Rock'n'ScRoll

SHARE THE MUSIC !

With A New and Innovative Multichannel Retailing System

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CONTENT

USER 23 24

Personas User Journey

COMPANY Brand Logo Analysis

PSS

15 16

33

17

41 47

IDEA Trends Initial Concepts Vision

5 9 12

System Services Benefits

IDEA

USER 23 24

Personas User Journey

COMPANY Brand Logo Analysis

PSS

15 16

33

17

41 47

IDEA Trends Initial Concepts Vision

5 9 12

System Services Benefits

3

Being A Protoganist Years ago Andy Warhol said that “In the future everyone will be world - famous for 15 minutes� and now we are living in that future.

Number of shops where you can experience the feeling of being famous is increasing. These places let you to become someone else. Proving yourself and getting feedback from other people are the most interesting trends of nowadays.

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TRENDS

Customization Adding your taste to your new items is so trendy now. Many of the companies are offering you the opportunity to customize their products. By customization, while you can get a chance to become a part of the design process, your object can have its own identity and be differentiated from the similar ones. You can feel that the company cares about you and your taste.

TRENDS

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Multichannel Core Nowadays, a lot of retailers interface with different channels like internet, phone, etc.

Every important company started to have their own web-sites to introduce themselves to the potential costumers for a long time ago but today many of them are offering more services here like comparing, ordering and booking too.

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TRENDS

Sharing The Experience An experience between “do it yourself � and professional consultancy...

The habits of information exchange and, experience and skills sharing among users of the same service, spread more and more in these days.

Communication systems used by people who share the common interests help to create a community for them to share their knowledge.

TRENDS

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All Over The City To improve the visibility and accessibility, many services are spreading all over the city. While sometimes they are managed separately, sometimes they can be parts of a single network, with one or more reference points.

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TRENDS TRENDS

INITIAL CONCEPTS

Woodstock: Come Around The Music

Forty-one years ago millions of people gathered in a dairy farm and "the Woodstock generation" was born. Today music is still a tool to connect people and create a community, but options are more varied.

Use the website, forums, music sharing sites to connect with other fans.

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IDEA

Share The Music

One hand can create miracles too, but if two hands clap there will be a sound. Put your song on the website, the others will listen it, and they are gonna clap for you. They can mix your songs too. Let the music become a collaborative project of all music lovers.

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INITIAL CONCEPTS

INITIAL CONCEPTS

Become A Rockstar

Concerts are the places to share your music and see its effects on the other people. Try yourself, present your music to the others. If you are good enough you can get the opportunity to be on the stage, feel like a rockstar and maybe even become a real rockstar.

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IDEA

VISION Music has been always one of the most important elements gathering people under the same roof for ages. More than fourty years ago, millions of people came together in a dairy farm in NY to share the music and peace. Today, the iconic festival is as legendary as ever, time has treated its memories well and it’s reminding new generations to connect with other music lovers, reach different types of music and share.

However, musical instrument stores of today aren’t so successful to relate to the world of music, except for the items that sell. They are mostly boring and intricate, unlike music, which is insrinsically linked to the rhythm and emotion, tradition and innovation. The almost non-existence presence of multiple channels is another major shortcoming. Under the light of those, Rock’n’ScRoll, an innovative multichannel music store was created. With the young and trendy style and technologies that it uses, it’s stimulating, educational, transformative and interfaced with the city. It uses every possibility of the modern era in the sense of retailing and offers customers new experiences. By using the new services offered by Rock’n’ScRoll it is possible to share the music in promo-points, connect to music lovers by online channels, feel like a rockstar in flagships...

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COMPANY

USER 23 24

Personas User Journey

COMPANY Brand Logo Analysis

PSS

15 16

33

17

41 47

IDEA Trends Initial Concepts Vision

5 9 12

System Services Benefits

BRAND

YOUNG

experimental

modern ACTIVE

FLEXIBLE

EDUCATIVE

stimulative

multicultural

COLLABORATIVE

transformative

INTERACTIVE

energetic

CONNECTIVE

Rock’n’Scroll is an innovative multi-brand store, young and trendy, modern in the style and in the technologies that uses. Rock’n’ScRoll wants to transform the experience of the costumers in the musical store.

