CUSTOMER LOYALTY PROJECT April 24 th, 2012 Columbus, OH Sean Allen | Lydia Conklin | Kayti Faustini...


THE BIG IDEA


THE EVENT

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?

Not just a VIP Personal Shopping Party, but a VIP Personal Shopping EXPERIENCE for Gilly Girls around the world!


YOU’RE INVITED


CUSTOMER EXPERIENCESTAGE 1&2

IN-LINE ENTERTAINMENT

PICTURES W/ MODELS


CUSTOMER EXPERIENCESTAGE 3

VIP Hide-Away Lounge


CUSTOMER EXPERIENCEVIP Hide-Away Lounge


CUSTOMER EXPERIENCE

Personal Shopping Experience

STAGE 4


CUSTOMER EXPERIENCE

The Check-OutSTAGE 5

STAGE 6


CUSTOMER EXPERIENCE

The Check-Out Cont’d


CUSTOMER EXPERIENCE

The follow-upSTAGE 7

Hey _______,

I had a blast shopping with you last weekend! I hope you enjoyed your give-aways 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!


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.


Questions?


ADDENDUM: THE DETAILS

GOALS SPECIFICS Expand on current GH events with an invite-

only 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


ADDENDUM: COST ANALYSISGilly Hicks - Personal Shopping Event Operating Cash Flow AnalysisItem Note Units Cost/ Unit Total

Revenue $75 per customer after discount 120 NA $9,000.00

Total Revenue $9,000.00

Costs:Wages Per employee hour 60 $8.50 $510.00Dividers For store segmentation 4 193.00 772.00Lights For extra mood lighting 5 19.99 99.95Sparkling Lemonade (bottles) For refreshments in "VIP Hideaway" 40 2.99 119.60Wine Glasses (plastic) For refreshments 20 3.99 79.80Food Budget NA NA NA 150.00Photographer/ Videographer Per employee hour 3 100.00 300.00Invitations Printed on watercolor card stock 500 0.25 125.005-day trip to Sydney *Estimate 1 2,020.00 2,020.00iPod Touches For give-aways, per event 3 $199.00 $597.00

Total Cost $4,773.35

Projected Profit $4,226.65

Gilly Hicks - Personal Shopping Event Investing Cash Flow AnalysisItem Note Units Cost/ Unit Total

iPads For entire marketing campaign 30 $499.00 $14,970.00

Total Investing Cash Inflow/(Outflow) ($14,970.00)

CUSTOMER LOYALTY PROJECT April 24 th, 2012 Columbus, OH Sean Allen | Lydia Conklin | Kayti Faustini...

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