Mosaic of notes from the learning trip

Visual table summary of intuitive way of organizing some notes and materials during studies. Saki

Christmas FlashMob

Bonjour,

It is gonna be different, it is gonna be red and white, it is gonna be cosy and familiar -> Christmas FlashMob.

To succeed, we need to involved people, making them motivate.

How can we do that?

- Involved them, for instance teaching them the dance
- Create something unique -> Christmas FlashMob is not usual
- Bring people smiling, smile is contagious and give you envy to participate
- Doing an event well organized
- Keep the social networks updated
- Help people if they have question
- Offer some gifts for people who participate
- Convince our friends
- Give a feedback after the event -> Prepare a good video and put it on social medias.

If the FlashMob works good, people will share it because they will be proud of that.

Even if we have new team, I count on my last team to be united and promote this event.
Now we can not go back, we are on our way and we need to do it well.

#KeepSmiling #KeepMotivating #KeepLearning #KeepCreating #LeanInno #WorkInProgress

Au revoir

Thomas

Summarising W personnel motivation plan to increase and make better customer service spirit

When we feel confident and positive, we very often show and spread good energy to our surroundings. This is very important when working in customer service and sales environment such as department store is. Book that I read (Yhdessä menestymisen taito -Art of succeeding together by Kari Helin) give some ideas for example about motivating, planning things together and how important is constructive feedback. As a summary I feel that there are more things to think about and book motivated me well to learn more :)

Here ideas, that keeps coming up, the list is not complete, it has evolved during the course, it can be a guideline where the store can focus. They are also some of the main elements that customers appreciate according to our findings:

- Warmth during all phases and processes inside and outside the department store
- Customers expect smile, friendliness and happiness from all personnel
- Fulfilling a customers need under one roof is one of department stores essential reasons
- Create a long lasting good memory and build a bond to customers
- Professionalism, product knowledge and good customer service skills

What to do better?
- Dedication to serve better
- More smile and 100 % attendance to customers
- Exceed customers expectations
- More active personnel and happy selling
- More inspiring and even better working environment

STRENGTH COMES FROM OUR DIFFERENCE AND TEAM WORK

How to motivate?
- Find out motivation factors inside personnel
- Use DISC analyses to learn to work better in the team and find best suited positions for each, to teach people to understand their differencies in order to build better performance from mixing different personalities
- Use rewarding and reward people always honestly and fairly
- Management is an example that all personnel will follow, power of good and bad examples!
- Regular training and motivation hours organized inside the personnel to build team spirit also

These will help our lifes so that it is not like this, at least not towards customers ;)

But more like this to build strength and unity :)

Saki

New groups etc

Hi, long time no see! Since last time we had to change groups, which I found a bit odd at such a late moment of this course. We have already submitted an idea to the department store from our group, no answer still though. I also noticed that the new Innotaan group is moving forward with the Flshmob idea that we came up with duing last camp. Awesome! I think it's gonna be a really funny and nice event for both the participants and the "audience". The department store is already decorated in Christmas style so the flash mob will fit in just perfectly :). Not that much more thoughts at this moment!

//Sarina

Power of smiling in customer interaction

Yesterday we formed our new team SPIRITEAM with Thomas, Aymeric, Laura and Visa to continue the project. We had a relaxed and smiling afternoon discussions in the Cafe area after re-grouping.

In the evening I started to think about inner motivation factors and power of happiness as those are important elements in life, also when working individually and in the team. There are books about the team work and making things together, like Yhdessä menestymisen taito (Art of succeeding together) by Kari Helin, just starting to read that.

I love reading books, exploring data and as a result found something relevant concerning the project that I want to share. When reading about Sinek Simon and Why queston from the internet, there was a good video from speech of Ron Gutman and The hidden power of smiling. Here link to that: http://www.ted.com/playlists/4/what_makes_you_happy. There are also many other good pitches from different speakers, that might motivate us as, help us all working together and in this Project.

When thinking about creating a positive and inspirational environment inside W, these videos can be used to develop and plan a better long term leadership and personnel management culture anywhere. To build a smiling and motivated customer service mindset, the store can truly make miracles when boosting their sales and building a bond to customers. They can improve also everybodys confidence and motivate personnel inside the shop. This will expand wellbeing to the customers and eventually create our citycenter more emotionally alluring area to spend time and shop. To change mindset to smiling one really helps :)

Have a good weekend and let's continue learning. Saki

Thinking about Social media marketing and especially Blogging

There are several ways to do cost efficient social media marketing. One way is writing a blog. In blogs there are many issues that should be considered when operating them well. I try to summarize some simple thoughts, findings about blog as a marketing channel as Blog is quite popular at the moment:

