PROJECT 3: FINAL RAMBERT SIN
TABLE OF CONTENTS CUSTOMER EXPERIENCE INTRO (TOMS, DATA MAP, TREND) CONCEPT INTRODUCTION IMAGINATIVE QUESTIONS MEMBERSHIP EXPERIENCE SCENARIOS IMPLEMENTATION CONCLUSION
WHAT IS CUSTOMER EXPERIENCE?
“THE PERCEPTION THE CUSTOMER HAS OF YOUR BRAND” HTTPS://WWW.FORBES.COM/SITES/BLAKEMORGAN/2017/04/20/WHAT-IS-CUSTOMER-EXPERIENCE2/#564A4C6A70C2
WHAT DOES THIS MEAN FOR TOMS?
WITH THE HELP OF USER MAPPING FOR TOMS…
PERSONAL POSITIVE IMAGE WANTED
RESPONSIBLE FASHION STATEMENT PURCHASE HELPS GIVE SIGHT
MEANINGFUL PURCHASE
NATURE OF BELONGING REVEALED
BECOME PART OF SOMETHING GREAT
SOCIAL MEDIA PRESENCE
APPLE WATCH BANDS
“ONE FOR ONE”
TOMS
SHOES TO CHILDREN IN NEED
SOCIAL RESPONSIBLILTY
ACCESSORIES TOMS COMMUNITY OUTPOST
BAGS
TOMS TRIBE
SHOES
EYEWEAR
PURCHASE PROVIDES 1 YEAR OF SOLAR LIGHT SAFE BIRTH
“ONE DAY WITHOUT SHOES”
CONSUMERS NOT JUST BUYER
“COMMUNITY OUTPOST” NOT STORE
TOMS ROASTING CO.
POSITIVE BRANDING
COFFEE IS “NECESSITY”
PURCHASE= CLEAN WATER
MARKETING INITIATIVE WITHOUT NEED FOR CELEBRITY ENDORSEMENTS
COMMUNITY APPROACH MARKETING
POSITIVE BRAND IMAGE
FEEL GOOD PURCHASE
REWARDED CHARITABLE NATURE REVEALED
AND THE USAGE OF THE CREATED TREND…
SIMPLE-DEMAND INTEGRATION
THROUGH THE USAGE OF DIFFERENT APPS INTEGRATED TOGETHER, THE USER EXPERIENCE JOURNEY IS SIMPLIFIED TO SATISFY THE ON-DEMAND BEHAVIOR OF THE CURRENT SOCIETY
DEFINITION
WE CAN CREATE NEW OPPORTUNITIES
FOR THE CREATION OF NEW VALUE…
TRIBAL OUTPOST REVITALIZATION THE CONCEPT
APPLICATION OF TREND TOWARDS THE EXISTING TOMS TRIBAL OUTPOST
USING A MEMBERSHIP BASED PROGRAM, IT WILL GIVE MEMBERS ACCESS TO ALL STORES. BY BEING A MEMBERSHIP EXCLUSIVE STORE, A LINE-FREE CHECKOUT IS POSSIBLE WITH THE HELP OF APP-BASED PURCHASING.
SHIFT THE FOCUS AWAY FROM SELLING A PRODUCT TO A CONSUMER AND WAITING IN LINE, TO A PURELY EXPERIENTIAL SHOPPING EXPERIENCE THAT SATISFIES THE ON-DEMAND BEHAVIOR.
SELLING PRODUCT
WAITING IN LINE
EXPERIENCE
THOUGHTS AND QUESTIONS BEFORE CONTINUING…
WHAT IS THE BENEFIT OF THE CONCEPT?
• CONCEPT IS COMPLETELY BASED AND SUITED FOR TOMS, MEANING THAT IT WILL NOT BE A REPLACEMENT, INSTEAD, AN ENHANCEMENT, FOR THE VALUE OF THE BRAND, AND THE EXPANSION OF THE COMPANY. NOT ONLY WILL CURRENT TRIBE MEMBERS CONTINUE TO SUPPORT TOMS, BUT THERE WILL BE A LARGE INCREASE IN THE TRIBE, THROUGH THE EXPANSION OF THE DEMOGRAPHIC
WHAT IS GOING TO CREATE THE MAXIMUM VALUE WITH MINIMAL CHANGE?
