blake • justin • katie • kelly • neil
Increase store traffic by getting UR girls to visit Clementine
Challenge
ResearchDropped in on Clementine and the competition
One-on-one and group interviews over lunch
Library raid to survey 77 UR girls
1,395 female students, 85% out of state
“Most everyone is on meal plans so it gives us less of a reason to leave campus.”
“There is nothing around us but neighborhoods.”
University of Richmond
“The Bubble”
“UR is self-contained. There is not much communication with the community outside of the bubble.”
Target Audience[video placeholder]
Competitive Landscape
Short Pump
Carytown
Stony Point
Regency
VA Center Commons
Carytown vs. Short Pump
“Carytown has an artsy feel. It’s a great place to experience Richmond
culture.”
“It has all my major stores.”
Clementine
Hand picked
Boutique
“I love stopping in; the clothes are very interesting
and cute.”
“It’s in a unique setting and has a good clothing
selection.”
After hearing about Clementine 77% of survey respondents would be
willing to shop there.
Opportunity!
Clementine is a different shopping experience.
UR Shopper Personas
Style over labels
Labels to fit in
Labels to impress
Liz: Style over labels
Searching for a look, not a brand
Value conscious, loves a bargain
Spends her own money
Her brands: Forever 21, H&M, Target
Jennifer : Labels to fit in
Wears recognized brands
Fashion conformist
Mostly spends her money, but get help from her parents occasionally
Her brands: J. Crew, American Eagle, Urban Outfitters
Chloe: Labels to impress
Labels are important status symbol
Shops for unique items
Spends parents’ money
Her brands: Milly, BCBG, Citizens for Humanity, Seven, Ella Moss
Liz: Fashionable & inexpensive items
Jennifer : The brands she already buys for less
Chloe: Unique items & designer labels
What Clementine can offer
A personal touch on your shopping experience
Tactics
Connect to UR events
Build on the website
In-store environment
Proclamation Night
Game Day in Carytown
While they’re in the neighborhood,
make it worth their while.
Exam Week
Hand out “good luck” clementines in the student commons
Good luck o
n exams!
We’d love to
see yo
u
before y
ou leave
for brea
k.
Bellis Fest
On-campus festival April 16-18 2009
Yearly tradition that celebrates the women of Westhampton College
Vendors set up stands: Opportunity!
Build on Website
Email newsletter and blog
Outfit of the month
Expand on About Us and Brands Carried
In-Store Environment
Customer Service
Sandwich Board
Music
Building a bridge from the bubble to Clementine
Offering incentives to come into the store
Showing that Clementine “gets” the UR student lifestyle
Recap
blake • justin • katie • kelly • neil
Thank you!
Photos from the presentation
Situation: our client was pregnant, so we changed the environment to help her feel more comfortable, while adding a personal touch (our presentation theme).
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