University of Arizona NRF Case Study (1)

Abraham Baca | Courtney Nash| Daniela Aguirre | Vili Langi

Sensory

2016 NRF Case Study

The University of Arizona

What's Next: STORY 2.0 STORY 2.0 will focus on enhancing and

diversifying customer experience, alongside emphasizing STORY’s concept of a point of view of a magazine, changes like gallery and sells like a store. Like the sections of a magazine, we’ve divided the layout of the store and similar to the art of a gallery, we’ve curated every product to further its connection to the theme in order to emphasize on our unique concept.

Behind the STORYSince the launch of STORY in 2011, nearly 27 story themes have been showcased such as their most recent 90’s theme “Remember When” and their recurring seasonal theme “Home for the Holidays”. STORY has always connected their products to the theme and have always kept its’ iconic whimsical feel with a bright store layout and design.

The inspiration to our approach for STORY’s Sensory theme came from the music video The Sound, by The 1975. With the theme Sensory we wanted to recreate the dark, neon florescent lights, enclosed case, and the mysterious ambiance seen in the video. The most fitting strategic partner for this story would be Wrigley's 5 Gum. With the branding and marketing style of 5 Gum aligning with our theme approach, this partnership would be highly beneficial as 5 Gum’s “Everyone experiences something different” motto would further emphasize our STORY.

The combination of The 1975’s music video style and the partnership with 5 Gum both create a solid foundation to how we want this story: shown by us, told by our products, & experienced by our customers.

Editorial Overview

In order to be human, we need life, we need the ability to experience sensations, we need our five senses.

The ability to explore feelings and the five senses is what brings us to life. Our ability to SMELL your favorite candle, TOUCH a soft blanket, TASTE the ice cream of your choice, SEE a new world through a Kaleidoscope, and the SOUND of your dog’s chew toy.

Now, with this issue of STORY, we will venture avenues that we have never traveled. Our current concept, you will notice, takes a mysterious approach with the dimmed windows to the neon fluorescent lights and the faint scent of mint throughout the store. Obscuring all other distractions, aside from OUR STORY. Giving you the ability to ENJOY your senses and our innovative products we have curated for you this issue of, STORY.

With our revolution of STORY you are about to witness, we hope you notice that the characteristics of each product holds the capability to further heighten our senses. This is different from our previous stories in the way that we are providing the physical ability for you to focus on one of the five senses at a time. As always, we are giving our customers a full experience when walking through our doors, but with this twist, it is like nothing before.

So take a stroll, relax and experience your senses.

Letter From The Editor

Store LayoutThe entire store is divided into 6 sections.

The interactive displays and New York Products will be located in the very first room with the STORY Logo display.

The remaining 5 sections will be dedicated for the 5 senses. In order to control the smell of the products in the scent sections, the scent section is located in the enclosed corner area.

To allow the focus on the 5 senses, we’ve decided to block out all other distractions outside of the store with blacked out windows of the entire store.

From the outside of the store, neon fluorescent lights will illuminate against the black vinyl with words of the 5 senses, our strategic partner 5 Gum logo, and the STORY logo.

*Cost reflected in the Budget Slide 21

*Example of what the outside of STORY’s window display**Example of store design with blacked-out windows & walls*

ScentWaveIn order to disperse the Cool Mint scent throughout the entire store at the correct intensity we will be utilizing the services of ScentWave, a simple solution using a dry-air technology that releases fragrance without sprays, aerosols or heated oils.

● Releases fragrance for approximately 30 days● Adjustable duration and intensity settings● Coverage for typical business spaces up to 2,000 square feet● Utilizes easy to install scent cartridges

SignageInspired from the music videos from The 1975, the entire store will utilize neon florescent lights to title each of the 5 sensory, New York, and interactive sections.

Store DisplayThe display cases and tables for this story will be rented from the New York City vendor BarChef. To continue with the neon fluorescent theme, the displays will also be neon fluorescent.