TOMS ALREADY POSSESSES STOREFRONTS IN MOST MAJOR CITIES IN NORTH AMERICA, AS WELL AS SEVERAL STORES WORLDWIDE, THERE WILL ONLY BE A NEED FOR CONVERTING THE STORES INTO THE NEW CONCEPT STORES
WHAT IF PEOPLE DON’T SUPPORT THE CHANGES?
• THE CONCEPT IS DERIVED FROM DATA MAPS BASED ON THE DESIRES OF THE TOMS CONSUMER, ALONG WITH CURRENT TRENDS • THE IMPLEMENTATION OF THE CONCEPT WILL BE GRADUAL, STARTING WITH ONE STORE TO SEE THE REACTION OF THE CONSUMERS. ONCE THE SUCCESS AND POSITIVE REACTIONS ARE REGISTERED, THE FULL IMPLEMENTATION WILL PROCEED FOR ALL STORES.
HOW WILL PEOPLE LEARN ABOUT THE NEW CONCEPTS? • BE ALIGNED WITH A MARKETING CAMPAIGN THAT WILL PROMOTE THE CHANGES. • THE USAGE OF SOCIAL MEDIA FOR SHARING AND SPREADING THE CAMPAIGN CAN EASILY HAVE THE SAME EFFECT AS CELEBRITY ENDORSEMENTS (NOT DONE BY TOMS) • EXISTING MEMBERS OF THE TRIBE WILL RECEIVE NOTIFICATIONS WITH POTENTIAL SPECIAL OFFERS, OPENING PRE-SALES, AND OTHER EXCLUSIVE REWARDS AS INCENTIVES TO PARTICIPATE IN THE NEW ERA OF RETAIL SHOPPING.
WILL THE CONCEPT AFFECT TOMS IN A NEGATIVE WAY?
WHILE IT IS IMPOSSIBLE TO SAY THE CONCEPT WILL SUCCEED FOR SURE, IT IS VERY LIKELY, BASED ON ALL THE EMPIRICAL DATA, THE TREND RESEARCH, AND THE GROWING GLOBAL MARKET DEMOGRAPHICS FOR TOMS.
WHAT IF THE CONCEPT CANNOT BE IMPLEMENTED FULLY? THIS CONCEPT IDEA IS BASED AROUND THE GLOBAL DEMOGRAPHIC SHIFT, AND THE CREATION OF A NEW CUSTOMER SERVICE EXPERIENCE. BE IMPLEMENTED IN A TIMELINE OF GOALS, AND THE COMBINATION WILL BE ORGANIZED INTO A REALISTIC GOAL OF A TWO-YEAR IMPLEMENTATION PLAN. THE PARTIAL IMPLEMENTATION WILL STILL BE CONSIDERED A SUCCESS AS SOME AREAS ARE JUST NOT READY FOR THE RADICAL SHIFT. THE POTENTIAL DEVELOPMENT OF THESE AREAS CAN BE RE-ASSESSED IN THE FUTURE TO SEE IF IT IS SUITABLE FOR THE CHANGE THEN.
WHO WILL HAVE TO SUPPORT THIS CONCEPT FOR ITS SUCCESS TO BE POSSIBLE?
THE SUPPORT WILL HAVE TO BE FROM ALL THE TOMS STAKEHOLDERS. THOSE IMPLEMENTING THIS WILL HAVE TO BELIEVE IN ITS POTENTIAL, AND THE CONSUMERS WILL HAVE TO ACCEPT THE CHANGE AS A BETTERMENT OF THEIR OWN SHOPPING EXPERIENCE.
MEMBERS ONLY
WHY MEMBERSHIP?
Taking Precedence from Costco and Mec, The semiexclusivity creates a sense of belonging (Desire to belong is behaviour seen in data map)
the membership will be a good way to keep consumers notified about any current news, updates on charitable acts, as well as any promotions
MORE ABOUT MEMBERSHIP • ONE TIME CHARGE THAT WILL CREATE THE ACCOUNT, SET UP PAYMENT OPTIONS, AND CREATE A PERSONALIZED PROFILE THAT HAS ALL THE PREFERENCES, SIZING, AND INTERESTS • THE CUSTOMER EXPERIENCE WILL REMOVE THE NEED TO FIND THE RIGHT SIZE • THEIR INFORMATION IS AUTOMATICALLY LOADED ONTO THE STORE DIRECTORY SO THAT SALES REPRESENTATIVES ARE ABLE TO GREET THEM PERSONALLY, AS WELL AS GUIDE THEM TO EXACTLY WHAT THEY DESIRE. BY DOING SO, THE AWKWARD INTERACTION IS TAKEN AWAY SINCE BOTH PARTIES ARE ACQUAINTED AND BELONG TO THE SAME “CLUB”.
