Birchbox Bath - Brand Extension - Retail Management

BIRCHBOX

POP-UP SHOP

PAIGE CHESHIER

.

MAGGIE DILLON

.

JOEY PARKER

.

MARY TRES

COMPANY OVERVIEW AS A COMPANY, BIRCHBOX HA BEEN ABLE TO

CAPTIVATE THEIR AUDIENCE BY PROVIDING A REVOLUTIONARY SERVICE THAT WAS A FIRST IN ITS CLASS. SOURCING A NICHE MARKET AND BEING ABLE

TO TAKE ADVANTAGE OF THAT OPPROTUNITY TO INTRODUCE A COSMETIC SUBSCRIPTION SERVICE, BIRCHBOX

HAS

BEEN

ABLE

TO

SUCCESSFULLY

SUSTAIN THEIR PLACE WITHIN THE MARKET. NOW,

AFTER FIVE YEARS IN EXISTANCE, THE GOAL FOR

THE COMPANY IS TO MAKE ANOTHER BIG LEAP TO CONVERT SUBSCRIBERS TO LOYAL RETURNING CUSTOMERS THROUGH THE IMPLEMENTATION OF NEW AND INNOVATIVE IDEAS.

FOR BIRCHBOX, COMPETITORS CAN BE FOUND

DIRECTLY AND INDIRECTLY. IPSY AND GLOSSYBOX ARE MOST SIMILAR TO BIRCHBOX IN THAT THEY FALL INTO THE ONLINE SUBSCRIPTION CATEGORY. THESE

COMPANIES

ARE

SEEKING

TO

REACH

SIMILAR CUSTOMERS BY PROVIDING AN INCENTIVE

AT THEIR DOORSTEP EVERY MONTH. COMPANIES LIKE SEPHORA AND ULTA, HOWEVER, INDIRECTLY TARGET

BIRCHBOX

CUSTOMERS

BECAUSE

OF

THEIR ALREADY ESTABLISHED BRAND IMAGE AND WIDE VARIETY OF SELECTION AVAILABLE ONLINE THROUGH IN BRICK AND MORTAR LOCATIONS.

POP-UP SHOP LOCATION

TO INTRODUCE A NEW POP-UP SHOP FOR

BIRCHBOX, WE HAVE SELECTED THE CITY OF

SAVANNAH,

GEORGIA

TO

BASE

OUR

LOCATION. THIS CITY WAS CHOSEN AS IT IS

A CENTRALIZED HUB FOR COLLEGE STUDENTS

AND TOURISTS ALIKE. THE POP-UP SHOP WILL BE ESTABLISHED IN ELLIS SQUARE, A

LOCATION FREQUENTLY VISITED BY LOCALS AND SCAD STUDENTS. DUE TO ITS PROXIMITY

TO RIVER STREET, RESTAURANTS, SHOPS,

AND HOTELS, IT IS ALSO A POPULAR AREA FOR TOURISTS TO VISIT. THIS SHOP WILL

SERVE TO PROMOTE BRANDS THAT BIRCHBOX CURRENTLY CARRIES AS WELL AS THE NEW BIRCHBOX BATH LINE. ADDITIONALLY, WE

HAVE CHOSEN TO HOLD THIS POP-UP SHOP DURING THE MONTH OF OCTOBER TO DONATE

MONEY TO BREAST CANCER AWARENESS. AS A PART OF THIS STRATEGY, BIRCHBOX WILL

DONATE A PORTION OF THE PROCEEDS FROM NEW SUBSCRIPTION MEMBERSHIPS TO THE SUSAN G. KOMEN FOUNDATION.