● A light up display with five shelves will be placed against the back wall/window within each section

● Two light up display tables will be placed on the sides of each section allowing maximized room for display

● The color of the lights of the displays will coincide with the color that heightens each sense

Store Layout


Augmented Climbing Wall: How it works➔ A temporarily installed climbing wall is projection mapped and uses

camera to track climbers’ movement.➔ Climbers can play a game of pong or various other games.➔ Most notably, this interactive piece will be located on the wall where the

STORY logo is typically located as you enter the store.◆ During times where the wall is not being used, the STORY logo

will be projected onto the wall itself.◆ As the store is equipped with cameras and microphones, the

sounds within the store will be made visual, as a live display of the soundwaves will appear behind the STORY logo.

Interactive Components GRIDI: How it works

➔ GRIDI translates the methodology of composing electronic music inside a computer software into an interactive physical installation.

➔ The green cursor moves (in tempo) from left to right. When it hits a ball placed on a line it will make the sound of that ball in that position.

➔ Each instrument is assigned a color, so drum sounds are blue, bass is orange and melodies are purple. This is customizable.


http://youtube.com/v/rjWcE25s7kQ

http://youtube.com/v/38Z61r-VxoA

Merchandise Sold in Scent SectionAbout this Sense Section: Smell is in fact the only sense that is directly hard-wired to our brains with no transformation taking place on the way to the brain. This is why the smell of a product or atmosphere is evocative and capable of triggering such strong emotions and memories. With red being the color associated with smell, our products will be displayed on red illuminated shelves with neon red signs saying “smell”.

Weirded Bearded Candles Product/Brand Bio: Selection of candles scented like childhood “Saturday Morning” Cereals ranging from Fruit Loops to Cinnamon Toast Crunch.

Why we chose this product:With Our STORY 2.0 model being mysterious we wanted to have a comfort item to make our customers remember their childhood.

● Available on the market ● Retail price available only

Product/Brand Bio Why

Zeus Beard Kits are the remedy to irritating, smelly, rough, and pokey beards. Each kit comes with essential products to cure irritation, soften the beards as well as making them smell great.

This product was chosen because we are focusing on addressing gender specific products. Zeus Beard kits help men achieve a clean look to their beards.

● Available on the market

● Wholesale & retail availability

Lotus touch offers natural massage oils as well as Aromatherapy packages. These products release the smell of relaxation and feel great on the body.

Customers want to rewind after visiting a fast paced city. Lotus touch is perfect for the customers who are looking for new relaxation products.


● Retail price availability only

Sensor Wake is an alarm clock that wakes you up with pleasant scents customizable to your preference. Some examples of scent packs range from Seaside to Toast, and even peppermint.

This product is unique in the sense that no other alarm clock wakes you up with a personalized scent. Instead of waking up with a normal alarm wake up to your favorite smell.



Merchandise Overview: Scent

Lotus Touch

Sensor wake Alarm Clock

Lotus Touch

Zeus Beard Kit

Merchandise sold in the Taste SectionAbout this Sense Section: Taste has an enviable stopping power, meaning flavor appreciation usually implies pausing, indulging and taking one’s time. Three out of the eight events that we will be hosting during the appearance of this story, involve tasting our products that we will be offering. On top of that, in this section we will be expressing taste with its associated color, purple. The products will be displayed on neon purple shelving as well as purple illuminated signs saying “Taste”.

Product/Brand Bio: The 3 Night Wine Box packages are meant to be drunk on special occasions. You pick what 3 occasions you want and a bottle of wine is picked to match that occasion, then simply open the bottle for each of those specific occasions.

Why we chose this product: We want our customers to create memories, in the store and outside of the store. 3 night wine bottle helps the customers plan their memorable nights.

● Available on the market● Retail & wholesale availability

3 Night Wine Box


This New York based Swedish inspired shop freshly roasts coffee beans and hand makes batches of Swedish chocolates at each of their shops.

The use of freshly deliver products like the chocolate boxes and fresh roasted coffee beans will draw the customers in with both the taste and scent of these products.


● Located in New York City


Malai Creamery is inspired by the flavors of India. Malai has the typical flavors found everywhere, however, they also have flavors like Golden Turmeric, Star Anise, & Rose Water with Cinnamon Roasted Almonds.

By having fresh New York based ice cream the customer can get a true feel for the New York authenticity while exploring new and fresh ice cream tastes.




Giving a modern twist to the ice cream cone, Konery has redesigned the cone with ingredients and flavors like Birthday Cake, Red Velvet, & Toasted Coconut.