EXPERIENCE
CURRENT EXPERIENCE…
AREAS OF POTENTIAL IMPROVEMENT: INCREASED EFFICIENCY, PERSONAL EXPERIENCE, NO WAITING, MORE BRAND EXPOSURE 1
2
3
4
5
6
Enters store and aimlessly looks around
Sales representative finally comes to awkwardly help out
Tries on different size for fit
Helps find correct style and size inside
Proceeds to checkout
Leaves with product
5mins
5mins
15mins
10mins
20mins
2mins
PROPOSED EXPERIENCE…
YOU ENTER THE STORE AND TAP YOUR MEMBERSHIP…
AT ONCE, A TEAM MEMBER GREETS YOU
YOU ARE HELPED WITH FINDING WHATEVER YOU NEED…
AND SIMPLY WALK OUT!
SO…?
1. SPEED UP PROCESS 2. INCREASED EFFICIENCY 3. HEIGHTEN CX JOURNEY
DIFFERENT PERSONALITIES, SAME PERSONAL EXPERIENCE
HAVING GONE ON AN UNFRUITFUL SHOPPING SPREE FROM COMPETITORS FROM A LACK OF SIZE FOR HER LARGER THAN AVERAGE FEET, ALI GOES ON HER TOMS MOBILE APP
SCENARIO #1: ALI THE SHOPAHOLIC
AS SHE ENJOYS HER AFTERNOON HALF-SWEET ONE PUMP S VANILLA SOY LATTE, SHE SCROLLS THROUGH THE SUGGESTED PICKS ON THE APP AND SEES SEVERAL SHE FALLS IN LOVE WITH, AND WITH THE SEAMLESSLY INTEGRATED BRAND INFORMATION ON THE CHARITABLE WORKS OF TOMS, SHE INSTANTLY MAKES A PURCHASE
SHE TAPS HER PHONE ON THE READER BY THE DOOR AND IS GREETED [ALMOST] INSTANTANEOUSLY BY A STAFF MEMBER. ALREADY AWARE OF HER PREVIOUS BROWSING, THE STAFF GUIDES HER TO THE PRODUCTS AND ALSO SIMILAR ONES AS SUGGESTED BY THE SYSTEM.
AND….SHE LIKES THEM ALL! SHE DECIDES TO GET ALL FIVE PAIRS AS SHE REMEMBERS IN THE BACK OF HER MIND THAT IT IS HELPING THOSE IN NEED. SHE JUSTIFIES THIS BY THINKING THAT IT IS KILLING TWO BIRDS WITH ONE STONE; SATISFYING HER DESIRE TO SPEND, AND ALSO DOING A CHARITABLE DEED, MAKING HER FEEL GOOD.
AFTER RECEIVING THE CORRECT SIZE FROM THE SALESPERSON, SHE SIMPLY WALKS OUT AND TAPS HER PHONE ONCE AGAIN, CHARGING HER ACCOUNT. ALI LEAVES BEING SATISFIED WITH HER PURCHASES, AND THE STAFF IS READY TO HELP ANOTHER MEMBER
ENJOYS GOING TO HOTDOG STAND FOR HIS FORTY-FIVE MINUTE LUNCH BREAK. ONE DAY, HE FORGETS TO GET A GIFT FOR HIS NIECE’S BAT MITZVAH. HE LOGS ONTO HIS TOMS APP, AND SEES THAT HE IS ONLY EIGHT MINUTES FROM THE CLOSEST TRIBAL OUTPOST.
SCENARIO #2: HAROLD THE BANKER
HE SCROLLS THROUGH THE CATALOGUE AS HE WALKS TO THE STORE, AND FINDS SOMETHING PERFECT; A SMALL CANVAS BACKPACK. HE PREPAYS ON HIS PHONE, AND WHEN HE GETS THERE, HE TAPS ON THE READER. A STAFF MEMBER BRINGS FORTH HIS PURCHASE, AND HAROLD IS ON HIS WAY AGAIN. NOW HE STILL HAS TIME TO GET HIS HOTDOG.
