Frigidaire Design Deck

SHOPPER 08.16.18

Workshop

TODAY’S

agenda

•

Demand Driver Audit Summary

•

Shopper Behavior

•

In-Store Shopper Workshop

•

Next Steps

2

Assignment Elevate the in-store Frigidaire experience to convert shoppers.

3

OUR GOAL

4

To be the most relevant appliance brand for the Optimistic Providers reaching 
 them at the right place and the right time with the right message throughout their 
 in-store shopper stages.

4

ROLE OF WORKSHOP

Review creative that gets us to generate, develop and communicate ways to expand our ideas.

Provide feedback to ensure each shopper direction is represented clearly in the work.

Help identify any outstanding needs within the directions.

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5

What it is …

Retail extensions that would work with our 2019 brand campaign A creative exploration

WORKSHOP

Opportunity to evolve ideas

GROUNDRULES

Fun and interactive

What it’s not …

2019 brand campaign dependent Final creative and tactics Time to get into the weeds

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6

SHOPPER

stages

The Frigidaire shopper stages in retail can be broken down into the following stages.

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SHOPPER Stage

Definition

Consumer Actions

stages

Bold = Sales associate activity

INTRIGUE Grab attention of shoppers and create engagement with our products

• Stopping in tracks • Being attracted • Finding Frigidaire products easily • Becoming interested in finding out more • Recognizing brand • Physically engaging with the Frigidaire

Tools

• Store-within-a-store • Large Signage • Product displays • Demos • Digital displays • Hero POP • Brochures

8

SHOPPER Stage

Definition

Consumer Actions

stages

Bold = Sales associate activity

INTRIGUE

EVALUATE

Grab attention of shoppers and create engagement with our products

Take shoppers to a deeper level of learning about product features, and narrowing product selection

• Stopping in tracks

• Learning more

• Being attracted

• Validating needs with what product offers

• Finding Frigidaire products easily

• Evaluating features/value

• Becoming interested in finding out more

• Understanding step up within product line

• Recognizing brand

• Researching Product comparisons

• Physically engaging with the Frigidaire

• Finding Ratings/Reviews • Comparing with products on-aisle • Having Sales Associate take you through product line and features • Asking feature-specific questions and getting Sales Associate recommendations

Tools

• Store-within-a-store • Large Signage

• Hero/feature specific POP • Visualizers

• Product displays • Demos

• Reviews • Sales Associate tools • Comparison grids

• Digital displays • Hero POP • Brochures

• Product line up-sell • Feature list

9

SHOPPER Stage

Definition

Consumer Actions

stages

Bold = Sales associate activity

INTRIGUE

EVALUATE

COMMIT

Grab attention of shoppers and create engagement with our products

Take shoppers to a deeper level of learning about product features, and narrowing product selection

Complete shoppers journey with the selection and purchase of a product

• Stopping in tracks

• Learning more

• Being attracted

• Validating needs with what product offers

• Finding Frigidaire products easily

• Evaluating features/value

• Becoming interested in finding out more

• Understanding step up within product line

• Discuss warranty, product availability, and installation information with Sales Associate

• Recognizing brand

• Researching Product comparisons

• Purchasing product

• Physically engaging with the Frigidaire

• Finding Ratings/Reviews

• Decide on feature set/price value equation

• Comparing with products on-aisle • Having Sales Associate take you through product line and features • Asking feature-specific questions and getting Sales Associate recommendations

Tools

• Store-within-a-store • Large Signage

• Hero/feature specific POP • Visualizers

• Price card • Warranty

• Product displays • Demos

• Reviews • Sales Associate tools • Comparison grids

• Promotional offers • Installation information

• Digital displays • Hero POP • Brochures

• Product line up-sell • Feature list

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SHOPPER

A

tier

SOLUTIONS

B

C

Owned Experience

More space for branded content

Limited space for branded content

Store-within-a-store

Multi-appliance displays

Appliance displays

Showroom

Larger exterior POP

Exterior POP

Kitchen buildout

Stand-alone POP

Factory-applied POP

Larger kitchen displays

Field-applied POP

Field-applied POP

Digital tools

Digital tools 11

SHOPPER

A

tier

SOLUTIONS

B

C

Owned Experience

More space for branded content

Limited space for branded content

Store-within-a-store

Multi-appliance displays

Appliance displays

Showroom

Larger exterior POP

Exterior POP

Kitchen buildout

Stand-alone POP

Factory-applied POP

Larger kitchen displays

Field-applied POP

Field-applied POP

Digital tools

Digital tools 12

Product focus Black Stainless Steel for suite • Cooking, with a focus on Induction •

