GILLY HICKS
SYDNEY
CUSTOMER LOYALTY PROJECT
April 24th, 2012
Columbus, OH
Sean Allen | Lydia Conklin | Kayti Faustini | Abby Greifenkamp | Michael Rhodes | Christine Spitler
AGENDA
Inspiration
3
The Big Idea
4-5
Details
6-13
Closing Thoughts
Addenda
Q&A
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15-16
17
2
INSPIRATION
Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler
3
THE BIG IDEA
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4
THE EVENT
Not just a VIP Personal Shopping Party, but a VIP Personal Shopping EXPERIENCE for Gilly Girls
around the world!
WHAT WE
CONSIDERED…
 HOW DO WE MAKE
GILLY GIRLS FEEL
SPECIAL?
 HOW DO WE MAKE THE
EVENT MORE EXCLUSIVE?
 HOW DO WE
INCORPORATE CURRENT
BRANDING?
 HOW DO WE
INCORPORATE
TECHNOLOGY?
Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler
5
YOU’RE INVITED
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6
CUSTOMER EXPERIENCE
STAGE 1&2
IN-LINE
ENTERTAINMENT
PICTURES W/
MODELS
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7
CUSTOMER EXPERIENCE
STAGE 3
VIP Hide-Away Lounge
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8
CUSTOMER EXPERIENCE
VIP Hide-Away Lounge
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CUSTOMER EXPERIENCE
STAGE 4
Personal Shopping Experience
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CUSTOMER EXPERIENCE
STAGE 5
The Check-Out
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11
CUSTOMER EXPERIENCE
STAGE 6
The Check-Out Cont’d
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CUSTOMER EXPERIENCE
STAGE 7 The follow-up
Hey _______,
I had a blast shopping with you last weekend! I hope you enjoyed your giveaways and VIP experience. Check out our album on facebook to see if you and
your friends are featured. Your access code: gillygirl1.
Keep checking your inbox for new offers!
We hope to see you back at the store soon! Here is the link to your Gilly Girl
Profile. Feel free to update this anytime.
See you soon,
Jessica
Check out our new collection & deals!
Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler
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RESEARCH
“Here’s why we think that this event will work…”
"Any time we can work one-on-one with customers we can do a much better job
of customizing trend presentations.”
“Sales at these events are relatively modest …However, the value of these
gatherings is in building customer relationships, getting feedback, strengthening
brand awareness and moving inventory.”
“The bottom line for consumers is that it's fun… That is the element of these more
intimate parties where you are with friends and having fun and you get to shop —
it's a trifecta of having a good time."
-Kimberly Grabel, senior vice president of marketing at Saks Fifth Ave.
WWD: Women’s Wear Daily 2009
Haber, Holly, Natalie Caudill, and Nan Coulter. "Romancing The Shopper: Major Retailers Pump Up Personal Marketing Style." WWD:
Women's Wear Daily 198.10 (2009): 1-1NULL. Business Source Complete. Web. 22 Apr. 2012.
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Questions?
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ADDENDUM: THE DETAILS
GOALS
SPECIFICS
 Expand on current GH events with an inviteonly personal shopping party
 Incorporate current branding with a new feel
of refined luxury and sophisticated Australian
colonial chic
 Use technology to capture customer POP
data, allowing GH associates to follow up
with guests after the event
 Hold a three-hour personal shopping event at
Gilly Hicks Stores around the United States
 Invite ~ 500 guests and service their needs
with ~ 20 models
 Expect an attendance of ~ 120 guests
 Encourage guests to bring “friends, moms,
etc.
STRATEGIC ADVANTAGES
 Utilizes Gilly Hicks’s current branding (refined colonial Australian luxury, Hot Lifeguards, watercolor
bras/down undies) in a fresh, exciting and stimulating way
 Personal shoppers encourage guests to make a purchase
 Event design encourages group participation, stimulates word-of-mouth advertising and precipitates a
“parent-friendly” environment
 Opportunity to expand overseas if met with initial success – values of customer appreciation are
universally transferable
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ADDENDUM: COST ANALYSIS
Item
Gilly Hicks - Personal Shopping Event Operating Cash Flow Analysis
Note
Units
Cost/Unit
Revenue
$75 per customer after discount
120
NA
Total Revenue
Total
$9,000.00
$9,000.00
Costs:
Wages
Dividers
Lights
Sparkling Lemonade (bottles)
Wine Glasses (plastic)
Food Budget
Photographer/Videographer
Invitations
5-day trip to Sydney
iPod Touches
Per employee hour
For store segmentation
For extra mood lighting
For refreshments in "VIP Hideaway"
For refreshments
NA
Per employee hour
Printed on watercolor card stock
*Estimate
For give-aways, per event
60
4
5
40
20
NA
3
500
1
3
$8.50
193.00
19.99
2.99
3.99
NA
100.00
0.25
2,020.00
$199.00
$510.00
772.00
99.95
119.60
79.80
150.00
300.00
125.00
2,020.00
$597.00
Total Cost
$4,773.35
Projected Profit
$4,226.65
Item
iPads
Gilly Hicks - Personal Shopping Event Investing Cash Flow Analysis
Note
Units
Cost/Unit
For entire marketing campaign
Total Investing Cash Inflow/(Outflow)
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30
$499.00
Total
$14,970.00
($14,970.00)
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