Ron Jon Destin Florida First of its Kind By Global Orange
Mission Statement Bring the surfing lifestyle to anyone who visits Ron Jon. Creating a unique, relevant, and engaging experience for the customer that will entice them to purchase, and that they will tell their friends about
Key Features in Destin Destin is in the emerald coast area, known for its beautiful beaches, not for its surfing Huge destination for young families over spring break. Dolphins Scuba diving World s luckiest fishing village Kids and family will be key
Strategy Stay true to the Ron Jon brand, while adjusting the model to be relevant in the Destin location Target Families Rationalize assortment, making best use of space Create excitement by having a destination store, make people want to stay a while
Target Market -Customer Influx from surrounding states Clientele mix 18-49 yrs old Family-unity values for vacations
Consumer Profile & Sales Bringing the Surf & Beach lifestyle to all our customers. The Ron Jon Family Kids & Tweens Ladies, Gentlemen & Young Adults
Consumer Profile: Our Surfer Gal & Surfer Mom Enjoys buying exclusive souvenirs Souvenirs for Family & Friends Browsing products Relaxing shopping experience
Consumer Profile: Our Surfer Dude & Surfer Daddy Prefers finding desired items easily Subconscious shopping flow Fascinated by technologic advances
Consumer Profile: Our Lil Surfer Dude & Lil Surfer Betty Ron Jon s kids are highly energetic Best consumer referral service Monkey-see, Monkey-do
Consumer Profile: Our Lil Surfer Tweens Tweens acknowledge that branding is crucial Leverage Cool & Fashionable Brands Aspire to the surfer lifestyle
Consumer Profile: Our Surfing Generation Y Still attracted to brands Interested in the Environment What is hot?
Assortment Plan
Apparel Assortment Expand the sales of Ron Jon apparel Allow Customers to bring home a piece of Destin Mark-up 60%
Apparel Assortment We want Ron Jon apparel to dominate the store while the other branded apparel is sold to compliment your brand
Women s Brands
Men s Brands
Apparel Assortment Plan
Accessories Assortment Eliminate more expensive accessories Increase inventory of sandals Emphasize our beach accessories Mark-up is 49%
Accessories Assortment Plan
Hard goods and Décor Assortment Plan Decrease inventory of Hard goods and Décor Items Hard goods and Décor keep the Ron Jon image original and unique
Hard goods and Décor Assortment Plan
Private Label Expand sales of Ron Jon apparel Customers can take a part of the beach lifestyle home with them Expand on the souvenir sales
Private Label
Destin Florida T-shirt
Retail Entertainment capturing market share is becoming more and more a matter of how well you can engage the customer and turn a shopping chore into an experience of choice. To do that, you have to use the retail environment to evoke an emotional response that engages, informs, educates and entertains the consumer."
Retail Entertainment "When customers have an experience with a brand, 35% are more likely to consider that brand. 57% are more likely to proceed to buy when they have a relevant experience at the retail touch point." Eric Brouillet
The First of its Kind Experience 3 interactive areas: Surfing 101 The Board Zone Picture Yourself on the Beach
Surfing 101 Targeted to children 12 and under To educate and entertain Three interactive stations Station A: Surfboard Technology Station B: Making Waves Station C: Surf Simulator (Wii)
Surfing 101 Surfboard Technology Multimedia showing the construction of surf boards and the science of making a great surfboard Customize a mini surfboard Create your own surf decal
Surfing 101 Surf Simulator Adapt Nintendo Wii s Surf Game for the store Large curved screen Branded Ron Jon
The Board Zone internet kiosk that allows you to browse surfboards & skateboards order at the kiosk email info and pictures to friends scans products
Picture Yourself Magic Mirror technology in the fitting rooms -1 in men s, 1 in women s Pick a background: the beach, in the water, by the pool Change the color effects, give yourself a tan Email images to friends
Ron Jon Surf Shop at Destin, Fl. Store Design -Storefront -
Conceptual Arrangement of Spaces
Reflected Ceiling Panels
Longitudinal Section Through Building
Entry Perspective
Brand Template
Ron Jon T-Shirt Wall
Screen View
Local Advertising Grow customer awareness of store location Communicate First of its Kind message Blend of traditional and unexpected advertising mediums
Traditional Advertising Billboards Set up in same manner as Cocoa Beach Destin specific messaging e.g., you lucky fish, you re just 3 miles from Destin ; 5 miles to your Destin-ation
First of its Kind Destin Fl. 100miles
Traditional Advertising Radio 92.1 FM, 103.1 FM, 1120 AM Largest advertising expense Local stations, once people are in the area, they will know about Ron Jon
Traditional Advertising Partnering with local hotels/motels/cottage rentals Referrals Key cards Do not disturb signs
Traditional Advertising Group Bookings Partner with amusement park Buses
Unexpected Advertising The element of surprise will be used Customers will remember it Emotional reaction Unusual locations and methods are planned
Surfboard Rinsing Shower
Underwater Advertisements
Ads on Fisherman's Boats
Air Advertisng
Advertising Budget Yearly advertising will be $200,000, 5% of the sales budget Spending will be primarily on traditional (70%), with the rest going to unconventional media
Advertising Budget Regular Advertising 70% -radio 40% $ 80,000 -billboards 20% $ 40,000 -hotels/motels 5% $ 10,000 -group sales & airport 5% $ 10,000 $ 140,000 Unconventional Advertising 30% -underwater ads 10% $ 20,000 -showers 15% $ 30,000 -fisherman's boats ads 5% $ 10,000 $ 60,000 $ 200,000
Pre-Opening Advertising ads on radio for 4 weeks prior to opening advertising the grand opening event large posters outside of location advertising "opening soon" as well as "now hiring" and "grand opening" posters in other Ron Jon locations
Grand Opening Building strong relationships & community goodwill Introducing the community to the experiential brand Coupons to drive traffic
Grand Opening Events Ribbon Cutting Ceremony Meet & BBQ with the Ron Jon Surfing Team Sand Sculpture Competition with live music
People employee team building focus on manager training culture of leadership, mentoring empower staff, encourage ideas front line workers have the best info on the customer and their experiences in the store Address turnover realistic expectations about hours(seasonality) Increase proportion of part-time for more flexibility