MAJOR PROJECT! How the integration between brick-and-mortar stores, online platforms and devices will operate in the future! Implemented communication project for
methodology Through readings Secondary sources, such as books and online reports from leading marketing and communication consultants for e.g. Motorola solutions and Deloi&e! Data collection Case studies, fast fashion market in Spain, global trends, personal interviews with professionals in the retail industry, interview with the advertising manager from Mango and personal interviews with consumers
CHANGEs IN CONSUMER EXPECTATIONS
In the world of retail the power has shifted to
the consumer
!
Controls the shopping experience and deciding
when, where and how to shop
DATA BELIEVER •
Real things meanwhile they living in a virtual world !
•
Authenticity and honesty when buying and are therefor obsessed with statistic and data!
•
They want personal conversations with the brands they are buying!
transparent
FABLE SEEKER • Want to go back to the past meanwhile they want to find a meaning with the future! • Refers to spiritual connections, and storytelling from cultures ! • Consumer want to feel an emotional connection with the brand they buying!
STORYTELLING
NEW- AGE-Artisan • Not interested of being a traditional consumer ! • They want to experiment ! ! • They want to customize, create and design and be a part of the brand and the development process
CREATIVe
CONSIDERED CONSUMER • Result of different global macro trends e.g. sustainability, the digital access and the economic crisis! ! • Research online, seek product reviews and expert opinion and check different prices ! • Less impulsive form of buying behavior !
CONSIDERED CONSUMPTION
NEW
The global consumer
New key success factors
NEW
The global consumer Brands need to embrace the human voice and become
human brands Research measuring that consumers emotional responses in marketing communication is more effective, successful and more long-term than one just focusing on product function and category positioning!
(Burde& Smith 2011, p. 33)
FUTURE
STRATEGY 1
A new consumer in a new retail context
A NEW CONSUMER In a
NEW RETAIL CONTEXT Decades ago
Based on relationships
à Now
No loyalty to retailers
àDEVELOPMENT IN TECHNLOGY
ENHANCE THE SHOPPING EXPERIENCE
A NEW CONSUMER In a
NEW RETAIL CONTEXT
PHYSICAL STORES à Digital integration WILL NEVER DIE
83% à PURCHASE IN-STORE RESEARCH ONLINE BEFORE
Consistent brand and shopping experience Motorola solutions (2011 p 11)!
NEW
The retail context
New Key Success Factors Social and interactive
à
à
shopping experience
Consistent brand experience across all the touch points
FUTURE
STRATEGY 2
FUTURE
MODEL
FUTURE
MODEL
CONSUMERS SHOULD FEEL THE BRAND, NOT THE CHANNELS
Implementation
is a Human brand?
+ • Strong visual content that defines the brand image • Celebrity endorsement and bloggers that represent the brand image • Multichannel and cross channel strategy
-
• Lack of emotional connection across channels –no brand stories • Lack of personal conversation • Lack of social and interactive shopping experiences with inconsistency across channels
NO EMOTIONAL CONNECTION TO THE PRODUCT description -no stories
ß! ß! NO EMOTIONAL CONNECTION TO the CATALOGUE – no stories
IMPLEMENTATION
CHALLENGE
Improve the shopping experience
The CONSUMERS SHOULD FEEL NOT THE CHANNELS
IMPLEMENTATION
STRATEGY
Benefits Human brand + • •
Emotionally connects with consumers ! The consumer’s will feel the brand across all the touch points which creates a seamless shopping and brand experience!
Seamless shopping experience + • Increase interaction across channels • Increase Mangos consistency across all the touch points • Consumers will be a part of the brand • Drive traffic and sales to multiple channels
Brand loyalty
MANGO becomes a Human brand
With Stories all around
Emotional product stories
Web shop A dreamy creamy whIte summer dress summer days at the beach
Creamy white Creamy white
SOCIAL MEDIA
Emotional product stories
Physical stores
Consistency across all touch points
Emotional STORIES
CATALOGUE
Mediteranean
SUMMER DAYS
In the middle of roaring waves, gazing sun and seasons beach fashion
BY DARIA WERBOWY
Emotional STORIES
CATALOGUE
A dreamy creamy white the top is perfect for hot summer days at the beach
Creamy white
Emotional STORIES
CATALOGUE
A holiday dream to stroll along the Mediterranean in this lemon light coloured
Lemon light
MANGO with a seamless shopping experience
Interactive application Across all touch points
Physical stores - touch screen Social and interactive shopping experience
DESIGN YOUR OWN
Style board START BY TOUCH ONE OF YOUR FAVOURITE COLLECTION
BACKGROUND
ACCESSORIES CLOTHING
STUFF
BY ANNA DOMINGUEZ
Style board My favorites for hot summerdays at the beach! Blue Maxi dress,sunglasses and a lot of pop sicles Xoxo Anna
Across all touch points BY CHIARA DESIGN YOUR OWN
Style board
devices
Style board START BY TOUCH ONE OF YOUR FAVOURITE COLLECTION
BY ANNA DOMINGUEZ
DESIGN YOUR OWN
Style board START BY TOUCH ONE OF YOUR FAVOURITE COLLECTION
Style board My favorites for hot summerdays at the beach! Blue Maxi dress,sunglasses and a lot of pop sicles Xoxo Anna
BY ANNA DOMINGUEZ
BY ANNA DOMINGUEZ
Style board My favorites for hot summerdays at the beach! Blue Maxi dress,sunglasses and a lot of pop sicles
Style board My favorites for hot summerdays at the beach! Blue Maxi dress,sunglasses and a lot of pop sicles Xoxo Anna
Xoxo Anna
#mymangostyleboard
SOCIAL MEDIA
Strategy for evaluation Measure through CRM, where the revenue streams and channels need to be weaved together into one view so analysts can see consumer behaviour in and across all channels
The CONSUMERS WILL FEEL, NOT THE CHANNELS
THANK YOU! BAH Fashion marke@ng and communica@on Level 6 MIED 611 2013-‐2014 CWK1 Tutors: José Guerrero and Teresa Buhigas Student: Jessica Fredlund e-‐mail: jessicafredlund@ied.edu