Documentation Synopsis of Campaign

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Documentation Synopsis of Campaign

Blue Ocean ‘where competition is irrelevant because the rules of the game are awaiting to be set’, W. C Kim and R Mauborgne In June 2014, an Australian first, one of the most innovative Retail initiatives since online integration, was brought to life at Broadway. Through extensive project development and applying ‘blue ocean’ principles, bricks and mortar shopping was married with the online experience to deliver the concept trademarked ‘The Collection Bar’. The Collection Bar provides a convenient way to collect and return parcels at a location, time and day that suits the customer. The Collection Bar provides customers the option to have their online purchases delivered to a dedicated collection point within Broadway, try their purchase on in exclusive changing rooms and return on the spot if need be. In securing the partnership of The Iconic and ParcelPoint, The Collection Bar had its very first advocates. The Marketing and Communications Plan was robust and was executed in 3 stages and culminated in a VIP media launch event and launch to market. It’s not every day you create something that has a realisable impact on shopper behaviour. For Mirvac, Broadway Shopping Centre and our partners The Iconic and ParcelPoint, 5 June 2014 was that day.

Documentation Executive Summary On 5 June, 2014 Broadway Shopping Centre delivered The Collection Bar. The Collection Bar is an Australian first for Retail, a revolution which marries online with bricks and mortar shopping. The Collection Bar provides customers the option to have their online purchases delivered to a dedicated collection point within Broadway, try their purchase on in exclusive changing rooms and return on the spot if need be. The concept in essence provides customers with a convenient way to collect and return parcels at a location, time and day that suits them. Broadway is located on Sydney’s CBD fringe, surrounded by universities and colleges; and is at the heart of a youthful, creative community who value technology to help them manage their time-challenged lives. We understand that the development of technology and globalisation has led to a new era of consumerism. Today’s customers are well informed, tech savvy and experienced when it comes to shopping in traditional and online channels. Constantly connected, the power has unquestionably shifted into their hands and it’s now up to us to evolve. We believe that the growth and survival in the highly competitive retail market depends on how well we understand our customers and adapt to the changing retail landscape. This is the story of how Mirvac gifted Broadway this evolution, this ‘Blue Ocean’ strategy, this innovative new concept, this revolutionary, Australian first to Retail. In December 2013, a group of 42 Mirvac senior managers participated in a Leadership Program run by INSEAD, one of the world’s leading graduate business schools. Part of the program included ‘Blue Ocean’ strategy and how we can expand our thinking beyond customary boundaries. Each division was charged with creating a concept and The Collection Bar was the winning strategy. Upon winning the challenge, a dynamic project team was quickly assembled to implement The Collection Bar at Broadway within weeks, in order to secure first mover and ‘blue ocean’ advantages in the Australian retail industry. The Collection Bar places Broadway at the heart of online and bricks and mortar shopping; addressing online ‘pain points’ such as missed deliveries and returns; packaged in a bricks and

mortar experience. It positions the Centre as a unique retail destination focused on today’s modern shopper. Instead of combating online shopping, we have embraced it as another retail platform and created an Australian first in partnering with ParcelPoint, a leading Click and Collect delivery service provider and The Iconic, Australia’s premier online fashion retailer, to bring this concept to life. It’s a service not currently being offered at any other shopping centre across Australia. This new frontier of retailing offers convenience, service, value and choice. The 8-week time frame to delivery presented significant challenges to our team. Many considerations from build, staffing, tenancy relocations, IT and security had to be addressed. A robust marketing and communications plan was developed to maximise the first mover profile the concept afforded; but it had to be carefully balanced with sensitive retailer and media messaging. The launch plan was delivered in 3 stages, under the creative concept ‘Fresh Off The Dock’. A teaser video was released on 23 May, followed by an experiential and social soft launch which consisted of branded rickshaws and fashion photographers roaming the Broadway surrounds. Hard launch culminated in a VIP media event and ‘reveal’ the night prior and we all celebrated on 5 June 2014 when The Collection Bar was opened to the public. The launch and delivery of The Collection Bar was executed to the delight of our team, the broader Mirvac community and our partners The Iconic and ParcelPoint. Social media engagement increased by +242% to 17,717 daily engaged users and the campaign reached 3.1 million people and secured 23 media mentions to an editorial value of $234,069. At Broadway, we continually challenge ourselves to deliver innovative concepts that align with our position as the most productive shopping centre in Australia1. It’s no surprise then that The Collection Bar, an Australian first should be launched at Broadway. It’s certainly no surprise that as Ragtrader states, we’re contributing to shape the ‘future of retail.’ Shopping Centre News (SCN) Big Guns Awards 2014 for annual turnover per square metre (‘MAT/ m2’)

