Nomi - Concept description

The Story

e-concept development - team 9 - semester 2 - group 3 - 10 December 2014

LISA HUGHES lisa.designs@hotmail.com 50 44 10 74

Group members

Studied Multi Media Design & Graphic Design Specialty: Concept Development & Storytelling

TEODOR VOICILA teocris92@gmail.com 71 60 52 49 Computer Science graduate looking forward to developing new creative skills.

CRISTINA NEDELCU nchristine21@gmail.com 52 19 03 92

ANNA KOZLOVITS anna.kozlovits@gmail.com 81 70 03 79

I am an art-enthusiast with skills orientated towards design.

Project management and research, studied branding and marketing management.

LILIANA VELIKOVA liliana.velikova@gmail.com 61 69 07 78

SARUNE TRINKUNAITE saru0031@stud.kea.dk 52 82 75 83

Worked on different projects from maintaining web shop to print material production.

Strategy development and research, studied marketing management.

CHRISTINA LORENZ KARGER chirstinalorenz@outlook.com 26 17 13 80 Creative developer, studied design technology.

ILSE JANPAVLE ilse.freifalte@gmail.com 42 72 78 91 Multimedia designer, specialised in video production.

Communication manager for different international companies.

sell the product in physical stores.6 They are not allowed to compete with Evomove by selling online. Evomove is open to expansion within the EU, US, and Japan, but not specifically Russia or China. Growing the Scandinavian and German markets is also appealing.

Additionally, Evomove is unwilling to discount the price as it is a unique high-end product. Their budget for advertising is limited so all campaigns must show a direct potential for ROI.

Client Goal Nomi’s goal is to increase revenue and gain bigger market share in Scandinavian and international markets through partnerships, awareness creation and conversion rate increase. The concept should focus on online channels, release the Nomi potential, and be implemented within one year.

Problem Formulation Introduction Nomi is an award-winning high chair designed by Peter Opsvik for Evomove. The product launched in 2013. Opsvik previously designed the iconic Tripp Trapp high chair which currently owns 70% of the market share in Denmark.1 Opsvik’s philosophy is that “the next position is always the right position”.2 Nomi is an ergonomically developed chair that promotes active sitting. It is intended for children ages 0-12 years.3 Nomi is primarily sold in the Scandinavian and German markets, accounting for 95% of their total sales.4 It is a high-end product with a price point of approximately 1500 DKK. Every chair is customized to the buyer’s specific taste. Buyers can select wood, color, and fabric.

Problem area Nomi’s market share is low due to their recent introduction on the market. The market is currently dominated by Stokke’s Tripp Trapp. They hold seven out of every ten sales for high chair products.5 Nomi hopes to grow a larger market share and are contemplating international expansion.

Presently, Nomi sells their chairs directly to the public via their own e-commerce platform. Select retailers within the EU, Russia, Hong Kong and Switzerland are licensed to 1 Client Brief, 28 November 2014 2 Client Brief, 28 November 2014 3 http://evomove.com/en/about-nomi/growing-up.aspx [Accessed 01 December 2014] 4 Client Brief, 28 November 2014 5 Client Brief, 28 November 2014

Main question: What type of online solution can be developed that targets the right market for the Nomi high chair and introduces their brand in an impactful way?

Sub-questions: • Research birth rate, income, standard of living and lifestyle for potential markets • Identify the markets with the best potential for awareness and adoption • Define customer segments and consumer behavior towards buying the chair • Analyze Nomi’s current e-commerce strategy • Identify customer journey and define a method for tailoring a campaign to a specific market

INSIGHT Birth Rates, Income, Standard of Living, & Lifestyle In order to target potential markets, it is important to research income, birth rates, standard of living, and lifestyle data for the EU countries, the US, and Japan. Nomi wishes to attract the strongest buyers that eventually translate into increased sales. This strategy requires a close look at various country demographics. Tables 1, 2, and 3 are a matrix of statistical demographic data on income and birth rates, as well as the standard of living index ranking for the selected countries. The standard of living assigned to each nation by the UN Development Program is based on factors such as education, life expectancy, and the human development index.

6 Client Brief, 28 November 2014

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Image 2 - Birth Rates Image 3 - Standard of Living Image 1 – Income

**Income7 , Birth Rates8, Standard of Living9, US Birth Rate10, Japanese Birth Rate11**

Bulgaria 16.7% Croatia 9% Hungary 5.8 % Latvia 11.3% Poland 9.9% Romania 31.5%

The data from Table 1 indicates that as many as 12 countries have income levels that could be feasible for marketing high-end children’s furniture. Those countries include much of Scandinavia (Denmark, Sweden, Norway) as well as Germany. These are the currently Nomi’s primary customers. However, Luxembourg, the U.S., Austria, Ireland, France, The Netherlands, Japan, and Belgium also achieve high income levels. If only looking at income, they all offer good opportunities for new markets, however some indicate birth levels far too low to consider investing campaign money towards attracting these consumers. Therefore, although Luxembourg shows the highest average earnings of all nations, their 2012 birth rate of 6,026 does not support a Nomi campaign focus.

