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Grand Opening Implementation

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Grand Opening Implementation

  1. 1. Spring 2006 Grand Opening Implementation
  2. 2. Grand Opening Background <ul><li>2005 Grand Opening Efforts </li></ul><ul><li>Completed 5 openings in the Fall 2005 </li></ul><ul><li>Delivered $11.4M in sales per opening with average ADS of $43.23 </li></ul><ul><li>Offers were Goldie bag or Pink Leopard Tote (w samples) w $30 buy in threshold </li></ul><ul><li>Objective in 2005 was to drive traffic to the store during opening weekend by mailing individuals in a standard radius of store </li></ul><ul><li>Openings generated sharp spike in performance </li></ul>
  3. 3. 2006 Grand Opening Support Objectives <ul><li>Support 23 Flagship and 4 COB store openings in 2006 </li></ul><ul><li>Create awareness of Flagship stores by alerting prospects and other BBW customers in the trade area </li></ul><ul><li>Drive opening weekend traffic </li></ul><ul><li>Sustain traffic by creating a tiered offer to redeem over a one month period </li></ul><ul><li>Deliver $25M in sales per opening with average ADS of $20 over 4 week redemption period </li></ul>
  4. 4. Grand Opening Approach <ul><li>Utilize targeted/modeled direct mail to get the message to the “right” audience </li></ul><ul><li>Test the additional traffic driving opportunity mass media represents </li></ul>
  5. 5. Grand Opening Direct Mail <ul><li>Audience </li></ul><ul><ul><li>BBW customers by PVM </li></ul></ul><ul><ul><ul><li>Within 10 miles </li></ul></ul></ul><ul><ul><ul><li>Store of Loyal </li></ul></ul></ul><ul><ul><li>Abacus BBW prospect model </li></ul></ul><ul><ul><ul><li>Enterprise prospects </li></ul></ul></ul><ul><ul><li>Abacus external prospect model </li></ul></ul><ul><ul><ul><li>Outside of LBI database </li></ul></ul></ul><ul><li>Offer </li></ul><ul><ul><li>Free Lip product with any purchase – 30 day redemption window </li></ul></ul><ul><ul><li>Opening weekend traffic driver – Free Goldie Bag with samples with $30 purchase </li></ul></ul>
  6. 6. Grand Opening Media <ul><li>Testing Strategy </li></ul><ul><ul><li>Direct Mail vs. Direct Mail and Media </li></ul></ul><ul><ul><li>Media includes radio, newspaper and mall advertising (or any combination of the three) </li></ul></ul><ul><li>Test Markets </li></ul><ul><ul><li>Hi Traffic/Fashion </li></ul></ul><ul><ul><ul><li>Dallas Galleria (pending final recommendation) </li></ul></ul></ul><ul><ul><li>Hi Traffic/Lo Fashion </li></ul></ul><ul><ul><ul><li>Lehigh Valley (media) </li></ul></ul></ul><ul><ul><ul><li>Del Amo (direct mail only) </li></ul></ul></ul><ul><ul><li>Hi Traffic/Mod Fashion </li></ul></ul><ul><ul><ul><li>Freehold Raceway (media) </li></ul></ul></ul><ul><ul><ul><li>Fox Valley (direct mail only) </li></ul></ul></ul>
  7. 7. Grand Opening Action Plan <ul><li>Moving forward with plan shown below </li></ul><ul><li>3 separate bags will be used over the course 2006 </li></ul><ul><li>Media testing using radio and/or newspaper will occur (as mentioned on previous slide) </li></ul><ul><li>Circulation will be individualized by store based on their current store counts </li></ul>
  8. 8. Example Timeline Pre-Opening Opening Weekend Week 3 Week 4 X X X X X X X X Week 2 Direct Mail Mall Media Newspaper Radio Media vehicles: May include window barricades, window clings, kiosks, mall signs OFFER 1: Free Lip w/any purchase, Free Goldie Bag w/ samples w/$30 purchase OFFER 2: Free Lip w/any purchase Media Vehicle Support (Brand Message) Offer 1 Redemption Offer 2 Redemption Offer 2 Redemption Offer 2 Redemption Media Vehicle Support (Brand Message) Mail In Home 1 wk. ahead Offer 1 Message Offer 1 Message Offer1 Message