- Università: SDA Bocconi Asia Center
- Docenti:
Sandro Castaldo
- Studenti:
Aayushi Jain, Aditi Kanatt, Nitin Reddy, Prajna Meher, Uday Rajput, Vishnu Varma Pericherla
We, Lore, shall open an omni channel, retail store which shall be the one stop store for all pop culture related merchandise. We shall start with an offline store and also run an online store via website and driving the marketing via our social media handles and digital marketing.
The Offline Store shall have a free flow layout and includes a VR Zone and an Attraction Zone.
In free flow layout
- The intent is not to lead the customer using predictable design patterns, displays, or signage
- Customers have more liberty
- Interact with merchandise and navigate on their own
- Customers feel less rushed in this creative environment
- Merchandise may seem more intriguing
Attraction Zone
- The special mix of merchandise across categories which shall be the star attraction – can be seen from anywhere in the store
Virtual reality Zone
- The special experience zone augmented with virtual reality, immerses you into a customised virtual world of your favourite category pick, like
– Harry Potter World – Avengers World – Game of Thrones
The Online Store/ Website shall be
- Categorically and aesthetically designed to attract the visitor to click and check out the range of the assortments
- The user interface will be simple and easy to navigate through the website
- The Payments shall be driven through the website
- Orders shall be raised on their respective accounts enabled with tracking feature
- The delivery and logistics will be managed by our delivery partner company
Positioning & Targeting
Lore positions itself as a one stop location for all Entertainment enthusiasts, Collectibles hobbyists and Pop culture fans. We place all our products in a medium to premium priced segment. Lore isn’t just a store selling movie and TV show merchandise, it’s an immersive experience for its customers. We use AR/VR, life size action hero figures, weekly themes and games transpose our shoppers to the worlds of their favourite pop culture.
Our customers are mainly teenagers, college students or professionals who are pop culture and entertainment fans, aged from 15 to 35 who are willing to spend money to buy merchandise of their favourite movie, TV show and comics books and want to play games using AR/VR headsets and have a fun shopping experience. They are primarily from metro and tier 1 cities having a medium to high income. Our store is in a prominent location attracting many shoppers to immerse in the unique shopping experience at Lore!
Products & Services
Lore shall a varied range of categories, with each Category serving a varied range of assortments for the customer to indulge and expense.
Categories
- Superheroes – Marvel & DC
- Manga and Anime
- TV Shows & Sitcoms – GoT, Friends and Others
- Movies – Harry Potter, Star Wars and Others
Assortments
- Funky Pop – Miniatures & Figures/ Statues
- Apparel – Sweatshirts, T-Shirts & Others
- Comic books, Collectibles & Home Décor
- Mugs, Magnets & Key Chains
Store locations
Our store Lore is located in Forum Mall, Koramangala which is a posh and prominent locality in Bangalore, the IT hub of India. The monthly salary of people in Koramangala is upwards of 13,576.06 euro per annum and more than 60% of the population comprises young IT professionals coming to work here from all parts of India. The expected traffic is quite high as this mall has a huge footfall of young working professionals. Right adjacent to Lore are prominent sports brands and a Pub which will help bring the right audience to our store.
Communications
In order to build brand awareness, we will run a social media campaign “My First Superhero”, through a digital short film, online contests and free giveaways. We will also conduct games and contests in the central mall area to increase footfall to the store. We will run the traditional Loyalty programs and have weekly winners based on the theme of the week.
We at Lore will leverage moment marketing and keep our social media pages active via digital marketing and updated the theme of the week, theme related contests, our new VR games at the store to our customers.
