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RETAIL EXPERIENCE & LOYALTY A Project By Ashleigh Bernstein, Laura Oliver Gabriella Ryan, Sarah Short and Chloe Trimmer.

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FASH20032

Fashion Promotion & Context.

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LIBERTY LONDON

A report and marketing proposal, set to increase sales and customer loyalty through an integrated smartphone scheme.

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Introduction

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Phigital Rising - Future Laboratory

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Retail Futures - Internet Era

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Consumer Insight - Primary Research

9 - Who Is She? 10

The Big Idea - Relationships

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The Big Idea - Relationships

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Ashleigh Bernstein Laura Oliver Gabriella Ryan Sarah Short Chloe Trimmer

Contents

Word Count: 5147

Retail Experience and Loyalty - Liberty London. Promotion and Context. FASH20032

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The Concept - Personalisation Before - Download Process Before - App Mock Ups

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Before - How it Works

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During - In-Store Experience

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During - In-Store Experience

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After - Maintaining Relationship - App Stylistics

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Feedback

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Conclusion


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5 “Loyalty and the long term success of a brand is based, not on the number of consumers who purchase it only once, but on the number who become repeat purchasers�. (Jacoby & Chestnut, 1978.)

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1

INTRO

The relationship between a brand and the consumer is extremely important to ensure that the consumer remains loyal and faithful. According to Rice (1993) customers are not only purchasing a product but are consuming the entire brand experience.

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Liberty is notoriously known for its outstanding customer service and loyal consumers who return to the store, not only for the products, but also for the devoted and compassionate staff (Steuber, 2013). 7

Established 139 years ago, Liberty has provided everything its consumer could possibly desire, from clothes to furniture. However, according to the recent Liberty of London documentary (2013), in the past few years the store has struggled to remain

Fig. 1 Google NOW Personal Assistant 2014.

heritage whilst attracting new customers. In this report we will examine the close relationship Liberty values with its consumers and how the brand could be improved, in order to increase loyalty and enhance the customer experience.

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Fig. 6 Project Tango Google ATAP. 2014. Fig. 7 Topshop. Virtual Reality Catwalk. 2013.

Considering this, we will focus on the use of new technologies in order to push sales and bring the store back to the forefront

Text Gabriella Ryan

Fig. 5 Liberty London Store Front

Fig. 3 Novembre Magazine 2014.

Technology is forever changing the traditional ways in which we did things, and society has become reasonably dependent upon it to improve our every day experiences (Teich, 2013).

smartphone service, integrating a new loyalty scheme. This proposal will engage the consumer creating an exciting shopping experience not only inside the store, but long after the customer has left, whilst also maintaining the traditional values of the brand.

Fig. 4 Internet Art. Art Space, 2014.

Fig. 2 Nordstrom Mobile POS. 2012.

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RETAIL FUTURE 8

Fig. 8 American Apparel Augmented Reality. 2012.

Fig. 13 LSN Global

Fig. 9 Guardian Coffee Boxpark. 2014.

Fig. 14 LSN Global

Fig. 10 NIKE New York City. 2014

Fig. 15 Burberry World Taipei. 2012.

Fig. 11 Guardian Coffee Boxpark. 2014.

Fig. 16 Estimote i-Beacon 2013.

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Fig, 12 RFID Clothing Tag 2008.

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Secondary Research The retail landscape has considerably changed over the last 10 years. Internet has enabled access to multiple resources; therefore, consumers are informed about products before they enter the store. A recent Samsung case study illustrated that 75% of people research online prior to entering the store

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next move and connect them with real people. The Guardian

landscape, the transformation will only continue apace. We are so accustomed to e-commerce and new technology. Is there still a need for a physical store?

store will connect with the phone, offering information about example of retail, media and technology merging. This enhances the shopping experience, leaving the consumer not only with products, but also a valuable retail interaction. Phigital Rising According to the Future Laboratory, consumers are restricted for time yet they are demanding more from their retail experience

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Multi layered data systems such as Estimote iBeacons are designed to pinpoint the location of smartphones and send relevant data to apps on the device. Additionally, RFID chips aesthetic we are accustomed to and assimilate it into in-store blurred.

“Consumers today seek reciprocal relationships with partners

There is an increasing demand for stores working as a destination, a place to relax or socialize, as opposed to a place only to

Text Laura Oliver

Clever Data A detailed vision of the future of retail is currently being rebranding. The retail implementation will allow Wi-Fi to connect

in order to create deeper insights as to how they can help

language, who want similar outcomes in life, and who are willing to be invested in a relationship. Retailers and brands should seek meaningful encounters, rather than just cold, one-time transactions.” (Dee Warmath, Retailing Expert.)

by technology. They want their time to be enhanced.” Jeremy Bergstein, The Science Project.

welcomes people to drink whilst debating the UK tech sector.

Aside from various key players, such as Burberry, luxury retailers are lacking the ability to create a digital in store experience. Due to uncertainty on the high street and an increasing plethora of new technologies the idea of merging the physical with digital seems a no brainer, pushing retail into a new era. Throughout industries, sectors are merging together, for example the internet and art, fashion and technology. Observing Nike as a case study, the company is now as much of a tech brand as it is a trainer brand. Previously, technology has predominantly been used to showcase fashion in store or on the catwalk, but this is changing. In July 2013, Mashable announced that Apple hired Paul Deneve, CEO of Yves Saint Laurent, to assist on special

The future of successful retail lies in providing “customer assistance on more platforms to create more staff touch points and enable interactions to happen on the shoppers terms” (PSFK). Retailers must take advantage of existing data

projected across the rooms, whilst the in-house coffee shop is operated with the use of a smartphone app.

retail scheme is still at pilot stage however, the aim is to provide retailers with a greater level of insight into their customers.

This is the juxtaposition between real-world physical products and augmented computer generated graphics or sound. American Apparel stores are using AR to mimic the feel of online shopping, providing online reviews, colour ways and information to lure consumers to a brick-and-mortar store with the web like convenience.

connected to the Internet” (Pervasive World – LSN Global Trend


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Fig. 17 Karl Lagerfeld Regents Street. 2014

THE BIG IDEA

INSIGHT Consumer Profile

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The Big Idea: Relationships

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Retail / Smartphone Concept In order to gain an insight into general shopping habits and consumer loyalty, we conducted a range of research. Firstly, we conducted a loyalty questionnaire, which was targeted to a broad range of consumers at luxury and high street level, young and old. At this stage of the project it was important to gather general information that would act as a catalyst to further niche investigation. The results of the questionnaire revealed that most respondents felt that high standards of customer service and relationships made them return. 62% of people claimed they would use a loyalty app personalised to them (2014, Appendix: A1, p36). To further focus our primary research we conducted one to one semi-structured interviews with a range of participants aged 30 50. As Liberty is a high-end heritage store, they naturally attract a consumer who is slightly older. Typically, these consumers fall

new in-store technology. The most integral aspect discovered whilst interviewing these consumers regarded their shopping customer service. but we have become friendly with the staff that work there and if and with good value for money and that always makes us go back�. (Palmer, 2014, Appendix: A2:2, p39). “The idea of feeling comfortable within a retail space appeared to encourage consumers to feel loyal towards particular brands. I often see the same assistants there, which I like. I also feel at 2014, Appendix: A2:2, p40)

grown their teenage years and have money to spend. We also we felt our loyalty increases as the consumer ages. We chose to ability to adapt to new and developing technologies and change. The interviews took place over several trips to retail spaces similar to Liberty, including Flannels, John Lewis, Fenwicks and Molton Brown. We asked several consumers about their habits regarding loyalty schemes within stores, their general shopping habits, as well as questioning them about their feelings towards

Text Sarah Short

We also conducted ethnographic research in the stores previously mentioned. This research included monitoring shoppers instore routine, queue times and staff interaction. Observational research (A3: p45) enabled us to capture consumers in a natural environment, which allowed us to understand habits, ideas, and desires of the target consumer (Forsmarsh Group, 2013). Whilst we appreciate that consent was not given, we were able to

Intergrated Marketing Scheme


9 Fig. 18 Dishoom Shoreditch

Fig. 19 Liberty Window London Fashion Week 2013. Fig. 20 Chelsea London

Who Is She? were born between the mid-1960s and the mid-1980s and are now between 30-45 years old. We feel that they are the correct and they are eager to explore and learn. According to Thielfoldt global economic recession meaning that they are committed to their work, their boss and they are a team player.