See Appendix 1 – Lifestyle for Top Income/Strong Birth Rate Countries13

When reviewing the EU, the US, and Japan it is clear that several countries that have strong birth rates but low incomes might be a challenge for opening new markets. Several EU nations fall below the poverty line as defined by the World Bank’s poverty data index.12 It is necessary to discard these countries as potential Nomi customers due to the high price point of the chair in comparison to their low wages. The list below shows countries with a high percentage of residents that fall below the poverty index.

Sub-conclusion: Several EU countries have high birth rates but low incomes and should be excluded from targeting. However, the nations Nomi is currently targeting (Denmark, Sweden, Norway, and Germany) show high wealth, and st rong child birth rates. They should continue as strategy targets for the Nomi high chair. However, additional countries that feature a good balance between income, birth rates, standard of living and lifestyle are Austria, Switzerland, France, Netherlands, and the US and should be possibly be considered for a targeted campaign.

7 www.bit.ly/1w1GRAw [Accessed 03 December 2014] 8 http://en.wikipedia.org/wiki/Demographics_of_Europe [Accessed 03 December 2014] 9 http://hdr.undp.org/en/countries [Accessed 03 December 2014] 10 http://www.cdc.gov/nchs/births.htm [Accessed 03 December 2014] 11 http://www.zerohedge.com/news/2013-06-07/japanese-birth-rate-plunges-record-low-death-rate-hitsrecord-high, [Accessed 03 December 2014] 12 http://povertydata.worldbank.org/poverty/home/--accessed [Accessed 03 December 2014]

The data from Appendix 1 provides insight into some lifestyle factors of potential markets. Countries that report strong satisfaction with life, health, and basic necessities are more likely to focus on style, design, and superfluous specifications when making purchases rather than pure function or necessity. As ranked by the OECD Better Life Index, the nations with the strongest figures, particularly in the category of life satisfaction and self reported health, are Sweden, Denmark, Austria, Norway, Netherlands, and Luxembourg.

Best Markets for Potential Adoption and Awareness Denmark and Germany are currently providing the bulk of sales to Evomove and should continue as major markets. Pursuing two Nordic countries for future awareness, Sweden 13 http://stats.oecd.org/Index.aspx?DataSetCode=BLI# [Accessed 03 December 2014]

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and Norway, is a smart direction as well as expanding into the Netherlands. The mentioned markets have higher-than-average income and pleasant lifestyles.

I. Netherlands Netherlands’ population registered a growth of 0.42% this year.14 The crude birth rate in 2014 is registered by Central Intelligence Agency (CIA) to be 10.83 Births / 1,000 persons.15 Ranking high in the Better Life Index, the average Dutch household has an income of $35,924 per year. In Netherlands, there is a great difference between the rich and the poor. The earning gap between the richest and the poorest is approximately a four times difference. 70% of Dutch women have paid work, working approximately 1,381 hours per year.16 Life satisfaction in the Netherlands was rated slightly higher than the average OECD Better Life Index. The Dutch rated themselves a 7.4 based on life satisfaction. As well, 82% of Dutch people confirmed positive thoughts and feelings in an average day.

The Dutch have a high standard of living and enjoy their lives in a well-organized society.17 In Netherlands, an extravagant lifestyle is generally absent in society. The Dutch, however, allow themselves numerous vacations abroad as well as small life comforts. A safe and comfortable style of living is mainly preferred over luxury.18 Dutch consumers’ buying behavior influencers: • Dutch consumers find technological development one of the significant aspects that influence their purchasing decision. They are willing to adopt new technology and to consider new products or services that are introduced from technological innovation.

• Dutch consumers are willing to buy quality products for a reasonable price. They do not consider the global financial crisis a negative factor that influences their buying behavior. The ability of retailers to deliver on their promises is a key issue for consumers in the Netherlands, particularly when it comes to factors such as pricing, return policies and out-of-stocks.

II. Sweden Sweden scores a total fertility rate of 1.9 (9.4 million, of which 6.4% are foreigners). The crude birth rate in 2014 has been registered by CIA to be 11.92 Births / 1,000 persons.

The average Sweden household has an income of $34,669 per year. There is a great difference between the rich and the poor. The earning gap between the richest and the poorest is more than four times difference. 72% of Swedish women have paid work, 14 http://www.indexmundi.com/netherlands/demographics_profile.html [Accessed 08 December 2014] 15 https://www.cia.gov/library/publications/the-world-factbook/fields/2054.html [Accessed 08 December 2014] 16 http://www.oecdbetterlifeindex.org/countries/netherlands/ [Accessed 08 December 2014] 17 Roger Jones, (2011), Culture smart! Western Europe, Kuperard 18 http://www.expatica.com/nl/about/culture-history/Dutch-society-and-working-culture_101736.html [Accessed 08 December 2014]

working an average of 1,621 hours per year.

