CASE 2 | H&M FOR YOU
H&M WANTS A CONCEPT THAT COMBINES THEIR ONLINE AND OFFLINE OUTLETS TO IMPROVE THE OVERALL SHOPPING EXPERIENCE FOR THEIR CUSTOMERS.
TARGET GROUP The target audience of H&M is the young-minded, fashion counscius group in the age of 18 to 34 years.
WHAT DO THEY NEED? They want to See, Feel and Smell clothes They want to Fit clothes They want shopping to be easy and fun They want their size, color and model to be in stock They are proud of their new clothes and share their pride They want to look good and to be appreciated
WHERE IS THE PROBLEM? ONLINE OFFLINE PRO’S
PRO’S
easy & quick more stock delivered at home
See, feel and fit Easy overview of similar clothes Sure fit, color, fabric
CONS No feeling, touching or fitting until you received your order color/fit/fabric may differ from online image
SOLUTION
A COMBINATION OF THE OFFLINE AND ONLINE ADVANTAGES THAT RESPONDS TO THE NEEDS OF H&M AUDIENCE.
INGREDIENTS
STORE
WWW
CONS Often crowded Smaller stock More effort
CMD CONCEPT DESIGN | NIELS VAN DIJK | 1576455 |
SOCIAL
MEDIA LOYALTY CARD
CASE 2 | H&M FOR YOU CONCEPT H&M FOR YOU STANDS FOR BEING THERE FOR SHOPPING AUDIENCE. LET THEM ENJOY THERE SHOPPING NO MATTER WHERE, LET THEM ENJOY THEIR CLOTHES AND LET THEM FEEL PROUD. THIS IS REALIZED BY COMBINING THE NEEDS OF THE AUDIENCE WITH THE ADVANTAGES OF ONLINE AND OFFLINE SHOPPING, AND THEREBY RULE OUT THE DISADVANTAGES
STORE
The store will stay as it is, but the stocks of stores will be connected to online stock and other stores. Inside the stores H&M FOR YOU will be promoted with image materials and window stickers.
The H&M app will be modified so that people can scan barcodes, like and share on social media, get discounts, specials. The rest of the app will stay as is it is. The app will serve as the webshop as well, when your size/color is not in stock just scan the barcode and order the size/color you like.
LOYALTY CARD
When your size/color is not in stock in store, take an other color or size to the counter. Hand your loyalty card and tell store clerk what size/color you want. It will automatically be stored in your online shopping cart or will be driectly be ordered if you want to.
WWW
The webstore will serve as a shopping platform. People can add reviews and ratings to pieces of clothing. This will increase the number of satisfied people, because less clothes will be returned. PostNL offers deliveries where customers can choose their delivery time, working with this system increases customer satisfaction.
SOCIAL
MEDIA
Twitter, facebook and Hyves will be used as is, but now customers can share and like their clothing pieces. They can share it by App, Webstore
CMD CONCEPT DESIGN | NIELS VAN DIJK | 1576455 |
In the end it is all about a customer who feels satisfied and who is happy. A customer that got wat he wanted in an easy and pleasant way. A customer that feels that H&M is there for him, and that he can always get what he needs.
CASE 2 | H&M FOR YOU CUSTOMER EXPERIENCE MAP
STORE
SOCIAL
MEDIA
LOYALTY CARD
WWW
H&M FOR YOU TOMORROW This concept is directly targeting the audience of H&M in a personal way. The core values of H&M FOR YOU in combination with the name lends itself perfectly for more branding, closing the gap between online and offline and product branding. This means that the concept can be stretched out in many directions that mean value for H&M and her customers. It does not have to be a one time campaign, but can become values of the brand H&M CMD CONCEPT DESIGN | NIELS VAN DIJK | 1576455 |