LIBERTY LONDON

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Whilst Liberty have both a male and female consumer loyalty, we have chosen to target females. This is due to the friend-like tone of the app and minimal aesthetic which we feel a female is more likely to resonate with. The consumers we are targeting are likely to work in London, they are self reliant and individual. Their job involves multi-tasking and they are possibly a manger or coordinator of a company. They have a family and despite working there, chose to live outside London in a suburban setting, where they can escape from city life where everything is focused on success.

Consumer Profile

Kim Watkinson 42

Kim Watkinson

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CONSUMER

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What are your gadgets you use regularly? I love my kindle; I read it every night before bed and also every Sunday morning during breakfast! How do you unwind? I love walks in the countryside with Nelson (my new beautiful puppy) and my husband. I also adore yoga and most recently I have started to meditate. What are your favorite stores? of Marc Cain, which is German fashion line. For food I go to free I enjoy going to Chelsea farmers market. you? My gorgeous children, my husband and my puppy Favorite cuisine? food and atmosphere is just amazing. What are your typical components in your make up bag that you take with you everywhere? Georgio Armani face fabric is my favorite foundation, my Chanel

Text Chloe Trimmer

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11 Fig. 21 Reporter App 2014.

Fig. 23 This Is STORY New York City. 2014.

Fig. 24 Whitepaoer Path to Purchase Infographic

Fig. 25 Locker Project 2014.

Fig. 22 Primary Research John Lewis Infographic 2014.

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THE BIG IDEA

CONSUMER JOURNEY IN JOHN LEWIS 6 seconds

10 seconds

14 seconds

10 seconds

12 seconds 7 seconds

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The legacy of Liberty revolves around its iconic fusion of fashion and quality. Liberty is renowned for creating lasting memories with customer relationships that go above and beyond. After considering key points of the client brief such as; new technologies, developed an idea of a loyalty app alnd marketing scheme. We are a society that is mass saturated with information whenever more empowered and has access too more content. As the power shifts to what the consumer desires, retailers and brands such as Liberty must offer consumers something more than what they have become accustomed to. Experience and interaction with map (2014) it suggests a new route that retailers should aim to achieve. Forming a relationship is therefore vital as apposed to just a consumer purchase. the help of many early adopting applications. As an example,

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“As competition thickens, it takes more than price, convenience, or selection to earn sales. In the future of retail, it takes a fully integrated experience to keep and sustain consumer attention.” Alfredo Muccino, Liquid Agency.

The Concept Whilst considering the concept for our app, we realised that two factors were fundamental to the shopping experience at Liberty. To increase the success of our app we needed to fuse together relationships and personalisation. Blythe (2013) states that relationship marketing and direct marketing have become closely related. We established that it is important for the app

(Kong, 2014, Appendix: A2, p42) combined with pre-existing phone information such as location and weather, the application begins to illuminate aspects of life which otherwise go unnoticed or unmeasured. In a similar vein, current location with past behaviour. The app, which is available on android and iOS helps you manage your day, dress for the “The smart phone; an ubiquitous technology in much of western world – provides a two-way gateway to the virtual world. We draw information from that world and we contribute data. The more information we tell our phones, the better they understand us” Cisco Internet of Everything, The Connected Self.

in understanding their customer and are experts at providing an experience that is personal. We have applied the attributes that make Liberty outstanding, to the app. They must relay the continue delivering value to consumers in the digital era, they will have to rethink their business models and transform their

The key concept regarding our loyalty app is the notion that relationships lead to transactions. Communication and loyalty is path to purchase, to give shoppers more accessibility crossing the physical store and digital platforms whenever and however they want. Text Laura Oliver

Text Chloe Trimmer


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Fig. 26 Social Social WGSN 2014.

Fig. 27 Novembre Magazine 2014. Fig. 28 App Mock-Up

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BD&A BEFORE DURING & AFTER

As retail stores are using increased levels of technology it is important not to forget that “we need targeted reach, personalisation across devices, understanding who people are” (Clark, 2014).

How It Works

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Before During & After

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The App Wired magazine recently released an article suggesting that apps challenging to use, whilst 70% of the respondents said an 2014). However, the brand must get to the heart of the consumer, they must understand them on personal level that does not just make them feel like another shopper in a crowd of many. This app cannot use generalised offers, emails, or discounts. Consumers must be known and targeted individually and exclusively. The consumer could become overwhelmed and misunderstood through the increased use of digital technology. However if (Muccino & Buchholtz, 2014) in store it could create a sense of security and value for the consumer thus increasing loyalty. this strategy as it: 1. Creates awareness of product on another platform 2. Allows them time and ability to consider purchases 3. Provides a section to collate favourite products so to evaluate the product 4. Encourages them to come instore and potential buy 5. The essence of the app is to encourage bonding with the brand and virtual personal shopper 6. They can advocate the brand or products through spreading their positive experience with others and they are now likely to come back again (Hughes, 2014). Text Chloe Trimmer

We feel there is a gap in the market and a chance to meet with the “level with the needs, wants and lifestyle of each individual consumer” (Muccino & Buchholtz, 2014) on another platform. the personal experience must go beyond realms of the store into their daily lives. Whilst building a relationship on a personal level is the primary purpose, sales will be a natural result. “Loyal customers spend 33% more than new customers”. (Muccino & Buchholtz, 2014). To execute this personalisation, the app approaches the consumer with the same tone of voice and practice as a friend might. In should not feel as though the app is intrusive but should feel they which Blythe (2013) states you can increase loyalty, one of which to exclusive events that interest them, provided offers, and free gifts. The app is there to maintain and extend the relationship

Execution


13 Fig. 29 Phone Screen Novembre 2013.

Fig. 31 Welcome Screen App Mock Up

Fig. 30 Load Screen Liberty App Mock Up

BEFORE

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Smartphone App

BD&A

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Once downloading the app and entering your loyalty card (Fig 31) Questions will include personal weekly schedules and

How Does it Work? app appearing different to the next, which therefore illustrates that tailored and personal shopping experience we hope to provide. Additionally, the concept of forming a relationship with Liberty and their staff is an integral aspect of the app. A survey conducted in 2013 based on the purchase of luxury goods, stated that 81% of customers would be willing to pay more in order to receive superior customer service. (Clarke, 2012). The exceptional customer service we hope to provide would also be supported by consumers being given the opportunity to select their preferred sales assistant working at Liberty. Liberty forming a relationship with their consumers is an integral component for

Why Will it Benefit me?

revenue. “A fundamental tenet of customer loyalty movement is the belief (Wallard, 2005, p85).