Rock’n’Scroll is a store that is transformed and interface with the city, that is stimulating and educational.

Interaction and sharing are the main missions of Rock’n’ScRoll.

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Font: Aharoni Bold

The name is formed from two words: “Rock” to make the function of the service clear and “ScRoll” (coming from “scroll bar”) to emphasize the strong web based side of the brand, which is at the end recalling “Rock’n’Roll”, a memorable name for a music retailer. Also the logo, a combination of guitar and usb mouse, is based on these two concepts and relating to the multichannel retailing and yet still fun and playful. The colors chosen are the very basic colors to balance the strong pictural visuality.

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COMPETITORS

Due to the characteristics of the field there are still more physical stores at the musical instruments market. But some of multichannel retailers have already developed a lot and offer some additional services. For example Guitar Centre has a place for organizing small concerts with the guest stars.

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ANALYSIS

Besides direct competitors we consider some services like Myspace that helps people to keep in touch with the famous musicians and gives the beginners opportunity to get popularity. Similar services are provided with MyStage website, where musicians can upload their tracks and get some award as a result of users’ votes.

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COMPETITORS

SWOT ANALYSIS

Strengths

Opportunities

- Idea that can be used for other kind of product.

- Multichannel system that permits to be avaiable in many ways by many people.

- Stage where the users can try to be a “rockstar”.

- System that builds a community linked by the same interest and by our services.

- Professional consultancy and consultancy by other more experienced costumers.

- Opportunity to customize an instrument.

- Promopoints spread all over the city and in some GDO retail that improve the visibility of our brand.

- Events in the shop and in the promopoints.

- Trained staff that can help the costumers in making their choice.

- Collaboration between Rock’n’Scroll and some other brands.

- Renting the stage for some shows of famous musicians.

- Organization of events or workshops with some external companies.

- Renting the promopoints that are spread in the city to some other brand.

Weaknesses

Threats

- The professional musicians may not be interested in our customization services.

- If there’ll be not enough participation in the interactive part, Rock’n’Scroll could become a business like any other.

- The concept is easy to be copied.

- Some neighbours may complain about noise from concerts.

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TARGET Our main customer groups are those who are young and in love with music.

Besides that they are also open-minded, active and interested in new technologies, so the traditional physical stores are not for them.

They might be the music fans, audience, non-professional singers, musicians, instrument-players, who need direct feedback from experts and other audience about the instruments or music that they are playing.

They are also interested in communicating with others, sharing their experience and music and learning new from more advanced players. They like to attend concerts and different events to find people with the same preferences and thoughts.

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ANALYSIS

USER

USER 23 24

Personas User Journey

COMPANY Brand Logo Analysis

PSS

15 16

33

17

41 47

IDEA Trends Initial Concepts Vision

5 9 12

System Services Benefits

21 years old elementary rock fan wanna be a rockstar

Yuki

18 years old beginner pop fan loves partying 23

Roger

48 years old expert classical rock fan music his life

PERSONAS

Colin

Flagship Branch

LEARN

Mobile Website

ONLINE PHYSICAL

USER JOURNEY

SEARCH

BOOK

TRY

CUSTOMIZE

“music car�

selfservice displays

play and record digital instruments

selfservice kiosks

events in the store outdoor events

professional consultants

record yourself (audio/video) make photo with guitar try on stage

design consultancy

preordering is available through any channel

ORDER

RECEIVE get products at any retail point or at home

available through any channel

site as an info-portal social networks connections

product catalogue advanced customers online consultancies

browse others records create mixes

make your own design

games and mobile apps

samples to listen

share with friend instantly

create new instrument

customization online track order get music from places

COME BACK

INTERACT

return

record your sounds

get help sell secondhand repair and tune

come to events play in band teach others

get consultancies learn

get personal profile upload records become consultant

leave feedback

vote for favourites

A typical customer journey startes with hearing about the service, keeps going with a research to get more information about it, then booking by using any of the channels, trying the instrument, and customizing and ordering the product if the earlier stages were satisfiying. After receiving the order, customer comes back and the journey continues with an interaction phase.

