to go into store or not.
not very obvious though. 3
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2013 The consumers Bluetooth enabled devices would vibrate or person agrees, the coupon is immediately sent to the phone and can be redeemed at the cash register either via a bar
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phone the customer has and the technology that the retail location has in place.
-----------------------------------------------------------Net-a-Porters S/S 14 advertising campaign used augmented reality to create a real window shopping experience. New York, London, Munich and Sydney, where they could use the Net-a-Porter mobile app to scan the window and view the hottest products. By scanning the window products augmented reality was activated on their screen revealing a 360 degree product models, catwalk videos, pricing, product the app.
audience, and drove immediate sales, and built brand loyalty.
com/augmented-reality-retail/net-a-porter-com.html
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>>Constructed and sent out an online survey
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan Paige Lewin >> Got out Library books. >> Delegated general contextual secondary research. Eve Jones Stephanie Garrard Sophie Quain Abi McEwan research. >>Brain stormed - initial ideas relating to this research. Eve Jones Stephanie Garrard Sophie Quain Abi McEwan Paige Lewin London. >> Talked about time management. >> Finalized our big idea. count. Eve Jones Stephanie Garrard Sophie Quain Abi McEwan >> Planned our research trip to Liberty whilst we are in London. >> Planned all our primary research – what we want to gain
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan Paige Lewin >> Discussed what people needed to do to improve their 1000 words. >> Could see what we were missing in regards to word count. Eve Jones Stephanie Garrard Sophie Quain Abi McEwan report.
RESEACH TRIP TO LONDON Eve Jones Stephanie Garrard Sophie Quain Abi McEwan >> Completed primary research in Liberty including – observations, photos and interviews >> Primary research at the Barbican gallery - where we saw
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan
24th May - 1.00 PM - 3.00 PM Stephanie Garrard Sophie Quain
>> Carried on with visual mock-ups and started to begin a
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan
>> Started building a methodology and appendix. Looked
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan >> Carried on with visual mock-ups (Abi McEwan & Sophie >> Report Layout - Stephanie Garrard >> Carried on building a methodology and appendix. Started
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan >> Report Layout - Stephanie Garrard
uploaded this onto the blog Eve Jones Stephanie Garrard Sophie Quain Abi McEwan
Eve Jones Stephanie Garrard Sophie Quain Abi McEwan
>> Appendix layout - Sophie Quain
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DIRECT REFERENCES
qt/LondonStores.htm. Last accessed 8th May 2014.
programs/. Last accessed 10th May 2014.
list_6687907_advantages-_amp_-disadvantages-loyalty-cards.html. Last accessed 10th May 2014. Page Ltd. 9. com/insights/marketing_sales/the_consumer_decision_journey. Last accessed 11th May 2014. the_consumer_decision_journey. Last accessed 11th May 2014.
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Review.
Mobile Marketing L. Heart, 21 Jan 2014 Google Ebooks 8829199. Last accessed 7th May 2014. Natarajan Meghanathan, B.K. Kaushik, Dhinaharan Nagamalai
theory-71040.html. Last accessed 10th May 2014.
releases/study-looks-at-why-consumers-still-want-an-in-store-shopping-experience-this-holiday-season-232913021.
loyalty-program. Last accessed 11th May 2014.
p1.
com/London/Christmas-Shopping-in-Londons-Top-Department-Stores. Last accessed 8th May 2014. Springer, 14 Dec 2010
113
BIBLIOGRAPHY
programs/. Last accessed 10th May 2014.
list_6687907_advantages-_amp_-disadvantages-loyalty-cards.html. Last accessed 10th May 2014. Page Ltd. 9. mckinseycom/insights/marketing_sales/the_consumer_decision_journey. Last accessed 11th May 2014. the_consumer_decision_journey. Last accessed 11th May 2014.
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p1.
8829199. Last accessed 7th May 2014. Review.
Mobile Marketing L. Heart, 21 Jan 2014 Google Ebooks
Kaushik, Dhinaharan Nagamalai
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Image
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LOYALTY AT LIBERTY LONDON Eve Jones, Jennifer Cook, Stephanie Garrard, Sophie Quain, Abi McEwan & Paige Lewin