LIBERTY

Additionally, the app would consist of a calendar whereby the consumer would be able to mark special dates and events taking place. The personal shopper working at Liberty would then inform the client when appropriate according to their personal details embedded amongst the app. Personalised messages smartphone. The power of the smartphone is so fundamental study suggested people check their phones 34 times per day. However, industry insiders believe that number is closer to an astounding 150 daily sessions�.

Text Ashleigh Bernstein

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15 Fig. 34 App Mock - Up Websiite

Fig.36 Liberty London Logo 2014.

Fig. 35 App Mock- Up

Fig. 37 App Mock - Up

Fig. 38 App Mock - Up Lust List

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THE APP

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For this particular app, Liberty would alert the customer via the consumer of potential gift ideas. (Fig 33) These particular messages would be personalised differently according to the shopper would contact the client when appropriate and this would be executed in a colloquial and friendly manor to certify the customer of the exclusive shopping service. This would therefore encourage a friendly and personal tone prior to the be a valuable channel for communication used to engage the allows reservations to be made in store for up to 24 hours. The

promoting. During an interview we conducted, appreciation for the customer

for a potential purchase. The delegated personal shopper would

when people recognise you, its enjoyable to shop where your appreciated and recognized�. (Doffman, 2014).

customers in store arrival. This system generates a sense of trust between the customer and the sales professional by providing

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Geo tagging would be incorporated amongst the app in order

the customer the notion that somebody is assisting them at all

informing them of offers associated with favorite brands or perhaps in store events. This would capture the customer in their hot state encouraging and inviting them into Liberty, which would

communication with your customer base allows you to adapt so

shopping experience.

Our primary research suggested that loyalty cards were a large

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gives the customer the opportunity to have free reign on browsing

A2:1, p40). Evidently, point systems played a large role for customer loyalty,

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long term due to loss and damage. We have therefore integrated an online card system whereby points adopted from in store purchases would appear directly on screen within the app ready for the customer to view and access. This scheme would act as an online interactive card system providing the customer with all in relation to their personal Liberty accounts.

32 Fig. 32 App Mock - Up Homepage Menu

Text Ashleigh Bernstein

Fig. 33 App Mock - Up


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IN-STORE

Fig. 39 Topshop. Virtual Reality Catwalk. 2013.

Fig. 41 Estimote i-Beacon 2013.

Fig. 40 Nordstrom Mobile POS. 2012.

Fig. 42 I-Beacon In Store App Mock - Up

Fig. 45 Liberty Window App Advert Mock Up

Fig 44. Kate Spade 24hr Store New York

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LIBERTY APP

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In-Store Experience The importance for consumer interaction is becoming increasingly prominent and successful as we are engulfed by the new technological age. According to Blythe (2013) there is a high demand for new-ness; consumers want to feel that the products and retail experiences they endure now have improved from those they endured years ago. The Liberty app will play a crucial role in enhancing the customer experience in store whilst also pushing the rise of sales and increasing brand loyalty. Not only will it be simple and easy to

Fig. 43 Love List Pinterest 2013.

THE APP, PERSONALISED TO YOU. LET S GET TO KNOW EACH OTHER.

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as possible. The Lust List can also be converted into purchasing

current aesthetic so as not to look overwhelming.

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be useful when thinking of gifts for upcoming events or occasions. as the app recognizes buying habits and previous purchases for that particular individual. Therefore, only suggesting deals which

Liberty is highly recognized for its unique customer service relationship where members of staff and individual consumers share more than just the typical shopping experience (Liberty of London, 2013). They place emphasis on knowing their customers on a personal level and do their utmost to meet their needs when they are in and out of the store. Primary research revealed that 67% of people felt they would use an app that was tailored to their needs, instead of being generalized with the rest of the shoppers (2014, Appendix: A1, p36). Therefore, by personalizing the Liberty app to suit each individual, the consumer remains

iBeacons placed throughout Liberty. Shellaker (2014) states “iBeacons have the potential to change our shopping experience forever�. Consumers will be able to interact with the products and the brand like they never have before, the use of iBeacons will help overall, will improve customer loyalty.

brand. study 4, p46) the app will feature a Lust List where customers can photograph items they view in store that they perhaps want to purchase in the future. Members of staff can also create personalized lists for their better-known customers and suggest potential purchases enhancing their consumer relationship. items ordered from the list are waiting to be collected as soon

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Upon entering the store, the iBeacon-connected app greets the consumer informing favoured shop assistants of their arrival so they are on hand to help if needed. For those aided by staff and those who prefer to shop alone, the iBeacons continue to provide a service that informs them of offers, buying suggestions based on previous purchases and product information such as where the item was made, the material and washing care. Shop assistants, Carter and Walker (2014, Appendix: A3, p44) claimed they are questioned the location of items and information regarding products 7 to 10 times an hour therefore, using iBeacons would

checkout lines can quickly become unbearable and spoil the shopping experience (Lariviere, 2013). After observing shoppers in queues on a Saturday afternoon (2014, Appendix: A3, p44) the average wait time was 5 minutes. Using mobile POS devices, employees are able to checkout customers anywhere in store (Clay, 2012) allowing not only the reduction of queues, but the member of staff is able to remain with their customer and maintain the customer service relationship. 8 out of 10 consumers asked often restricted (2014, Appendix: A3, p44).

On the other hand, Carter said that John Lewis already has an app offering deals but consumers found it irritating and unnecessary. Having said this, John Lewis does not pay as much attention not as successful because their alerts are not bespoke to each individual, something that Liberty prides itself on. The iBeacons themselves would be unobtrusive visually, complimenting the

Text Gabriella Ryan

However, Solaris (2014) argues that the use of iBeacons could irritate consumers whilst shopping and could be classed as yet another interruption in an already very chaotic and marketing packed world. Some consumers may also feel that this new technology is being forced onto them thus, creating a negative impact.

On the other hand, Walters & Hanrahan (2000) argue that technology is replacing all normal physical activities, and consumers are becoming increasingly impatient.


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19 Fig. 50 Liberty Window App Advert Mock Up

to have a positive experience after making a purchase” (Hilton, 2014).

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AFTER

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LIBERTY APP THE APP, PERSONALISED TO YOU. LET S GET TO KNOW EACH OTHER.

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is focussed on maintaining the relationship we have established. One way in which we propose to achieve this is through the use

too complicated to work and everyone could understand how to use it” (Appendix: A2:2, 41).

inundate me with emails and that annoys me” (Appendix: A2:2, p41). It appears that our consumer still wants to interact with the brand and therefore they appreciate a level of communication.

Therefore, considering this particular view, we ensured our app would be a simple design and easy for the consumer to navigate.

must be personalised and unique for each individual.

Due to the overwhelming amount of images we are exposed to on a daily basis, the app visuals would be kept to a minimum, this

“Nearly 90% of consumers say personalized interactions with brands drive their purchase decisions” (Hilton, 2014).