In life satisfaction Swedes rated themselves a 7.4 grade where 83% of people report positive experiences in an average day. For each child, Swedish parents receive 480 days of leave at 80% of their previous salary. The leave can be shared between parents. Swedes believe in community and spend an average of four minutes per day volunteering. They have a strong network with 91% of Swedes believing they have a person to rely on in times of need.19 III. Norway Norway has one of the highest fertility rates in Europe registering 58 995 births in 2013.20 The crude birth rate in 2014 has been registered by CIA to be 12.09 births / 1,000 persons.

The average Norwegian household rises has an income of $48,019 per year. There is a great difference between the rich and the poor. The earning gap between the richest and the poorest is a four times difference. 74% of Norwegian women have paid work, working an average of 1,420 hours per year.

Norwegians grade their life satisfaction with a 7.7 with 87% of people feeling safe in Norway.

For each child, Norwegian mothers are entitled to 12 months leave with 80% pay or 10 months leave with full pay.21 Fathers can choose to take the leave instead of the mothers, but they have to take a minimum of four weeks, while mothers are required to take a minimum of six weeks. It is believed that due to constant economic growth since the 1990s, the birth rates are quite steady.

Norwegian style tends to be the same among all people, although each individual claims a different fashion. Norwegians save money throughout their lifetime and rarely complain about upsetting situations.22

User Research Evomove’s main target group are first time pregnant women aged 25-35.23 In order to understand consumer behavior towards buying a high chair four interviews were conducted24. The participants included a first time mother with an infant currently searching for a chair and three mothers who already own a chair and use it in everyday life. One of those interviewed is a Nomi chair owner.

User research indicated that families start considering buying a chair when their infant begins to sit up. “We started looking for a chair when she started sitting by herself.

19 http://www.oecdbetterlifeindex.org/countries/sweden/ [Accessed 08 December 2014] 20 http://en.wikipedia.org/wiki/Demographics_of_Norway#Total_fertility_rate [Accessed 03 December 2014] 21http://news.bbc.co.uk/2/hi/europe/4786160.stm [Accessed 03 December 2014] 22 http://www.meganstarr.com/2013/03/30-things-you-should-know-before-moving-to-norway.html [Accessed 03 December 2014] 23 Client Brief, 28 November 2014 24 See appendix 2

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During the pregnancy I was only thinking about baby clothes and a baby stroller.”

Target Group

Parents often choose a chair they have previously seen at a friend’s or family member’s.

They assume that it is reliable and of a high quality. Although parents make the buying decisions, high chairs are sometimes purchased as a gift from grandparents. Other times, parents buy second-hand chairs. They prefer physical store purchases to online selection.

Segmentation Based on the client brief and the business model analysis the target group is divided into three customer segments: first time expecting mothers, parents of infants (0-12 months) and grandparents (the parents of first time expecting parents).

High chairs are most often used two to three times a day during meal times and sometimes utilized while mom is cooking or doing the dishes. The child is then able to play by himself.

The parents of infants represent the direct target group for Nomi chair. They are aged 25-35 and they shop online on a regular basis.25 Grandparents (aged 60+)26 and first-time expectant mothers represent an indirect target group. The focus is on Sweden, Norway, Denmark, Germany and The Netherlands as a new entry market.

Many families have an ergonomic chair and an IKEA high chair in their household.

Interviews showed that IKEA chairs are widely used as a secondary guest chair, in summer houses, or as a chair at the grandparent’s house.

The interview participant with the Nomi chair chose it because they saw it at a friend’s house and discovered that it can be used with a very young infant. “I saw it at the home of a woman in my maternity group.”

New mothers express that they miss time for themselves and miss taking part in social activities, even dinner in they own home, because they sit with the baby on the couch etc.

“We chose to get this one because of the infant seat. I thought maybe I could actually eat a meal at the dinner table once in a while instead of sitting alone and feeding the baby.”

Sub-conclusion: Most families with children prefer to buy a chair that they have seen before. Mothers also rely on recommendations from friends or family members. Because mothers search and buy a high chair when their child begins sitting up, there is an indication that they have no awareness that attachable infant seats are availalable.

Target group Nomi’s direct target group is women who fulfill three different roles: Family-me, Self-me and Work-me.27 The target group has a higher than average income level. The future parents and users of the Nomi chair are interested in nutrition, healthy lifestyle and design. They have the resources to spend extra money on a baby high chair that will follow the baby’s growth.

They are socially active. They often research and buy products online. They appreciate honesty28 from the company provider.

