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1、RETAIL THEATRE:BRINGING THEBRAND TOLIFE1NIKE:WHO AREWE?2WHO ARE WE?:3Started in 1962 with $500Based on a handshake between two menAim to make running shoes suitable forrunners4Now has revenues of $11billionOperates in 160 countries with 24,300 employeesBrands including Nike, Converse and Cole Hann5”
2、If You Have a Body You Are An Athlete”n6NIKETOWN LONDON:WHAT DOWE DO?7Opened 1999 by Michael JordanApprox 3million visitors per year68,000sqft over four floors8Running club 200 per week attend160,000 units of stock260 staff1 in 5 through the door leave with a purchase9Our mission statement: Deliver
3、premium consumer experiences at every touch point10NIKETOWN LONDON:WHY DO WE CREATETHEATRE?11WHY DO WE CREATE THEATRE?:Create a destination drive footfallTell the Brand storyBetter understanding of the BrandEncourage loyaltyEncourage performance12RETAIL THEATRE:HOW DOWE DOIT?13HOW DO WE DO IT?:In st
4、ore-communication1415HOW DO WE DO IT?:Use athletes as heroes 1617HOW DO WE DO IT?:Attract & engage through visuals1819HOW DO WE DO IT?:Make the Store an interactiveexperience20212223HOW DO WE DO IT?:Make the Store live through events2425262728HOW DO WE DO IT?:Remember the mission2930RETAIL THEATRE:I
5、S THATENOUGH?31HOW DO WE DO IT?:Our people are true to the brand323334BRINGING THE BRAND TO LIFE:WHAT WOULDWE DO?35WHAT WOULD WE DO? :Know our market36WHAT WOULD WE DO? :Know our marketUnderstand their needs37WHAT WOULD WE DO? :Know our marketUnderstand their needsKnow the competition3839WHAT WOULD
6、WE DO? :Know our marketUnderstand their needsKnow the competitionUnderstand your point ofdifference40byColinTrask,contributor*03Jan2006Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Th
7、erearefewareasofoureconomythathaventbeentouchedbythegrowingself-serviceindustry.And,itsnotsomethingthatsbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshoppersmindsetfromadesiretobewaitedontoadesiretoservehimself?PeterHonebeinhas
8、madeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustomersandemployees.AlongwithRoyCammarano,hehaswrittenCreatingDo-It-YourselfCustomers:HowGreatCustomerExperiencesBuildGreatCompanies.Honebeinse
9、estheself-serviceindustrydrawingonfivetypesofdo-it-yourselfcustomers.Thefirstisthe transactional customerwhoiswillingtocarryoutthetransactionroleofdoingbusiness.Thenextisthetraditional customer;thisistheclassicDIYkindofguy:hefixesit,buildsitandrenovatesithimself.Thirdisthe conventional customer.This
10、customeristheco-creatorofproductvalue,whereallproductsareviewedasservicesandthroughuseoftheproductthecustomerbecomesaco-creatorofitsapplications.Fourthisthe intentional customerwhowantstobeinonthedesignphase.ThiscustomershopsBuild-A-Bearstores,designshisownbasketballshoesatNikeID.comorbuildsherownBa
11、rbieonline.Lastly,theresthe radical customer.Thistypediscoversnewwaystouseaproduct;waysthatwerentevenintendedwhenitwasdesigned.iPODisoneexample;itwasintendedformusicbutthoseradicalcustomerswantedmore,sonowwehavepodcasting.AccordingtoHonebein,thetrickforbusinessesisdeterminingwhattypeorcombinationoft
12、ypesitscustomersareandtodesignasystemthatsatisfiesthem.Lookatyourbusinessthroughtheeyesofyourcustomertypeandaddressoperationstothattype.Betting on self-serviceLookingatbusinessthroughthecustomerseyeswasthechallengefacingTimYeltin,directorofnewdevelopmentforCharlsonBroadcastTechnologies(CBT),aNorther
13、nKentuckythathasbeenbringingITinnovationstothehorseracingindustrysince1985.41WHAT WOULD WE DO? :Know our mission statement42WHAT WOULD WE DO? :Know our mission statementMake sure our people know it and believe in it434445WHAT WOULD WE DO? :Know our mission statementMake sure our people know it and b
14、elieve in itDont fake it46WHAT 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 purpose47WHAT WOULD WE DO? :Create heroes4849WHAT WOULD WE DO? :Create heroesBecome relevant to our market50WHAT WOU
15、LD WE DO? :Create heroesBecome relevant to our marketCreate a marketing calendar51WHAT WOULD WE DO? :Create the right environment52535455WHAT WOULD WE DO? :Create the right environmentEmbrace technology56WHAT WOULD WE DO? :Create the right environmentEmbrace technologyMake it interactive57WHAT WOULD
16、 WE DO? :Create the right environmentEmbrace technologyMake it interactiveBreak the barriers encouragetalk!58Man 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 59WHAT WOULD WE DO? :F
17、ocus on features and benefits60WHAT WOULD WE DO? :Focus on features and benefitsCommunicate them clearly61WHAT WOULD WE DO? :Focus on features and benefitsCommunicate them clearlyEnsure relevant content62WHAT WOULD WE DO? :Focus on features and benefitsCommunicate them clearlyEnsure relevant contentRight product, right place, righttime63WHAT WOULD WE DO? :Know the mission statement64WHAT WOULD WE DO? :Know the mission statementAnd make sure it informs all you do65RETAIL THEATRE:BRINGING THEBRAND TOLIFE66