BLOG
- Content is more important than outlook, you can of course play with the looks, but content matters
- Writing should be interested and answer to readers needs, not to just praise products or services
- Should be two ways channel in interaction, if it is only used to writers messaging and one way communication, it does not get the interest that it could and interaction don't really happen then
- Spread information about your blog, get attention to it through all social media networking channels
- Tittles are important, make them interesting, so people will read your writings, don't write too long
- Be open and direct, keep yourself updated in time, use humor and be yourself, don't pretend
- Be open to criticism and allow comments, write about things that you know and be interesting
- It's same as writing books, good writer will hook the readers to the contect and readers will espect more, with time they become fans and followers..
- Don't give up :)

Blogging for example about shopping, trends, consuming, urban lifestyle and fashion are nowadays very common, especially among younger women. W can use this to link both bloggers and blog readers to their services. In writing good and popular blogs, any people, not just marketing and lifestyle professionals, can emotionally create relationships and quickly attract many social media using people. Dept store can reach especially those young who otherwise would buy from other sources.

Some of the above ideas are from the interesting book called Netti mullistaa markkinoinnin writen by Jari Juslén. I think that in W case, it is important to first get potential customers attention and spread idea about W as a good place to shop, to do Christmas shopping under one roof and get consumers to know the offering. Only after those first steps they can start to consider W as one of the place to shop and then they might become customers. As already earlier figured out during our reseach, raising positive emotions and be inspirational environment, in all areas of interaction are big parts of this attraction increasing process.
Saki

Marketing channels

I was thinking about our idea to do the Flashmob in the department store and I asked around a little bit what people thought about the idea. Most people I asked were young, under 30 years old, and they all said that they think it's a good idea. Many pointed out that it's different and that it's something lively and funny that a lot of people can take part of.

I also googled around to look for marketing channels that are popular at the moment in marketing, and what really works. I found some interesting websites listing the top marketing channels 2014 etc. These were two of the pages I looked at:

- http://blog.sumall.com/journal/top-6-online-marketing-trends-pay-attention-2014.html

- http://www.colourmyincome.com/2014/top-marketing-channels-in-2014/

I've noticed that no matter where you look for information about modern marketing social media always comes up. That's also one reason why I think that if we plan the Flashmob well and people actually participate, it can be a really good source of marketing for the department store. Posting the video on social media, for example Facebook and Instagram, would make a lot of younger people see it and hopefully share it too on their profiles.

Doing this right before Christmas could remind people that this department store exists and that you can get a lot of different products from there so you don't have to run around in many different stores. One issue now is that people don't really think of this department store in particular when they are shopping, and that's why they don't go there. I think the Flashmob could solve this problem, at least for a while some other more long term solutions can step in.

Making the Flashmob a success requires that we put a lot of work in planning it so that it looks good and people think it's funny and therefore will share it on social media and talk about it with their friends and family.

/Mary

Some books and post-camp feelings

Hola! We are now home (or have been for 2 days) from the 3 days long camp in Heinänokka, Turku. This camp was also very intense with long days with a lot of work. We had plenty of ideas but still the real and true innovation part might have been missing a tiny bit in my opinion, even though the outcome of the camp was some really good and needed solutions for the department store. I have had some frustrating moments throughout the course which had been a bit scary, because it is really so much unlike me! But what I have realized now after being on this course for about 2 months, is that I have learned very much even though this process had been very confusing at times. I have learned to work in chaotic situations, to work with a large group despite cultural crashes and comminication problems and to really push myself to the limit in certain situations even if it has felt hard at times. 

Even though the outcome of this camp was not THAT much different than from earlier on, we did come up with one funny idea which could really work to reach out to a larger audience if it is well executed: a flash mob!! :D more about that later if we get green light and are able to put our idea into action.

Last but not least, a few books that I have read during the last week! //Sarina

Some ideas during and after 2nd Innocamp

Good and peaceful camp is over. Here some ideas and thoughts from the camp that I did not put to our blog yet.

MODERN  DEPT STORE VISION that was visualized by Saki and Émeline in the camp yesterday

 HIGH CLASS AND EXCLUSIVE FEELING, this already exist but not yet everywhere

 ASIAN AND FUSION ATMOSPHERE, as this century will be strongly influenced by Asia, it should be taken into account

 WARM, DESIGNED AND INVITING COLOURS, to make emotional, sensing and warm feeling

SCANDINAVIAN AND OPEN FEELING, to appreciate tradition, history, central location and modern design

POSSIBLE AND MORE THAN POSSIBLE FUTURE MEGATRENDS, which not all are directly dept store related, but should be remembered and given a thought when thinking about the mission :)

    ECOLOGY. DEEPENING GLOBALISATION, INDIVIDUALISM, NETWORKING AND HEALTH

BIODIVERSITY, HIGHER VALUES, ENVIRONMENT & SUSTAINABILITY, VEGETARIAN DIETS, SUPERFOOD, COLLECTIVITY, ELITISM, FRESH AIR, NATURE, BIO- & NANOTECHNOLOGY, URBANIZATION
SOCIAL RESPONSIBILITY, NEW TECH RELATED WAYS TO INTERACT, GROWING APPRECIATION TOWARDS LAND AND SEA MASSES

CURRENT SITUATION VALUEMATCHING PICTURES FOUND AFTER DIALOGUE WALK

 TRENDY FITNESS SPORT PEOPLE AND LADIES 40+ = GOOD TO EXCELLENT

 WORKING MEN =  EXCELLENT

DEPT STORE + STUDENTS = ? ... Make the short term plan to match the needs and values...