Sub-conclusion: Evomove’s target group is divided into three customer segments: first time expecting mothers, parents of infants and grandparents. The direct target group is women who fulfil three different roles: Family-me, Self-me and Work-me.

Competitor Analysis Desktop analysis indicated that there are several direct competitors of the Nomi high chair (See Appendix 4). The biggest competitor is Tripp Trapp chair, designed in 1972.

Tripp Trapp holds the monopoly in the Danish market. Seven out of ten high chairs sold in Denmark are Stokke’s Tripp Trapp.29 Other competitors in Scandinavia are Flexa, Ikea ANTILOP high chair, Leander and BudtzBendix.30 Both Flexa and Stokke have strong distributions channels with numerous retailers around the world. Stokke operates in 50 countries selling the products in the B2B market and online for B2C. Flexa has its own distribution specialist stores, studios and retailers in 42 countries. However, it does not sell through its own e-commerce site. Nomi is available 25 http://www.businessinsider.com/the-demographics-of-who-shops-online-and-on-mobile-2014-8 [Accessed 08 December 2014] 26 http://www.grandparentsplus.org.uk/wp-content/uploads/2013/03/EU-report-summary.pdf [Accessed 08 December 2014] 27 http://www.mccann.dk/wp-content/uploads/2012/08/hi-res_Truth_About_Moms_for-web.pdf [Accessed 09 December 2014] 28 http://www.htc-twister.com/~/media/Files/Twister/pdf/A%20European%20Study%20of%20Changing%20 Lifestyles%20and%20Shopping%20Behaviour.ashx [Accessed 08 December 2014] 29 Client Brief, 28 November 2014 30 http://evomove.com/media/31127/h_jstole-test-voresb_rn-aug13.pdf [Accessed 03 December 2014]

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in physical stores in only seven countries.

The prices for the chair without any supplementary products vary from 1.385,00 DKK for Flexa to 1.499,00 for Nomi chair. Ikea ANTILOP chair is not a direct competitor for Nomi, but it is very common to have in a household as guest- or summer house chair.31 Business Platform Benchmarking Nomi is rated lower than competitors in benchmarking (See appendix 5). From a total of 280 points, Nomi scored only 156, while Tripp Trapp got the highest points of 229 among direct competitors. All companies rate well in their visual and content messages.

Although Nomi is good at serving customers and providing contact information, it does not provide any information for investors or to job seekers. Moreover, other companies have a newsletter subscription available on the main page, however Nomi provides this option only during checkout. All companies make themselves available for media and press, providing press contacts, press materials and pictures. Stokke, as the largest retailer, has individual press contacts for each country.

E-Commerce Analysis Business Model Canvas (Table in Appendix) A business model canvas was applied to understand and structure Evomove’s current business model. (See Appendix 6) Evomove puts their main focus on their value proposition, stating that Nomi is a well designed, safe product, that supports ergonomically correct sitting and will adapt to children’s sitting needs throughout their childhood.

Evomove’s main customer segments are first time pregnant women, young parents, and grandparents. To reach that target group they utilize communication channels such as their official webpage, social media, blogs, and retailers.

The customer relationship is one of the main focus points of their business model. They provide such services as customization, fast delivery, 30-days satisfaction guarantee.

The main key activity for Evomove is to maintain and optimize their webpage and e-shop. This activity is part of the company’s cost structure in addition to advertising and marketing.

Evomove earns their revenue from chair and accessory sales. Key resources and key partners are an integral part of the company’s business model. The key resources are the product, patents, certificates and the designer Peter Opsvik’s name, which brings an extra value to the company. The key partners for Evomove are international payment systems.

Supply Chain Management (SCM) and e-Commerce Infrastructure Nomi chairs are manufactured within the EU and assembled in Denmark. Evomove has a warehouse in Denmark and a manufacturer in Slovakia. The manufacturer sends all products to Denmark which then ships directly to customers.

Evomove’s e-commerce platform accepts Dankort, Visa, Mastercard, American Express,

Business Platform Benchmarking: Spider Chart Sub-conclusion: Since Nomi has been on the market only for one year it has a weaker position in terms of distribution channels and retail accessibility. The competitive advantage of Nomi is in its value proposition: “To grow with the child, meeting its needs at all stages”, product design32 and unique concept.

31 http://evomove.com/media/31127/h_jstole-test-voresb_rn-aug13.pdf [Accessed 03 December 2014] 32 http://red-dot.de/pd/online-exhibition/work/?code=10-01356-2014&y=2014&c=203&a=0&lang=en [Accessed 03 December 2014]

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etc.33 Information about available payment methods differs from page to page and is not consistent.

One pallet can hold 36 pre-packed chairs. Evomove uses UPS for delivery outside Denmark and Post Danmark within Denmark. Delivery takes three to seven days and costs are included in the price if the order value exceeds 1000 DKK or 150 EUR. Nomi offers a 30-day full satisfaction guarantee, starting from the day of order reception.

