New Smart Objectives

2.0 Smart Objectives

2.1

Specific

·       This service will expand on the brands product area, which will allow Selfridges to venture into the floristry market being a step ahead and offering a service that competitors within this level do not.

·       The whole campaign will allow further recognition by increasing awareness for those who did not know of the brand. This service will specifically create a stronger presence allowing the brand to attract new customers.

·       A different perspective of flowers will be given allowing the audience to view these in innovative ways which will make them have added value and meaning making these personal. This will personify their existence within a home surrounding acting as a finishing touch.

By implementing trends into the service this links the whole department together showing how they will be style focused. This will display how the brand keeps their image current and modern.

·       Increase sales for the brand adding further profits for Selfridges stores.

·       Modernising and uniquely putting a spin on flower portrayal and home decoration along with accessories and gifts increasing social awareness within this area.

·       This service can add to the other luxury lines they have keeping the continuity with their sophisticated style and authority.

2.2

Measurable

·       With this being available both online and in store this will mean that there will be many ways in which the success can be measured. Online measuring would be through the use of stats from social followers and social encounters along with the page likes and comments. This will address if the service is a successful hit with the public. Also, website views and purchases. Tracking from mail out openers along with report stats showing profits for this department will help to express the success rate. In store measurements could be measured through the promotional codes, QR Codes and through sales by analysing the profits made from the service alone.

·       A survey would be created for customer perception of the brand products and gifts sold within the store over a 6 month period. When doing so, this would measure which products are the most successful and most popular.

·       The expansion success could be determined from sales within this department along with the help from shared recommendations of others.

2.3

Achievable

·       With Selfridges being a popular high-end department store that is recognised worldwide and aimed at the designer market this means that they have the budget to experiment with this service and try and bring new life to the brand encouraging custom from a new target customer. This also means that they are able to push for a range of promotional methods presenting this to the public on a mass scale, boosts awareness and sales.

·       Majority of the promotional methods for the new flower service will be directed towards below the line strategies to target the right consumer. This will re-vitalise the brand in this sense giving a whole new outlook on Selfridges.

·       This would be thoroughly planned out with months prep to ensure that the right methods are used allowing the brand to maintain that professional, sophisticated brand image. This works well with their brand ethos.

2.4

Realistic

·       With the brand of Selfridges being so unique and innovative this allows the service to coincide with their creativity levels, meaning that this service is realistic in that sense.

·            The products that will be available within the service are home decoration gifts and accessories, which enables a new perception on these products.

2.5

Timed

·       The official launch date for ‘Selfridges Flower Service’ is late June 2015. The reason behind this is because it’s the most popular period for flower buying along with the summer trends being released. Promotion for the service would begin around March/April this would give the audience little teasers of what is coming soon. This allows the customer watch out for updated hints on social media platforms making them active on the existing Selfridges pages.

·       All aspects of this service would be on a 12-month probationary period to determine the success of the service along with the brands image of this. Within the 12-month period the service will have taken off and drawn a large amount of customers allowing profit to be made. The objective for this would be to maintain that custom and have the main hype around this service.

·       Promotional methods would be a key influence of the success and the accuracy of the service. Social media posts would pick up from April onwards posting regularly to allow consumers to maintain their observations. This is when the first form of online promotion would be displayed e.g. website, mail out and would continue until May. This would build up on all scales to ensure that come June the awareness of the service was spread massively.

·       Come June time near the launch this would rapidly increase and become visible everywhere. both online and in store. This would be available on mass scale to entice the audience allowing them to become drawn to the service hopefully shopping at Selfridges for this reason alone.