ACK²Tech Team - NRF Foundation

sillysepiaElectronics - Devices

Nov 27, 2013 (3 years and 4 months ago)

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Team Members



Kyle
Johnson: IT


Staci
Charnam
: Marketing/Branding/Customer Relations


Abby Hartman: E
-
Commerce


Carolyn Zale: Store Operations/Catalog


Christine Cheng: Project Manager/
Commuity


Mission Statement


Aspire is a lifestyle driven company. Our clients are the
link between corporate
fashionistas

and the 21
st

century. Our heritage is rooted in pushing cross
channel technology to its limits. We strive to
continuously meet our customers evolving needs with
accessibility, service, and assortment offered in a
distinctive manner. We exist for our clients. Aspire
embraces the highest standard of creativity, talent,
human resources and technology


Our Diversity


We believe our distinctive ability to contribute to enthusiastic young
professionals in numerous ways is the solution factor in having a
successful relationship between our clients and us


We deliver these results by focusing on:


Instruction and Awareness


Talented Team Members


Envisioning the Future


Executing exclusive technology



General Statistics


In 2005 65.7 million in 2005 were working. The
number of working women is projected to reach nearly
76 million by 2014


In 2014, women will account for 46.8% of the labor
force


In 2005, almost 60% worked. The same percentage of
women are expected to be in the paid labor force in
2014




Target Customer


women between the ages of 20
-
35


recent graduates and entrepreneurs


committed not only to excellence in their career but
their own unique style as well


savvy, sophisticated and chic


recognize the importance of fashion with value







Market Segmentation


Young Professionals


Women: 20
-
40 years


Income: $30,000
-
$150,000


Education: College Graduate


Lifestyle: Career Orientated

Our Goals


Our goal is to be a retailer consistently moving
forward. Due to current economic conditions, we aim
to provide complete support for young professional
women. With the demanding lifestyle of young
professional women we intend to make our store a
demanding one stop shopping escape with complete
service and accessibility


Store Progression


Annual Sales: $400 Million


20 Stores Across the Country


Marketing Budget: 12 Million annually


Average Sales: $20 Million annually




Product Mix


Aspire is a source for everything from stationary to
suits. We believe our products provide the perfect
assortment for any career needs. Our assortments are
designed with every consumer and price point in mind.

Product Mix


Strategy to Product Mix


Our stores will consist of products from numerous
companies and designers in retail
.



Store locations and products are based on demographic
statistics gathered by the General Census Bureau statistics
and our data
bases



Each location will have around 7 Primary lines that are
consistent with our image and message with additional
complementary lines based on appropriate analysis of each
location and demographic.

Think Sleek & Chic


Multi level industrial style building


Polished sleek and modern with a twist


Eclectic ambiance of unique fixtures, props and wall
displays


One of a kind window displays

In Store Concepts


Brochures


Kiosk


Info Areas


Personal Assistance

Technology from Within


RFID fitting rooms/tags


Virtual fitting room online



Store Operations


Goals


Integrate overall strategy into daily operations


Stay consistent with Mission


Inventory System


Accuracy is a goal


Workshops/Customer Relations

Incorporation into Daily
Operations


Brick and mortar operations will remain in
-
house
while a new operations team will be hired to handle
online activity


Hire online operations specialists


“Ask the Expert” option in
-
store and online

Breaking Into New
Territory


Using Web 2.0


The new generation of web based services and
communities characterized by participation,
collaboration and sharing of information among users
online. Applications include
blogs

and social networking
sites which encourage user
-
generated content (USG)
and social interaction online.

Technologies Used


MySQL



Database Management System


PHP


Language to speak to the database


Servers


In
-
house and off
-
site


Security


PHP using SSL certificates

Technologies Continued


Coremetrix



Used to track the site traffic


Certona



Making great suggestion


Built in
-
house


Basic
e
-
commerce platform


Customer blog


Wish list


email system

Following The Site


Twitter


Keeps you up to day


Test Message/Computer


Sales


Events


RSS Feed


Also up to date


Customer
Blogs


Tim Gunn’s
Blog



Promotion through the Web


Online Coupons


Pop Ups


Online Gift cards


Emails



Linking the Web


Registering an online account while shopping

Kiosk


Multifunctional


Web Accessible


Pull up Accounts


Seminars


How to Dress to Impress


Expert Tim Gunn Style Sessions


Career Center Experts


“A first impression can make or break an interview; therefore,
don’t treat these professional opportunities like fashion shows
but rather a place to “dress to impress.”

College Recruitment


Student Ambassador Programs


Marketing on Campus


Penetrate the college campus market right before
“interview season”


Beginning of each semester


Follow up with recent college graduates as they change
careers as a Young Professional

Shopping Incentives


Free tote with purchase



Styling


Personal Stylist


VIP dressing lounge


Complimentary Food



Employee Education


Store Presentations


Presentation to educate employees on new web features


Teach sales techniques, along with technical support


Question and Answer Session



Aspire Chat


Open dialogue forum for all employees to voice opinions,
suggestions


Common questions or concerns compiled by Manager


Concludes with a meeting for employees to discuss and remedy
issues or concerns


Mobile Shopping

SWOT Analysis


S
trengths: unique website, pioneering use of RFID, early
adopter of in
-
store kiosks


W
eaknesses: focusing on only one department for online
concept, very focused target market, very dependent on in
-
store technology


O
pportunities: better communication with customers, can
still expand to other departments


T
hreats: competitors, others’ adoption of technology


CONCLUSION


You only have one chance to make a first impression.
Aspire helps the recent college graduate or young
professional make a great first impression. By
combining marketing, store operations, IT,
e
-
commerce, customer relations and a project manager,
Aspire is taking a shorter path in retail by
implementing web 2.0 and bridging the gap between
the customer, their career, and their community

A Special Thank You


Sarah Conrad of NRF


Mr. Kevin
Ertell

with Borders


Mr. Rich Last with
JCPenny


Ms. Kathy
Moretti

with American Girl


Mr.
Jason Zimmerman
with
Petco


Ms. Heather Barksdale with Build A Bear


Ms. Ann Langston from Florida State
University