LAURA RUNS A SOCIAL MEDIA ACCOUNT THAT FOCUSSES ON STYLE AND DIY CRAFTS. SHE POSTS HER OUTFITS DAILY ON INSTAGRAM, AND ENJOYS SHARING TIPS AND TRICKS FOR STYLING HER CLOTHING. SHE HAS TO CONSTANTLY SCOUR FOR NEW CLOTHING OPTIONS, PRINTS, AND DIFFERENT PIECES.
SCENARIO #3: LAURA THE FASHION GURU
BEING A MEMBER OF TOMS TRIBE, SHE IS ABLE TO CONNECT WITH OTHER MEMBERS, AS WELL AS RECEIVE THE LATEST UPDATES ON NEW PRINTS AND STYLES.
HAVING RECEIVED A NOTIFICATION FOR A NEW RELEASE, SHE HEADS OVER TO HER NEAREST TOMS TRIBAL OUTPOST. SHE TAPS ON THE READER, AND IS GREETED INSTANTANEOUSLY. KNOWING HER PREVIOUS HISTORY AND PREFERENCES, THE STAFF KNOWS THAT LAURA IS HERE FOR THE NEW RELEASES, AND GUIDES HER THERE. SHE DECIDES TO PURCHASE SEVERAL PAIRS OF SHOES, AS WELL AS A CUTE LITTLE TOTE BAG THAT SHE THINKS WILL GO PERFECT WITH HER SUMMER OUTFITS. SHE GETS HER ITEMS, AND WALKS OUT DISCRETELY WITHOUT BUMPING INTO ANY FOLLOWERS THAT MAY TAKE TIME OUT OF HER BUSY SCHEDULE. SHE CAN NOW CONTINUE TO POST MORE OUTFITS AND NEW LOOKS!
EDDIE GOES TO UC DAVIS, AND IS LARGELY INVOLVED WITH ON-CAMPUS ACTIVIST GROUPS RAISING AWARENESS FOR UNDERPAID WORKERS OVERSEAS, AS WELL AS SEVERAL CHARITY ORGANIZATIONS.
SCENARIO #4: EDDIE THE UNIVERSITY ACTIVIST
HE IS INTRODUCED TO TOMS THROUGH A FRIEND, AND THEY DECIDE TO GO THERE TOGETHER. HE LEARNS MORE ABOUT THE BRAND AND ITS VALUES, AND IS MOTIVATED TO JOIN!
HE GOES THROUGH THE SIGN-UP PROCESS, GETS AN INTRODUCTION TO THE COMPANY, AND IS READY TO START BECOMING A PART OF THE TOMS TRIBE!
HE FINDS SEVERAL PAIRS OF SHOES THAT FIT HIS STYLE, AND PLEASANTLY FINDS THAT IT IS STILL WITHIN HIS COLLEGE BUDGET. HE RECEIVES THE CORRECT SIZE FROM HIS ACCOUNT INFO, TAPS ON THE READER, AND LEAVES SATISFIED AS A NEW TRIBE MEMBER!
WHETHER IT IS A DESTITUTE SHOPAHOLIC, A BUSY MAN LOOKING FOR A LAST MINUTE GIFT, A SOCIAL MEDIA PERSONALITY, OR A UNIVERSITY ACTIVIST, TOMS TRIBAL OUTPOST IS FOR EVERYONE
STRATEGIC SCENARIOS WHAT-IF ANALYSIS WILL PROVIDE FURTHER UNDERSTANDING AND DEPTH TO THE CONCEPT
TECHNOLOGY IS THE MOST PREVALENT DRIVING FORCE FOR THE FUTURE
SOCIETY IS SHIFTING AWAY FROM PHYSICAL INTERACTIONS INTO A VIRTUAL, ONLINE, OR ALTERNATE REALITY…
THIS CREATES POTENTIAL PROBLEMS FOR A CONCEPT BASED ON A PHYSICAL STOREFRONT.
A LACK OF MOTIVATION TO GO OUT TO SHOP….
FINDING ALTERNATIVES TO PHYSICAL STORES…
FINDING CHEAPER ALTERNATIVES OF A SIMILAR PRODUCT…
ALL LEAD TOWARDS UNCERTAINTIES…
WITH GROWING MARKET FOR ONLINE SHOPPING PLATFORMS SUCH AS EBAY AND AMAZON, MORE AND MORE CHOOSE TO SHOP IN THE COMFORT OF THEIR OWN HOMES
WHETHER IT IS A BOOK, GROCERIES, OR CLOTHING, NEW FEATURES LIKE AMAZON DASH AND ONECLICK PURCHASE WILL ENCOURAGE AND RELEASE A LETHARGIC BEHAVIOR IN SOCIETY
DIRECT SALES FROM OVERSEAS THROUGH ALIBABA AND WISH ARE CREATING NEW ACCESSIBILITY TO KNOCKOFFS OF LOWER QUALITY. WITH LITTLE DIFFERENCE FROM THE LEGITIMATE VERSION, MANY WILL OPT FOR THE SIGNIFICANTLY CHEAPER COUNTERFEIT.