WHAT YOU WILL SEE

Creative to review End Cap • Freestanding Display • Exterior POP • Interior POP • Step-Up POP • Price Card •

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13

features lifestyle VS

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SHOPPER DIRECTION

worksheet 15

SHOPPER DIRECTIONS

Works

FOR ME

With the right help in your corner, it gets easier to

‣

squeeze more wins out of your day. While we can’t make guarantees for out in the world, we promise that in your kitchen, Frigidaire has your back. That’s why in stores

Portrays appliances’ hardest working features around specific shopper needs

‣

Reinforces how our practical innovations are seemingly customized for our shoppers

‣

Allows for features and tech to be on equal footing with benefits

we’ll show you all the ways our appliances work for you, by showcasing benefits tailored to your lives, and the hardworking tech and features that make them possible.

All to help feed your family faster and clean up quicker so you can spend more time doing what you love.

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TierB 17

B

WORKS FOR ME

INTRIGUE

FEATURE Q&A DISPLAY

This display is shoppable from two sides and offers simple fun interactivity to teach shoppers about features.

Interactive Q&A doors

make it engaging to lear n

about product features.

Lead Demand Drivers (cooking): - Enhances Productivity and quality of life

- Easy to clean

- Makes my life easier

- Energy efficient

- Saves time

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WORKS FOR ME

B

INTRIGUE

INTERACTIVE COOKTOP ENDCAP

Induction endcap shows shoppers options (range/builtin) while inviting them to virtually experience the features for themselves.

Lead Demand Drivers (cooking): - Enhances Productivity and quality of life

- Easy to clean

- Makes my life easier

- Energy efficient

- Saves time

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B

WORKS FOR ME

INTRIGUE

BUILD YOUR APPLIANCE ENDCAP DISPLAY

Shopper’s chosen “cooking” then “ranges”

Shopper selects style components they like

Shopper selects features they like

Shopper sees personalized results with option to save or show to associate

Platform of controlled customization invites shoppers to build appliances based on features and styles most important to them. Inventory could be customized by retailer.

Lead Demand Driver: - Boosts Feelings of Independence & Empowerment 20

B

WORKS FOR ME

EVALUATE

BUILD YOUR APPLIANCE SALES ASSOCIATE TOOL

Platform would be made available as a sales tool on associate tablets.

21

WORKS FOR ME

B

EVALUATE

EXTERIOR POP Dimensional POP brings auto-sizing to life while drawing shoppers’ attention

Lead Demand Drivers: - Energy efficient

- Latest technology 22

B

WORKS FOR ME

EVALUATE

INTERIOR POP

Leads with feature by showing the probe in action and using intuitive language to explain it.

Lead Demand Drivers: - Facilitates Entertainment

- Enhances Productivity and quality of life

23

WORKS FOR ME

B

EVALUATE

INTERIOR POP

Art leads with feature by stepping shopper through how the probe works while language leans into benefit.

Lead Demand Drivers: - Facilitates Entertainment

- Enhances Productivity and quality of life

-

24

WORKS FOR ME

B

EVALUATE

DIMENSIONAL STEP UP POP

Dimensional piece includes more visual appliance detail while inviting shoppers to upgrade based on key features.

Features Gallery models so placement on Base models encourages trade-up.

Lead Demand Driver: - Boosts Feelings of Independence & Empowerment

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WORKS FOR ME

B

COMMIT

PRICE CARD

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TierC 27

WORKS FOR ME

C

INTRIGUE

INTERACTIVE COOKTOP ENDCAP

Induction endcap shows shoppers options (range/builtin) while inviting them to virtually experience the features for themselves.

Lead Demand Drivers (cooking): - Enhances Productivity and quality of life

- Easy to clean

- Makes my life easier

- Energy efficient

- Saves time

28

WORKS FOR ME

C

EVALUATE

EXTERIOR POP Dimensional POP brings auto-sizing to life while drawing shoppers’ attention

Lead Demand Drivers: - Energy efficient

- Latest technology 29

C

WORKS FOR ME

EVALUATE

INTERIOR POP

Leads with feature by showing the probe in action and using intuitive language to explain it.