To gain insight into our consumer we completed further primary whether they would use the app we created.

a colloquial sentence such as, “Enjoy the big day!”, tailored to occasion, they would have the opportunity to send their preferred sales assistant or personal shopper a photograph from their day featuring their purchase. This service adopts the idea of creating a relationship between the consumer and the brand, evidently illustrating the app is not merely focussed on sales, but most importantly on the satisfaction and loyalty of the consumer.

Fig. 46 App Mock - Up

Fig. 48 App Mock - Up Homepage Menu Icons

Fig. 47 Project Tango Google ATAP. 2014.

Fig. 49 App Advert Magazine Mock- Up

We presented the app mock-ups and described how the app would function. 80% claimed they would be interested to use the app. Many stated they were attracted to the concept of checking stock prior to visiting the store. We also asked sales assistants in John Lewis regarding personalization embedded amongst the app. Walker (2014) stated “it would be so much better if the app was personalised because we have a similar app but the offers are not personal and The feedback we received helped us understand that our target and personalization. 48

Text Sarah Short

Text Chloe Trimmer


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Fig. 55 Load Screen Liberty App Mock Up

available and therefore a comparison of

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Fig 57 NIKE New York City. 2014

Fig 56 Liberty Window Advert Mock Up

(Wallard 2005, p124).

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CONCLUSION LIBERT

To conclude, research for this brief, such as the Liberty documentary (2013) illustrated how the brand were concerned with ways to be innovative however, still demonstrate the traditional heritage in which the store thrives upon.

Y APP

P, THE AP NALISED PERSO . TO YOU TO ET LET S G CH EA W O KN . OTHER

LIBERTY APP THE APP, PERSONALISED TO YOU. LET S GET TO KNOW EACH OTHER.

When creating this unique retail experience, we pushed to combine technology within the store to bring Liberty back to the forefront of retail and additionally increase sales. With this in Fig. 51 Liberty Logo.

customer experience and secondly, attract a larger client base.

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Fig. 52 Liberty Window Advert Mock Up

the brand. Several of the features embedded amongst the app offers assistance before, during and after purchasing which is something we felt was crucial. The personalised messaging service installed in the app is an element we felt was important in the attempts of building loyalty with the consumers. Despite constant communication being viewed as essential, we are aware of the negative impacts it could have.

Fig. 53 Nordstrom Mobile POS Fig 54 Liberty Store Front 2010

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Liberty after taking advantage of the app and its several again focuses on the ideology that Liberty is constantly thinking about the consumer and offering gratitude for their purchases.

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Text Ashleigh Bernstein

This therefore lends itself to loyalty and the way in which the app is focused on offering the best customer service possible when necessary. The retail experience we have created with the use of technology inside and outside the store, give the consumer an essence of Liberty wherever and whenever they please. Assuing the consumer that the brand is constantly available for their desires and possible needs, maintaining a loyal customer and brand relationship.


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Text by: Ashleigh Bernstein Laura Oliver Gabriella Ryan Sarah Short Chloe Trimmer

Report Design

Laura Oliver

Text Formating & Editing

Ashleigh Bernstein Gabriella Ryan

App Mock-Ups

Laura Oliver

Advertising Mock-Ups

Sarah Short

Store Mock-Ups

Chloe Trimer

Infographics

Sarah Short Chloe Trimmer

Appendix & Case Studies

Ashleigh Bernstein Gabriella Ryan

Word Count: 5147

Retail Experience and Loyalty - Liberty London. Promotion and Context. FASH20032

Group Blog: lagsc.tumblr.com


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25 References

ANON., 2014. Cisco Internet of Everything, The Connected Self. (Online). Available at: http://www.slideshare.net/CiscoUKI/ciscointernet-of-everything (Accessed 13 May 2014). ANON., 2014. Marketing Presentation: Consumer Behaviour. (Online). Available at: http://www.tutor2u.net/business/ presentations/marketing/consumerbehaviour/ (Accessed 12 May 2014). ANON., 2013. Ethnographic research: Three reasons why it is important. (Online). Available at: http://www.forsmarshgroup. com/index.php/blog/post/ethnographic-research-three-reasonswhy-it-is-important (Accessed 16 May 2014).

Available at: http://www.talkingretail.com/category-news/ supermarket/poor-customer-service-driving-shoppers-out-ofthe-high-street-says-analyst/ (Accessed 14 May 2014). BERGSTEIN, J., 2014. When will augmented reality replace the dressing room? Mashable (online). 2 April. Available at: http:// mashable.com/2014/04/02/augmented-reality-dressing-room/ (Accessed 14 May 2014).

2014). BLYTHE, J., 2013. Consumer Behaviour. London: Sage Publications. BURTLE, F., 2004. Customer Relationship Management. Amsterdam: Elsvier Butterworth-Heinemann.

References

CLARK, L., 2014. Facebook predicts the future of retail marketing: Facebook Wired UK. (Online). Available at: http://www.wired. co.uk/news/archive/2014-05/14/facebook-keynote-decoded (Accessed 14 May 2014). CLAY, K., 2012. Nordstrom Sees Sales Boost from Mobile POS Device. (Online). Available at: http://www.forbes.com/sites/ kellyclay/2012/04/06/nordstrom-sees-15-3-increase-in-retailsales-following-introduction-of-mobile-pos-devices/ (Accessed 17 May 2014). EYAL, N., & HOOVER, R., 2013. Hooked: A Guide to Building Habit-Forming Products. Createspace Independent Pub. HILTON, K., 2014. ACCENT Marketing Survey: Nearly 90 percent of Consumers say Personalised Interaction with Brands Drive their Purchase Decisions. (Online). Available at: http:// www.accentonline.com/2014/04/accent-marketing-surveynearly-90-percent-of-consumers-say-personalized-interactionswith-brands-drive-their-purchase-decisions/ (Accessed 16 May 2014). HUGHES, M., 2014. Communication Strategy IMC. (Lecture to Fashion Communication and Promotion, Nottingham Trent University). 17 May. JACOBY, J., & CHESTNUT, R.W., 1978. Brand Loyalty, Measurement and Management. Canada: John Wiley & Sons, Inc. LARIVIERE, M., 2013. Using technology to reduce queues. (Online). Available at: http://operationsroom.wordpress. com/2013/05/03/using-technology-to-reduce-queues/ (Accessed 17 May 2014).

LIBERTY OF LONDON., 2013. (TV). Channel Four, 16 December. LSN GLOBAL TREND BRIEFING., 2014. Broadway Cinema Nottingham. 26 March. future of retail. (Online). Available at: https://medium.com/brandexperience/2710ec75f088 (Accessed 12 May 2014).

(Online). 20 December. Available at: http://www.retailgazette. co.uk/articles/11433-liberty-of-london-its-all-about-loyalty (Accessed 15 May 2014). TEICH, A.H., 2013. Technology and the Future. USA: Wadsworth, Cengage Learning.

NHS., 2014. Methodologies, Interviews. (Online). Available at: http://www.sehd.scot.nhs.uk/involvingpeople/methodologies/

Millennials: What you need to know about mentoring the new generations. Journal in Law practice TODAY. p. 1-4.

16 May 2014).

VAVRA, T., AKSOY, L., & WALLARD, H., 2005. Loyalty Myths. New Jersey: John Wiley & Sons.

Retail. UK: John Wiley & Sons.

WALTERS, D., & HANRAHAN, J., 2000. Retail Strategy: Planning and Control. England: Macmillan Press.

