The document outlines research conducted with University of Richmond female students to understand how to increase traffic to the Clementine clothing store located off-campus. It identifies the "UR bubble" and competitive landscape, and profiles three persona types - "Style over labels", "Labels to fit in", and "Labels to impress" - to understand how Clementine can meet their needs. Tactics proposed include connecting to UR events, improving the website and in-store environment, and providing incentives for students to visit when near the store.

1. blake • justin • katie • kelly • neil

2. Challenge
Increase store traffic by getting
UR girls to visit Clementine

3. Research
Dropped in on Clementine and the
competition
One-on-one and group interviews
over lunch
Library raid to survey 77 UR girls

4. University of Richmond
1,395 female students, 85% out of state
“Most everyone is on meal plans so it gives
us less of a reason to leave campus.”
“There is nothing around us but
neighborhoods.”

5. “The Bubble”
“UR is self-contained. There is not much communication with
the community outside of the bubble.”

6. Target Audience
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7. Competitive Landscape
Short VA Center
Pump Commons
Regency
Carytown
Stony
Point

8. Carytown vs. Short Pump
“Carytown has an artsy
“It has all my major stores.”
feel. It’s a great place to
experience Richmond
culture.”

10. Clementine
Hand picked
Boutique
“I love stopping in; the
clothes are very interesting
and cute.”
“It’s in a unique setting and
has a good clothing
selection.”

11. Opportunity!
After hearing about Clementine 77%
of survey respondents would be
willing to shop there.

12. Clementine is a different
shopping experience.

13. UR Shopper Personas
Style over labels
Labels to fit in
Labels to impress

14. Liz: Style over labels
Searching for a look, not a
brand
Value conscious, loves a
bargain
Spends her own money
Her brands: Forever 21, H&M,
Target

15. Jennifer: Labels to fit in
Wears recognized brands
Fashion conformist
Mostly spends her money, but
get help from her parents
occasionally
Her brands: J. Crew, American
Eagle, Urban Outfitters

16. Chloe: Labels to impress
Labels are important status
symbol
Shops for unique items
Spends parents’ money
Her brands: Milly, BCBG,
Citizens for Humanity, Seven,
Ella Moss

17. What Clementine can offer
Liz: Fashionable & inexpensive items
Jennifer: The brands she already buys
for less
Chloe: Unique items & designer labels

18. A personal touch on your
shopping experience

19. Tactics
Connect to UR events
Build on the website
In-store environment

20. Proclamation Night

21. Game Day in Carytown
While they’re in
the neighborhood,
make it worth
their while.

22. Exam Week
Hand out “good luck”
clementines in the
s!
student commons
exam
on e you
uck se
d l ve to eave
o o
Go l
’ l
ed re you k.
W fo a
be or bre
f

23. Bellis Fest
On-campus festival April
16-18 2009
Yearly tradition that
celebrates the women of
Westhampton College
Vendors set up stands:
Opportunity!

24. Build on Website
Email newsletter and blog
Outfit of the month
Expand on About Us and Brands
Carried

25. In-Store Environment
Customer Service
Sandwich Board
Music

26. Recap
Building a bridge from the bubble
to Clementine
Offering incentives to come into
the store
Showing that Clementine “gets” the
UR student lifestyle

27. Thank you!
blake • justin • katie • kelly • neil

28. Photos from the presentation
Situation: our client was pregnant, so we changed the environment to help her feel more
comfortable, while adding a personal touch (our presentation theme).