Lead Demand Drivers: - Facilitates Entertainment

- Enhances Productivity and quality of life

30

WORKS FOR ME

C

EVALUATE

INTERIOR POP

Art leads with feature by stepping shopper through how the probe works while language leans into benefit.

Lead Demand Drivers: - Facilitates Entertainment

- Enhances Productivity and quality of life

-

31

WORKS FOR ME

C

COMMIT

PRICE CARD

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TierA 33

WORKS FOR ME

A

INTRIGUE

STORE-WITHIN-A-STORE Method Behind the Magic Frigidaire is setting out to demystify our appliance features by being transparent in backing up our benefits.

With our new approach to showroom kitchens, shoppers can literally see the science behind our appliances because we’re leading with technology.

Imagine: - A clear dishwasher so shoppers can see the Dual OrbitClean spray arms create 10x more coverage in real time.

- A clear screen inside a convection oven showing the heat circulate for even results from every rack.

- The digital cooktop walking shoppers through induction.

- A fridge stocked with faux food to demonstrate the storage capacity and flexibility • In addition (or instead of!), appliance features are merchandised with “Hot Spots” for shoppers to scan with their phones to learn more.

Lead Demand Driver: - Boosts feelings of Independence & Empowerment

- Dish: does core job well, increases mindfulness

- Oven: better food choices

- Fridge: organization is intuitive, family needs in mind

- Induction: Easy to clean, makes life easier, energy efficient, saves time

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WORKS FOR ME

A

INTRIGUE

INTERACTIVE DISPLAY Create Your Own Suite Create a customization wall with sliding tablet that allows shoppers to build and customize their own suites, one appliance at a time.

• A few feet in front of the galley-kitchen display wall, a tablet sits on rails.

• Shoppers move it down the line one appliance at a time, selecting the style and features they want.

• They can learn about each feature as they go before adding it.

• When they’re finished, they can save and share the appliances they’ve created.

Lead Demand Driver: - Boosts Feelings of Independence & Empowerment 35

SHOPPER DIRECTION

worksheet 36

SHOPPER DIRECTIONS

INNOVATIONS BUILT FOR

Every day

Every day brings a new adventure to life at home. Some days, our optimistic providers eke out a win by the skin of their teeth. Other days can feel like one long victory lap. No matter what their days bring, Frigidaire appliances are built with innovations to help shoppers take it on. That’s because our innovations are engineered to make life work in the time they’ve got, and give them plenty back for the things they love. Our in-store experience will reflect how our innovations empower wins no matter what the day brings.

‣

Presents innovations as the perfect tools for feeding your family around life’s unpredictable nature

‣

Builds shopper confidence by showing how appliances perform under pressures of everyday life

‣

Showcases moments made possible by appliance innovations

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TierB 38

INNOVATIONS BUILT FOR EVERY DAY

B

INTRIGUE

FOUR-SIDED FREESTANDING DISPLAY

Shoppable from every side, this spotlights each appliance by presenting innovations as key to thriving in daily life.

Lead Demand Drivers (cooking): - Easy to clean

- Saves time

- Makes my life easier Facilitates entertaining

39 - Energy efficient - Enhances productivity & quality of life

B

INNOVATIONS BUILT FOR EVERY DAY

INTRIGUE

EVERYDAY RANDOMIZER ENDCAP DISPLAY Interactive screen matches lighthearted, everyday challenges with solutions made possible by our innovations.

Lead Demand Drivers: - Saves time

- Easy to clean

- Boosts feelings of Independence and Empowerment

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B

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

DIMENSIONAL EXTERIOR INDUCTION POP

Dimensional POP brings easy-to-clean benefit to life in attention-getting way

Lead Demand Drivers: - Easy to keep clean

- Enhances Productivity and quality of life

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B

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

INTERIOR POP

Lead Demand Drivers: - Facilitates entertaining

- Enhances Productivity and quality of life

- Inspires & Enables Healthy Living

- Boosts feelings of Independence & Empowerment

Art demonstrates how innovation works while down-to-earth language makes tech feel accessible for everyday use.

42

B

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

HOT SPOT POP

Takes hot spots onto the aisle to show how our innovations help win the day

Lead Demand Drivers: - Easy to clean

- Makes life easier

43

B

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

STEP UP

Tabbed flip-book lets shoppers upgrade by features they care about.