RICE, C., 1993. Understanding Customers. Oxford: ButterworthHeinemann. SAMSUNG., 2014. Consumers turn to Social Media. (Online). Available at: http://www.samsung.com/uk/business-images/ resource/case-study/2013/07/InterMarche-Case-Study-0.pdf (Accessed 14 May 2014). SHELLAKER, M., 2014. Is 2014 the year of iBeacons? The Guardian (online). 12 March. Available at: http://www.theguardian. com/media-network/marketing-agencies-association-partnerzone/ibeacons-shopping-2014 (Accessed 16 May 2014). SOLARIS, J., 2014. Will iBeacons Change Events for Good? (Online). 14 January. Available at: http://www.eventmanagerblog. com/ibeacons-for-events (Accessed 16 May 2014).

WARMATH, D., 2014. Whitepaper: Future of Retail. (Online). Available at: https://medium.com/brandexperience/2710ec75f088 (Accessed 5 May 2014). WASSERMAN, T., 2013. Apple appoints Yves Saint Laurent CEO. Mashable (online). 3 July. Available: http://mashable. com/2013/07/03/apple-yves-saint-lauren-paul-deneve/ (Accessed 12 May 2014).


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27 Illustration References

Illustration References

Fig. 1. Google NOW (2014) Personal Assistant App Screen

Fig. 27. Camenisch, A., (2014) Kurt. In: Novembre Magazine. December 2013.

Fig. 2. Nordstrom (2012) Mobile POS In-Store Example.

Fig. 45. Trimmer, C. (2014) Liberty Shop Window App Advert

alltechconsidered/2012/12/10/166890714/forget-the-register-

Fig. 3. Camenisch, A., (2014) Kurt. In: Novembre Magazine. December 2013.

Available at: http://www.psfk.com/2013/06/kate-spade-saturday-

Fig. 29. Camenisch, A., (2014) Phone Screen. In: Novembre Magazine. December 2013. Available at: http://www.vogue.co.uk/news/2012/04/27/burberry-

Fig. 30. Oliver, L. (2014) Liberty Load Screen. App Mock-Up. Fig. 31. Oliver, L. (2014) Liberty Welcome Screen. App Mock Up. apple-s-ibeacons-explained-what-it-is-and-why-it-matters

liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content

Google. Available at:

Fig. 32. Oliver, L. (2014) Liberty Homepage Menu. App Mock Up. Fig. 48. Oliver, L. (2014) Liberty Homepage Menu Icons. App

Fig. 17. Karl Lagerfeld (2014) Regents Street Store Opening. Fig. 49. Short, S. (2014) VOGUE Magazine Mock-Up. App Mock Fig. 34. Oliver, L. (2014) Liberty Website. App Mock Up. Available at:

Fig. 50. Trimmer, C. (2014) Liberty Shop Window App Advert liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content Fig. 19. BWD (2013) Liberty Window London Fashion Week mannequins-at-liberty-london-fashion-week-window-display/ Available

at:

http://insideout.topshop.com/2014/03/fashionFig. 52. Short, S. (2014) Liberty Shop Window App Advert Mock – Image. Fig. 38. Oliver, L. (2014) Liberty Lust List. App Mock Up.

extends-vuforia-augmented-reality-to-the-cloud-28236208/

window-gallery-lfw-aw13/article/fcp-content Fig. 53. Nordstrom (2012) Mobile POS In-Store Example. Available

at:

http://insideout.topshop.com/2014/03/fashion-

alltechconsidered/2012/12/10/166890714/forget-the-register-

Fig. 40. Nordstrom (2012) Mobile POS In-Store Example. Fig. 10. Super Danger (2014) NIKE TECH Store New York

alltechconsidered/2012/12/10/166890714/forget-the-registerFig. 24. Whitepaper (2014) Path to Purchase Infographic.

Fig. 55. Oliver, L. (2014) Liberty Load Screen. App Mock-Up. apple-s-ibeacons-explained-what-it-is-and-why-it-matters

Fig, 12. Miller, R. (2008) Washing with your eyes closed. RFID Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/

liberty-named-best-london-shop

Fig. 42. Oliver, L. (2014) Liberty In-Store i-Beacon. App Mock Up.

Fig. 56. . Trimmer, C. (2014) Liberty Shop Window App Advert liberty.co.uk/window-gallery-lfw-aw13/article/fcp-content Fig. 57. Super Danger (2014) NIKE TECH Store New York


28

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30

31 Methodology

RESEARCH METHOD

SAMPLE

PURPOSE

STRENGTHS

WEAKNESSES

OUTCOMES

EFFECTIVNESS OF RESEARCH METHOD

Interview

10

To gain an insight into customer loyalty and consumers engagement with several brands

Able to obtain detailed information as this was completed face to face with our respondents

Finding relevant respondents for our particular brief was time consuming

The outcome of the interviews demonstrated the importance of customer loyalty and relationships

This method allowed us to gain extensive information as the interview was conducted face to face

Questionnaire

54

To understand existing customer loyalty schemes and their importance. We also were able to understand individuals interests in loyalty apps on smartphones

The format was similar for most respondents therefore we were able to gather a similar sequence of data

Questionnaires are not personal and answers are generic and therefore the results lack detail

Able to gather information regarding customer loyalty and existing schemes

This questionnaire allowed us to question typical Liberty consumers which helped us analyze our big idea

Phone Interview

3

To gain an insight into customer loyalty particularly for Liberty consumers

This interview was suited for the typical Liberty consumer, which

The interview was executed over the phone which therefore lacked a face to face interaction

The outcome of this phone interview revealed the importance of loyalty within and without the store for the typical Liberty customer

This phone interview allowed us to question a typical Liberty consumer which therefore helped us understand their expectations from the store

Observing consumer behavior is restricted by ethical standards as participants are not aware they are being watched

The outcome of this observation revealed the average waiting time for ques and also the lack of support consumers have from sales assistants

Considering this method was primary research, it was therefore

decisions for our big idea. It also helped us understand the typical Liberty consumer. Ethnographic InStore Observation

15

To observe consumer behavior in store and interaction with staff. Also to observe queues and customer service. We also asked 2 shop assistants a number of questions.

Observing consumer behavior gave insight into the failures and successes of particular retail spaces

time the research could continue over a longer duration in order to gain additional information


32

33 Appendix 1 e

Q1. How old are you? 18 - 25 26 - 32 33 - 40 41 - 48 49 - 55 55 - 60 60+

May 2014 - 54 Respondents.

12 5 8 16 11 1 1

38: I have a Cafe Nero loyalty card which is great, I drink a lot of coffee and after buying 9 I get a free 1. I also have a House of Fraser card, it makes it quicker and easy for me in store and I always pay it of straight away. It also gives me exclusive treatment and invites me to in-store events. 37: Tesco, Debenhams, Sainsburys and Boots

19: Boots and Airmiles have great loyalty schemes. Tesco & Sainsbury

17: Marks and Spencer Tesco 16: Boots advantage card - because you can buy stuff with the points and you get discounted products

49: Because I shop at these places regularly. 48: You get money off things in return for not doing much apart from signing up and remembering to take your vouchers to the shop and show your loyalty card. 47: The vouchers and points

Q2. Are you signed up to any shops loyalty cards / schemes? If so which shops and why?

36: Boots The scheme is free and you not only get points when you spend money there but also entitles you to great in store offers. For example I have just received 50% off sunglasses.