Beyond having freshly made products, Konery allows customers to re-experience the cone they once knew. The twist in products brings a nostalgic feel to what’s new.



● Wholesale, retail & catering availability

Merchandise Overview: Taste

Fika Coffee Co.

Malai Ice Creamery

The Konery

Merchandise sold in Touch SectionAbout this Sense Section: Touch has always been defined as the demystifying sense. It brings tangibility and a sense of objectivity to what surrounds us. The emotional color attached with touch is yellow. From an emotional standpoint, touch provides the feeling of having an intimate connection with that product. We will be emphasizing this emotion color through neon yellow signs saying “Touch” as well as yellow illuminated product shelving.

Product/Brand Bio: The Aries bracelet connects to your phone via bluetooth enabling you to track your activity and receive customized notifications through vibration.

Why we chose this product: Customers will be able to connect all their notifications to a stylish bracelet. This product connects social media to real life.

● Pending Fall of 2016● Retail availability only ● Designed in New York City

Aries Bracelet by Ringly

Product/Brand Bio

These multicolored Mermaid Pillows have a textured sequin touch with shades of colors to light up a room.

This will catch the customer's eyes. A product that is both practical and stylish.



The SmartBoy attaches to Android Smartphones, turning the phone into a handheld gaming device.

For the inner video game player, this product will bring you back to the nostalgia of the 1990s. All that’s needed for that 5 hour car ride.

● Available December of 2016


From textured throw blankets to massage wraps, N.A.P offers a variety of innovative home good products to guarantee extreme comfort.

Everyone loves a cozy, soft product from N.A.P to give their home a comfortable feel. For personl use and decorative use, N.A.Ps products excell in giving their customers a relaxed feel.



Merchandise Overview: Touch

Products by N.A.P

SmartBoy

Mermaid Pillow

Why

Merchandise sold in the Sound Section

Zungle Panther sunglasses

About this Sense Section: Sound is capable of influencing our behavior physiologically and psychologically. It has the ability to distort our perception of a price, a place, or even time. With the color green being the representation of sound, we will have green illuminated signs saying “Sound” and green neon lights around our products. Sound has the ability to essentially deeply influence our behaviors and is an excellent way of building top of mind awareness.

Product/Brand Bio: Doubling as sunglasses and a pair of earphones, the Zungle Panther’s Bone Conduction speaker transmits sound waves to the skull via vibrations where only you can hear the sound while letting you listen to external surrounding sounds.

Why we chose this product: The innovation behind this product will represent how progressive STORY is in the retail world.

● Pending December of 2016● Retail availability


A quarter-sized device that easily fastens or sticks to any item or device. Using the TrackR app, you can quickly locate your misplaced items in seconds by ringing your TrackR, or by using the Distance Indicator or via Crowd GPS.

We’ve all misplaced our keys,phones, and sunglasses. This product makes it possible to retrieve our daily misplaced items.


● Retail availability only

Have your dog play in style with these unique designer inspired chew toys.

We wanted to have a fun product that both our customers and their pets would enjoy and bond over.



A handheld voice recorder with pitch control knob and a red flag you can raise to let someone know there's a message waiting. Handmade in USA. Brooklyn, NY.

A kid friendly product, a fun and interactive way for kids to record their voice.



Merchandise Overview: Sound

TrackR Sticker

Fika Coffee Company

Lil' Mib (message in a box)

Merchandise sold in the Sight SectionAbout this Sense Section: Sight is the first sense that comes into play when a consumer is near a touch point. Savvier consumers are increasingly expecting more visual sophistication with displays and products themselves. As the visual sense of this section is extremely important, this room will be illuminated with blue display lights and neon signs expressing that they have entered the “Sight” sense.

Hex TieProduct/Brand Bio: A tie made out of flexible plastic that adds a twist to the average material tie.

Why we chose this product: It’s a twist to your average tie, this eye catching tie will be a fashion item that any fashion forward person would love to own, especially in the heart of fashion; NYC.

● Available on the market● Retail availability only


Future Eyes kaleidoscope objects have the magical ability to expand your awareness while stretching the mind's understanding of what it means to see.

Unique and fun, future eyes makes it possible for customers to see the world in a new way.


● Retail & wholesale availability only

Innovative product that reflects the beat of music through a mini light show on your purse.

