REVITALISERING AF BR. - Med et omni-channel perspektiv. 2015, TOP-TOY A/S - All rights reserved.

Transcription

1 REVITALISERING AF BR - Med et omni-channel perspektiv

2 TOP-TOY Retail omsætning ca 3,4 mia DKK Sælger primært legetøj på de nordiske markeder (DK, SE, NO, FI) samt på IS. BR Greenhouse i DE (20 butikker) 250 BR butikker, 50 ToysRus butikker 8 websites +50 års erfaring i retail og butiksdrift HQ i Denmark, Procurement center i Hong Kong. Familieejet (Gjørup).

3 In the first fifty years everything was dandy

4 KGOY Brancheglidning Trafik fald Øget pris transparens grænsehandle Krise Leverandør konsolidering Ændret media landskab Øget ecommerce

5 ANALYSEN 5

6 DEEP DIVE ANALYSE Price People Product Process Place Promoti on Physical evidence 6

7 DRIVER ANALYSE Low Importance High Important competitor competences good bargains online Always worth a visit A good experience for me and my child An inspiring and exiting presentation of toys It is easy to find the right products I get inspired when I visit the store low price level Unimportant competitor competences It is a modern store It is a positive shopping experience First with new things A good relationship between prices and service The staff are engaging towards children good bargains Has a good exchange complaints policy A good exchange and warranty policy online Huge range of toys online Easy to find what I was looking for in the shop My favourite local store The staff provides knowledgeable advice low price level online You can try out toys Huge range of toys Important BR competences The news letter inspires me to visit the shop The online shop helps and inspires me The club helps and inspires me It is easy to find a staff and get helped good club bargains Unimportant BR competences 7

8 DEEP DIVE AFSLØRER KEY PAINS Price People Product Process Place Promotion Physical evidence 8

9 DRIVERE - DER SKAL FORBEDRES.. Share of Heart Next point of purchase Inspiration on all platforms Modernity on all platform First with news Guidance on all platforms Good bargains Personalized Club 9

10 NY CORPORATE IDENTITY 10

11 NY VALUE PROPORSITION Vision Be The Happy Children Authority Value proposition We inspire children to wish for the products that make them happy We guide customers to buy products that make children happy Brand promise BR - makes children happy 11

12 FARVER, FONTE, FORMER OG FOTOS 70 Sider CI manual

13 VOKSEN VS. BØRNE KOMMUNIKATION 13

14 POWER KIDS 14

15 NAVIGATION - PRICIPPER We belive in Proven products Makes children happy Show innovation & constant updates Proves first with news When offer We want customers to notice Others have bought Security and success guarantee 15

16 BUTIKKEN FITCH 16

17 OPGAVEN Skabe klar navigation til alle shopper segmenter så de kan træffe et nemt og inspirerende købsbeslutning: BR definere alle spilleregler for produkt brands (alle brandnavne skrives I egen typografi) Implementering af BR concept Kategori navigation - ikke brands Top 3 navigation Hot news, BR anbefaler Omni-channel Demo og salgsdynamik

18 OVERBLIK FØR

19 OVERBLIK EFTER OVERBLIK EFTER 19

20 GUIDANCE FØR

21 GUIDANCE EFTER 21

22 GUIDANCE EFTER GUIDANCE EFTER 22

23 DEMO OG SALGSDYNAMIK 23

24 RESULTAT - SAMME BUTIK, PERSONALE OG PRODUKTER Time spend Positive 24

25 RESULTAT - SALG Index 115! 25

26 DIGITALT 26

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28 RESPONSIVT DESIGN SEO OPTIMERET 28

29 ØNSKELISTE APP Forældre Børn 29

30 KOMMUNIKATION 30

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35 PRODUKTER - OWN BRAND 35

36 BEVISLIGFØRELSE: BR GØR BØRN GLADE

37 EGET DESIGN HØJ KVALITET

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39 CLICK & COLLECT

40 CLICK & COLLECT

41 7P REVITALISERING High street and Shopping malls Place Promotion Product Proces IKEA Physical evidence Price People

42 TAK!!