SAVANNAH DEMOGRAPHIC

POPULATION:

TOTAL:

136,286 MALES: 65,301 FEMALES: 70,985

MEDIAN AGE:

BOTH SEXES:

31 YEARS MALE: 30 YEARS FEMALE: 32 YEARS

CONSUMER SPEND:

$406 MM ($/HH): $43,155

SAVANNAH DEMOGRAPHIC

BOOMTOWN SINGLES

HOMETOWN RETIRED

MIDSCALE YOUNGER WITHOUT KIDS

DOWNSCALE OLDER MOSTLY WITHOUT KIDS

AFFORDABLE HOUSING, ABUNDANT

ENTRY-LEVEL JOBS, AND A THRIVING

THESE RACIALLY DIVERSE SENIORS TEND TO

BOOMTOWN SINGLES SEGMENT IN FAST-GROWING SATELLITE CITIES. SINGLE AND WORKING-CLASS, THESE

BEFORE

LIVE IN AGING HOMES--40% WERE BUILT

SINGLES SCENE ALL HAVE GIVEN RISE

TO THE

RESIDENTS PURSUE ACTIVE LIFESTYLES AMID SPRAWLING APARTMENT

COMPLEXES, BARS, CONVENIENCE STORES, AND LAUNDROMATS.

1958--AND TYPICALLY GET BY ON

SOCIAL SECURITY AND PENSIONS.

CITY STARTUPS LOW INCOME YOUNGER WITHOUT KIDS

IN CITY STARTUPS, YOUNG TO MIDDLE

AGED, MULTI-ETHNIC SINGLES HAVE SETTLED IN NEIGHBORHOODS FILLED WITH CHEAP

APARTMENTS AND A COMMERCIAL BASE OF CAFÉS, BARS, LAUNDROMATS, AND CLUBS

THAT CATER TO TWENTYSOMETHINGS. ONE OF THE YOUNGEST SEGMENTS IN AMERICA WITH TEN TIMES AS MANY COLLEGE STUDENTS AS THE NATIONAL AVERAGE THESE NEIGHBORHOODS FEATURE LOW INCOMES

AND HIGH CONCENTRATIONS OF AFRICANAMERICAN AND HISPANIC HOUSEHOLDS.

BECAUSE

MOST NEVER MADE IT BEYOND HIGH SCHOOL AND SPENT THEIR WORKING LIVES AT

BLUECOLLAR JOBS, THEIR RETIREMENTS ARE EXTREMELY MODEST. THESE SECOND-CITY

DWELLERS SPEND THEIR DAYS ON CRAFTS AND WATCHING DAYTIME TV.

SAVANNAH DEMOGRAPHIC

MOBILITY BLUES

PARK BENCH SENIORS

DOWNSCALE MIDDLE AGE WITHOUT KIDS MOBILITY SINGLES

BLUES IN

IS

A

WORKING

SEGMENT CLASS

OF

MIDDLE-AGE

NEIGHBORHOODS

IN

AMERICA'S SATELLITE CITIES. ETHNICALLY DIVERSE,

THESE TRANSIENT AMERICANS TEND TO HAVE MODEST

LIFESTYLES DUE TO THEIR LOWER INCOME JOBS. SURVEYS SHOW THEY EXCEL IN GOING TO MOVIES, PLAYING BASKETBALL, AND SHOOTING POOL.

LOWER MID OLDER MOSTLY WITHOUT KIDS PARK BENCH SENIORS ARE TYPICALLY RETIRED SINGLES LIVING IN THE RACIALLY DIVERSE NEIGHBORHOODS OF THE NATION'S SATELLITE CITIES. WITH MODEST EDUCATIONS

AND

INCOMES,

THESE

RESIDENTS

MAINTAIN LOW-KEY, SEDENTARY LIFESTYLES. THEIRS IS ONE OF THE TOP-RANKED SEGMENTS FOR TV VIEWING, ESPECIALLY DAYTIME SOAPS AND GAME SHOWS.

LOCATION

LOCAL COMPETITORS

PSYCHOGRAPHICS CUSTOMER:

• • • • • •

MEN AND WOMEN

20-28

YEARS OLD

HOUSEHOLD INCOME OF LESS THAN AVERAGE PER YEAR SINGLE BUT DATING

STUDENTS, GRADUATES, INTERNS MIDDLE CLASS

BUYING BEHAVIORS:

•

BUYING WITH EMOTIONAL MOTIVES, WHAT THEY WANT AND

•

BUYING WITH PATRONAGE MOTIVES, PURCHASING SOMETHING

•

WHAT WILL MAKE THEM FEEL BETTER EMOTIONALLY BASED ON PERSONAL PREFERENCES

PURCHASING FOR SELF-ACTUALIZATION, ESTEEM NEEDS, AND BELONGINGNESS

PURCHASE INFLUENCERS:

