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Omni Channel - Project

Spruce and Pine is opening a physical retail store in Toronto and aims to increase foot traffic and sales by 15% in the next quarter. They will target millennials, who make up 25% of Canada's population, through social media and influencer marketing to drive people to the new store. The company built its reputation on sustainable fashion and reducing environmental waste, which could attract new customers beyond just millennials. Research shows 80% of Spruce and Pine's existing online customers prefer shopping in physical stores. The goal is to convert these existing online customers who are mainly millennials and young professionals into visitors of the new Toronto location.

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Lill Tuazon
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45 views

Omni Channel - Project

Spruce and Pine is opening a physical retail store in Toronto and aims to increase foot traffic and sales by 15% in the next quarter. They will target millennials, who make up 25% of Canada's population, through social media and influencer marketing to drive people to the new store. The company built its reputation on sustainable fashion and reducing environmental waste, which could attract new customers beyond just millennials. Research shows 80% of Spruce and Pine's existing online customers prefer shopping in physical stores. The goal is to convert these existing online customers who are mainly millennials and young professionals into visitors of the new Toronto location.

Uploaded by

Lill Tuazon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Executive Summary

Spruce and Pine is currently challenged as to how to increase the foot traffic of their physical store that
will be opening in Toronto. Currently, the company is using their customer relationship management
technology and digital tools to further study their current market and to understand them more. Their
plan in opening a retail store across Canada has made their marketing team more challenged as to how
to spread brand awareness and invite more people to visit the store. With the Opportunity of choosing
the millennials as their target audience and with the population rate of 25% in Canada, it can address
the company’s challenge. The objective of the company is to increase the foot traffic and convert it to
sales by at least 15% in the next quarter. In order to achieve this, several channels and tactics will be
used. Together with this, certain metrics would be used to measure the success in reaching the overall
objective of the company.

Overview

Since Spruce + Pine started as an e-commerce business, the use of social media specifically Instagram
and Facebook together with referrals such as blog posts by famous influencers are utilized in order to
reach out to more potential customers and to spread awareness. Millennials being born in a digital era
are more inclined in using technology more because of its convenience and efficiency. But more than
that, they also want to go out more and experience things in a different manner.

Objective

Spruce and Pine will be opening their physical store in Toronto. With this, their main objective is to
invite millennials to visit their retail store in order to increase foot traffic and sales in the next quarter by
at least 15%. Ideally, the millennials are there existing online consumers who were invited to visit their
retail store in Toronto.

Opportunity

With Spruce and Pine’s built reputation on creating exceptional experiences for their customers and
having an edge in promoting environmentally conscious clothing, this can attract and increase potential
new customers to their store not limiting to millennials. This could also lead to increase in brand
awareness since they also have an advocacy in reducing the waste in the environment. Additionally, as
they did a research, 80% of Spruce + Pine customers prefer to visit a physical store rather than buying it
online. Overall, there is a high chance of foot traffic and increase in sales in their Toronto retail store.

Target Audience

Currently, the audience of the company are online shoppers which are expected to be their walk-in
customers for the opening of their physical store. These are mainly millennials born between 1981-
2000. This extends to young professionals, young families, college students, etc. Being born in a digital
era is a norm to the millennials which is nothing new. Studies say that millennials “value the physical and
have a desire for real experience”.

Persona

Channels
The goals of each tactic is to have higher likes/shares, increase in organic listing and higher use of
coupon and discount codes in each channel listed above. The more shares/likes and usage of codes and
the higher rank in the organic search shows the effectiveness of the channels used. Additionally, this
displays interest of existing and potential consumers to purchase.
Customer Journey Map

Timeline
Budget

Conclusion

Overall, it is important to keep track with the purchasing behavior and attitude of existing and new
consumers to know how to approach them and what effective tactic to use in order for them to
successfully complete a transaction. Customer journey maps and persona can help Spruce + Pine find
and address the gaps in order to increase foot traffic and sales in the physical store. Additionally,
focusing on millennials as a target market and a priority may limit the flow of foot traffic in the store if
not considered.

References

Growing e-commerce in Canada. (n.d.). Canada.

Ieroncig, A. (n.d.). Marketing to Millennials What you need to know.

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