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USER

25 product catalogue advanced customers online consultancies samples to listen

site as an info-portal social networks connections

games and mobile apps

professional consultants

events in the store outdoor events

SEARCH selfservice displays

LEARN

Potential customers may learn about the Rock’n’Scroll by the mean of the events hold in the store and around the city, or through the advertising vans. Rock’n‘Scroll will also be promoted through online social networks, with games and applications for smartphones. “music car”

preordering is available through any channel

BOOK

share with friend instantly

browse others records create mixes

create new instrument

make your own design

design consultancy

record yourself (audio/video) make photo with guitar try on stage

CUSTOMIZE selfservice kiosks

TRY play and record digital instruments

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback

get consultancies learn

get help sell secondhand repair and tune

return

COME BACK

vote for favourites

upload records become consultant

come to events play in band teach others

record your sounds

INTERACT

Learn

product catalogue advanced customers online consultancies samples to listen

games and mobile apps

professional consultants

events in the store outdoor events

site as an info-portal social networks connections

selfservice displays

SEARCH

At the store customers can find consultants and information displays with the contents of the website. The website is a knowledge-base where one can read descriptions of products, buy manuals to learn or improve their skills, and also ask more experienced clients for advice that may relate to the music, the instruments or the store. Either online or in store you can watch music videos, listen to audio tracks of other clients and record your own.

26 LEARN

preordering is available through any channel

BOOK

-

“music car�

share with friend instantly

browse others records create mixes

create new instrument

make your own design

design consultancy

record yourself (audio/video) make photo with guitar try on stage

CUSTOMIZE selfservice kiosks

TRY play and record digital instruments

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback

get consultancies learn

get help sell secondhand repair and tune

return

COME BACK

vote for favourites

upload records become consultant

come to events play in band teach others

record your sounds

INTERACT

Search

27 product catalogue advanced customers online consultancies samples to listen

site as an info-portal social networks connections

games and mobile apps

professional consultants

events in the store outdoor events

SEARCH selfservice displays

LEARN

The time of the testing instrument is the most compelling: more than just playing in Rock’n’Scroll customers can record a video or an audio track, take some pictures, try performing on the stage as real rock stars. Through online channels you will experience and review the “moments of glory” and you can share with friends and other customers of Rock’n Scroll. “music car”

preordering is available through any channel

BOOK

share share with with friend friend instantly instantly

browse others others records records browse create mixes mixes create

create new instrument

make your own design

design consultancy

record yourself yourself (audio/video) (audio/video) record makephoto photo with with guitar guitar make tryon on stage stage try

CUSTOMIZE selfservice kiosks

TRY TRY playand and record record digital digital instruments instruments play

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback

get consultancies learn

get help sell secondhand repair and tune

return

COME BACK

vote for favourites

upload records become consultant

come to events play in band teach others

record your sounds

INTERACT

Try

28 product catalogue advanced customers online consultancies samples to listen

site as an info-portal social networks connections

games and mobile apps

professional consultants

events in the store outdoor events

SEARCH selfservice displays

LEARN

The time of the testing instrument is the most compelling: more than just playing in Rock’n’Scroll customers can record a video or an audio track, take some pictures, try performing on the stage as real rock stars. Through online channels you will experience and review the “moments of glory” and you can share with friends and other customers of Rock’n Scroll. “music car”

preordering is available through any channel

BOOK

share with friend instantly

browse others records create mixes

create create new new instrument instrument

make make your your own own design design

design design consultancy consultancy

record yourself (audio/video) make photo with guitar try on stage

CUSTOMIZE CUSTOMIZE selfservice selfservice kiosks kiosks

TRY play and record digital instruments

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback

get consultancies learn

get help sell secondhand repair and tune

return

COME BACK

vote for favourites

upload records become consultant

come to events play in band teach others

record your sounds

INTERACT

Customize

29 product catalogue advanced customers online consultancies samples to listen

site as an info-portal social networks connections

games and mobile apps

professional consultants

events in the store outdoor events

SEARCH selfservice displays

LEARN

There are lots of reason to return to Rock’n’Scroll either to buy a new product or ask for help and advice, sell second-hand instruments or repair them and also participate in events and become a part of musicians’ community. “music car”

