- Università: Em Lyon School Business
- Studenti:
Claudia Cavalli, Cristina Donnarumma, Lisa Manara, Anastasia Kolesnikoff, Luna Sanchis-Tran
Retail concept
ODELA (<au-delà>) was born with the idea of offering unique experiences to customers interested in luxury jewels. Our name is the manifesto to communicate our motto: “beyond jewelry”. At our store, customers can live an immersive game to ultimately purchase the Unique Piece: an exclusive jewel dropped cyclically in limited pieces. With this experiential component, our jewelry becomes a means of personal goal fulfillment, amplifying the sentiment that comes with the purchase.
Market
The jewelry market is expected to continue growing in the next few years, with an increase of over $60bn by 2026. In-store services are successful drivers for offline channels and retail spaces are projected to increasingly prioritize experiential offerings given customers' new interest in gaming and learning experiences. Finally, luxury jewelry is used more and more as a means of self-expression.
Target
We have identified two buyer personas among our target group, sharing common traits such as being females with high purchasing power and a passion for high-end jewelry.
The first persona, Chloé is a young adult and the experience is a gift from her wealthy family to celebrate a special occasion. Elizabeth, instead, a business woman in her 40s, is financially independent and sees the experience as personal reward to define her identity.
Offer
We offer our customers luxury jewels declined in two ways:
- The Permanent Collection (PC) consists of two lines: the Essential Line with timeless designs and the Emblematic Line with more creative styles. Both lines offer rings, bracelets, necklaces, and earrings in yellow/white/rose gold with or without diamonds and gems. These collections are always available in our Boutique and on our website.
- The Unique Pieces (UP) are truly one-of-a-kind jewels, whose name owes to the strategic decision to release 100 units per year (4 drops with 25 slots). They are so special because of the materials used and the path necessary to buy them: customers can acquire the UP only after playing the game, to be booked through a pre-order system.
The Experience is the real innovation of our retail format and can be performed by the Consumer and up to 5 guests. Built as a “new luxury escape game”, the goal is twofold: emotionally, our customers will strengthen the bond with the brand and the jewelry, while, practically, they will make a prototype as similar as possible to the UP to obtain the Key to access the Secret Room.
Store
The Store, located in Paris between the 1st and 2nd arrondissements is built on 4 circular floors, each representing a different step of the Game.
The welcoming area at 0 floor - characterized by a lounge area and a wardrobe - helps to differentiate customers who will play the game for the UP (who will go to -1) from those who only want to buy the PC (who will go to 2nd floor).
-1 floor is the Sourcing Room and is divided into two areas: the external one, the Discovery Path, where digital displays show jewelry’s history and brand’s heritage; the internal area, the Mine, is designed to resemble a real gem mine where guests start playing with clues.
The first floor is divided in three areas: the Design space where clients draw the jewel, the Lab space where they prototype their design, and the Revelation space where they discover the compatibility of the prototype with the UP and get the key to the Secret Room.
The last floor is divided between the Secret Room - where the client can admire the UP and finalize the purchase at a dedicated cash desk -, and the Boutique, with 3 display units. The Essential Line is displayed at the center of the Boutique, while the Emblematic Line is shown in glass bubbles on a curved structure. A glass cabinet wall showcases gift ideas and a 1-to-1 desks area is set to ensure personalized customer service.
Communication & CRM
Our communication strategy is designed to fulfill two primary goals:
- boost the awareness and attract clients
- keep interest high in the long-run
For this reason, we have devised an initial plan to sponsor the store opening to the public: 3D projections on the building and QR codes spread around the city will help to make us known, while keeping the mystery. Upon expiration of the countdown an inauguration will be held in the store with numerous guests. Social media, brand ambassadors and PR are essential marketing tools used to communicate our unique proposition on a daily basis. Finally, our CRM is built on three important pillars:
- nurturing 1-to-1 relationships with clients
- VIC loyalty program
- “Shine bright like a diamond”