Features Gallery models so placement on Base models encourages trade-up.

Lead Demand Drivers: - Facilitates entertaining

- Boosts Feelings of Independence and Empowerment

- Make better food choices

44

INNOVATIONS BUILT FOR EVERY DAY

B

COMMIT

PRICE CARD

45

TierC 46

C

INNOVATIONS BUILT FOR EVERY DAY

INTRIGUE

EVERYDAY RANDOMIZER ENDCAP DISPLAY Interactive screen matches lighthearted, everyday challenges with solutions made possible by our innovations.

Lead Demand Drivers: - Saves time

- Easy to clean

- Boosts feelings of Independence and Empowerment

47

C

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

DIMENSIONAL EXTERIOR INDUCTION POP

Dimensional POP brings easy-to-clean benefit to life in attention-getting way

Lead Demand Drivers: - Easy to keep clean

- Enhances Productivity and quality of life

48

C

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

INTERIOR POP

Lead Demand Drivers: - Facilitates entertaining

- Enhances Productivity and quality of life

- Inspires & Enables Healthy Living

- Boosts feelings of Independence & Empowerment

Art demonstrates how innovation works while down-to-earth language makes tech feel accessible for everyday use.

49

C

INNOVATIONS BUILT FOR EVERY DAY

EVALUATE

HOT SPOT POP

Takes hot spots onto the aisle to show how our innovations help win the day

Lead Demand Drivers: - Easy to clean

- Makes life easier

50

INNOVATIONS BUILT FOR EVERY DAY

C

COMMIT

PRICE CARD

51

TierA 52

INNOVATIONS BUILT FOR EVERY DAY

A

INTRIGUE

SHOWROOM & ENDCAPS

Features with Purpose After all the R&D that Frigidaire puts into our practical innovations, it’s a shame they’re stuck behind appliance doors and inside walls! Let’s shine a spotlight on them to bring their benefits to life in larger-than-life ways.

• We’ll create sections of kitchens (appliance with cabinetry & countertops) then merchandise them by telling stories of the innovations and how they help shoppers win every day.

• Additional appliances with these innovations could be included in a secondary manner for consideration.

• These sectional vignettes can be grouped in showroom settings or can serve as end-cap displays at the head of a Frigidaire aisle for the category.

Lead Demand Drivers - Increases Happiness & Gratitude

- Does Job Well

- Enhances Productivity and quality of life

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SHOPPER DIRECTION

worksheet 54

SHOPPER DIRECTIONS

FOR

Real

We make real appliances for real families. But, in most stores, shopping experiences couldn’t feel more manufactured: endless rows of appliances, sterile kitchenettes, pixel-perfect photography. It’s time to make our appliances, and shopping for them, feel real by humanizing real benefits through real recipes, real reviews, real families’ kitchen experiences. This will narrow the gap between shopping and owning and make it really easy for shoppers to bring Frigidaire home.

FAMILIES ‣

Brings genuine Optimistic Providers into retail

‣

Humanizes our appliances by being authentic about how real families use them

‣

Shows appliance benefits through the lens of everyday wins

‣

Reinforces how all our appliance innovations serve a real purpose

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TierB 56

FOR REAL FAMILIES

B

INTRIGUE

FAMILY KITCHEN VIGNETTE DISPLAY

57

FOR REAL FAMILIES

B

INTRIGUE

FAMILY KITCHEN VIGNETTE DISPLAY

Real kitchen display helps shoppers visualize our appliances in their homes. Understated merchandising positions benefits in terms of real family life.

Lead Demand Drivers: - Brand Reputation and Association

- Fridge: easy to clean, ambiance, makes life easier

- Cooktop: easy to clean, saves time, peace of mind

- Oven: saves time, supports entertaining

- Dish: saves time, makes life easier

58

B

FOR REAL FAMILIES

INTRIGUE

INDUCTION VIDEO ENDCAP DISPLAY

Teresa Maher Newport, OR

June McNally Springfield, MO

“Nothing bur ns on my induction cooktop, so

Create a content-rich destination for shoppers to lear n about all things induction, shared as real people’s experiences, real reviews, and opportunities to lear n how it really works.

it’s always easy to clean.”