54: Sainsburys, boots, costa – because I go there often

35: Boots point system and John Lewis loyalty

14: Boots - good rewards with no major commitment

44: A,I work for them and B, the quality is great.

53: Tesco for clubcard deals nd can get Tesco points at Esso garage when buying petrol Co-operative to get money in vouchers to spend in shop Superdrug & Holland & Barratt- money off Sainsburys for rewards

34: Boots - good rewards Tesco - good rewards Nectar (habit and pressure from Sainsburys)

13: No

43: The discounts and money off that you can receive, especially when loyalty cards are free to sign up too.

52: Sainsburys & Tesco – I shop there regularly and there give me money off groceries and petrol

32: John Lewis, boots- money off

51: Tesco & Boots for reward points 50: Tesco Boots Costa 49: Tesco Sainsbury Boots Waitrose John Lewis All of the above for savings and offers. 48: Waitrose because this is where I do most of my groceries shoppping.

33: New Look, discounts offered

vouchers off in the post 30: Boots - good extra points offers and save points to buy perfume Tesco - worth more when used on restaurants days out etc.

28: Boots, gives good offers vouchers and points back etc!

27: Boots - like spending my points nectar card (sainsburys)

46: Sainsburys. Good discount deals with card

never used the rewards

44: My waitrose card Because its a great company that sell quality food.

26: Boots and Tesco - like collecting the points at Tesco to convert to Avios for British Airways and think Boots offer an excellent loyalty programme - use the points to buy myself perfume once a year. 25: Tesco, Debenhams, Harrods

for money and discount off etc.

24: No..only Visa air miles card

42: Tesco and boots

23: Tesco Be tee

41: Tesco & Sainsburys

22: Yes. Free stuff and discount

40: Yes Sainsbury for nectar points and Debenhams beauty card, John Lewis for free cake and tea once a month

21: Superdrug and Boots, because where else does one get

39: Boots

46: Discount 45: Type of store

12: Dorothy Perkins. - discount card and special offers 11: House of Fraser & Boots 10: House of Fraser & Tesco

42: Points rewards 41: I rarely use my cards anymore, I signed up years ago and I 9: Boots - great value and excellent points scheme

40: Yes

8: Matalan and new look as you get preferential offers

39: Great discounts; makes me go there everytime as it accumulates points

7: No 6: Matalan 5: No 4: Barclays

2: No

need in becoming a loyal member. 37: Great rewards - money off vouchers Debenhams, discount vouchers x2,3,4 at Tescos and normally use points as £ in Sainsburys and Boots 36: Genuine offers and savings 35:Customer service and gratitude for my purchases our nearest super market. Advantage scheme at Boots because I also shop there often

34: Good rewards . Pressure from company

Q3. What is it that persuades you to become a loyalty member?

32: Money off vouchers

33: Discounts

54: Using the points raised to get free stuff. 53: Money off or rewards

30: Spending money anyway so might as well get points annoying.

books is appreciated.

etc

28: To save money, get good deals, boots is simple

time

50: Frequency that I visit the shop

27: It just seems like I might as well get something back from shopping in those stores


34

35 Appendix 1 e

May 2014 - 54 Respondents.

26: The chance to get free things!

Q4. Which of these loyalty schemes interest you most?

25: Bonus points that give discounts and special offers and advance notice of events or deals

General store offers / Information

33.33%

18

24: Free plane tickets

Offers and information tailored to your purchase history / habits

23: Prizes

Total Responses

22: Free stuff. Discount. 21: Points mean prizes!

Q5. If your favourite store brought out a smartphone loyalty app that was easy to use and personalised to your life and shopping behaviour would that interest you? And why?

money by doing so

54: Yes it would interest as me as I might be able to get discounts on things I would only realise by looking at the app.

and Boots to me have the best schemes.

53: I would have a look at it out of interest but not sure I would

18: Money off offers

66.67%

36 54

willing to spend!

15: Yes, except I only have a blackberry, and apps are never very easy to use on them.

phone, whereas I can just pull my card out my purse with my debit card

on the go

36: No 35: Yes i could get updates on the store which i frequently visit. Additionally, I like apps that are easy to use!!! 34: Probably not as not that used to apps . Card scheme is very easy to use for some one of my age 33: No

12: Yes if it would make shopping easier and more convenient 11: Yes Keep up to date 10: Yes Convenience 9: Yes- easy to access anytime from phone and updated regularly

31: Yes if it made life easier. 50: Yes, and I would use it even more often

30: Yes saves having a purse full of different cards when I

7: Yes it would as I feel it would make shopping much more

49: No, I am not keen on having to use so much technology. Quite happy with paper vouchers!

probably would on my phone

keep coming back

12: Discount

bothered to use another app.

11: Points

47: Depends how it would work

28: Yes, would make shopping easier, save me money and help choose the right things

10: Money off purchases

46: no

16: Free stuff or discounts 15: Deals / Offers and discounts 14: Free points to use in the future 13: Discount on further shopping

32: Yes- ease of use potentially

13: No

8: Yes. Would be convenient and easy as would be tailored to me so the stuff that was on there would be what I was interested in rather than having to search for it

17: Because I use the store often

52: Possibly but only if I was shown how to use it!

There are many times shops are missing out as if they targeted

17: No as I am not that loyal to one store 16: Yes

29: No, not really. Find being sent Clubcard vouchers honed to my shopping habits creepy!

one.

2: Boost juice 1: Yes. Would like the convenience of the app. Would like offers that apply to things I buy most.

regular basis

25: Probably not as i am on a group scheme

7: N/A

44: Yes love the ease of an app

24: Yes....always looking to be rewarded for loyalty

6: Offers or discounts

23: No. Not gamier with apps

5: Big discounts

43: YES! This would interest me because I would be able to keep updated with new stock etc, especially if it was personalised!!

4: Good discounts

42: No

2: Discounts 1: No of points offered. Promotional offers. Whether I use the brand often.

long as it gave rewards at the end

4: Yep like that type of thing 3: Yes. Would rather have offers for things that are appropriate to me.

8: Good discount or free stuff

41: Yes, would be easy for me to combine it into my day, especially if the app offered more than just loyalty schemes.

5: No

21: Yes! Being able to see things that I would perhaps like straight to my phone is a lot simpler then perhaps searching for them online or in store! right card for the right store 19: Yes, no need to carry the card with you. 18: Yes. It would make things easier.


36

37

Primary Research

LIBERTY

info Questionnaire Statistics

Inforgraphics


38

39 Appendix 2 One on One interviews. Mixed genders aged between 30-60+. Participants found in Nottingham City Centre, Newcastle & London

Miranda Age 45 insurance broker

Deborah Age 37 unemployed

Heather Age 56 retired special needs school teacher

Emma Palmer, 30. Trainee Nurse.

Ashleigh: What brands do you feel loyal to and why? Miranda: Boots, Waitrose, Sainsburys, LK Bennett and John

Ashleigh: What brands do you feel loyal to and why? Deborah: Sainsburys/Marks and Spencers . They both send me vouchers regularly and I trust their produce and a big fan of the quality of products

Ashleigh: What brands do you feel loyal to and why? Heather: Jo Malone/Tesco/Fenwick/Boots. I trust all the brands

Do you connect with that brand outside the store on another level of engagement?