We did made a longer presentation and planning quite a bit already before the camp, but during the camp I feel that we went back to basics, tried to find focus, still throwing ideas to the air, brainstorming and catching some of ideas and connecting them. Some ideas went to the thrash bag, but some were simplified and new short term solutions were planned.

Personally I did not noticed before pitching yesterday that having a young, fresh, smiling and handsome men to serve women in the ground floor might not be so good idea, as it might distract some of the existing customers as usually men don't know so much about the cosmetics and women's fashion and clothing. Men can attract possibly students, girls and young women 20+ more, but do they make them buy and what about the other customers? This we should maybe have noticed before pitching, but I feel that it was good to say that particular pop up idea also, as sometimes you need to play with an idea for a while before noticing all connection points. I feel personally after this morning that it's especially important to evaluate and analyze W success factors and challenges more and of course use available data more in planning. I also see that there is so much more to learn and it's not possible to forecast happening in the future. Seeing and sensing this gives more energy and helps me in understanding, not in just this very interesting project and course, but in everything.

Otto did a new and different, simple and original summary of our ideas with program Prezi, he went today to represent our international Innotaan team and present our solutions it to the W director. For me it was fascinating and new thing to see this program in use instead of usual PowerPoint. I like this. https://prezi.com/jhnqwrfj0dsc/sokos-wiklund/?utm_campaign=share&utm_medium=copy .  Let's see what will be dept store directors reaction to our proposals for the energizing ideas of Flashmob awaken, coreography modeled and developed under Thomas and Aymeric. It's a team spirit and inspiring new way to both raise the young customers awareness, interact in social media and also to raise enthusiasm level of shop personnel. Make all share the good feeling, participate in common experience and share it in social media, to make viral marketing! 

From other teams I feel that I learned a lot also, it felt especially good that some were concentrating to ECO solutions as I think that sustainability, downshifting in material consuming and nature friendliness are all the time becoming more and more important elements in our global world. They are already trend but not for all as some are more idealistic, some more materialistic in their consuming and lifestyle ways. But those are possible megatrends and there is a lot of good in them.

That was a short summary after our camp. Have a great weekend, relax, enjoy & see You next week!
Saki

Short and long term solutions, keeping them simple :)

Christmas flashmob

                                                                    PREPLANNING :)

Morning planning and throwing ideas at the camp

We started the 2nd Innocamp yesterday, had a good balanced start. During the night we slept well.
Our team has been thinking mostly short term solutions towards 'Student customer persona' here as we kind of figured out quite a bit already before the camp about important things concerning the long term approaches using NABC.

Now we are with Thomas being a main planner, blueprinting a Flashmob event for dept. store. It is something totally new and would spread happy, positive, emotional and inspirational feelings. To participate the shop personnel would be important, so that also the team spirit, we together feeling will grow as a result.

Marketing channels has been one important area where we have been concentrating during short term solution, as it would bring results quickly without drastic and costly changes inside the dept. store.

For example Facebook, Instragram, Twitter, videos, photo competitions online and social happening would be main elements in social media together with low-cost querrilla marketing towards Students.

We will be posting more news, pictures and ideas later on - keep on inspiring and energy flowing :)

Deep reflexion for young customers

CUSTOMER NEEDS :

Our target : Students - Urban customer - Between 16 and 25 years old - Vulnerable - Developing with the society  

Price - Quality - Novelty - Unique - Genuine - Welcoming - Original - Full aisle - Fast - With advice from the seller - Internet Website constantly updated - Smartphone application - Recognition - Atmosphere - Events - Animations

PROBLEM/SOLUTIONS FOR EACH GROUPS:

PROBLEM : 

- Young people are not in highlight 

- They don't want to enter because the image of the brand is old and there is not a big billposting for the brand

- Not according to the young' needs

- There is not program dedicate for young

- They are less money than parents because they don't already have a situation

SOLUTIONS :

- Privates sales for them

- Royalty program consecrate for them

- Association with famous' shops (Burger King-Cinema...)

- Animations : Fashion show, make up for girls, magician for boys

Consequently, they can try products and then buy them.

