JD ION ORCHARD OPENING RECAP

JD ION ORCHARD OPENING RECAP

JD ION ORCHARD

SINGAPORE - FLAGSHIP
2ND STORE IN SINGAPORE

OPENING DATE

27 JULY 2018


STORE SIZE

7620 SQFT, RETAIL SPACE - 5270 SQFT (1590 SQFT NIKE SELLING AREA)


PRODUCTIVITY

USD $3,339 PER SQFT.

OVERVIEW OF STORE VENUE

ION Orchard is the "center of gravity" in the retail scene and is strategically located at Orchard Road – the shopping destination of Singapore. It brings together the world’s best loved brands within one development, with over eight levels of intelligently designed shopping space – four levels above ground and four levels below – totaling 66,000 square meter of premium retail space.
Visitors are treated to a unique shopping experience at over 300 retail, F&B and entertainment stores, which include six of the world’s top luxury brands building their signature flagships at the Mall. In addition to the extensive stable of brands, an extensive food hall offers visitors a myriad of food choices ranging from local favorites to international cuisine.
ION Orchard is well connected with public transport and attracts Locals from across the Island and has a very heavy influx of tourists from across the world.

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LAYOUT

GRAND OPENING

DAY - ACTIVATION

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THE GRAND OPENING DAY ACTIVATION WAS DESIGNED KEEPING IN MIND SERVERING THE CONSUMERS WITH BEST OF NIKE PRODUCTS AND AT THE SAME TIME HAVING FUN TURNING THEIR IMIGINATION INTO REALITY AND SOME INSTANT GRTIFICATION.

A CREATIVE WORKSHOP WAS DESIGNED TO UPCYCLE NIKE AIR PRODUCT BY NISHANT FOOGAT, AN ARTIST FROM INDIA FIRSTLY ENGAGED BY NIKE DURING SP18 AIR MAX DAY.

WE CREATED A SPECIAL ‘GIFT WITH PURCHASE’ EXPERIENCE WHICH INVITES CONSUMERS FROM BOTH BRICKS AND CLICKS TO PURCHASE NIKE AIR PRODUCT AND TO GET A CHANCE TO GET A TOKEN TO REDEEM THEIR GIFT ON OUR VENDING MACHINE WHICH CONTAINED SPECIAL RECONSTRUCTED NIKE ITEMS MADE BY NISHANT. THIS PURCHASE ALSO ALLOWED THEM TO JOIN THE CREATIVE WORKSHOP TO DO UPCYCLING THEMSELVES ON OUR BRAND DAY, GIVING THEM A UNIQUE EXPERIENCE OF HOW IT REALLY IS TO TURN IMAGINATION INTO REALITY.

HITS

  • RETAIL SALES OF USD 594 K IN FIRST 30 DAYS, +9% ABOVE FORECAST

  • FIRST NIKE IMP 1.5 FIXTURE CONCEPT STORE IN SEA&I. A DIGITALLY INTEGRATED STORE CONCEPT WITH MOBILE POS &
    RFID ENABLED POS/FIXTURE SYSTEM WITH DIGITAL SCREENS & KIOSK

  • NIKE IS THE NUMBER 1 BRAND IN TERMS OF MARKET SHARE

  • CONSUMER RESONATING STRONGLY WITH THE OFFERED FW ASSORTMENT DRIVEN BY AIR -  AM 97, VAPORMAX FK, AIRFORCE 1 (UNDISPUTED DESTINATION OF AIR)

  • FIRST TIME INTEGRATION OF JD BRICKS & CLICKS IN SEA TO DRIVE THE LAUNCH DAY ACTIVATION OF CREATIVE WORKSHOP

  • AGGRESSIVE LAUNCH DAY ACTIVATION LED BY NIKE AIR (AM 270) THROUGH LIMITED EDITION GIFT WITH PURCHASE AND A CHANCE TO EXPERIENCE THE CREATIVE WORKSHOP WAS WELL RECEIVED BY CONSUMERS

MISSES

  • STRONG ACTIVATION BY COMPETITION - HEAVY INVESTMENT IN MALL BRANDING & USING LOCAL INFLUENCERS FROM SINGAPORE & MALAYSIA

  • APPAREL ASSORTMENT WAS NOT OPTIMAL AT LAUNCH DUE TO UNPLANNED

NEXT STEP

  • IN DISCUSSION FOR REZONING TO GET ADDITIONAL AND MORE PROMINENT NIKE SPACE

 

  • WORKING WITH JD TEAM TO CAPTURE THE APPAREL OPPORTUNITY THROUGH ATP AND PULL FORWARD AND A CONSTANT REPLINISHMENT PLAN FOR FW

INTEGRATED ACCOUNT TEAM SEAI