Apr SHANGHAI WEST BANK RUN BASE
1st brand Innovation 365 days Multi -function CRM/credit program All runner & All products * Consumer * Media * Corporate * key customer * Daily service; * weekly clinics; * Big scale events; Online interaction eComm
build adidas running visibility & credibility OBJECTIVES Apr SHANGHAI WEST BANK RUN BASE
WHAT MAKE RUNBASE SUCCESS Apr SHANGHAI WEST BANK RUN BASE -Cool visibility & Innovated experience -High standard service -Maintain high standard service (staffing)
KPI SHANGHAI WEST BANK RUN BASE Apr -Total traffic: 40,000 runners/year -Foot scan: 15,000 runners -Shoes trial-on: 12,000 runners -Shoes rental: 6,000 runners -Clinic & event participant: 6,500 runners -Average “step-over” time: 12 mins/ person In remaining 9 months:
-Natural traffic @ west bank: 100,000 runners/year -SH marathon data base: 50,000 runners -Local partner running clubs: 5,000 -adiclub -adidas running we-chat -Key customers SHANGHAI WEST BANK RUN BASE WHERE RUNNERS COME FROM ? Apr
PHASE SHANGHAI WEST BANK RUN BASE Apr Phase I: establish runbase & activation ( Apr, 2015 ～) Phase II: extend brand exposure along the track ( 2nd half year 2015 ～)
Apr SHANGHAI WEST BANK RUN BASE OVERVIEW
9 Floor plan – total 180 m 2 product Lab box Service box Restroom Coin locker
Apr SHANGHAI WEST BANK RUN BASE BOX I (BOOST LAB) : OVERVIEW
Running family cluster
Boost tech content
Starter runner regular runner race runner
Key products display area Foot scan
Key products trial-on area
Boost motion sensor
Visit Foot scan Recommend & Put on shoes Experience interaction On treadmill E- catalog E- Purchase On Tmall Register to Be a member Credit program Apr SHANGHAI WEST BANK RUN BASE RUNNERS’ EXPERIENCE JOURNEY Coupon to CFS/B.C
Apr SHANGHAI WEST BANK RUN BASE “RIGHT SHOES FOR YOU” E catalog & E comms
Apr SHANGHAI WEST BANK RUN BASE BOX II (SERVICE) : OVERVIEW
Fitting room x 3
APP showcase (articles WIP)
Rental area
•Running activation calendar •Members photo wall & Memo wall
Apr SHANGHAI WEST BANK RUN BASE BOX II : SERVICE FLOW Check in storage Shoes Rental Check out after run Collect credit Relax & social
Apr SHANGHAI WEST BANK RUN BASE BOX III (SOCIAL & RELAX): OVERVIEW
Box III — 边桌画面 WIP
Marathon Wall
Fun Menu: all drinks are named by “Boost / energy / marathon ”
Rest rooms
Outside coin lockers for all runners Encouraging words pasted inside of each box
流动服务站
Oct Apr Mar Sept Aug June July May Nov Weekly thematic clinics Highlight event Daily service Dec Boost & SH marathon event 2016.1.1 New year run Jan Run for love Training & Women’s activities synergy Apr- Nov: Mon – Fri: 16:00-21:00 Sat & Sun: 8:00-21:00 – average traffic 200 ppl/ day Dec – Mar: Mon – Fri: 14:00-18:00 Sat & Sun: 9:00-18:00 – average traffic 80 ppl/ day Apr – Dec, every Sat 15:00-17:00 50,000 runners 5,500 runners The...
