PART II
Part II | Carol D’Souza | Coco Sin | Macy Jarvis | Tanvi Jain
FRONT ENTRANCE
Clean store front with black accents rich wood fixtures, leather accents mens section in transformed NYC Flagship is doubled and even has its own entrance on 16th street
WINDOWS
Displays were basic in comparison to other luxury brands and showcased the latest campaign posters ; because they are known as the whole in the market for luxury yet affordable handbags they don’t have as much spending for luxury window displays
IN-STORE
End cut wood flooring used in the original Coach factory and a chandelier that mimics the light on a traditional coach wagon - a nod to company history Bag - Dinosaur installation in New York Flagship
CUSTOMER CENTRIC SCORECARD: BRICKS & MORTAR POINT OF PURCHASE
Very neat, organized, and tidy. Have extra small products to add onto purchase (small wallets, chains, leather cleaners)
GENERAL PROMOTIONAL
They don’t have in store promotions usually. Collaborations are promoted if applicable and customized items
PRIMARY SELLING
Bigger bags that have a higher cost, mostly have some mannequin and featured product THEME - minimalistic space with wood detailing PRODUCT - main room is full of bags, small leather goods, drawers
IN STORE SALE
SECONDARY SELLING
They do have a really small sale area, most of the store contains the full priced items. No in store sales usually, except during holidays and summer
Accessories and the smaller bags, backpacks and items they would sell to their secondary target market like millennials and men THEME: Darker lighting than rest of the store, PRODUCTS: accessories (Wristlets), bags, shoes, perfume, apparel
CART CHECKOUT &
VOICE
CHECKOUT PROCESS
Simple, Clear, Easy to Navigate Multiple shipping options Option to pay with PayPal
HOME PAGE
Clear with aesthetic layout of the photos (arrow on top of the campaign photos, will show the information of the products)
CUSTOMER ENGAGEMENT
Doing moderately good, less connection, listed social media at the bottom. However, doesn’t emphasize it or promote it at all Product Customization and Personalization
BANNER
clean, easy navigation, follows along while scrolling
very traditional voice, non millennial, simple and straight forward, include small details of movement(animated gifs) to try to engage customers
CUSTOMER CENTRIC SCORECARD: ONLINE
GENERAL PROMOTION
special suggestion & discount of some products for customers. Email discount coupons for members EASE OF NAVIGATION
Clean, easy navigation, menu bar that scrolls down as navigated, divided in product categories and then sub categories of silhouettes and styles.
SPECIALS OFFERS
free shipping and returns Special offers for festivals
SOCIAL MEDIA SCORECARD INSTAGRAM
Number of followers - 2.6
M, following 270
Target customer -
Younger gen compared to other social media - millennials, loyal customers
Aesthetic -
clean, modern, colour coordinated, groups of three posts together
Images - product shots, campaign photos, event photos every now and then
Ease of navigation - clean, easy to navigate, link to website in bio
Customer engagement - In 2013, it had a pinterest competition to the customer submit aphotos, short gifs/videos, link to website (current promotional page), tagged brand ambassadors, two Coach related hashtags in every caption
Promotion - No Direct advertising but post timely updates on products, events and campaigns.
Special offers - Link to online promotions [Currently Mothers Day]
Number of followers - 7.2 M likes, 6.9 M followers
Target customer -
mass market, loyal customers
Aesthetic - clean, modern, similar colour blocks, same posts from instagram shared to fb
Images - short gifs/videos, product shots, campaign photos,
event photos every now and then (same photos as instagram)
Ease of navigation - s clean, easy to navigate, each post links to corresponding e-commerce page
Customer engagement - short gifs/videos, call to action -
“shop now” button, link to e-commerce in About, each post has a link to corresponding product page. Respond to complaints well, answers product queries as well, apologises before referring the users to customer services
Promotions - subtle tone rather than putting people off with
an overt sales pitch (e.g. When your spontaneous day trip turns into a week long––get a bag that can hold all your gear: on.coach. com/AcademyBackpack)
Special offers - none
Number of followers 77K
Target customer
- young generation who love to use pinterest
Aesthetic - pretty clean and has more
attractive product photos than the official website)
Images - 16 boards include a range
of products( footwear, men’s, gifts, collaborations, handbags and clothings); fashion shows; special hashtag and lifestyle content
Ease of navigation - easy to find out the photos that you want from each category. Link to coach website in Bio
Customer engagement - There is no
customer engagement since a Facebook competition in 2013
Promotions none Special offers - none
GAPS AND PROBLEMS IDENTIFIED CUSTOMER NEEDS
INDUSTRY TRENDS
Yearning for interactive experiences
Sustainability
Look for Product and Brand Transparency
Growing market for men’s accessories
Prefer personalized/customized products and experiences
Street Luxe - The mid-segment market/affordable is dying
Want to be part of a community
Customers are moving towards either legacy or indie brands
Want Brand Authenticity
Growing product functionalities
OPPORTUNITIES TO EXPAND TARGET MARKETS:
MILENNIALS
MEN
ECO-CONSCIOUS
STYLE-CONSCIOUS
LOYAL CUSTOMERS
STRATEGIC INITIATIVES OVERVIEW*
#COACHCREATE
Customization Enhanced Experience
#COACHCARES
Sustainability Brand Transparency
#COACHCARRY
Legacy Community Marketing Event
#COACH_ELLLA
New Product Line Launch Event for Niche Market Segments
*Subject To Change
#COACHCREATE
OBJECTIVES
• Iterating current service offering Taking the existing customizaton service one step further Freedom to choose Silhouette, Fabric, Color, Functionalities and embellishments. Option to pick certain products in store and customize them
• Giving customer freedom to design their own product • Introducing in-store technology • New app launch with the added customization feature • Creating and integrating omni-channel platforms • Increase customer engagement Online and offline
New Coach App that allows customization on all smart devices.