Customers have the option to refuse delivery or ship the product back to the warehouse.

Items can also be returned in person to the Evomove office with a prior arrangement.34 Traffic The Evomove website gets 1000 visits per day with average time consumption of 2 minutes. The conversion rate of the website varies from 0.5 to 5%, depending on marketing activities.

Evomove uses SEO, retargeting based on cookies, real-time bidding and affiliate marketing, press, and word-of-mouth. 40% of all traffic comes from organic searches and another 40% comes through AdWords.

Sign-up for the newsletter is offered only at checkout. There is no loyalty club program.

Customers are able to send their shopping basket to a friend via email.

Nomi is present on Trustpilot and runs a Facebook page in Danish.

IT Evomove uses Umbraco to manage content which is an open source ASP.NET based CMS platform. The framework used to build the website is ASP.NET. JQuery is the dominant JavaScript library used for user interface design and effects.

address in order to process a transaction. This personal data is then archived at Evomove A/S and is retained for five years, after which it is deleted. The information will not be forwarded or sold to third parties.

E-shop Evomove.com has a simple design with images displaying families using the Nomi chair in various situations. It has a Scandinavian aesthetic with its simplicity. The color scheme is black, white and grey. The site is nearly identical regardless of the country selected.

The assortment is simple since Evomove currently only sells the Nomi chair, its accessories and gift cards. It is offered in a variety of colors, wood, and fabric choices. There are no dimensions to be found regarding the size of the chair.

The checkout flow is logical. It is configured to upsell the buyer at each step of the process.

The customer is presented with every possible accessory or add on. When a buyer selects an option e.g. a color,it shows immediately in the photo. It is easy to overlook a required box tick before choosing a color. See Image 2 There is a navigation bar displayed throughout the process to inform the users where they are.

In order to read the “Terms and condition� on the Danish site, the user is sent to the contact information page instead. No real customer reviews are displayed. There are only blogger reviews which may be biased.

CRM

The overall user experience appears good and the payment process is simple. However, as more time is spent on the page mistakes become apparent. Stated payment methods are not consistent throughout the website. The images are clear but the design is nonresponsive and information is sometimes buried. Other notable issues are grammar errors. Finally, the user is unable to select another language after pressing the Swiss flag.

Tag Management Several types of cookies are used. For online ad tracking and optimization AdForm, DoubleClick and Google AdWords Conversion are applied. Evomove uses Facebook plugins and embedded Youtube videos from their official account. The third cookie types are Google Analytics and Google Webmaster Tools. They provide insight into the audience and analyze the rankings in the Google searches.

For a secure online payment process the shop integrates Quickpay. It is a safe provider of internet payment transactions and works with most recognized credit and debit cards.

Evomove requires the following information, name, address, telephone number, email 33 http://evomove.com/uk/contact-us/payment.aspx [Accessed 03 December 2014] 34 http://evomove.com/uk/contact-us/money-back-guarantee.aspx [Accessed 03 December 2014]

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Contact information is clearly visible on all pages. Consumers can call customer service on weekdays between the hours of 9-15 or send an email and expect a response within one day. The phone number is a Danish number. Therefore, foreign customers must make an international call. Some international pages do not display the contact hours. There is a Q&A section and information on where the chair can be seen and purchased in physical stores.

The site offers pages for Denmark, The United Kingdom, Germany, Sweden, Norway, Switzerland and Hong Kong with corresponding language and currency options. There is a separate Russian website managed by the local distributor.

Customer Journey mapping Customer journey mapping is a tool to understand and improve customer experience. It represents the different touchpoints that characterise customer interaction with the company and their services.

Before Advertising (Facebook Ads, Adwords) SEO Affiliate Marketing Physical store appearance Reviews Social media Word of mouth Research (Google) Received gift card

During Good 8 different languages International delivery Good quality pictures Easy available contact information Easy navigation for product customization Opportunity to comment during order placement 5 step payment process (Appendix 3.1) DIBS payment system Newsletter subscription SSL certificate Common payment systems Furniture testing and safety certifications Available Trustpilot, reviews

After Order tracking 3 to 7 days delivery 30 days satisfaction- refund guarantee 3 years warranty Company keeps customer data for 5 years Return policy Available user guide Order can be returned personally the office or sent to warehouse

Bad Webpage design failures (Appendix 3.2) If customer presses BACK button on browser, order needs to be placed repeatedly.

Shipping fee applies for orders under 150 EUR After deleting product from shopping chart it shows wrong number of product (Appendix 3.3) If customer change language during customization process, it needs to be done again

Sub-conclusion: The Evomove e-commerce site looks professional and simple to use. But after browsing the website, searching for a certain item, or attempting a purchase it becomes clear that improvements are needed in several areas. Mistakes must be corrected, missing information added, and usability optimized. The Danish site is clearly prioritized while the other language pages function clumsily. These other pages must be optimized before expanding into those markets.