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Documentation Award Submission

Objective 1: Conceptualise the winning Blue Ocean strategy for Retail and secure Mirvac Group Board of Directors approval for financial capital to execute the concept • C  onceive a revolutionary Blue Ocean concept for the Australian Retail Industry. • Win the pitch to Mirvac Board of Directors to secure financial support. • Internal stakeholder engagement and increased profile for Mirvac Retail division. • Secure brand and delivery partnership with The Iconic and ParcelPoint. Strategy • Apply INSEAD Blue Ocean strategy to develop a revolutionary concept for the Australian Retail industry. • Identify a business opportunity for Mirvac’s portfolio of shopping centres to covert the online shopper, a non-customer for the benefit of Broadway Shopping Centre. • Present the concept to The Iconic and ParcelPoint and secure partnership for delivery. Objective 2: Deliver the executional launch of The Collection Bar at Broadway Shopping Centre by 5 June 2014 • B  uild The Collection Bar at Broadway Shopping Centre in 8 weeks. • Minimise concerns for The Collection Bar implementation from Broadway retailers. • Achieve 100 attendees at The Collection Bar launch event, comprising of media, internal stakeholders and partners’ representatives. • Increase Facebook Fan base by 15% to 4,233 Likes over the launch period. • Increase social media engagement by 100% to 9,640 over the campaign period. • Achieve total launch campaign reach of 2.5 million customers, 19% of total annual traffic. Strategy • Deliver an Australian first concept for the Australian Retail Industry and secure first mover and ‘blue ocean’ advantages. • Assemble a dynamic project team to deliver The Collection Bar.

• B  uild The Collection Bar and implement a robust Marketing and Communications Plan by 5 June 2014. • Provide key media the opportunity to trial The Collection Bar service and incentivise their attendance to the launch event. Objective 3: Engage the online shopper with Broadway Shopping Centre and support conversion to Centre Retail sales • A  chieve 60 parcel deliveries in the first 2 weeks of launch. • Receive positive customer feedback to The Collection Bar service. • Receive positive retailer feedback to The Collection Bar service. Strategy • Implement a retailer communications strategy to inform and educate Broadway retailers about The Collection Bar service and its benefits. • Train The Collection Bar staff on Communications Plan key messages and to actively promote the service to customers. Objective 4: Cement Mirvac and Broadway Shopping Centre’s position for innovation in the Australian Retail industry • S  ecure positive feedback for The Collection Bar concept from media. • Receive media coverage in Inside Retail, a key retail industry publication. • Achieve PR budget of $200,000, which is 40% of the total annual PR budget. Strategy • Implement a Communications and PR plan with alignment of key messages to stakeholders including internal, media, retailers and customers. Budget Total launch Marketing and PR campaign budget was $90,000.

Documentation Implementation The Race to Being First To Market The challenge was set to the Broadway Centre Management team to build, execute and launch The Collection Bar within the space of 8 short weeks. We’re not sure if that is a feat ever delivered by any shopping centre in history and given the concept is an Australian first, the likely answer is ‘no’. With a fire in our bellies we set about fabricating The Collection Bar around our existing Customer Service Desk; and as it was a race to be first to market it was all executed in a cloud of secrecy that rivals covert federal military operations. Operationally a number of factors were addressed: • Tenants and casually leased agreements identified within the perimeter were renegotiated and relocated. • Additional staff were recruited and trained. • Operational considerations such as staffing, security and lighting were reprogrammed to facilitate the extended operational hours of The Collection Bar, 8am to 8pm, 7 days a week. • Security and IT requirements were scoped and delivered. Innovative and Sustainable Design The design and construction of The Collection Bar is highly distinctive with creative use of materials. The innovative design ‘transformed a defunct shipping container into changing rooms, and synthetic grass covering on the floor so customers could have a ‘picnic’ while waiting for service’ Aileen Santojo, Archizone Pty Ltd and Raffles Interior Design Lecturer. Stakeholder Management A robust and considered Communications Plan was developed which aligned key messages to stakeholders including internal, media, retailers and customers. Fresh Off The Dock: Marketing and PR Launch Concept The use of shipping containers and packing pallets act as a visual proclamation of the services on offer and the speedy delivery of goods ordered to the customer. Drawing inspiration from the design and architectural cues resulted in our marketing and PR launch campaign concept ‘Fresh Off The Dock.’

