DIGITAL R&D LABORATORYDIGITAL R&D LABORATORYINNOVATION FOR THE MULTICHANNEL INTEGRATIONINNOVATION FOR THE MULTICHANNEL INTEGRATION

SUMMARY:SUMMARY:

1. 1. WHAT IS LEVI'S LAB PURPOSE? WHAT IS LEVI'S LAB PURPOSE?

2. LEVI'S LAB SCOPE OF WORK?2. LEVI'S LAB SCOPE OF WORK?

3. 3. WHAT ARE OUR OBJECTIVES? WHAT ARE OUR OBJECTIVES?

4. OUR FIVE COMMANDMENTS4. OUR FIVE COMMANDMENTS

5. HOW DOES IT WORK? 5. HOW DOES IT WORK?

6. PHASING & METHODOLOGY6. PHASING & METHODOLOGY

7. WHAT ARE WE CONCRETELY INVESTIGATING?7. WHAT ARE WE CONCRETELY INVESTIGATING?

LEVI'S LAB LEVI'S LAB PURPOSEPURPOSE

LEVI’S LABWHAT IS LEVI'S® LAB PURPOSE?

“Driving digital innovations for a seamless multichannel performance”

Detect & leverage new digital mechanics that will enhance Levi's® equity and business…  and bring them to life.

Define how “out-of-the-browser” digital can help positioning Levi's® as a modern, state-of-the-art brand through communication, retail and relationship.

In a nutshell: an ante-chamber for innovative interactive approaches, with a clear focus on short term achievable

mechanics and installation (not only R&D)

LEVI’S LABWHAT IS IT LEVI'S® LAB PURPOSE?

We need to keep in mind 3 main filters: Contribution to brand’s equity

Activation efficiency

Conversion potential

LEVI'S LAB LEVI'S LAB SCOPE OF SCOPE OF

WORKWORK

LEVI’S LABPRIORITY: FOCUS ON RETAIL ACTIVITY

Because retail is the key high-end contact to generate business

Because brand apparel stores are increasingly challenged by competitors initiative and consumers demands (looking for strong specific attractive concept store, with a personality)

Because consumers’ mind is changing : need more freedom in store, look for in-store experience, wish another relationship with salesperson (less pressure/pervasive, more on-demand expertise, demand for a standalone, or specific experience)

Because “brick and mortar” stores need to evolve in order to justify people to visit them vs. online stores

Because on/off complementarily is the key to seamless multichannel experience

DIGITAL & DIGITAL & RETAIL ARE THE RETAIL ARE THE

TWO TWO PREFERREDPREFERRED

COMMUNICATIOCOMMUNICATION & SALES N & SALES CHANNELSCHANNELS

LEVI’S LABGLOBAL SPECTRUM

Branded entertainment Retail experience Retails services Multichannel services Activation/conversation CRM/loyalty Geolocalisation

This could also includes : Outdoor, event, “interactive ATL” (cf. 501 Who do you want to unbutton campaign)

Permanent background: R&D laboratory (how digital and technology could transform Levi's® activity in the next 10 years?)

OBJECTIVESOBJECTIVES

LEVI’S LABOBJECTIVES FOR LEVI’S

Support retail strategy, help reinforcing store added-value.Support key cities strategy:

Demonstrate how digital will help retail (vs. compete with retail)Reinforce brand equity & stores attractiveness Generate more footfall and in-store conversionTake a first concrete step for a multichannel experiencePermanently Feed Levi’s newnessLeverage digital investment (ROI)Generate buzzLearn and anticipate the future: leadership education, innovation

R&D, real consumer’s feedback…

LEVI’S LABCONSUMERS’ BENEFITS

Seamless multichannel experience

Benefit from better and innovative services

Enrich and simplify buying session

Benefit of a more personalized Levi’s (in-store) experience

Get new reasons to appreciate, remind, and (re)visit a Levi’s store

METHODOLOGMETHODOLOGYY

& PHASING& PHASING

LEVI’S LABPROGRESSIVE TEST&LEARN

ONCE CONCEPT & MECHANICS ARE CLEARLY DEFINED, A STEP-BY-STEP IMPLEMENTATION:

1. IN-VITRO DEPLOYMENT:Installation in HQ’s store in BrusselsTests & optimizations (tracking, focus group, A/B testing)

2. IN VIVO DEPLOYMENT:Installation in one flagship store selected among key citiesTests & optimizations (tracking, in store interviews, A/B testing)

3. PILOT:one per country (up to 10 key cities)

4. ROLL OUT:1st step - O&O network (50)2d step – OLS network in key cities (100)3d step – OLS complete network including franchisees (500+)

PARTNERSHIPARTNERSHIPP

LEVI’S LABCORE TEAM, KEY ASSOCIATES: LEVI'S® + DUKE.