Age: 25
Occupation: Interior Designer
Customization Bar in store - Tablets with app installed
Location: Los Angeles
ANIMESH
Key Values: • Big on Self Expression • Strong supporter of Equality and Individuality • Pro Weed Legalization
Hobbies & Interests • Follows Fashion Trends • Lives for Shoes and Bags • Wine Tastings and Book Clubs • Loves visiting Historic areas
#COACHCARES
•
Revising the Brand Ethics, increased brand transparency
•
Make supply chain information available online
•
•
•
•
A Promise to become 100% Sustainable by 2025
A vision to launch a 100% recycled and vegan leather product line by Fall 2019 Let consumers participate by donating old leather goods Get a chance to be featured on our social media as one of the top ten coach conscious customers every month. •
By donating you become part of the Coach Pet community and get invites for the quarterly pet therapy events in flagship stores.
OBJECTIVES
• Add Authenticity to the brand • Reconnect with customers, assure them that COACH is an ethical brand, and will only get better at it with time. • Co-Create a sustainable line with the customers • Give customers a reason to donate, different from a discount coupon that encourages them to consume more Age: 36
Key Values: • Vegan in Food and Occupation: Buying chices Philosophy Teacher • Environment & Health Location: Austin, Conscious Texas
STEPHANIE ANDREWS
Hobbies & Interests • Loves Gardening • Fitness and Meditation • Volunteers at a Pet Adoption NGO • Loves going to the beach
#COACHCARRY
OBJECTIVES
• Customer Retention • Social Media & Email Campaign for Coach Customers to show off their coach purchases #MyCoach #YearOfPurchase #CoachCarry • Oldest products and biggest collection win a chance to represent the brand at Coach Legacy Exhibition Event, for which they get a fully sponsored Tour. • A Coach Wag0n randomly appears in cities and reminds people of Coach’s rich brand history. • Launch in New York city central park on the day of the exhibition, Gives a free ride and a Coach monogram
• Remind people of Coach’s legacy and experience in the industry • Deepen brand values, introduce Coach journey to connect with old, existing and potential customers • Slightly adjust brand image without re-branding entirely • Create a sense of community • Lead towards more brand transparency Age: 52
Occupation: CEO in a Tech Firm Location: Atlanta
MELENIE
Key Values: • True to her word • Quality over price • Reluctant to try new innovations, sticks to her comfort zone.
Hobbies & Interests • Likes to read • Enjoys Politics • Heavily invested in her kids • Her Fashion keeps her crisp
#COACH_ELLA OBJECTIVES
• Initiative to tap into new markets • Introducing tech New Tech infused Product Line Unisex Bags with inbuilt Phone chargers and speakers Launch with a Limited “Coachella Edition” with street art print to try the market
• Create a niche market segment for Music Lovers • Launch of a new product line • Gives younger generations a reason to connect with the brand • More products for the male customer segment • Photo opp, can indirectly promote on social media.
Product Launch at Coachella 2019 with a #Coach Corner
Age: 28
Occupation: Fashion Journalist
#CoachCorner with a coach art wall - emoji props and spray paint available.
Location: London
JACOB TOLLAN
Key Values: • Values a good design • Appreciated Technology • Believes art is Priceless
Hobbies & Interests • Ex-Engineer turned artist • Calls graffitti Street Art • Music ranges from hip hop to indie • Well read and informed
RATIONALE Coach isn’t active in promotional strategies. We want to achieve marketing but also be budget conscious. A lot of the initiatives include social media aspects that are obviously free. The only one that would be more costly would be the exhibition/carriage. But it is necessary in order to create experiences and connect with the customer. This initiative also helps showcase the history the brand has to offer. Tech handbags are something that is gonna be marketed towards millennials, both men and women, that attend music festivals. This is justified by the fact that technology is such an aspect in the world we live in. Coach has an opportunity to use this aspect to increase profit and customer loyalty. The sustainable initiative is something that helps Coach tell their customers that they realize the impact that they have on the Earth we inhibit. Having a recycling project that uses old handbags to create new ones is something that will have the legacy and history that one expects when they come to coach but in a new modern way.