WITH MORE SCENARIOS OF POTENTIAL UNCERTAINTIES PRESENTED IN THE REPORT, IT IS CLEAR THAT MANY PROBLEMS REGARDING PHYSICAL STOREFRONTS ARE PRESENT…
HOWEVER…
THE SHIFT TOWARDS LOWINTERACTION SHOPPING DOES NOT ELIMINATE RETAIL SHOPPING…
IT EVOLVES IT BEYOND SELLING A PRODUCT (SAME THING IS ONLINE…)
INSTEAD, PHYSICAL STORES MUST SELL AN EXPERIENCE…
BY CREATING VALUE TOWARDS THE PHYSICAL INTERACTION THAT IS IRREPLACEABLE…
TOMS TRIBAL OUTPOST DOES EXACTLY THIS!
FROM GETTING RECEIVED THE MOMENT YOU WALK IN, TO GETTING PERSONALLY GREETED, THE EXPERIENCE OF PEOPLE KNOWING EXACTLY YOUR NEEDS…
THE EXPERIENCE OF RECEIVING THE PRODUCT PHYSICALLY “ON-DEMAND”…
THESE FEELINGS ARE IRREPLACEABLE BY FUTURE DRIVING FORCES
AUTHENTICITY IS ALSO NOT AN ISSUE THAT IS RELEVANT TOWARDS TOMS…
IN ADDITION TO THE STYLE, BRAND VALUE IS VITAL AS TO WHY PEOPLE BUY TOMS…
“ONE FOR ONE” IS A GREAT FOR PEOPLE TO SATISFY THE DESIRE OF A “FEEL GOOD PURCHASE”
SO FOR BOTH THE ACTIVIST THAT CARES, AND THE AVERAGE PERSON THAT BUYS TOMS MORE SO FOR THE STYLE…
BY HAVING A “FEEL GOOD PURCHASE” AS WELL AS AN IRREPLACEABLE SHOPPING EXPERIENCE…
TOMS IS ALWAYS THE TRUE PRODUCT FOR EVERYONE
• STARTING WITH A PILOT STORE (FLAGSHIP STORE IN VENICE, CALIFORNIA) • IDEAL DEMOGRAPHIC OF YOUNGER “HIP” AND SOCIALLY CONSCIOUS • EASIER LEARNING FOR INNOVATIVE TECHNOLOGY • SUITABLE FOR REVISING ANY SMALL AREAS BEFORE GLOBAL IMPLEMENTATION
IMPLEMENTATION
UTILIZING THE TREND OF SIMPLE-DEMAND INTEGRATION TO REVITALIZE TOMS TRIBAL OUTPOST…
THE FOCUS ON SHORTENING THE CUSTOMER EXPERIENCE JOURNEY IS REALIZED THROUGH THE CREATION OF A MEMBERSHIP SYSTEM…
THAT WILL CREATE A PERSONALIZED SHOPPING EXPERIENCE… ELIMINATE WAITING… AS WELL AS AWKWARD INTERACTIONS…
INSTEAD…FOCUSING ON THE SHOPPING EXPERIENCE… WITH INCREASED EFFICIENCY… A SENSE OF BELONGING…
AND SATISFYING BEHAVIORS OF…
“FEEL GOOD PURCHASES” “ON-DEMAND”
FINALLY…
SCENARIOS CREATE A GREATER UNDERSTANDING FROM THE CONSUMER PERSPECTIVE, AS WELL AS POTENTIAL STRUGGLES FROM EXTERNAL FACTORS
THROUGH IMPLEMENTATION OF THE CONCEPT…
NEW VALUE IS CREATED…
AMONG THE VALUELESS KNOCKOFFS
GREATER BRAND PRESENCE IS ESTABLISHED…
AND WHAT WILL ALL THIS DO…?
CREATE THE POTENTIAL FOR GREATER OPPORTUNITIES OF GROWTH AND VALUE CREATION IN THE FUTURE
THE END