New product and services development

Shrinking Market Share

Depersonalization of Shopping Experience

Falling Behind Competition

2
No Magic

No Experience

No Dreams
3
 PERSONALIZATION

Magic Experience Dream

4
I Introduction: Our Solution

II How We Drive Demand & Retain Customers

Personalization
Incentivized Collaboration

III Conclusion: FCW Returned to Life

5
I Introduction: Our Solution

II How We Drive Demand & Retain Customers

Personalization
Incentivized Collaboration

III Conclusion: FCW Returned to Life

5
6
6
WHICH THINGS WILL BE PERSONALIZED?

Personalized
cover page

Child’s name
and home city

7
WHICH THINGS WILL BE PERSONALIZED?

Personalized Tailored Toy

cover page Selection

Child’s name Sex, age, child’s

and home city preferences

7
WHICH THINGS WILL BE PERSONALIZED?

Personalized Tailored Toy Appealing to

cover page Selection human emotions

Child’s name Sex, age, child’s Smell, touch,

and home city preferences see

7
8
Charles Dickens
English writer and social critic

9
10
“Every ______ we ____ to a tree ____ far away. Not just any
___ farm, a ___ tree ____ . My das and I _______ onto the
______ to _____ for the perfect ________ . Some people like
them _______ and ______ and some like them _____ and fat.
We are searching for a tall and ____ one! “Over there!” I
exclaim, “Dad it’s over there!” Off we ______ , saw in hand
to _____ this year’s ______ down ____ it’s ____ finally!”

11
12
I Introduction: Our Solution

II How We Drive Demand & Retain Customers

Personalization
Incentivized Collaboration

III Conclusion: FCW Returned to Life

13
“Science is what we understand well
enough to explain to a computer.
Art is everything else we do”

Donald Knuth
American computer scientist
and mathematician 14
 “Get closer than ever to your customers. So
close that you tell them what they need well
before they realize it themselves”

Steve Jobs
American entrepreneur, business magnate,
inventor, and industrial designer 15
 IIA

PERSONALIZATION

Customer Survey

Tailored Toy Selection

Children as Advocates
16
 Science Art

Personal Data My Catalogue ≠ A Catalogue

Demographic Analytics Unique and Unreplicable Catalogues

Supply Planning Always fulfilled Christmas Dreams

17
 Catalogue Contains Only Relevant Items

Science Competition for Attention: Less = More

Different Preferences & Catalogues

“Santa Knows Me” Effect

Art Child is Never Bored Exploring the Catalogue

“Peer Curiosity Effect“

18
 Science Art

Pester Power Child does not want to feel “left out”

Buzz Marketing Child Interaction with Friends

Brand Name Loyalty Child will remember FCW experience

19
 IIB

INCENTIVIZED
COLLABORATION
Magic Christmas Stories

The MadLib

Christmas Competition
20
 Science Art

Expansion of Catalogue Life Creation of Father-Son Bedtime Ritual

Expression of Moralistic Message Perpetualization of FCW Spirit

Added Dimension to Catalogue Child Imagination

21
 Comical Effect

Science Interaction among children & adults

All MadLibs are Unique

Perpetualization of Memory

Art Creation of a Collaborative Experience

Stimulation of Creativity
22
 Science Art

Word-of-Mouth Social Currency Effect

Hope Effect Creation of Excitement

Party Expenses Covered by FCW Unique and Unforgettable Experience

23
I Introduction: Our Solution

II How We Drive Demand & Retain Customers

Personalization
Incentivized Collaboration

III Conclusion: FCW Returned to Life

24
 Christmas stories

Magic

Personalization, Madlib

Experience

Bday party

Dream 25
Francesco Di Luzio Matteo Ficarra Caroline Grenningloh

B.Sc. Università B.Sc. Università B.Sc. HEC

Bocconi Bocconi Lausanne

Roman Khorin Clément Mercier Alfonso Sánchez-Eguíbar Garisto

B.Sc. St. Petersburg B.Sc. HEC B.A. Sciences

State University Lausanne Po Paris 26