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