Stage 1: Teaser Campaign An animated teaser video was launched on Vimeo on 23 May, promoted on Facebook and supported by Facebook advertising. The teaser video was shared by our partners The Iconic and ParcelPoint on their social media channels. The taglines ‘Sydney’s Most Fashionable Bar’ and ‘An Iconic Event’ created intrigue and excitement in the lead up to launch. Stage 2: Soft Launch Soft Launch was delivered strategically as a twopronged approach: experiential and social. The experiential activation consisted of The Collection Bar branded rickshaws travelling through the streets and suburbs surrounding Broadway, including Sydney University campus. Promotional staff dressed in shipping dock uniforms (distressed denim and cargos) distributed promotional material announcing the 5 June hard launch as well as The Iconic $25 vouchers to incentivise usage of The Collection Bar from launch. The social media element included street style photographers who snapped fashionable people on the streets surrounding Broadway. This provided campaign aligned content for our Facebook page. Stage 3: Hard Launch Hard Launch consisted of a VIP media launch event and reveal the night prior to public launch. The event was a raging success with key media in attendance and representatives of Mirvac, The Iconic and ParcelPoint celebrating the successful delivery of The Collection Bar. To ensure their attendance, key media were presented with $100 The Iconic vouchers to spend and collect at The Collection Bar on the night of the launch event. This activity incentivised their attendance and also enabled their trial of the online to bricks and mortar experience so they could basically, write about it. The Collection Bar opened to the public on 5 June 2014 with exuberant fanfare. The Collection Bar staff were preened and polished in their new ‘street chic’ uniforms, a DJ was stationed on location to ensure the appropriate youth-y vibe and promotional staff were positioned alongside static rickshaws around Broadway, distributing collateral and raising awareness of the new innovative service.

Documentation Results Objective 1: Conceptualise the winning Blue Ocean strategy for Retail and secure Mirvac Group Board of Directors approval for financial capital to execute the concept The Collection Bar was the winning Blue Ocean strategy delivered by the leadership group. As a result, the Retail Division was granted financial support to bring the concept to market resulting on zero impact to the Centre Marketing budget. Objective 2: Deliver the executional launch of The Collection Bar at Broadway Shopping Centre by 5 June 2014 The successful delivery of The Collection Bar as a first to market concept within 8 short weeks exceeded all expectations. • R  etailers were made aware of and educated according to the Communications Plan. There were no concerns received from retailers pre or post launch to the service. • The launch event reached its capacity of 100 attendees, achieving objective. This included 21 media representatives. • Total Facebook Fans increased by 739 Fans from 3,681 to 4,420 over the launch campaign, +5.1% on the objective. • Social media engagement increased by +177% from 4,820 daily engaged users to 13,369 daily engaged users compared to the 3 weeks prior to the launch campaign, +77% on the objective • In total, the campaign reached 3.1 million people, 23% of total annual traffic and +24% on the objective. This was achieved with no spend on outdoor media, relying on PR and editorial which attributed an impressive 2 million in total reach.

the time. It’s so much better than having parcels delivered to student accommodation.” Amelia, student at Sydney University. “A customer came into the store looking for a monochrome top. She said she had bought one she didn’t like from The Iconic and used The Collection Bar downstairs to try it on and process the refund. So we helped her find a top she liked and I even upsold her a pair of boots.” Michelle, Store Manager, David Lawrence Objective 4: Cement Mirvac and Broadway Shopping Centre’s position for innovation in the Australian Retail industry The launch of The Collection Bar was received positively by media, achieving a total $234,069 in editorial value over 23 media mentions, +17% on the objective. This included editorial in key trade publications Inside Retail, Ragtrader and Retail Biz. The launch was also successful in consumer titles including Sydney Morning Herald, Concrete Playground and The Central. ‘Mirvac, ParcelPoint and The Iconic have joined forces to launch a revolutionary first for the Australian retail industry...teamed to bring the concept of ‘The Collection Bar’ to life at Broadway Shopping Centre – an initiative which is set to revolutionise the relationship between online and bricks-and-mortar retailers’. – Ragtrader ‘This is the future of retail’ - Ragtrader ‘Let’s hope, if this idea is as good as it sounds, that it catches on and spreads beyond Broadway to the rest of Australia.’ - stylish365.com.au

Objective 3: Engage the online shopper with Broadway Shopping Centre and support conversion to Centre Retail sales

‘Indeed the solution capitalises on the strength of bricks and mortar retail, namely in terms of real-time returns’ – dynamicbusiness.com.au

The Collection Bar, like any new innovation or development to market is still in its infancy and will take some time yet to grow in awareness, adoption and usage. Deliveries in the first 2 weeks of launch were 62, as per objective.

‘..online shopping just got a whole lot closer to actually magicking items into your life.’ Concrete Playground

“I’m so excited that The Collection Bar can help me sort out my returns on the spot. This will really benefit my friends too as they shop online all

Documentation Supporting Material - The Collection Bar

Documentation Supporting Material

Documentation Supporting Material - Social

Documentation Supporting Material - PR

Documentation Supporting Material - PR