• • • • • • •

PRODUCT QUALITY CUSTOMER REVIEWS VISUAL APPEARANCE SIZE BRAND OPTIONS LIKE COLORS AND SCENTS POPULARITY

CUSTOMER PROFILE KATHERINE MICHAELS

30

YEARS OLD

TOURIST VISITING SAVANNAH FROM AUSTIN MARRIED, EXPECTING FIRST CHILD MAKEUP ARTIST

JOINT INCOME OF

$170,000

LOVES MAKEUPS AND MOISTURIZERS

PRODUCT ASSORTMENT

THE BRANDS THAT WILL BE FOCUSED ON THROUGHOUT THE POP-UP SHOP LOCATION WILL

BE

TOURISTS STUDENTS

SELECTED AND

WITH

COLLEGE

ALIKE.

IN

ADDITION TO PROMOTING THE NEW BIRCHBOX BATH PRODUCTS, THE STORE WILL

AMIKA

BEAUTYBLENDER

BENEFIT COSMETICS

LIVING PROOF

ALSO CARRY ITEMS THAT ARE CURRENTLY COMPANY BEST

SELLER’S

WHICH

CAN BE FOUND ON THE BIRCHBOX

WEBSITE.

HAIR

AND SKIN CARE PRODUCTS WILL BE HEAVILY FEATURED AS WELL AS COSMETICS AND SKINCARE.

TRAVEL

SIZED

PRODUCTS WILL BE OFFERED AS WELL TO ACCOMMODATE THE VISITING TOURISTS.

BUMBLE

&

BUMBLE

BIOREPUBLIC SKINCARE

CHRISTIE BRINKLEY

SMASHBOX

INSPIRATION BOARD

IN-STORE SIGN

MARKETING MATERIALS

MARKETING MATERIALS

K

MARKETING MATERIALS

SOCIAL MEDIA LAUNCH

#rethinkrelaxing

PROPOSED BUDGET

SPACE RENTAL:

STAFFING:

$800 $3,000 $2,500 $3,000

TOTAL:

$9,300

MARKETING AND PROMOTION: MERCHANDISING FIXTURES:

FIXTURES

THERE WILL BE THREE CIRCULAR TABLES IN OUR

ATTACHED TO THE CEILING ABOVE THE CASH WRAP,

CASH WRAP, THERE WILL BE

CONSISTING OF

THIS ALSO CORRELATES TO

POP UP SHOP, WHICH WILL

THERE WILL BE A FIXTURE

SELLING COSMETICS

GLASS SPHERES.

CARRY THE HIGHEST FROM BIRCHBOX.

ON THE WALL BEHIND THE A MULTI-CIRCLE MIRROR. OUR BUBBLE THEME.

FIXTURES

THERE WILL BE TWO

THERE WILL BE TWO

THERE WILL BE TWO

MIRROR STATIONS ON

OTTOMANS PLACED ON

WALL FIXTURES ON

OPPOSING SIDES OF THE POP

OPPOSING SIDES OF THE

OPPOSITE SIDES OF THE

UP SHOP, IN WHICH

SHOPPERS CAN TRY ON

PRODUCTS. BACKSTOCK WILL ALSO BE STORED INSIDE THE DRAWERS.

ENTRANCE. THEY WILL BE

SPACE. THE FIXTURES WILL

ARE WAITING FOR OTHERS

PRODUCTS, WHICH ARE THE

UTILIZED BY GUESTS WHO TO SHOP.

DISPLAY ALL OF THE BATH

MAIN FOCUS OF THE SHOP.

FLOOR PLAN

WALL SCHEMATIC

PERSPECTIVE VIEW

PERSPECTIVE VIEW

BIRCHBOX POP-UP SHOP FASM410 RETAIL MANAGEMENT PROFESSOR DIMITRI KOUMBIS

PAIGE CHESHIER

.

MAGGIE DILLON

.

JOEY PARKER

.

MARY TRES