LEVI’S : roles and responsibilities•Allows Associates to bring non-Levi's®-competitors to visit the Lab.•Buys the hardware once Lab phase is over•Provides the content to displays, in partnership with Duke•Allows Associates to communicate on the partnership•Website, PR, Case studies (after an explicit validation of the messages by Levi's®).

LEVI’S LABCORE TEAM, KEY ASSOCIATES: LEVI'S® + DUKE

DIGITAL AGENCY : roles and responsibilities• Helps Levi's® in strategic choices (choices of partners, technologies, where and how to use them)• Works on first concept & mock-ups• Produce initial digital contents & adapt these for a in-store use• Manage different stakeholders

LEVI’S LABEXTENDED TEAM, A POOL OF VARIOUS PARTNERS

TECHNOLOGY PARTNER: roles and responsibilities•Helps to find the good technologies and the right technologic partners: screen manufacturers, RFID, mobile phone interactivity…

•Project management on technical side•Provides Levi's® & Duke with surveys, tracking reports

LEVI’S LABEXTENDED TEAM, A POOL OF VARIOUS PARTNERS

Universities/schools: •Penninghen•IPAG•Sciences Po•Engineering school

Hard/Software partners:•Microsoft•LG/Samsung

To be continued…

WHAT ARE WHAT ARE WE WE

CONCRETELY CONCRETELY INVESTIGATINGINVESTIGATING

??

LEVI’S LABVERY FIRST STEP OF MULTICHANNEL INTEGRATION

DIGITAL LEVERAGING FOR BERLIN STORE GRAND OPENING

FROM EU.LEVI.COM WEBSITE TO STORES:- Touch screen Fit Guide (adapted from website content)

- 501 Timeline spin-off (adapted from website content)

- Archives & product details diaporamas (selection of Levi’s assets)

- Unbuttoned TV

LEVI’S LABTOUCH SCREEN: INTERACTIVE FIT GUIDE

Next Steps:

Real connexion to stock from Levi's® Store (09)

Connexion to e-com / CRM / profile info + automatic recognition via RFID? (10)

LEVI’S LABHISTORY WALL : 501 TIMELINE + DIAPORAMA

LEVI’S LABWALL OF SHELVES : UNBUTTONED TV + DIAPORAMA

LEVI’S LABNEXT INVESTIGATION AREA

Possible alternative : mobile/smartphone

What for Increase personalisation and recognition in-store

How Loyalty card (automatic recognition by vendor, buying historic, personalized advice), RFID on products’ tag (intelligent fitting room), automatic recognition for instore online buying etc.

KPI’s Sales increase, cross/up selling factor, frequency

Example RFID in a department store: http://youtube.com/watch?v=7hCmbq54h3Q

RFID Chips

LEVI’S LABRFID CHIPS (EXAMPLE) RFID chips - Application in a dept store (RFID) http://youtube.com/watch?v

=7hCmbq54h3Q

LEVI’S LABNEXT INVESTIGATION AREA

What for Increase store appeal, sneak peak of Levi's® offer, first “street contact”

How Fit guide, interactive experience (i.e. Uniqlo), interaction with whole windows surface

KPI’s Footfall increase, sales increase, equity

Example Uniqlo / Uniqlock (inspiration for windows)http://www.uniqlo.jp/uniqlock/ ;

Interactive windows

LEVI’S LABINTERACTIVE WINDOWS (EXAMPLE) Uniqlo / Uniqlock (Window) http://www.uniqlo.jp/uniqlock/

LEVI’S LABNEXT INVESTIGATION AREA

What for Enhance in-store experience, events, answer to consumer request for more specific stores’ purpose…

How Entertaining interactive application, in store participation, and in a wider scale, geolocalisation services …

KPI’s Interaction rate, brand equity, sales, recommendation/viral

Example Apple Store: http://www.youtube.com/watch?v=74AY1hfr7Yg&feature=related

Nike (Magic book)http://www.youtube.com/watch?v=PnDNI5F_r-U

In-store zoning

LEVI’S LABIN-STORE ZONING (EXAMPLE)

LEVI’S LABIN-STORE ZONING (EXAMPLE) Nike (Magic book) http://www.youtube.com/watch?v=PnDNI5F_r-U

LEVI’S LABNEXT INVESTIGATION AREA

What for Enhance in-store service, reinforce salesperson added value, support brand equity

How Interactive fit guide (standalone), interactive fit guide (tablet for salespersons)… an later, intelligent fitting room

KPI’s Conversation rate, sales increase, cross/up selling factor

Example Adidas innovative center : http://www.youtube.com/watch?v=gQBFaVfBi9w

Advanced sales tools / nexgen shop assistant

LEVI’S LABNEXGEN SHOP ASSISTANT (EXAMPLE)

LEVI’S LABNEXGEN SHOP ASSISTANT (EXAMPLE) Adidas (Innovative center) http://www.youtube.com/watch?v=gQBFaVfBi9w

THANKSTHANKS