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THE CONCEPT The concept consists of two steps. The first step is offering technical suggestions to improve the online experience. The second step in the solution is a creative campaign targeted towards busy mothers with young children. The campaign uses the emotional selling proposition that many new mothers have lost their identity, their free time, and their independence. With the Nomi product a mother goes from feeling like there is ‘no me’ to being grateful for ‘Nomi’.

• • • •

All communication channels should be available in English Fix “Back” button alter user selects cushion color configurator Optimize web page experience based on cookie tracking. Depending on the website the customer comes from before going to Evomove, the main content of web store should change.

Ensure Evomove has domain names for main distribution countries or Evomove’s landing page should have a window asking for your location and language.

Following these recommendations for optimal UX gives the website a lower bounce rate and higher conversion rate.

STEP 2 - CREATIVE CAMPAIGN The idea for the concept is based on the issue of new mothers not having any time for themselves and the need to have free hands to do basic things. The concept slogan is “From No Me To Nomi” and uses a storytelling narrative. Using real life situations speaks to the emotions of new mothers. The campaign will convey the sense of relief when a parent safely puts their baby or child into a Nomi chair and finds a little time for them self.

Slogan “From No Me to Nomi” captures the situation of the modern mother. The “No Me” illustrates the emotion that women always prioritize the baby while forgetting that they are more than just moms. A mother’s identity often becomes muddled into the identity of the baby. The Nomi chair helps mothers liberate themselves from an overwhelming feeling when they need it most. It takes them from stressful situations where the baby is constantly on her arm to a place where the baby can safely sit allowing her the freedom to do other things.

The emotional selling proposition of this campaign lies within a mom feeling lost after the baby is born. The realization, sadness, and reflection of who her ‘me’ was prior to the baby is addressed and then shifts into a positive by showing that she does not have to lose her sense of self. It involves nostalgic memories by showing how the chair can help her in her daily life.

STEP 1 - TECHNICAL SUGGESTIONS Improve the Website See Appendix 7 • Provide measurements for products • Provide and show customer reviews • Make e-mail clickable by using “mailto:” • Correct spelling mistakes • Make language menu available for Swiss version of website • Create autosave for the basket even if the customer changes language • Be consistent with payment methods throughout the site

Video The short video shows a woman browsing through her family photo album. The main character sees pictures of herself travelling, partying, dating, and having a very active life.

She was happy and well-dressed. At some point she sees pictures of her newborn. The further she goes through the photos, the more obvious it gets, that now she is out of the pictures. There are only photographs of her child, husband, family, but not her. She forgot about herself. After the realization we see her scrolling the pages of the photo album again. But now there are pictures of her, her husband, their dog and the baby now sitting in the Nomi chair. She is part of the pictures again, thanks to the Nomi chair, which allows her to be part of the social environment.

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Storyboard:

Interactive banner An interactive banner, connected to the story is also part of the marketing campaign.

Connecting with users with simple impactful images will the advertisments clickable and memorable. According to a study from Interactive Advertising Bureau, people have a tendency to engage with interactive banners 2.5 times more than with traditional alternatives. They also spend 31% more time interacting with them compared to the time they spend on static ads.1 Through the banner the customer relates to the story of a mother and sees herself in a similar situation.

The interactive banner will illustrate a foggy mirror in a bathroom allowing banner viewers to wipe it with their cursor. After wiping the mirror the visitor won’t see any reflections other than the text “No me?”. Then the banner will flip and show a mother in a mirror after the shower. There is a happy baby in a Nomi chair in the background. A message 1 http://www.verticalresponse.com/blog/online-banner-ads-out-with-the-old-in-with-interactive/ [Accessed

“To Nomi” will appear and visitors will be able to follow the link to Evomove website. The website will be customized based on cookies, depending on the web page he/she came from.

Launch Plan Stage 1: Make UX improvements on Evomove´s official website by employing a UX designer. This stage can take up to one month to implement. UX development is not related to the step two creative solution and so it can be implemented at any time. By completing this stage immiediately Evomove will retain their existing customer base and increase conversion rate. However, integrating all stages will translate to higher conversions.

Stage 2: Develop a short advertising video and use Evomove’s Youtube channel to upload it. Integrate the video into the website and social media. Additionally, optimize the website based on the current marketing campaign message “From No Me To Nomi”.

Stage 3: Develop interactive banners. By using real-time bidding to target relevant audi-

09.12.2014]

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ences, place interactive banners on websites to create awareness and expose the main message “From No Me To Nomi”. Banners can be placed on mother blogs, forums, Facebook, etc.

The overall concept is planned for approximately one year. The campaign time will be dependent upon it’s overall effectiveness. The advantage of the concept is in its simplicity and easy execution.