Jessica Orin Detroit, MI

Angela Jones San Jose, CA

Lead Demand Drivers: - Supports entertaining

- Easy to clean

- Energy efficient

- Makes my life easier

- Boosts feelings of independence and empowerment

59

B

FOR REAL FAMILIES

EVALUATE

EXTERIOR POP

Pretends to take a live look in on fajita night to show a family’s making dinner on their cooktop, calling out benefits in real terms.

.

Lead Demand Drivers: - Facilitates entertaining

- Easy to clean

- Energy efficient

- Makes my life easier

- Boosts feelings of independence and empowerment

60

B

FOR REAL FAMILIES

EVALUATE

INTERIOR POP

.

Grounds benefits in context of family life at home. Pin code takes shoppers to Frigidaire Pinterest Board with fun info about the Temp Probe.

Lead Demand Drivers - Facilitates entertaining

- Makes better food choices

- Makes life easier

- Gives peace of mind

61

B

FOR REAL FAMILIES

EVALUATE

REVIEW/TESTIMONIAL POP Help nudge shoppers across the checkout line with peer and expert opinions.

Video POP shows in-home reviews and testimonials from real Frigidaire owners

E-reader style display cycles through real reviews from Frigidaire.com

Small monitor cycles through 3rd party reviews

Lead Demand Driver: - Brand Reputation

62

FOR REAL FAMILIES

STEP UP

Appliance catalog takes a lifestyle approach to appliances by intertwining shoppers’ stories with appliance features and their real-life benefits.

Lead Demand Drivers: - Adds sense of peace & security

- Promotes Satisfaction & Sense of Accomplishment

- Brand Reputation

B

EVALUATE

63

B

FOR REAL FAMILIES

EVALUATE

STEP UP

Catalog sections can be trimmed down for on-aisle step-up.

Lead Demand Drivers - Boosts Independence & Empowerment

- Facilitates entertaining

64

FOR REAL FAMILIES

B

COMMIT

PRICE CARD

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TierC 66

C

FOR REAL FAMILIES

INTRIGUE

INDUCTION VIDEO ENDCAP DISPLAY

Teresa Maher Newport, OR

June McNally Springfield, MO

“Nothing bur ns on my induction cooktop, so

Create a content-rich destination for shoppers to lear n about all things induction, shared as real people’s experiences, real reviews, and opportunities to lear n how it really works.

it’s always easy to clean.”

Jessica Orin Detroit, MI

Angela Jones San Jose, CA

Lead Demand Drivers: - Supports entertaining

- Easy to clean

- Energy efficient

- Makes my life easier

- Boosts feelings of independence and empowerment

67

C

FOR REAL FAMILIES

EVALUATE

EXTERIOR POP

Pretends to take a live look in on fajita night to show a family’s making dinner on their cooktop, calling out benefits in real terms.

.

Lead Demand Drivers: - Facilitates entertaining

- Easy to clean

- Energy efficient

- Makes my life easier

- Boosts feelings of independence and empowerment

68

C

FOR REAL FAMILIES

EVALUATE

INTERIOR POP

.

Grounds benefits in context of family life at home. Pin code takes shoppers to Frigidaire Pinterest Board with fun info about the Temp Probe.

Lead Demand Drivers - Facilitates entertaining

- Makes better food choices

- Makes life easier

- Gives peace of mind

69

C

FOR REAL FAMILIES

EVALUATE

STEP UP

Catalog sections can be trimmed down for on-aisle step-up.

Lead Demand Drivers - Boosts Independence & Empowerment

- Facilitates entertaining

70

FOR REAL FAMILIES

C

COMMIT

PRICE CARD

71

TierA 72

FOR REAL FAMILIES

A

INTRIGUE

STORE-WITHIN-A-STORE

Day in the Real Life Walking into showrooms can feel like stumbling into a museum where shoppers afraid to touch anything. That’s why Frigidaire is creating real sub-brand kitchens, so shoppers feel like they’re popping into their neighbors and are comfortable exploring.

• Beyond counter-tops and backsplashes, kitchens are staged and merchandised in a way that leans into real life use and benefits.

• To guide shoppers’ experiences, we’ll employ virtual hostesses to walk them through their respective sub-brand kitchens, or speak to specific appliances—with real family life playing out around them.

• In addition to (or instead of!)

- Individual screens within sub-brand kitchens could deliver real testimonials from real owners - Hot spots on appliances launch videos where our hostesses demonstrate the features in a real family environment.

Lead Demand Driver: - Made with family needs in mind

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NEXT

steps 74

THANK YOU