preordering is available through any channel

BOOK

share with friend instantly

browse others records create mixes

create new instrument

make your own design

design consultancy

record yourself (audio/video) make photo with guitar try on stage

CUSTOMIZE selfservice kiosks

TRY play and record digital instruments

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback feedback leave

consultancies get consultancies learn

get help sell secondhand secondhand and tune tune repair and

return

BACK COME BACK

vote for favourites

upload records become consultant

come to events play in band teach others

record your sounds

INTERACT

Learn

product catalogue advanced customers online consultancies samples to listen

site as an info-portal social networks connections

games and mobile apps

professional consultants

events in the store outdoor events

SEARCH selfservice displays

LEARN

The stage is the strong point of Rock’n’Scroll: during concerts organized or improvised it becomes a real interface to interact with audience. With the smartphones (and a wireless network active during the concert) the public can connect to their online profiles and become fan of the group that is playing. A display above the stage will project a list of songs and the public can vote for them, download them, and if one wants better quality he buys them.

30 “music car”

preordering is available through any channel

BOOK

share with friend instantly

browse others records create mixes

create new instrument

make your own design

design consultancy

record yourself (audio/video) make photo with guitar try on stage

CUSTOMIZE selfservice kiosks

TRY play and record digital instruments

available through any channel

ORDER

customization online track order get music from places

get products at any retail point or at home

RECEIVE

leave feedback

get consultancies learn

get help sell secondhand repair and tune

return

COME BACK

vote vote for for favourites favourites

upload upload records become become consultant

come come to events play play in band teach teach others

record record your your sounds

INTERACT

Interact

PSS

USER 23 24

Personas User Journey

COMPANY Brand Logo Analysis

PSS

15 16

33

17

41 47

IDEA Trends Initial Concepts Vision

5 9 12

System Services Benefits

33

SYSTEM

Rock’n’Scroll is a brand offering the main selling point, and many promotional points on the streets, at fairs or in electronics stores, music, books and similar products stores (eg, Fnac, Mediaworld, Feltrinelli, Mondadori, Saturn).

The flagship store, apart from the purchasing department, offers all the services: consultancy services from the designer for customization, the stage/studio, the self-service terminals to order, compare and customize the instruments. Staff can provide expert advice and organize workshops, and the invited DJs can mix songs recorded by customers.

The promotional spots are mainly focused on a single instrument and in the electronics stores, for example, can promote not only instruments but also software and applications to mix songs.

Also in the promotional spots if customers wish, they can record their solo-tracks and through the network, they will be directly uploaded to the website and can be mixed by DJs in the main selling point.

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SYSTEM

FANS

MUSICIANS beginners

MUSICIAN S professionals

MUSICAL IN STRUMENTS SELLERS

MUSICAL CONTEN T SELLERS

PRODUCERS

DEMANDS musical content events artist’s life new names

instruments advices lessons audience

money recordings band customized instruments sharing experience events

advertisement sales

advertisement sales new music

new names sales of content PR

OFFERS MOBILE radio service artists evaluation entertainment (make your guitar, photos, etc.) new music (downloads) news a bout musicians (photos, i nterviews)

E-SHOP knowledge base (instruments, lessons) music catalogue events archive (photos, videos) competition results customizing service purchasing service social networks connections

FLAGSHIP recording room stage (for new bands and f amous) consultancies design and technical help promotions music database

DEMANDS AND OFFERS

PROMOPOINTS digital instruments recording PR - ideal places f or promoactions selfservice displays to chose and boo k delivery pick-up points screens with broadcasted concerts from flagship

ACTORS INSTRUMENTS SUPPLIERS

Due to the using of different channels and spreading the promopoints in various places the system needs a head department, that gathers all the information and controls correct functioning.

SHIPPING COMPANIES

PROMO POINTS

MOBILE APPS

CORE (database and storage)

WEB SHOP

FLAGSHIP STORE

SOCIAL NETWORKS

RECORDING COMPANIES

information products

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Besides information it also includes storing of the instruments, that are delivered to the store or customers’ houses on demand. And it is the core that is connected to the instrument suppliers and shipping companies and then to the points of sale.

For those who are more interested in musical content and events, head department is also connected to the social networks and recording companies. It provides new musical content, online communication and the latest information about concerts and musicians’ lives.

