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terrain

Pop-up Shop

Maireen Maldonado Alexandria Angel Carolynn Iskyan


Ta b l e o f C o n t e n t Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Who’s Terrain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Mission, Vision & Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Scope & Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Product Mix & Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Landscape Design Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Restaurant Garden Café . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Host Private Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Workshops & How To’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Why Terrain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Our Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Objectives & Success Measure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Annie Greenburg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Nick & Nora Olin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Georgia Allen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Current Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The Pop Up Shop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Look of the Store . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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The Bubble Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Workshops Offered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Welcome to the Terrain Bubble, as you flip through these pages with your green thumb you will find everything that has gone into the planning of a Terrain pop-up shop. You will learn who Terrain is, the range of targeted customers, services offered, a vast mix of home and gardening products to what the actual pop-up shop will look like.

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Who is terrain?

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A sub-company of URBN Inc, Terrain was founded in 2008, transforming the local garden center into a celebration of nature. Inspired by the idea of merging house and garden to create an experience for the senses, their garden centers cater to their customer with a curated assortment of plants for all seasons, as well as inspired items for the home and garden. Situated on luxurious indoor-outdoor environments, the on-site nurseries also include a cafe and garden terrace, providing the ideal environment to host events and workshops. 3


Mission Curated assortment for the home and garden in a compelling shopping environment inspired by the green houses.

Vision Transform the local garden center into a celebration of nature and create an experience for the senses.

Values Passion, people and creating and emotional connection.

“Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and inspiration for everything we do.� 4


Scope & Size Currently Terrain has 2 Brick and Mortar Stores located at:

Glen Miills, Pensylvannia

Westport, Conneticut

Since the Terrain is less than five years old it is still considered to be a brand in a testing zone, bringing in less than $15 million in profitability for the URBN Inc.

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Product Mix & Services

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Products Assortment Terrain offers a wide range of products varying from Gardening Utenciles , Garden Decor, Interior and Home Decor, Spa and Beauty Carres to accesories and jewlery. Price ranges from $6 to $5000.

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Landscape Design Experts Terrain offers worldly perspective on plant design and artful attention to detail. We create outdoor living spaces by uniting architecture and landscape. From single container gardens to multi-acre estates, Terrain focuses on elevated design and meticulously managed installation. Our team of professional landscape architects, designers, and plantsmen offer maintenance services to ensure that as life progresses, gardens expand, and locations change, your garden will thrive with a graceful maturity.

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Restaurant - Garden CafĂŠ

Terrain celebrates the cycle of the seasons and the bounty of the land. Using hand-selected local produce, meats, and dairy products, the Executive Chefs of their kitchens take pride in crafting menus from the seasonal harvest of farmers they know and trust. Their organic meals and shared values attract local customers who wish to makes time with family and friends all while making lasting memories in Terrain’s charming atmosphere. Terrains talented culinary team provides a tasteful pallet and presents it all in their horticultural setting, while creating a truly unique experience for their guests. Terrain works tirelessly to craft an environment that aesthetically and gastronomically reflects the cycle of the seasons.

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Private Events Terrain offers multiple services including hosting your private events from weddings to birthdays and more. From throwing your party at their restored greenhouse or terrace to anywhere you desire; Terrain is available for all events large and small. We take care of every and all party planning aspects from decor to deserts. Services include: Personal Chef Dinners, Picnics, Showers (Wedding and baby), Afternoon Tea, Weddings, Rehearsal Dinners, Anniversaries, Engagement Parties, Fundraising and more.

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Workshops & Online DIY Terrain offers a variety of workshops at their stores, anywhere from gardening, creating your own skin products, crafts workshops such as flower pressing to cooking lessons. Each of these workshops are priced accordingly, and often provide the supplies needed. On Terrain’s Pinterest you can find DIY projects, with step by step instructions for different activities. At the stores, Terrain hosts speakers and volunteers who come to talk, give gardening tips and speak on all other Terrain topics. You can find all of the planned activities in-store as well as on their website, blog and social media pages.

