Conference presentation
Conference presentation
Conference presentation
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The North Face<br />
Lindsay Rice<br />
May 22, 2013
The North Face<br />
• Building a positive emotional<br />
connection to the Brand with<br />
consumers and associates
Brand Challenge<br />
• Build a stronger connection with the brand through<br />
stores/web<br />
1. In Store experience<br />
is flat/corporate<br />
Sea of Jackets<br />
Limited brand<br />
personality<br />
2. Elevate the emotional<br />
connection with<br />
consumers<br />
Store Design experience<br />
One to One Marketing<br />
Personalized Experience<br />
3. Enhance the<br />
digital connection to<br />
provide a superior<br />
experience<br />
Leverage on line<br />
learning<br />
Omni channel<br />
Digital App
Emotional Cues and Insight
Consumer Emotional Connection Tools<br />
• Provide rich content on line – stores<br />
• Deliver content & messages unique to you - Personalization<br />
• Deliver products with benefits that solve Real Problems<br />
• Educate and inform on product, sustainability, activity
Connect Consumers with their Community or Activity
Associate Connection Tools<br />
• Hiring • Training • Live the brand<br />
• Community Service<br />
• Athlete led trips<br />
• Free equipment rentals
How Do You Measure
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