TOGETHER WE MAKE HISTORY

1
?MEZERA? NEW YORK
TOGETHER WE MAKE HISTORY
2

• Elyse Berger
• Junior, University of Arizona
• Store/Catalog Operations
• Rachel Brooks
• Senior, University of Michigan
• IT
• Daphne Calderon
• Junior, University of Pennsylvania
• Customer Relations

• Danielle Croegaert
• Junior, University of Wisconsin
• Marketing Branding
• Jackie Mennie
• Senior, University of Florida
• Project Manager, Community

3
Agenda
Company Overview
Product Introduction
Benefit Analysis
Marketing Education
Financial Outlook
Timeline Future Opportunities
4
COMPANY OVERVIEW

• Among top luxury department stores in the nation
• 45 Doors
• Long legacy of quality and service
• Founded over 100 years ago
• Full assortment of product services
• Apparel, accessories, beauty, home
• Personal shoppers, repair shops

5
TARGET CONSUMER

• Style conscious 20-35 year-old professionals
• Educated, sophisticated, status seeking
• seeks convenience in fast-paced career and
  lifestyle

• 41-60 years old
• Upper class with a family
• Willing to pay a premium for quality
• Seeks convenience in her aging lifestyle

6
SITUATION ANALYSIS

• Growing market for contemporary luxury products
• Existing web site with large percentage of store
  assortment
• Few existing Web 2.0 applications
• Little e-commerce differentiation among
  competition

7
OBJECTIVE

• Increase multi-channel revenue
• Increase online sales per click
• Provide exceptional customer service in online
  channel
• Create sustainable competitive advantage
• Extend brand awareness via Web 2.0 technology
• Expand customer base to younger audiences

8
Customer experience
?MEZERA? NEW YORK
My Personal Shopper Welcome, Susan Smith Select
current profile
?MEZERA? NEW YORK
My Personal Shopper is an Web 2.0 application
that allows customers to shop anywhere, while
providing the same personalized and comfortable
experience one comes to expect within a store
location.
9
CUSTOMER BENEFITS

• Creates a superior shopping experience
• Personalization
• Tailored to customer needs with use
• Convenience of online shopping
• Fast navigation of products
• One-stop shopping
• Caters to unique product needs during each visit
• Enhancing online customer service
• Keeps customers in the know
• Advanced notice of in-store sale events
• Trend new arrival updates

10
COMPANY BENEFITS

• Enhances customer service for online shoppers
• Increased customer satisfaction
• Increased sales per click
• Streamlines customer experience across channels
• Increased brand equity for all guests
• Increased in-store personal shopping
• Improved distribution for catalog users
• Increases customer loyalty
• Sustainable competitive advantage
• Branded lifestyle

11
Marketing overview

• Marketing Objective
• Positioning
• Goals
• Existing Customers
• New Customers

12
MARKETING OBJECTIVE
13
MARKETING Objective

• Create basic awareness of My Personal Shopper
• Encourage multi-channel purchasing behavior
• Acquire retain new customers
• Educate all potential and current application
  users

14
Existing Customers

• Currently loyal in-store shoppers
• Converting to multi-channel shoppers via My
  Personal Shopper
• Registration at in-store kiosks
• Encourage trial with exclusive promotional gift
  card
• In-store Personal Shopper incentives
• Friends Family References
• Share shopping profile with others
• Rapid development of a new generation of
  customers

15
New Customer Base

• Who are the new customers?
• Shop at competitors
• Not close to a store location
• Attracting new customers
• Referral program
• Purchase direct mailing lists by zip code and
  demographics
• Ads in press
• Press release in fashion magazines

16
Customer Education
?MEZERA? NEW YORK My Personal
Shopper Together We Make History

• Store Kiosks
• Demonstrations
• Printed material
• Live Help Desk
• Telephone
• Instant Messaging

17
PROJECT OVERVIEW

• Technical Planning
• Project Timeline
• Financial Impact
• Risks
• Future Growth Opportunities

18
Technical plans

• Custom searches for individual customers
• Product recommendations
• Targeted promotional distribution
• 4 new servers

19
TIMELINE
Month 1 Month 2 Month 3 Month 6 Month
9 Month 12 Month 24 Month 30
20
POSITIVE BOTTOM LINE IMACT
21
MITIGATING RISKS

• Late adopters skeptics
• Emphasize in-store education
• Highlight the advantages security of the new
  tool
• Technological glitches
• Maintain well-equipped knowledgeable staff
• Develop an alert system for malfunctions
• Cannibalization of in-store sales
• Must continue high quality in-store experience
• Provide different offers through the various
  channels

22
FUTURE OPORTUNITIES

• Virtual Trunk Shows
• Desktop Application Widgets
• Virtual Dressing Room
• Mobile phone shopping interface

23
OBJECTIVE

• Increase multi-channel revenue
• Provide exceptional customer service in online
  channel
• Extend brand awareness via Web 2.0 technology

24
Thanks you

• NRF Foundation - Shop.org
• Sarah Conrad, NRF
• Jerry OBrien, University of Wisconsin
• Heather Barksdale, Build-A-Bear
• Mary Lou Benjamin, Macys, Inc.
• Kevin Ertell, Borders Group
• Richard Last, JC Penney
• Kathy Monetti, American Girl
• Jason Zimmerman, PETCO