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Why Terrain?


Even though there are many local garden stores, there are no stores like Terrain that achieve the kind of lifestyle connection with the customers that we are trying to achieve.

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Our Goal Our goal is to make Terrain a successful division of URBN Inc. while using nature as a platform.

Out theme is taking the natural elements of the outdoors and building a compelling environment within our stores that becomes a showcase of Terrain’s variety of merchandise

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Objectives The objective of the pop-up shop is to create a compelling environment in an unexpected area of an urban setting by bringing together people of similar interests. We look to achieve this through the store’s ambiance by connecting with nature. Terrain uses a concept of nature to present a broad yet eclectic mix of products and experiences within a unique store environment that delivers a cohesive brand message. We strive to provide an escape from the stressful lives of city dwellers by creating a tranquil atmosphere within our bubble. The Terrain pop-up shop taps into the DIY movement by providing classes creating a platform of learning experiences and workshops.

Measuring Success and/or Failure How much time customer spend in the store Best Selling Products How much money is spent Customer Returns to the Store This is by: Measuring the workshop attendance Increase of Online Traffic Social Media Presence 16


Target Market Glen Mills Pennsylvania and Westport Connecticut, the cities where Terrain is currently located, have similar demographics, with mirroring incomes and ages ranges they are ideal locations for Terrain stores. The Glen Mills store is an old gardening center and the Westport store is a refurbished Cadilac dealership giving both locations a unique and inviting environment. Both stores provide the same wide range of products, offers DIY classes and houses a local cafe attracting the desired customer.

Demographic Traits

Lifestyle & Media Traits

Social Group: Bohemian Mix Life Stage Group: Young Achiever Makers & Experiences - Motivated by Self- Expression Age Range: 20-60 Established: Urban Income: Upper Mid Presence of Kids: Family Mix Homeownership: Most Home Renters Education Level: College Graduate Employment Level: White Collar Ethnicity: Mix

Shop at The Gap Watch foreign movies Read GQ Watch Boxeo Telemundo Audi S4

According to PRIZM

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Annie Greengurb Age: 21 years old Income: Supported by Parents Education: NYU Major Environmental Studies with Minor Journalism Professional Goal: Become a writer for National Geographic Buys Groceries at Fresh Market Prefers Tea over Coffee Hobbies: Outdoor Activities such as: Run and Yoga Shops at Urban Outfitters & Free People

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Nick & Nora Olin 37 and 36 years old He is a Hedge Fund Manager She is a stay at home mom They have a 3 year old son Norah loves DIY and has an Etsy Shop Have a family garden Love going outdoors, picnic and going for walks Nora bought her wedding dress at BHLDN

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Georgia Allen 61 years old Widow Mother of three grown children Vegetarian Has a dog Owns a home on the Upper East Side Enjoys pottery Shop at Anthropologie

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Current Events Cultural Trends People are not only valuing their time and money but how they spend it. Customers are concerned with how their products are produced and where they come from. There has been an oversaturation of technology and industrialism, so consumers are feeling the need to bring a natural element back into their lives. The customers are showing high interest in nature and their environment. Taking these cultural aspects into consideration, people have shown interest in creativity through DIY projects, making their home and experiences more personal.

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Current Events E-Commerce & M-Commerce Social Media has become a primary source of connecting with the consumers. Sites like Instagram and Pinterest are on an uprise in the media, serving as a source to connect with their customers and followers. Terrain has both Instagram and Pinterest; through these sources the company gives a sneak peek into the daily operations of the brand. On these sources Terrain also posts DIY projects as well as seasonal recipes, calendars of activities and store events. Terrain offers instant accessibility by posting promotion and tutorials on their blog as well as sites like Pinterest and Youtube.