Do you connect with the brand outside the store on different levels e.g apps and online etc? No, never go online if I do its only for emails and contact with

Do you connect with the brand outside the store on different levels e.g apps and online etc? Yes, my children encourage me to check for deals when I am food shopping and sometimes Fenwick requires me to update details for my store card online

system. Do you connect with the brand outside the store on different levels e.g apps and online etc? but never via apps as it takes too long. What apps do you frequently use? Barclays banking app and Skype frequently. Both apps are easy to use and I have a purpose when visiting its not for pleasure more for business Would in store technology improve your customer experience? Yes, if someone were able to assist me but only when I wanted agitated when I know what I need and I need to leave the store quickly Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push Yes, always happy for offers but not a fan of being bombarded with emails and texts.

computers just the simple things only What apps do you frequently use?

What apps do you frequently use? Telegraph app and sometimes Google maps

BBC news Would in store experience?

technology

improve

your

customer

in store experience Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push Yes,I would love to receive incentives like points for more stores. makes my phone ping too much!

returning.

Would in store technology improve your customer experience? I would like that, would be good to have assistance more when

Why? What apps fashion and non fashion do you already use on a regular basis? Why? I use facebook, instgram, pinterest a lot, tumblr. All of them allow me to connect with friends and explore my interests. Would instore technology experience? Why?

improve

your

customer

actually need. Also if there was better communication outside of the store, as if it were ongoing.

Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push to receive points etc and would make me inclined to shop there more

Hazel Age 49 Unemployed Ashleigh: What brands do you feel loyal to and why? Marks and Spencers/02/Apple store. I have been going to those stores for as long as I can remmebr. My whole family belong to 02 phones Do you connect with the brand outside the store on different levels e.g apps and online etc? No not really, I always just rely on magazines and newspapers What apps do you frequently use? Not really, I sometimes use Skype and sometimes BBC news ap Would in store technology improve your customer experience? I would like assistance; I love the apple store very good for customer service. Have always belonged to 02 network and they are always helpful Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push Always like receiving deals and discounts. Marks and Spencers are very good with that and their loyalty schemes are great. I earn points and I can often use it on my currency when I travel aboard


40

41 Appendix 2

Suzanne Roper, 55, London, Recruitment Agency. (Phone Interview) What brands do you feel loyal to and why? Do you connect with the brand outside the store on different levels e.g apps and online etc?

Phone interview with Karen Harper, 48 Unemployed.

Judith Reeves 35 PR Executive - Fenwicks Newcastle

Debbie Mills 50 (Phone Interview)

What brands do you feel loyal to and why?

Laura: Which brands do you feel loyal to and why?

Which brands do you feel loyal to, why? John Lewis and Next.They both have such a wide variety of things and next home is especially good with reserving pieces and deliveries.

Do you connect with the brand outside the store on different levels e.g apps and online etc? not right by a computer

What apps do you frequently use?

What apps do you frequently use?

regularly

sometimes go onto Wholefoods to research new products. I am a fan of apps though so I would consider downloading more if necessary

Would in store experience?

technology

improve

your

customer

see the same assistants there, which I like. I also feel at home when people recognize you but its enjoyable to shop in an environment where your appreciated and recognized

Would in store experience?

technology

improve

your

customer

not in a rush!

moisturisers and beauty products. I am also loyal to Lanc么me make-up because I have used it for years and years and I always get good service from the girls at the counter. They know my skin. They always tell me when anything new is coming out. Do you connect to any of these brands outside of the store? Possibly through emails, mobile messaging, anything? Or is it just in-store experience?

Do you connect with the brand outside the store on different levels? Often look online, however only to see what is available, not to buy as often, normally buy in store after seeing something online. Do not have any apps with them. Which apps do you already use? calories.

LastMinute.com once and they inundate me with emails and that annoys me. On your mobile which apps do you frequently use?

Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push

Would being sent offers or purchasing suggestions enhance your experience with brands and make you a more loyal customer? Or would this create a negative impact (push

Discounts are always good. I have a card for Marks and Spencers which I always gain points on. Boots is also amazing for points

I love getting deals it makes me feel like they are grateful for

the world with ease.

with my points.

reward their customers.

why is that? me just advertising. Its not so much that the product is better than anywhere else, but we have become friendly with the staff that work there and if there is ever a problem we will be looked after makes us go back. If you went into one of your favourite stores and there was more technology integrated into the experience how would you feel about your customer experience? It depends on what it is, I like to talk to staff but if there was some sort of technology that told me if my size was available in an integrating with both things in mind. The idea that I am working on at the moment is a personalized app that is generated to your own shopping habits and interests, your family your lifestyle. How do you feel about an app that feels more like a friend? I would be interested in that, if it was an app that I bought clothes from and they knew about me already, and knew about the clothes I like and if something new range came out and they let so if they could remember their birthday, my teenager daughters for example, if it was appropriate for them and they suggested something I would be keen on that. Most of all it must be important to me not just a general here we go advertise.

Would in store technology improve your customer experience? If it was simple and easy to use, otherwise might get frustrated. Would being sent offers or purchasing suggestions enhance your experience with the brand and make you a more loyal customer or would it have a negative impact? Depends what I was being sent and how often, if it was suggesting offers or items relevant to me and my likes then yes it would make me appreciate the brand more.


42

43 Appendix 2

Beverly Kong, 48

Karen Walker 48. Business Manager

Suzanne, 39 – IT program writer

Michael Oliver, Business Manager Darlington, 49.

Which brands do you feel loyal to, why? Marks and Spencers, Laura Ashley, Liberty, Selfridges

Sarah: What brands do you feel loyal to and why?

Ok so what kind of brands do you interact a lot with and feel that you could call yourself a loyal customer of?

Laura: Which brands do you feel loyal to and why?

Laura Ashley always has beautiful pieces, and Liberty always has more unique bespoke things, love the rugs. Find m&s food fresher, better quality. Always shop at Selfridges at Christmas as everything is in one place.

at our one since it opened. Erm in terms of clothes and stuff I

and the people in the shop know who I am so I guess I must be a loyal customer. For like clothes and stuff I would say it would have to be Debenhams, I always shop in there and I buy most of my clothes from there.

they have lovely Costa coffee shops in there. A good selection of books, maybe its not always the cheapest but I am keen to keep bookshops alive in the country so I would always buy from there as a matter of choice. I have always bought my cars from the

the stores themselves? Say through emails and such?

the product is better than anywhere else, but we have become friendly with the staff that work there and if ever is a problem we

Do you connect with the brand outside the store on different levels? seen it in store and know exactly what it is like.

tends to just be the online store. technology

improve

my personal shopper is. Do you connect to any of these brands outside of the store? Possibly through emails or social media? No, not really erm I suppose I get the odd email from John Lewis them unless they have offers on and things like that which is very rare.

Which apps do you already use?

Would in store experience?

and like customer service are just the best around in my opinion,

your

customer

be signed up to the mailing list?

experience too much so not too virtual or complicated.

On your mobile which apps do you frequently use?

Would being sent offers or purchasing suggestions enhance your experience with the brand and make you a more loyal customer or would it have a negative impact? Maybe, if it was executed well and they consider that each

internet and things like that I just never really download apps unless my daughter tells me about them. Oh I do use the offers

always ignore or delete.