Budget Conclusion Evomove should continue to focus on Denmark, Norway, Sweden and Germany since there is big potential and market share to be won. They should also add the Netherlands as a target market since research shows they share similar potential in birth rates and spending, while also having similar lifestyle behavior and mentality.

The direct target audience is parents of children aged 0-12 months and the indirect target audiences are first-time expectant moms and grandparents. User research showed that during the first months after giving birth, new mothers do not have time for themselves and often feel excluded from normal social interaction. There is a sense that they have lost a sense of themselves as in individual.

Most families with children prefer to buy a chair that they have seen before. Mothers primarily rely on recommendations from friends or family members. Since mothers currently prefer to buy a high chair once their children can sit on their own, it indicates that they are not aware of the infant seat.

Business case calculations Calculations below illustrate annual sales revenue based on existing and expected numbers. First numbers indicate Evomove’s current figures of sale revenue. This numbers are based on lowest conversion rate number, stated in client brief. We believe that after implementing UX optimization conversion rate will expand to 1% and increase annual sales revenue by 523 800,00 €. If Evomove will realize proposed marketing campaign, the website’s traffic will double, so will annual sales revenue, which will be 2.095 200,00 €.

Designing a concept solution that creates awareness for Nomi and increases the conversion rate involved a two-step solution. The first step was offering technical suggestions to improve the online experience. Currently errors on Evomove’s website and inconsistencies throughout the site hinder the customer traffic. Errors are increasing the bounce rate and lowering the average time consumption. These technical suggestions also included a proposal to convert the Facebook page to English language. The second step in the solution was a creative campaign targeted very specifically to the main target, busy mothers with young children. The campaign uses the emotional selling proposition that many mothers have lost their identity, their free time, and their independence. With the Nomi product a mother goes from feeling like there is “no me” to being grateful for “Nomi”.

By following this solution, Evomove has a very strong possibility of achieving the objectives they presented during the brief.

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Appendix Appendix 1 - Income, Birth Rates, Standard of Living

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**Income2 , Birth Rates3, Standard of Living4, US Birth Rate5, Japanese Birth Rate6**

Appendix 1: Lifestyle for Top Income/Strong Birth Rate Countries7

Appendix 2: Expert Interviews Bulgarian girl, living 11 years in Denmark, graphic designer, engaged and living together with a danish man, just graduated architect.

Danish woman, student. Lives with husband and daughter who is 14 months old.

Bulgarian woman, student. Lives with her boyfriend and their 4 year old daughter.

When did you consider to buy a high chair - while pregnant, after having the baby?

when he was 4 months old when they start giving him food, still in the car chair

We asked for a high chair for our babys christening. So it was after pregnancy, cause we did not need the chair until baby was old enough to sit in it.

We start looking for chair when she start sitting by herself. During the pregnancy I was thinking only about baby cloths and baby stroller.

Where and when do/ did you research?

haven’t research chairs yet; from friends chairs Tripp Trapp + 1 friend with plastic chair suspecting that they will get one for Christmas

I researched online and at friends houses, because we have friends with older kids. So we saw what kind they had and just decided to get the same.

My boyfriend family is very big and there have been children running around since I met him, so I have seen Tripp Trapp chairs all the time. There was not that much to research, we just had to have one.

2 www.bit.ly/1w1GRAw [Accessed 03 December 2014] 3 http://en.wikipedia.org/wiki/Demographics_of_Europe [Accessed 03 December 2014] 4 http://hdr.undp.org/en/countries [Accessed 03 December 2014] 5 http://www.cdc.gov/nchs/births.htm [Accessed 03 December 2014] 6 http://www.zerohedge.com/news/2013-06-07/japanese-birth-rate-plunges-record-low-death-rate-hitsrecord-high, [Accessed 03 December 2014] 7 http://stats.oecd.org/Index.aspx?DataSetCode=BLI# [Accessed 03 December 2014]

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What are the most important factors when choosing a chair?

proper support for the baby’s back, wood not plastic, easy to clean don’t have good relationship with plastic; it will last longer than plastic, natural material

Safety, that the chair is stable and long lasting. We thought it would be nice to get one in good quality so it could last in case we have another child.

That the kid is sitting good in it, is safe and I can see confort on her face. It was very nice to have her sitting by the dining table with us.

When are you using the chair?

3-4 times a day for food , when he is not eating but they will consider a 10 years lasting chair only if for 2nd child, not because is ergonomically correct he has to learn how to bare his back

We mostly use the chair for meals 2-3 times a day. And to have her sit in when we cook or do dishes in the kitchen. Then she sits in it with some toys.

We used it for dining, drawing at the table and playing with small things.

Did you consider an Ikea chair

plastic NO, it is a plus because is cheap. 1500 dkk is a lot for chair.

Yes, and we have actually bought a lot of them. We have one ourselves that we use when we go somewhere, to visit friends and family. And then we bought chairs to keep at our parents (the grandparents houses) so we don’t have to bring it every time we visit them.