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The Pop Up Shop


Location Central Park, New York

Central Park, already an escape from the city, is the ideal location for a Terrain Pop-Up Shop. Our concept of the shop is to take a break of the hustle bustle of the big city while tapping into a more tranquil state of mind. The park is constantly full of activities and outdoorsy people who would be interested in our pop-up shop. In addition there is always an influx of tourists who visit the park and would be curious to pop in. People visiting central park are not there for only a few minutes but rather spend time and take in the scenery. The demographics of Central Park closely resemble those of Terrain’s two brick and mortar stores, located in Connecticut and Pennsylvania.

Connecticut

Pennsylvania

Central Park

Median Age: 45

Median Age: 43

Medium Age: 42.7

Median Income: 133,500

Median Income: 81,900

Median Income 104, 500

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Look of the Store

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The Bubble Experience Our pop-up shop concept started with a bubble where can create a serene environment in which the customer can experience all the services and products that Terrain has to offer. The bubble will be made up of a main room with two smaller sized domes attached to the back that will house our cafe and DIY room. The outside of the bubbles will be decorated with twinkle lights that will illuminate the pop-up shop at night, drawing more attention. The inside of the shop will be decorated entirely with Terrain products, from the tables and chairs to the candles and plants to accessories including jewelry, books and beauty products. The actual products that are on display are not physically available to be purchased however they are for sale online and can be accessed through an iPad the employees have available. This helps the customer choose the desired product, browse through a bigger selection and place their order all the while being assisted by a knowledgeable Terrain employee.

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Within the bubble, products will be displayed in captivating ways that welcome the customers to use all of there sense, weather it be sitting in a chair, smelling a candle, tasting samples, listening to the sounds of babbling water or to just taking it all in. Products are mixed together in visually appealing displays; you can find on one table a terrarium, candles, books, scarves and beauty products. Nothing is separated by category but rather by mood. Since the actual layout of the pop-up shop is contained within a bubble the customers will walk around the displays in a clockwise motion. Attached to the center dome are two smaller domes, or bubbles, that house a cafĂŠ and a DIY studio. The CafĂŠ is open with room to mingle in the middle with seating on the sides and a bar in the back. The DIY room has a big U-shaped table where people can work on projects like pressing flowers or making their own terrarium.

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Workshop Offered Terrain’s pop-up shop will be hosting multiple DIY events while the bubble is up. They include projects like flower pressing, making your own terrarium, wreath making and bookbinding. Customers must sign up prior to the event and will pay a small fee that includes all of the needed materials.

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Every food offered will be grown organically and locally. 30


Marketing Plan The store will open on April 25 and continue through June 15.

Sunset Party We are hosting a Sunset Party starting at 6:30 p.m. to 9:00 pm on April 25. Invited guests include: URBN Inc executives and employees as well as locals proprietors. There will be cocktails and entrĂŠes provided for the enjoyment of our guests, all Prepared by chefs from our Westport store using organic and locally grown products. There will be cocktail mixing and flower pressing demonstrations, music and dancing as well as grab bags containing beauty samples, a terrarium kit and a candle.

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With the popularity of Hashtags in Social Media, our pop up shop will create a our own hashtag promoting the bubble store in Central Park with #terrainbubble Terrain will feature online ads for websites and blogs. Print ads will be displayed throughout the city on buses, bus stops and subway stations The Popup Shop will be promoted in Terrain’s brick and mortar stores as well as in the URBN Inc. Stores located throughout the city. We also plan to record the environment and ambiance of the Bubble Store, and upload it on Terrain’s Youtube Channel as well as on Facebook and Instagram to keep our costumers up to date with what is going on with the Popup Shop and this way also gain more awareness.

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Terrain invites you to enjoy yourself within our bubble.

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We hope to see you there! 34


terrain

Profile for Alexandria Gabrielle Angel

Terrain Pop-up Shop  

Terrain Pop-up Shop  

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