The Best plan to be more than just a retailer

Best&Less
Limited Edition Store
Perth
 Agenda
• Recommended location for the new concept store (with exact
address)
• Product offering suggestions for the new concept store
• Recommended launch communication plan for the new store (for the
first 100 days)
• Conclusion
Hamilton Hill
Geography
Memorial Hall, built 1925, reno
Facilities extended 2008
Educational
1ANTLE
Recreational
cantIStreet
Cultural
References
External links HAMILTONHILL

aN
History

-
THCOOGEE

The earliest known settler at Hamilton Hill was Wikimedia | ©

Sydney Smith, the agent of Captain George Robb. Coordinates 32°05′ 04″ S 11
Robb arrived in Western Australia in 1830 and took
Population 10,387 (2016 ce
up land south of Fremantle. During the next twelve
months Smith was actively engaged in establishing • Density 1,574/km2 (4,0
Robb's farm. In a letter dated 27 August 1830, he Postcode(s) 6163
gives his address as Hamilton Hill. The origin of the
Area 6.6 km2 (2.5 sq
name, and whether it was Robb or Smith who did the
naming, remains uncertain but the area has been Location 23 km (14
known as such ever since.[3] Perth City
5 km (3 mi)
In 1860 Charles Alexander Manning bought 364 ha
Fremantle
(900 acres) of Robb's land, and six years later built
Davilak House for his son Lucius Manning.[4] The LGA(s) City of Cockbu
[1]
 Current Population

Population [2021] – Estimate

Area

Population Density [2021]

Annual Population Change [2016 → 2021]

Hamilton Hill: suburb of Perth, Western Australia – Postal code: 6163

[1]
 Hamilton Hill Family Composition

Single (or lone) parent s

Hamilt on Hill % West er n Aust ralia %
Prop or t ion of t he t ot al single (or lone) p arent pop ulat ion

Male -- 15.2 -- 18.3

Female -- 84.8 -- 81.7

[1]
In Hamilton Hill, 15.2% of single parents were male and 84.8% were female.

More than 500 Single Mothers

Single mothers take their children shopping more frequently Research shows
[12]
 Employment

Employment st at us of parent s in couple f amilies

Hamilt on Hill %
Lab our f orce, parent s or par t ner s aged 15 year s and over

Both employed, worked full- time 320 16.3

Both employed, worked part- time 82 4.2
One employed full-time, one part-time 422 21.5
One employed full-time, other not working 303 15.4
One employed part- time, other not working 123 6.3
Both not working 459 23.4
Around 80% Employment
 Age Composition

Male 49%
Female 51%

[1]

Young Community, 75% under 49

Potential: Empty land behind the store

Address:
9 Rockingham Road
Hamilton Hill
WA 6163

(Knight Frank Agency)

[2]
 What is around?
Hamilton Plaza Shopping Centre - 700m

Dixon Park (Wally Hagan Basketball Stadium) - 500m

Local restaurants and shops 100m

South Beach - 2km

Beaconsfield Plaza Shopping Centre - 2.5km

Hamilton Hill Primary School - 3km

The nearest Best&Less store - 14km (Willetton)

Heavy foot traffic

 Retailtainment
• Mix of retail and entertainment
• Shopping as an event/experience
• Creating more engaging consumer
experiences and hence retention

[9]
[10]

Main purpose
 Limited Edition Store
Creating Unique Customer Experience :
Existing products
+ Football Club kits
+ LGBT inspired Clothing
+ Using Recyclable materials
Growth over the next 5 years
[3]
Bigger Infants' and Children's
Clothing range
The store unique website for
the best digital experience
+ Private shipping
+ Warehouse
Supervised kids “Play area”
Coffee shop
(Association with Starbucks)
+
Baby food availability

Parents and kids' activities
(“Retailtainment”)
Children Psychologist
Classes for pregnant women
In house Photo studio –
use in the catalogue, Instagram
parents will share the photo on
Social Media
[11]
Employ Local youngsters –
Product customisation : train them well, pay them more
Print their name or … on happy customers
different products! start with
happy employees

[4]
Market of 4+ million “mums and bubs” (Ragtrader, 2021)
 Communication Plan
Social Media Billboard Bold Advertising SMS

Public Transport
39% Australian consumers follow 74%Of Australians see Billboards every day, Stations SMS produces 6 to 8 times
brands on Social Media of which several times a week. Taxis higher engagement rates than
49% are women. Buildings email (Cellit)
[6]

[7]
Celebrity Endorsement
read on average within 5 seconds
89% of Australian use Facebook [5]

Endorser credibility has an indirect impact on brand equity when mediated by brand credibility.

[8]
Launch Timeline
1-44
Day
Pre-Opening
1.Announce the launch to
build anticipation by
creating social media posts
THE BUZZ
2. Advertising Campaign:
Banners ,billboards, local
Radio station, newspapers
3. on-premises ads –
opening soon
4. Celebrity Endorsement
5. Feature a charity
46-90 Last 10
Opening Day Day
Day
Post-Opening Additional
(On Saturday) Communication Promotions
1. Giveaways, Freebies
2. host fun contests with
1.Continue Advertising
valuable prizes
2.Have different promotions
3. Costumer Loyalty Program
for every day to attract
with more incentives and
consumers
discount 1.Attractive discounts and
3.Ask for feedbacks from promotions
4. Tour of all facilities
Customers via SMS or Social
5. Discount on all items 2. Host a family oriented event
media
6. Snacks and drink 4. Having staff efficiency
7. Make it an event for Adults
and kids
8. Celebrity/Influencer being
present
 Conclusion
• New store in Hamilton Hill, WA
• Focus on retailtainment
• Building awareness with the communication launch plan
References
• [1] https://www.abs.gov.au/census/find-census-data/quickstats/2016/SSC50607
• [2] http://www.knightfrank.com.au/contact/perth
• [3] https://www.ibisworld.com/au/industry/infants-childrens-clothing-retailing/5471/
• [4] https://www.ragtrader.com.au/news/best-and-less-unleashes-new-direction-for-baby-brands
• [5] https://www.esendex.com.au/business-sms-marketing
• [6] https://www.billboardsaustralia.com.au/why--outdoor/statistics
• [7] https://www.yellow.com.au/wp-content/uploads/sites/2/2020/07/Yellow-Social-Media-
Report-2020-Consumer-Statistics.pdf
• [8] Spry, A., Pappu, R. and Bettina Cornwell, T. (2011), "Celebrity endorsement, brand credibility
and brand equity", European Journal of Marketing, Vol. 45
• [9] https://hbr.org/2014/10/how-retailers-are-transforming-the-shopping-experience
• [10] https://www.whitehutchinson.com
• [11] https://www.cbre.com.au/research-reports/Retailtainment-2-0-Investing-in-Experience-
August-2019
• [12] Roshan D. Ahuja, Louis M. Capella and Ronald D. Taylor, Journal of Marketing Theory and
Practice, 1998