or yf nit a rtu ce po en ted op eri nta e p the ex orie hom e es ing s to ey eir vid mer urn th g th Pro usto er jo ice in urin . s d c tom rv nt ime e s cu ail s me sy t ret vironunea en
HANDBOOK
A concept guide designed for retail stores for the launch of the campaign
INSIDE
09
04 05 08
Our campaign message, What we aim to provide
The customer’s journey, An adapted retail experience
The arrival, Visual display, Seasonal products
Set up scenario, Customer service from home
14
Social Interaction, How to order online, Sales
Retail from Home Experience Handbook
Promote
PUT THE KETTLE ON
Campaign
In response to these predicament times, we hope to provide a solution for retail stores to stay in touch with their customers in a post virus society. This unique exclusive experience is the beginning of a well being campaign to address the importance of everyday social interaction whilst we adjust to the new distancing rules. We have acknowledged that as the retail world of shopping reverts to online alternatives, exclusivity is key and one main generation of customers rely on customer service the most. We understand that retail shopping has become the pinnacle of many customers, on the older spectrum’s, social calendar. The launch of this campaign is to create an emotional appeal to this target audience, by providing the opportunity for customers to experience a customer journey orientated retail service in the home environment, all whilst administering social distancing bubbles.
4
Retail from Home Experience Handbook
PROMOTE New Customer Journey ADAPTED FOR A RETAIL AT HOME EXCLUSIVE EVENT With this new service, the aim is to provide your customers with an experience that correlates with the memories of visting your store prior to the current pandemic. As you read through this guided booklet, you will learn how to adapt important components of customer experience and brand identity for a retail at home exclusive event. This guide will direct the retail hosts through the stages of a customer journey map; awareness - identifying a need, discovery perform a search, purchase - information overload, experience - provide a service, and participation - return. This analysis of a time-sequenced jounrey has been altered, re-imagined, and approved; making the launch of this event beneficial to retail stores as well as the well-being of the customers.
5
Promote
PRODUCTS
This service will be available for customers to book 4 times within the year, correlating with the changes to new seasonal ranges in store and online. The events will run for the first week that the newest products are available to purchase, giving the customers at home a first look.
6
Retail from Home Experience Handbook
AWARENESS This joyous emotion of a customers’ visit to your store will be replicated in the arrival of the retail experience at their home. On the day of the scheduled event, the customer will recieve a confirmation email to say the personal host and retail service is on their way, so ‘Put the kettle on!’.
Dunelm Service From Home We’re on our way, put the kettle on!
7
Promote
THE ARRIVAL The nostalga memory of being able to spend pocket money in a shop as a child continues throughout your customers lifetime. All customers’ anticipation and excitement begins before entering the store, the skip towards the perfectly displayed windows, opening of the doors and inital welcome greeting from the host.
DISC COV OVERY ERY ERY D DIS DISC DISCOISCOV COV OVERY VERY ERY D DISC IS OV
8
Retail Retail from from Home Home Experience Experience Handbook Handbook
ATTRACT
A set up scenario
Arrive fully prepared with aquired products for the customer booking, sample booklets, business tablet, professional uniform, and a friendly face. The ambience in the room will be created by warm scented candles, the smell of home cooking and the conversations around the room between guests about the new products they’re going to order.
9
Attract
INTERACTION The host will be accompanied with a sample booklet with the newest and most popular fabric samples of the lastest trends and colour palette. This one off service is not something that is usually provided in retail stores or online, giving customers a personal interactive experience.
LIGHTING This process during the event of merging product placement in the customers personal home will be the visual merchandising component ‘lighting’, usually used in stores to create an ambience and change the appearance of products, will now be the opportunity to compare products with customers own furrnishings for the personal touch.
Customer Experience
12
Retail from Home Experience Handbook
ENCOURAGE
Participation From research it is agreed older shoppers are the most vulnerable to cyber scams and therefore are more resilient to try shopping online. Alongside this service, retail stores will support the campaign to bring normality back to a person’s routine by provding assitance in how to search and shop on the website, with the aim to encourage more confident shopping in the future. The host will be equiped with a company ipad to follow up with sales throughout the event and accompany the teaching aspect of the campaign.
13
Encourage
Teach the customers how to shop online:
1.
SEAR CH F
OR A
2.
PRO
DUC
T
NAR
ROW ING Y OUR SEAR CH
3.
SELE
CTIN
4.
GAQ
UAN T
ITY
ADD
ING T O BA
SKET
5.
CHEC
KOU T AN D PA SECU Y RELY
14
Retail from Home Experience Handbook
11
Encourage
SALES & SATISFIED
Customers
Social proof is a way of influencing consumers to buy something buying showing them that others have already have made a similar purchase. This retail at home exclusive experience will be embrassing the recent pandemic and social distancing regulations. The event will be catered for a customer and their group of 6 social bubble. Replicating the memory and routine of retail therapy and lunching with your friends, the experience is shared amongst a group of people in a home environment. Clients will have the opportunity to discuss and compare opinions on the product samples and make their purchase choices together. The result of this usually ends up with customers buying an item because of the recommendation and the friends approval. Availability bias is when you get consumers to think of a time in the past they needed your product and didn’t have it, or allude to a time in the future when they’ll eventually need your product or service. The interaction of products in their personal environment will give them that extra vision of owning that particular item and imagine how it will fit in their day to day lives. The placement of the seasonal sample items will be the new cross merchandising composition that is usually a display designed in the stores.
10