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Retail Refresh
Brand Strategist
*A sample of the work completed for my independent study, a semester-long capstone project conducted for a client. I was responsible for securing a client and working with them to solve a business problem. The final deliverable was a presentation of my strategic recommendations to Old Navy's brand team.
Challenge
Build brand love with customers by injecting Old Navy’s signature 'fun' into the in-store experience.
My Role:
Consumer journey mapping
Tactical recommendations
Retail experience analysis
Recollective focus group
Deck narrative & design
Stakeholder Interviews
Competitive analysis
Marketing strategy
Social listening
ROI Analysis
Brand audit
Survey
Situation
With foot traffic declining in retail stores, Old Navy wants to ensure it remains a destination.
Tension
The brand has become too heavily dependent upon messaging around discounting, as opposed to bigger picture brand messaging. As a result, the current store experience is not meeting the expectations of shoppers.
Insight
The brand's 'fun' mission and purpose is not translating well into the store experience.
Opportunity
Fun is an outcome of play, and people are craving playful experiences. There is currently a lack of consistency in playful retail experiences. Old Navy has the opportunity to make playful experiences accessible.
Strategy
Integrate evergreen play into Old Navy’s stores to form deeper connections with shoppers and ignite the magic of fun.
Discovery
Trial
Purchase
BROWSING
FITTING ROOMS
CHECKOUT
Play Until You Pay
Surprise Bags
Receipt Riddles
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