Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Lands' End Internship Project

Group 5
by

Paige Kuypers

on 31 July 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Lands' End Internship Project

Customer Generated Content Creation
Welcome!
Leader:
Shreya Sadhukhan

Members:
Andy Sorenson
Cassie Thomack
Caitlin Andrews
Paige Kuypers

Mentor:
Randy Horton, Creative Director

App Capabilities
Prompts:
push notifications
location services
- marketing benefits
Real Reviews & People
Daily posts
How To's
Trending
Office Style
"Apostrophe" quarterly inserts
LE Blog
Homepage
"Your Lighthouse Feed"

Consumer content lives here
Upload photo, video
Share to other social
Shop
Your Content
Virtual dressing room
Your sailboat ratings
Goodie bag holds promos
LE Profile
Agenda
Mission
Goal
Give Lands' End customers the opportunity to help create and define the
Lands' End lifestyle
by submitting
content
through our digital channels.
But...
Where will this Lands' End consumer content live?
Solution
Maintain Social Media
Google+ Cultivation
Lands' End Mobile App
Social Media
Maintain current Facebook
Cultivate Instagram
Consolidate Twitter handles
Google+
Current Mobile Market
2nd
fastest growing
mobile industry
Mobile-influenced retail sales expected at
$689 billion
in 2016
100%
of top revenue-producing retailers in STORE'S top 100 list offer branded
mobile apps
Questions?
Why it's Cool for Them
Marketing
Driving Initial Traffic
Catalog
Additional Exposure
Email:
Follow-up product reviews by customer
Website:
Direct link on website to download app
"Go Real" option in product images
Launch App
Daily Upkeep
Customer Service
Marketing
- Omni responsibilities
Blog
Long-term Goals
Build app followers
Goal: 1 million by 2016
Become destination for content sharing amongst Lands' End customers
Become source for quick guidance from Real Talk w/ customer service
Become main shopping avenue for her

Summary
Why its Cool for Us
Stay competitive
Future is mobile
Cater to a new demographic
Young professional
Increase revenue
Implementation
Mircrostrategy and Southport
Owner
Omni Assistant
Creative
Customer Service Rep
Blogger

Implementation
Beta Testing
Employee wide
Contact Lands' End super fans
Regroup findings and improve app before launch
Implementation
Pre-Launch Content Building
Need richness before launch
Emails to Super Fans
Lands' End campus participation
Begin blogging revamp to build interest

3rd Party Blogging Opportunities
Advertise new looks
Reach younger/new demographic
Campaigns to direct back to mobile app
Increase sales
Blogging Partners
*Link takes readers back to website or mobile app
Direct customers to app
Advertise crowd sourcing
Promote specials on app
Social Media
Currently
Optimal
Target
Gap, Old Navy, Banana Republic
Financials
iOS
Android
Windows
Blackberry

iPad capabilities: extra 30%
Development Costs
Comprehensive enterprise solution: $30,000 to $150,000, based on features
App Store Costs
Native Apps vs. HTML5 Apps
Challenge: Managing and updating different versions of app.
Alternative: Build in HTML5 and roll a single version on all platforms.
Cost less than native apps
Trade off between graphics and cost.
Maintenance Costs
Development Costs
Cross Platform Development
Microsoft and iTunes: $99/year
Google’s Android Market: $25 one time
Technical maintenance: 15-20% of original development cost

Build Lands' End Mobile App
Need to build consumer generated content
Social Media update and marketing
Lifestyle content sharing
Shopping to increase sales
Quality service for a quality brand
Google+ Cultivation
Login
Content Based Mobile App
Lands' End could expect...
10% increased overall sales
15% increase from in-store sales
Financial Benefits
Free Shipping Increasingly Important
Free Shipping Proposal..
Omni Experience
Shopping basket
Purchase History
Settings
Free Shipping
Mission
Background Information
Solution
Financials
Summary
Lands' End Internship Presentations:
Giveaway campaign
Entries are posts to the app's content feed
Sharing posts to other social media increases chances
Giveaway exposure will drive additional app installs and usage
Circles
Super Fans
Search Engine Optimization (SEO)
+1
Functional app with lifestyle content
View product on real people
Lands' End customer community
Mobile abilities for easy and quicker shopping
Additional discounts
Free shipping
Lands' End is real quality in real time.

Real Talk
LE customer service
Real time answers
Real Reviews
Real people in product
Real reviews of product
LE consumer-consumer interaction
Full transcript