INDOOR SPACE FOR EVENTS

PLAY

REC

NEW PRODUCTS

RECORDING/ BROADCASTING

STAGE OUTDOOR SPACE FOR EVENTS

SPACE FOR SERVICES AND CONSULTANCIES

In the flagship stores you it is possible to find the stage with the outdoor space for the audience that is combined with the recording room and all the things needed for broadcasting and uploading for the internet, with the space for different customization services and design consultancies, and of course the space for indoor events. Flagship store can be built from different number of modules depending on space available and functions needed.

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FLAGSHIP STORES

STAFF SELLER DESIGN CONSULTANT TECHNICAL CONSULTANT EVENT ORGANIZATOR

BOOKED PRODUCTS

SELF-SERVICE

In the flagship store customer has a lot of services to choose. On the entrance to the store they are met by the universal consultant who can direct you further according to the special needs.

If customer is already experienced, he can go directly to the specialist to get an advice about events, technical or design parts of customization process. Appointments with special consultants also could be booked from the website. Besides using consultancies customer can go to the selfservice display to look at the catalogue and book some products or get information.

CONSULTANT

There is also a point to pick the delivery in the store, that can be used without any special help, just with individual shipping code.

CUSTOMER

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PSS

MODULES

PLAY

REC

Modules at promopoints may not have all the opportunities of a flagship store, but they have all the range of services in different ways. Playing and recording in the individual module are provided for the digital instruments that don’t need complicated equipment. Customization is offered by means of touchscreens and special software. And touchscreens provide easy access to the online catalogue of all products.

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promopoints

MODULES

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The stage doesn’t use a lot of space in the store, but provides the unique experience for the beginners. At the main time it is used as a recording room, but during the events the window opens, showing the musicians and the space in front of the shop accommodates the audience.

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STAGE

INTERACTIVE SCREEN A display above the stage will project a list of songs and the public can vote for them, download them, and if one wants better quality, he can buy them. Special mobile service allows customers to choose tracks and their order during the events.

Authorised users can also download exclusive content connected to the musicians and get codes for downloading music.

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SERVICE

WEBSITE

Website is the main instrument of purchasing products online, as well as it also serves as a data-base about instruments and tips about playing them and as a platform that connects fans, musicians and other people, involved into the industry. The main page of the site provides access to the online catalogue, news, instruments recommendations, information about upcoming events, last charts and also some music content.

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SERVICE COMPETITORS

By using the member area of the website, registered users get access to their own accounts, where they can customize their playlists, download some music and share their recordings with others as well as vote for the favorite musicians. Here customers can collaborate with each other and create a band to play together and then book the recording room or the stage, which demands having certain number of fans’ votes. It also gives an option of having blog, participating in discussions and getting help.

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WEBSITE

MOBILE APP Mobile applications offers many different features to the service users. When the user is online it is possible to vote for the songs and the performers, get the lyrics and download the songs during the concerts on the Rock'n'ScRoll stage. In addition to these the user can access tho the recordings of the other users as well as many online radio channels, songs and music news. When the user creates a profile, manually or by syncronizing his own music player with the application, they get the opportunity of reaching to the Rock'n'ScRoll performers' music reccomended by the system according to the their musical taste.

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MEMBERS’ CARD -

To get the access to some services it’s required to be a member of the Rock’n’Scroll community. Membership can be purchased for a certain period and gives the user the opportunity of uploading recordings to the site, finding musicians who are willing to participate in a band, booking recording room and stage, and some exclusive playing tips from experienced musicians.

Members also have special discounts and the up-to-date information about all the Rock’n’Scroll events.

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PRODUCT

BENEFITS

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For the company

For users

For the promopoints’ host

- The first company that has full package of services all together.

- The “community”represents the loyal costumer, so, that means certain profits.

- Always new users: with web, clients can advertise about the shop to many people very quickly.

- The costumers that perform at the stage, create a free show (the company doesn’t need to pay for the musicians).

- A music shop that is concerned about the music world, so, it can create a new strong corporate identity.

- Shopping never stops and never bores .

- New space to try themselves.

- Multichannel retail is always accessible.

- The community can provide free consultancy.

- Place for listening to the good music and introducing new musicians.

- Rock’n’Scroll designer can give some suggestions on customization of the instrument.

- Place for meeting interesting people.

- The promopoint is attractive, so, it provides new costumers for the host.

- The promopoint can be used to promote some of the host’s products.

- The promospoint can be used to accomodate some events.

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