The document discusses how to design brand experiences to attract, transact with, and retain customers across different stages of their journey. It specifically outlines a proposed store concept for the Toronto Blue Jays that aims to immerse customers in the team's history and culture through exclusive merchandise and an engaging retail experience. Key elements include using graphic motifs, digital experiences, and a rewards system to attract customers, surprise and engage them, and encourage ongoing validation and active engagement with the brand.

1. How to Design Brand Experience Stickiness
Attract, Transact, Retain

2. Retail Stickiness

3.
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
Retail Leakage

4. P
Path-to-purchase

5. P
attract
pre-purchase
moment
retain
post-purchase
moment
transact
at-purchase
moment
Needs
Preference
Consideration
Initial
Transaction
Final
Transaction
Usage
Active
Engagement
Validation
Omni
Channel
In-Store
E-CommerceM-Commerce
Cross-Platform

6. P
The Digital Path To Purchase
Online Reach
Mobile Integration
Digital In-Store
Digital Sales Tools
Online Validation
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8. Effec)ve Relevant
Integrated
Message
Process Structure

10. Irrational Consumer

11. Sense of “Plealeasure”

12. 70%
60%
50%
40%
In store
Online
Emotional Equity
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

13. amazon.com Costco iBooks Target CVS Kohl's Macy's apple.com* ebay.com Walmart
4546495051515454
62
75
Top Emotive Tier
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

14.
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
barnesandnoble.com Best Buy drugstore.com* Radio Shack cvs.com landsend.com* Sears kmart.com sears.com K-Mart
77
1616
23252526
2930
Bottom Emotive Tier

15. Complexity of Choice

16. P
Omni Challenge

17. P
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
50% to 70% browse in the
store and then buy online
50% planned increase in
online shopping in the next
five years

18. P
THE TORONTO BLUE JAYS
STORE CONCEPT

19. P

20. P
Create an experience unlike any other
Shop and Buy sports differently
emotional
innovative

21. P
m
message
•Pro Fit – personalization, story and
education
•Emotional, journey, sense of
belonging
•Canada’s Team
•Consistent experience across all
consumer touch points
•Highlight partnering brands
•Integrated audio and visual with a
purpose and content strategy
p
s
process
•Defined process
•There is a general lack of process to shopping the store
•Exclusive experience
•Sense of discovery
•Take a piece of the Jays with you
•Staff choreography
•Exclusive service offering
structure
•Focused/key areas
•Seasonal flexibility
•Simplistic details and layout
•Modern vintage – respect history but look
forward
•Must appeal to Gen X/Y female, yet not
alienate other core demographics
•Canada’s team
•Reason to return
•Scalable
•Defined departments
•Loss prevention solution
•Merchandising plan and system
•Dominant hat + jersey display
•1/3 mens, 1/3 women's & kids, 1/3 other

22. P
attract
pre-purchase
moment
retain
post-purchase
moment
transact
at-purchase
moment
Needs
Preference
Consideration
Initial
Transaction
Final
Transaction
Usage
Active
Engagement
Validation

23. P
Celebrate the Fan is a journey into the past, present and future of the Jays.
It is a shop that provides authentic and exclusive merchandise,
in a retail experience that immerses the consumer
in all things baseball and Blue Jays.
Celebrate The Fan!

24. P
Celebrate The Fan
Inspiration

25. P
Store Front Option 1

26. P
Store Front Option 3

27. P
Store Front - Yorkdale
Video Wall Example

28. P
Store Front Option 2

29. P
Store Front Option 2

30. P
Toronto Blue Jays - Store Concept Presentation
Store Front Seasonality

31. P
Entrance Floor

32. P
attract
pre-purchase
moment
retain
post-purchase
moment
transact
at-purchase
moment
Needs
Preference
Consideration
Initial
Transaction
Final
Transaction
Usage
Active
Engagement
Validation

33. P
Store Front

34. P
Women’s Department

35. P
Hat Wall

36. P
Men’s
Department

37. P
Change
Rooms

38. P
Back
of
House

39. P
Kids
Department

40. P
Digital Area

41. P
Jerseys

42. P
Cash

43. P
Virtual Walkthrough

44. P
Interior View

45. P
Virtual Walkthrough

46. P
Kids Zone

47. P
Jersey Kiosk

48. P
Graphic Motif
circles
Utilizing circular shaped graphic
motifs to symbolize the fans, the
brand and the game.
Celebrate The Fan

49. P
Graphic Areas Option 1
JERSEY
AREA
WOMENS
AREA
MENS
AREA

50. P
Graphic Areas
JERSEY
AREA
Option 2
WOMENS
AREA
MENS
AREA
Option 1

51. P
Change Rooms
LARGESMALL

52. P
Back Wall
Option 2Option 1

53. P
Department Signage

54. P
Fixtures

55. P
Fixtures

56. P
Fixtures

57. P
Fixtures - Imagery

58. P
Digital
Experiences l Attract

59. P
Digital
Experiences l Surprise & Engage

60. P
Digital
Experiences l Inform & Inspire

61. P
Digital
Experiences l Influence & Entertain

62. P
Digital
Experiences l Transact

63. P
attract
pre-purchase
moment
retain
post-purchase
moment
transact
at-purchase
moment
Needs
Preference
Consideration
Initial
Transaction
Final
Transaction
Usage
Active
Engagement
Validation

64. P

65. P
Reward System

66. P
For company information:
www.sld.com
For a copy of this presentation:
www.sldesignlounge.com