This product is great for the customer that likes to go out on the town, the lights will make anyone stand out.

● Available Fall of 2017● Retail availability only

A phone case that uses LED lighting to enhance the lighting in pictures and videos, can also be used as a flashlight.

This popular phone case gives its user the proper lighting for a great selfie! It is very useful in dark settings and to capture that perfect picture.



Merchandise Overview: Sight

Smart Bag by Lily New York

Lumee Case

Future Eyes Company

Product/Brand Bio

The perfect intersection between fashion, function, souvenir / memento, each cuff features embossed lines, streets, and numbers of notorious subway systems of cities around the world like New Your City, while the necklaces show mirrored images of iconic buildings. Price $50.00.

These two items will help the owner feel connected with historic New York streets and and have a physical part of New York with them wherever they go.



This product is clock made from vinyl records. This design features a silhouette of the famous Brooklyn Bridge along with the Statue of Liberty. Suggested price is $35

This New York themed vinyl clock directly connects New York to the sensory of sound.



This snow globe is a mini version of New York City with its many buildings and historic monuments. It is all shrunken down to celebrate New York and to mirror the experiences the city has to offer.

This Snow Globe pertains to the sense of sight. It helps emphasize on some of New York's most iconic buildings and structures.


● Wholesale & retail availability only

Merchandise sold in the New York SectionWhy

Social Media Market Plan● In order to be directly engaged with our customers prior

to the opening of our STORY, we plan to release hints to the theme.

○ Possibly having a competition on our social media to guessing the STORY 2.0 theme.

● We plan to increase our social media followings on each media platform by at least a 10% increase with our followers for the duration of our Story.

● We will also be partnering up with our vendors to utilize their social media platforms to engage our marketing with theirs during our time of partnership.

Metrics of Success● Our goal for our events held in the store is to bring in

between 30-100 customers during each event, who then turn into consumers of our products.

● We will also be focusing on the level of excitement we can bring to our customer by showing off our unique new Story.

● Prism SkyLab is a tool that STORY currently utilizes. We plan to continue the partnership with this company to track the foot traffic inside the store, while understanding what customers are drawn to using SkyLabs heat tracking technology.

Target market assessment● Customer Profile: Although New York locals have shown a great deal of support and buying power, current

research of STORY’s customer demographic reveals that tourists are approximately more than 50 percent of their current foot traffic.

● Market Research: Since our market is geared towards tourist, we have made sure that the majority of our products are suitable for families of all ages and have the ability to be taken on an airplane. Since tourists will be visiting from all around the world, we have price ranges to suit everyone.

● Consumer need: With the tourist consumer market taken into consideration, we recognize that consumers will be walking into the store expecting an experience. They need to be able to feel the full effect, while understanding how and why we have chosen the products that are being offered.

Experience The New

Body Marbling By offering the newest festival trend as an event at Story, allows the customers to get ready for a night out in NYC!

Manicures Quick manicures will give the customer a feel of relaxation. Available for men, women and kids of all ages.

5 Minute Massages Available for all ages and genders, a 5 minute massage will allow our customers to enjoy the sensation of touch.

Kids Drawing Dress Picture This offers a unique offer to let kids draw their dress design on a templet and let their design come to life!

Wine Tasting Taste testing the wines from around the world for our 21+ consumers. Experiencing wine properly.

STORY Event PlanEvent Classes

Yoga Class

Having a certain time dedicated to a yoga class in the section allocated for events in the store, will bring in local New Yorkers and tourist for a relaxing workout class.

Cooking Tutorial

Offering 30 people to sit in and watch a local New York chef give a tutorial on cooking NYC cuisine, that will allow locals and tourist to have an insight on New York foods.

Ice Cream Happier Hour Event

Malai Ice Cream With an assortment of 14 flavors they have to offer, on top of being available in our “taste” section, Malai ice cream will also hold an event dedicated to taste testing!

Konery Cones This Brooklyn based Konery will be holding an event for all customers to try their gourmet, hand rolled cones that we also have for sale in our “taste” section.

❖ Combining these local ice cream and cone companies will allows for a complete event

Project Budget Forecast

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http://vinylevolution.com.ua/

http://vinylevolution.com.ua/

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Documents

University of Arizona NRF Case Study (1)