No, never.

Who bought/will buy the high chair?

may get one for Christmas.

We got it as a present from family for our daughters christening when she was 5 months. We had asked for the Stokke Tripp Trapp in a specific color and got that one.

We bought it ourselves… a friend of ours told us that they want to sell their 2 chairs, so we grab one of them.

What high chair do you have/will you get?

the Tripp Trapp - may be tradition because almost every family has it second hand from the DBA.dk, very pricy looking spacy too much design for a regular home, “I think that in Denmark kids are exposed to design too much and they become snobbish.” the nurse said that the baby can lie for only 15 min for a day, life is too easy for the baby in the chair - very convenient (for the mom), but not good for the baby

We have the Tripp Trapp chair at home and the Ikea chair for when we are out.

Tripp Trapp at home and my boyfriend’s childhood chair for the summer house.

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What were your biggest concerns in the first couple of months after giving birth?

I felt stressed and tired. The baby cried constantly and I did not have any time for myself.

I felt a lot of insecurity and like I lost a part of me, cause everything was about the baby.

Interview with a user who has a Nomi chair

Michelle Lind 30 years old, production worker at Novo Nordisk. Lives in Greve with her boyfriend and their 3 month old son.

When did you consider buying a high chair?

I think it was already when I was pregnant. We considered finding a used Tripp Trapp, but did not buy any at that time, we would just wait till the baby would start sitting. But we ended up buying one a month ago.

What are the most important factors when choosing a chair?

I wanted to make sure that it is safe. And that the look of it fits into our home. But also that it could do what we wanted it to. Actually this is what ended up be the deciding factor for our choice of chair. I think the most popular chairs on the danish market are all pretty safe.

What chair do you have?

We have the Nomi high chair in black.

Why did you buy the Nomi chair?

I heard about it from and saw it at one of the women in my maternity groups house. And we chose to get this one, because of the infant seat, so I hopefully could get a meal at the dinner table once in a while. I was totally disconnected from everything. Even when we had guest, I wasnt able to take part at the table.

The choice was between the tripp Trapp, the Leander and the Nomi. Design wise I would have wanted the Leander chair, but the infant part made us choose the Nomi. I don’t think the Nomi is pretty but I like that it is light and simple.

Who bought it?

We did ourselves but we got some money from the grandparents to help pay for it.

Where did you buy it?

We bought it online, because we could not get it in our local Babysam, Ønskebørn or Kære Børn.

How did you find the online ordering process and delivery?

It was very easy and simple and it was delivered pretty fast. But then we already knew what we wanted and just chose that.

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In your maternity group, how many currently have high chairs?

4 out of 5, but 2 of these have the chair from their previous child.

Are you happy with the Nomi?

So far we are very pleased with it. We do miss some form of toy arch you could attach to the infant seat, so he would have something to look at.

Appendix 3: Customer journey Appendix Appendix 3.1 Appendix 3.2

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Appendix 3.3

Appendix 4: Competitor analysis Country of origin

Price

Colors

Distribution channels

Value Proposition

Retail availability (Countries)

Stokke’s TrippTrapp

Norway, 1972

DKK

9

Chair, Cushions, Baby Set Table Top, Newborn seat, Spare Parts

Only B2B, Retailers, Online

The chair that grows with the child.™ From birth.

50

Flexa

Denmark

DKK

2

Cushion Legs

Flexa Specialist stores Flexa Studios Retailers[1]

Ikea ANTILOP

Sweden

DKK 99,00

1

Tray, Support pillow

Own stores Online

Easy to disassemble and carry along

25

Nomi by evomove. com

Denmark, 2013

DKK

7

Nomi Baby, Nomi Mini, Cushions

Own e-Commerce B2B B2C Retailers

To grow with the child, meeting its needs at all stages

7

42

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Appendix 5: Business Platform Benchmarking Company Construction Total 60 Nomi by evomove. com 43 Flexa 40 Tripp-Trapp

by Stokke 55 ANTILOP

by Ikea 37 Tivoli 44

Serving Investors 32

Serving the media 32

Serving Job Seekers 32

Serving Customers 32

TOTAL 280

Website

Message 48

Contact 12

Serving Society 32

42 43

12 10

2 25

0 0

30 28

0 0

27 25

156 171

www.evomove.com www.flexaworld.com

45

12

29

0

32

25

31

229

www.stokke.com

38 43

10 11

25 15

32 28

25 30

30 28

28 21

225 220

www.ikea.com www.tivoli.dk

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Appendix 6: Business Model Canvas

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Appendix 7: UX Design Once you go Swiss you never come back

Evomove Facebook is only in Danish

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Payment methods are not consistent throughout the journey (from 7, to 8, to 5)

Once you put something to your basket and decided to change the language, basket is back to 0.

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E-mail is not clickable

Website layout is shifted

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