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1、RETAIL THEATRE:,BRINGING THEBRAND TOLIFE,NIKE:,WHO AREWE?,WHO ARE WE?:,Started in 1962 with$500Based on a handshake between two menAim to make running shoes suitable forrunners,Now has revenues of$11billionOperates in 160 countries with 24,300 employeesBrands including Nike,Converse and Cole Hann,”I
2、f You Have a Body You Are An Athlete”,n,NIKETOWN LONDON:,WHAT DOWE DO?,Opened 1999 by Michael JordanApprox 3million visitors per year68,000sqft over four floors,Running club 200 per week attend160,000 units of stock260 staff1 in 5 through the door leave with a purchase,Our mission statement:Deliver
3、premium consumer experiences at every touch point,NIKETOWN LONDON:,WHY DO WE CREATETHEATRE?,WHY DO WE CREATE THEATRE?:,Create a destination drive footfallTell the Brand storyBetter understanding of the BrandEncourage loyaltyEncourage performance,RETAIL THEATRE:,HOW DOWE DOIT?,HOW DO WE DO IT?:,In st
4、ore-communication,HOW DO WE DO IT?:,Use athletes as heroes,HOW DO WE DO IT?:,Attract&engage through visuals,HOW DO WE DO IT?:,Make the Store an interactiveexperience,HOW DO WE DO IT?:,Make the Store live through events,HOW DO WE DO IT?:,Remember the mission,RETAIL THEATRE:,IS THATENOUGH?,HOW DO WE D
5、O IT?:,Our people are true to the brand,BRINGING THE BRAND TO LIFE:,WHAT WOULDWE DO?,WHAT WOULD WE DO?:,Know our market,WHAT WOULD WE DO?:,Know our marketUnderstand their needs,WHAT WOULD WE DO?:,Know our marketUnderstand their needsKnow the competition,WHAT WOULD WE DO?:,Know our marketUnderstand t
6、heir needsKnow the competitionUnderstand your point ofdifference,by Colin Trask,contributor*03 Jan 2006 Although the number is dwindling,there are those who recall the days of milkmen,gas station attendants and bank tellers.Now,we take care of most of those jobs ourselves,and seem happy to do it.The
7、re are few areas of our economy that havent been touched by the growing self-service industry.And,its not something thats being forced on the customer by budget cuts and lower overhead.More and more people just prefer to do it themselves.What has transformed the shoppers mindset from a desire to be
8、waited on to a desire to serve himself?Peter Honebein has made it his business to find out.As a learning psychologist and instructional designer,he has accumulated 10 years experience designing software products and training programs for customers and employees.Along with Roy Cammarano,he has writte
9、n Creating Do-It-Yourself Customers:How Great Customer Experiences Build Great Companies.Honebein sees the self-service industry drawing on five types of do-it-yourself customers.The first is the transactional customer who is willing to carry out the transaction role of doing business.The next is th
10、e traditional customer;this is the classic DIY kind of guy:he fixes it,builds it and renovates it himself.Third is the conventional customer.This customer is the co-creator of product value,where all products are viewed as services and through use of the product the customer becomes a co-creator of
11、its applications.Fourth is the intentional customer who wants to be in on the design phase.This customer shops Build-A-Bear stores,designs his own basketball shoes at NikeID.com or builds her own Barbie online.Lastly,theres the radical customer.This type discovers new ways to use a product;ways that
12、 werent even intended when it was designed.iPOD is one example;it was intended for music but those radical customers wanted more,so now we have pod casting.According to Honebein,the trick for businesses is determining what type or combination of types its customers are and to design a system that sa
13、tisfies them.Look at your business through the eyes of your customer type and address operations to that type.Betting on self-serviceLooking at business through the customers eyes was the challenge facing Tim Yeltin,director of new development for Charlson Broadcast Technologies(CBT),a Northern Kent
14、ucky that has been bringing IT innovations to the horse racing industry since 1985.,WHAT WOULD WE DO?:,Know our mission statement,WHAT WOULD WE DO?:,Know our mission statementMake sure our people know it and believe in it,WHAT WOULD WE DO?:,Know our mission statementMake sure our people know it and
15、believe in itDont fake it,WHAT WOULD WE DO?:,Know our mission statementMake sure our people know it and believe in itDont fake itDiversify and enhance but dont lose sight of your core purpose,WHAT WOULD WE DO?:,Create heroes,WHAT WOULD WE DO?:,Create heroesBecome relevant to our market,WHAT WOULD WE
16、 DO?:,Create heroesBecome relevant to our marketCreate a marketing calendar,WHAT WOULD WE DO?:,Create the right environment,WHAT WOULD WE DO?:,Create the right environmentEmbrace technology,WHAT WOULD WE DO?:,Create the right environmentEmbrace technologyMake it interactive,WHAT WOULD WE DO?:,Create
17、 the right environmentEmbrace technologyMake it interactiveBreak the barriers encouragetalk!,Man Vs Machine What are the implications of a cyborg society?,The psychology of speed dating the origin of magical beliefs and Londons first media-arts festival launches,WHAT WOULD WE DO?:,Focus on features
18、and benefits,WHAT WOULD WE DO?:,Focus on features and benefitsCommunicate them clearly,WHAT WOULD WE DO?:,Focus on features and benefitsCommunicate them clearlyEnsure relevant content,WHAT WOULD WE DO?:,Focus on features and benefitsCommunicate them clearlyEnsure relevant contentRight product,right place,righttime,WHAT WOULD WE DO?:,Know the mission statement,WHAT WOULD WE DO?:,Know the mission statementAnd make sure it informs all you do,RETAIL THEATRE:,BRINGING THEBRAND TOLIFE,
