Canadian Retailer - Spring 2016 - 33

This approach is best illustrated via
lululemon's strategy when entering a
new market. The unique roll-out strategy is a grassroots showroom model.
These showrooms are smaller, cozier
versions of the apparel retailers' full
stores. They have a limited product
selection to introduce guests to their
brand and product. The hours are
also limited to allow the team time to
be out participating in and learning
about the community as well as hosting events in the space to connect
people to the brand and build guest
relationships. As part of this grassroots strategy, lululemon also develops relationships with brand ambassadors-from fitness instructors
to artists. These chosen ambassadors
are local leaders who influence and
inspire the community. lululemon's
showroom model allows the company
to make locally informed decisions
about where and when the retailer
will open a full store in the future.
In terms of stores, for lululemon, is
not about building one type of store
300 times, but building 300 unique
stores and experiences. The showroom model helps support this and
local store managers have the freedom to make decisions at the local lululemon locations offer experiences unique unto themselves.
level-from developing ambassador
partnerships, to informing and influencing store design and cre- lululemon's Digital Strategy = Inspiration
ating unique guest experiences.
lululemon's approach to digital has always
lululemon offers free fitness classes at most of their stores. been about inspiring guests to be active parAgain, the type of class (spinning, yoga, or a running club) is ticipants in their own lives versus product maralso informed and tailored by the community.
keting. This can show up in a piece of content
This decentralized model is rooted in the brand's core value of about setting goals or about a cool new workentrepreneurship. Store managers operate their stores like they out or restaurant in their community. Digital
are their own business. Each store creates their own window dis- engagement at lululemon has always focused
plays to reflect what is relevant to their community and to spark on reaching its guests where they are-this
conversation among their unique guests. An example of this was includes everything from product notification
lululemon's holiday #fuelhappiness program. Stores were given emails to Snapchat.
budget and a suite of tools (be it window decals, books and hapIn the company's product notification emails,
piness practice cards) and they decided how best to use them to there are always highlights and education for
fuel happiness at the local level. The same approach was taken new product drops as well as links to deeper
with its digital engagement strategy and together, guests shared dive content they know their guests love, like
their experiences in-store and online.
its blog and feature stories.
On the social media front (as well as in-stores), lululemon's local
"We're always looking at the whole eco-systeams are given a budget to surprise and delight guests throughout tem," says a corporate communications spokesthe year. This can be as simple as sending a guest a new running person. "We want to reach our guests where
product when they share with the company their goal to run a half they are. Before launching any new channels,
marathon. Or, on a more elaborate level, asking if they could design we always consider what's in it for the guest vera guest his wedding tux, which they did for one lucky guest.
sus just being there because everyone else is."
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Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016