PERSONALIZATION

RETAIL & BRAND OPPORTUNITIES AND EXAMPLES

JULY 2015

2

TAILORED SHOPPING Create apps and programs that interact with customers on a more personal level

and enable them to shop when it’s convenient for them.

American Eagle Outfitters

American Eagle created a seamless

shopping experience that was based on

their customers’ mobile shopping habits.

Their new mobile app service, “Reserve, Try

and Buy,” enables shoppers to reserve

products online and then try them on in-

store. Customers can also check local store

inventory and be notified when the item is

available.

“This program shows our commitment to bridging our digital consumer

experiences and our stores and we know that most of our customers are bringing

their phones with them as they enter our stores.”

- Jeremy Xavier, Senior Director of Mobile, American Eagle Outfitters

3

MULTICHANNEL SERVICEAllow them to communicate 24/7 and through their preferred mode of

communication.

Backcountry.com

Customers can choose to chat via online,

text and phone with a Gearhead (specialized

sales agent) for shopping assistance and/or

help with their gear. Consumers are

choosing live chat and/or texting because of

the simplicity and the immediacy of the

response. In addition, consumers who

engage one-on-one with Gearheads on a

regular basis generates more revenue for

the retailer.

“Our philosophy has always been to give customers every opportunity to connect

with us and let them decide how they connect with us – whether through phone, live

chat, email or self service through the website.”

– Chris Purkey, Vice President of Customer Support, Backcountry.com

4

LIFESTYLE MERCHANDISINGCreate interactive in-store displays and product demos that speaks to their

motivations and desires for outdoor recreation.

Diamond Brand

Diamond Brand opened a new

adventure boutique with non-

traditional in-store features:

climbing wall to demo climbing

gear, a simulator to test different

kayaks, an area for trip planning

and a car where people can test

car racks to support the needs and

attitudes of the local customers.

“We know our customers and they're involved in serious fun whether in urban or

outdoor settings. We've created cutting-edge stores with shopping experiences

where customers will find the highest quality and most trusted gear available so

they can enjoy a variety of activities in comfort and style.”

– Will Gary, President & Owner, Diamond Brand

5

VIP OFFERS

Fabletics

Fabletics successfully generated

repeat customers by providing

personalized offers based on the

results from a quiz around their

workout style, body type and

preferences.

“61 percent of consumers say they are willing to provide personal information in

exchange for exclusive deals or offers.” – Accenture

Reward customers with personalized deals for doing business with you.

6

RECOMMENDATIONSFeature product recommendations that reflect their purchase history or interests

to drive consumers to come back for more.

MooseJaw

MooseJaw enhanced their

customer retention by

incorporating personalized

recommendations on the website

and in email communications

based on web analytics and

purchase history.

“We can identify the brands they like, products they need and have purchased. We

reflect this knowledge in our marketing, which helps the customer more easily find

what they are looking for. This helps us better retain more repeat customers.”

– Dan Pingree, Vice President of Marketing, MooseJaw

7

REAL-TIME PROMOTIONSend personalized messages via beacon technology or e-mail when they are

most receptive.

Timberland

Timberland partnered with iBeacon

mobile marketing platform, Swirl, to

deliver more relevant content based

on location within a certain mile

radius and those who are shopping

in-store.

The app will send a promotional

offer if a person is spending a

significant amount of time on a

product.

“Through customer conversations, we hear comments like ‘it definitely got me to

buy more’ and I would’ve walked by Timberland if I did not get the alert.’”

– Rachel Panetta, Head of Retail and Ecommerce Marketing, Timberland

8

INSPIRATIONAL EXPERIENCESLook beyond your products and create branded experiences that addresses their

motivations, attitudes and goals.

Nike’s Outdo You

Nike visualized the activity from

people’s FuelBands by creating

over 100,000 customized

animated films to inspire people

to top themselves in 2015.

“Our Nike+ members accomplished some amazing things in 2014, and we wanted to

inspire them to push for new goals in 2015 by sharing some of the magic behind their

data in an artistic and unexpected way.”

– David Schriber, Vice President, North America Brand Marketing, Nike, Inc.

9

ADDITIONAL INFORMATION

Come to OIA’s session, Identifying and Targeting your Current or Opportunity

Outdoor Consumer Segments, at Outdoor Retailer Summer 2015 to learn

how you can identify who your best customers are and market to them on a

more personal level.