If you went into one of your favourite stores and there was more technology integrated into the experience how would you feel about your customer experience? latest technology and all things like that, then I suppose if it was experiences. But there would have to be something in it that what it is already if that makes sense. that would complete your whole shopping experience, it would let you know when a store had certain offers on, or let you know when an item you wanted had come into stock and that kind of thing, would an app like that interest you at all? to work and everyone could understand how to use it. I think the already there on my phone for me to see. Yeah it sounds like a good idea to me.

useful because I have a storecard with them so it keeps me up to date with that, and because they know I have 2 kids they always send me emails to do with kids clothes and toys and emails and stuff from them much. On your mobile phone what kind of apps do you use? these cool new things you can do on your iphone and all I do is

Ok, so what would an app have to be like for you to consider downloading it?What for like a shop? Yes so say if Debenhams made an app what would it have to include? would have to offer me something that going on the website or If you went into one of your favourite stores and there was more technology in there would you say it would change how you feel about your customer experience in that shop? Well in Debenhams they have those little computers that you can something. So yeah I suppose technology in that respect does make your experience better or whatever.

money and that always makes us go back. Do you connect to any of these brands outside of the store? Possibly through emails or social media? Then these stores will continue to email me there after, which will get me to continue to go back in again. Yes, I am not a fan of it but they do the trick. For example Molton Brown where I have a good spend two or three times a year, its really the two weekly emails I get from them that remind me to go On your smart phone or any other devices, which apps do you frequently use? Only for the likes of the TV I have missed or BBC news. I use apps at work, a lot of my demonstrations to customers are through apps to make sure points are put across. I use apps more to market the products I am selling or showing rather than ones I would get myself. Why in your own time, you mentioned you have an iPad, a Waterstones app? Simply because I have time on my hands on a Saturday when I tend to shop, to see these things visually and I look forward to it. purpose. If you went into one of your favourite stores and there was more technology integrated into the experience would it put you off, or would you like it? My best example of good technology in retail was recently when shopping in Reiss for a purse for my wife at christmas.

that I liked it.


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45 Appendix 3 Ethnographic Observational Research Carried out by Gaby & Chloe

Customer Questionnaire/Tally in John Lewis and Debenhams Observed 10 people queuing and it was evident that the average que time was 5 minutes. After showing them pictures of the mock-ups and describing how the app would work: Do you think that you would get this app, would it be useful to you? 1. Yes 2. Yes 3. Yes 4. No 5. Yes 6. Yes 7. Yes 8. Yes 9. Yes 10. No Comments:

get the app and if so, would it be useful. 8 out of 10 claimed they would be interested in the app and ibeacons to inform them of product information and que jump Casual discussions with shop assistants: Ella Carter: are? 7 times an hour useful to your customers? relationship. loyalty and the success of the brand? Yes, Thinks app would be useful but some people like the one on one staff and consumer chat. Katie Hogdson: How often do you get asked every hour where products are? 10 times an hour After describing the ibeacons: do you think they would be useful to your customers? Yes they sound great they would be really helpful, people always want to know where things are made. They like to know small details like that. Do you think the personalisation aspect will increase loyalty and the success of the brand?

the app would work we asked whether or not customers would

personalised because we have a similar app but the offers are not


46

47 Appendix 4

In 2008 Coco Cola faced a declining market share in the UK teen market. This case study focuses on how Coke adopted

for six week in which several outdoor billboard posters were used to push the promotion. The promotion was focused on raising awareness and encouraging young adults to register Coco Cola branded items and additionally prize draws worth £1000 were also made available. A number of personalized emails were designed to promote further consumer interaction. Personalization was something we tried to focus on when designing our app as personalization results in a strong relationship between the brand and the consumer. Coca-Cola now always has an online portal for consumers combining brand loyalty and brand immersion. This was integral for our

3.Samsung Intermarche Grocery Stores Intermarche is a large group of independent grocery store owners and was founded in 1969. Currently they have over 2,000 stores in France, Belgium, Poland, Bosnia and Romania. Their predominant challenge included competing with large hypermarkets and chain grocery shops. Therefore, in order to encourage consumer loyalty Intermarche adopted a poster method whereby the store was increasing customer loyalty and brand awareness with the use of several posters in store. Using posters as signange proved unsuccessful due to the high cost of printing and designing, therefore a new system was in demand. In order to overcome these challenges Intermarche chose to implement digital signage with the use of Samsung LED screens. This solution was versatile and additionally cost effective for in store purposes.

loyalty, which is a key aspect of our project.

in the Cheese, Bakery, Meat and Seafood departments and additionally above checkout tills. This case study was relevant for our brief as Intermarche were predominantly focusing

2.TRNK Nick Nemechek and Tariq Dixson created Trnk, which is an online part magazine, and part marketplace that intent to lead inspiration and guidance throughout the home shopping process, in particular for males. The fundamental purpose of their site is to inspire other individuals with the use of unique home furnishing designs in which they select and place on their website.

enhancing customer loyalty. The screens were placed in store to provide an enjoyable shopping experience, enabling a relationship with customers at the point of purchase. Additionally, Intermarche installed several monitors at check out points to keep the consumer engaged throughout their in store experience. The monitors display local weather, general news and also upcoming promotions to encourage customer loyalty. This was an integral aspect of our big idea for our own

These various items are placed online ready for individuals to browse, be inspired and purchase if desired. This case study focuses on the future of retail and how men shop and think about the aesthetics for the home. This was a relevant case study to investigate as it focuses on the future of retail, which was a key aspect of our brief. In order to create a new app we have to be aware of other concepts taking place.

therefore chose to adopt an idea that reduced waiting time and avoid ques for our customers. Intermarche have been extremely into other stores. 4.Pinterest – Love List Love List, is an app associated with Pinterest where consumers can pin their favourite or desired products to their boards. It can note of things you want or need. Similar to that of a gift registry for yourself. The app lets you quickly expand your Pinterest for our brief, as we incorporated this idea as part of our own the opportunity to make lists for others, e.g. members of the family for special events such as birthdays.

5. STORY NYC store sells things just like any other normal shop however; every four to eight weeks STORY changes into a gallery and displays everything in a differentformation. This therefore brings light to new themes, trends and issues. It was founded by Rachel Shechtman who in the past has been a brand consultant for mainaim was to bring together brands and consumers and also integrate strategies of marketing, merchandising, and business development. STORY was a relevant case study for us to look at because like our brief, we are also considering new ways to improve customer service and therefore enhance loyalty between the are also keen to change a retail space in order to develop an exciting retail experience for the consumer.

6. Nordstorm Mobile POS The Seattle based fashion and beauty retailer has started to use a mobile point of service device, which saves customers time when queuing in store to purchase goods. These mobile card sliders allowing customers to check out at several points in assistances to access the online brand system whereby any information regarding products can be given. This saves the customer time with having to look up the information themselves and instead the sales assistants are completing this job for them. Colin Johnson, a spokesperson for Nordstrom, states that these devices are part of a larger plan for Nordstrom to help “provide a more technology enabled store experience.” He notes that in 2005, Nordstrom began offering the option to ship merchandise directly to customers, and in 2009 the company integrated inventory with its online store. In 2010, Nordstrom then introduced WiFi into stores to “make it easier for customers to stay connected in the stores by using their mobile devices to shop and to compare and learn more about merchandise.” This was a relevant case study to review because for our brief we were concerned with ways to improve customer loyalty and service within the store.


48

49 Appendix 5 Critical Path

Project Decision and Planning Journey



Retail experience and loyalty final