CREATIVE DISCUSSION
TUESDAY MARCH 28, 2017
2 • ASSIGNMENT • CHALLENGE • AMBITION • SHOPPER APPROACH • ENGAGEMENT IDEAS • NEXT STEPS
WHAT YOU’LL SEE TODAY
Provide a solution for making our 1,900 sq. ft. space within Metro Appliances more engaging to visitors.
ASSIGNMENT CHALLENGE
Our competitors currently have existing technologies that will be incorporated into their spaces. Belief (of retailer) is that shoppers will see competition overshadowing the Electrolux + Frigidaire showrooms.
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ENTRANCE
AMBITION
To peak and keep the interest of shoppers so they can learn about and experience each of our sub brands, creating brand awareness and capturing mindshare throughout their entire shopping journey.
SHOPPER APPROACH
What’s on our shoppers’ minds when they walk into Metro?
A showroom shopper is our Engaged Enthusiast. They’re the most likely of our shoppers to look to remodel their kitchen. They are looking to be inspired as they dream up what’s possible.
ENGAGED ENTHUSIAST
They’re confident.
They want a purchase to reflect their style & home.
They use a lot of resources— digital and in-store.
They’ll spend whatever it takes to meet their needs.
They over-index in purchasing as part of a remodel.
(aka full renovation projects)
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SHOPPER APPROACH
Why are they coming to Metro?
Shopping our space?
• The 58,000 sq. ft. Metro is a pre-planned destination shopping experience.
• The EL + FD 1,900 sq. ft. space is one of the largest showrooms in a prime entrance location that is hard to miss.
• Like hunter-gatherers, Engaged Enthusiasts shoppers collect a wide set of options to later analyze and narrow to a shortlist.
• We don’t want to minimize or overwhelm the space with efforts that play against or distract from the brands’ presentations.
SHOPPER JOURNEY
CONSUMER JOURNEY
7 I N S P IR AT I O N D I S C O V E R Y S E LECT I O N P U RC H A S E O N -B O A RD I N G ON G O I N G US E RE PA IR & SE R V I C E P URCH A S E
SHOPPER APPROACH
So to reach the Engaged Enthusiast, we need to:
ATTRACT
Peak and keep their interest
ENGAGE
Demonstrate what our appliances do best to teach them about our sub brands
Stay top-of-mind through the next phases of the shopping journey
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RETAIN
WE’RE NOT STARTING FROM SCRATCH
The endless aisle is in the works and will help our vEngaged Enthusiast get inspired and discover possibilities.
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LIGHT THE WAY
Illuminate the journey we want shoppers to take.
Custom gobo lights draw shoppers in, lead them to our different showrooms, and identify top appliance features.
Project sub brand logos on the floors to serve as welcome mats for the showrooms.
Use precise lights to pinpoint appliances features so shoppers notice and explore. These would be triggered as visitors approach, leaving showrooms clean from a distance.
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ATTRACT
ENGAGE RETAIN
PROJECT YOUR BEST
11 ATTRACT ENGAGE RETAIN
FEEL RIGHT AT HOME
Enhance showrooms with the sights, sounds and smells of home.
Rooms cycle through different mood lighting, ambient noises, and familiar smells so our spaces feel more like homes that align with each sub brand.
Directional speakers play sounds like afterschool snack, morning rush, family dinner. Lights further set the mood. And, scents take scenes over the top with aromas like coffee brewing, onions simmering, peanut butter spreading.
“Scenes” shift subtly every few minutes which keeps shoppers in our spaces longer.
12 ATTRACT ENGAGE RETAIN
SELF-GUIDED TOURS
Help shoppers find and explore all our practical innovations.
Semi-perm POP calls out features or ratings & reviews on nice card stock or mounted placards.
Tablets mounted near appliances present features via video highlights and peer & industry ratings reviews.
Scannable targets on appliances give shoppers content on their phones so they can see video highlights, explore ratings & reviews, and save info to their Wallet apps.
13 ATTRACT ENGAGE RETAIN
TAKE IT WITH YOU
Custom virtual brochures keep us in shoppers’ consideration sets.
Get shoppers creating custom virtual brochures filled with their favorite EL+FD appliances as they shop.
touch through push offers and geofenced messages at the right points in their shopper journeys.
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Hi there! We see you just got to Metro. Don’t forget your saved products in your wallet.
RECOMMENDATIONS
Custom virtual brochures keep us in shoppers’ consideration sets.
TAKE IT WITH YOU
Lightly gamifies shopping, differentiates us from the competition, keeps the door open for future communication,
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Hi there! We see you just got to Metro. Don’t forget your saved products in your wallet.
DISCUSSION