4 Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler THE BIG IDEA
5 Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler 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!
10 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler CUSTOMER EXPERIENCE Personal Shopping Experience STAGE 4
11 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler CUSTOMER EXPERIENCE The Check-Out STAGE 5
STAGE 6 12 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler CUSTOMER EXPERIENCE The Check-Out Cont’d
13 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler CUSTOMER EXPERIENCE The follow-up STAGE 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!
14 Allen | Conklin| Faustini | Greifenkamp | Rhodes | Spitler 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.
16 Allen | Conklin | Faustini | Greifenkamp | Rhodes | Spitler ADDENDUM: THE DETAILS GOALSSPECIFICS 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