- Promotion area in highlight 

- Do promotion in universities and libraries 

- Be present on social network

- Offer coupon for customer's birthday

- Coffee/Bar trendy

- Reassure them with marketing campaign

PROPOSED FUNNELS FOR MARKETING

We have to know who they are, what they do, why they buy, when they buy, how they buy, how much money they have, what makes them feel good about buying, what they expect of Sokos, what they think about Sokos, what they think about our competitors.

To know that, we have keep in touch with these young customers. It's quite simple, young people use to use internet, we can create a convey and propose them. It's quick to do, and we can do an relevant analysis about their answers. We just have to send it by email and thanks to that we know more them. We can offer some gifts to motivate them to fill the questionnaire.

First we have to know them, after we have to do promotion of our concept in socials networks (Facebook-Twitter and finish socials networks) and when we are operational in ours socials networks pages we can begin to do some animations. It's important to begin this when we are already famous and prepared, it permit to reach more customers.

Then we can create a climate of confidence and convey messages about the activities we develop for this category of customer. They will fell involved.

BENEFITS OF THE SOLUTIONS (for customers)

- Privates sales for them : For this point the customers will to be glad because it’s just organize for them, what give him more importance. As a result, usually they didn’t consume some stuff but with this privates sales, they will go to buy more and a new things that before, they couldn’t buy themselves.

- Royalty program consecrate for them : If the young people have royalty program (for instance a card to accumulate points with every purchase).

- Association with famous' shops (Burger King-Cinema- Bowling...): Nowadays, we know that what is the place where the young peoples are going : fast food, cinema, bowling…What’s why, we think about it’s a very good idea to create a partnership with the famous ‘shops in order to attract with clientele. For instance, when a customer buy something in Sokos (from 50€), he benefits to a second hamburger, but he can choice just between 3 hamburgers (for the fast-food). For the cinema, the customer can benefits 10% discount price of the place of cinema. We think it’s the best idea in order to attract the young peoples but we can imagine this great campaign for a short-term. What’s more for the young people, they want to but something because it will need themselves, they have a promotion.

- Animations: Fashion show, make up for girls, magician for boys

Consequently, they can try products and then buy them : All the activities proposed by Sokos have to be original and innovative. If Sokos organize sometimes a fashion show or a magician, we are sure that with a little advertising, many guys come in these events because this is not normally in this area (none of the competitors do the same). The goals are to push the new and the old customers to buy the new clothes presented during the fashion show or to consume anything in Sokos because when the customer is inside the shop, Sokos have to stimulate the desire to consume.

- Promotion area in highlight : If Sokos install more promotion in order to help the young people to find the diferent aisle and products, the target want to come back next time because, they spend less time and it’s more easy to find what they want.

- Do promotion in universities and libraries: We think it’s essential for Sokos if Sokos want to touch directly his target. The young peoples have a good image to Sokos and they are curious to see what is this mall and to used the promotion.

- Be present on social network: For young peoples, it’s easily to follow and to see the different activities on the Sokos’page on Facebook or Twitter also (promotion, partnership, new trend, the new collection, new events…)

- Offer coupon for customer's birthday : A idea allow to pull ahead of the competition. The young people’s don’t hesitate to go in Sokos for this event and they choose one free stuff for the birthday.

- Coffee/Bar trendy : If there are a bar trendy or a coffee, the young peoples come with them friends, alone or families to consume. The young peoples are very happy if they can after theirs shopping go in this place.

- Reassure them with marketing campaign :

·      Increase the interactions between Sokos and young peoples :

§  Improve the official website and create a column just for the young people in order to find easily the products for them and spend less time to seek. In this case, for the young people, they will want to buy most often.

§  Improve the official page on Facebook or Twitter (see above)

§  Send a SMS, or e-mail with the name of the young people (message personalized). The young peoples feels enjoy and they want more to buy.

To conclude, If Sokos want and have to attract the young people. Presently, Sokos have to discover and to answer the different needs of this target. What’s why, it is necessary for Sokos to put all the means for achieving this goal.

HOW DO COMPETITORS SATISFY THESE CUSTOMER NEEDS?

The direct competitors of Sokos is Stockman. This brand has already our target so we will see how they attract and they satisfy this customers. Moreover, this is a problem because they sale exactly the same things (brands, product…) than us so we need to differentiate than Stockman with a unique relationship and a personalization for each customers. Stockman is the shop for the young adults and students, because they have a lot of new brands, they have promotion and discount, loyalty programs, a great service and the seller give a warm welcome and gives a lot of advice.

They adapt the shop with the season because for Christmas, the shop has two firs in the entrance with a lot of decoration which provides a good atmosphere that puts customers in a good mood to buy some staff. Moreover, they are presents in the social media and make a lot of advertising and communicate a lot with their customers to keep them current trends and news and also about the rare events in their shops. 

Emeline, Thomas & Aymeric.