Best&Less
Limited Edition Store
TheBest plan to be more than just a retailer
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

o
11
ce
sq
)
LGA(s) City of Cockbu
Geography
Facilities
Educational
Recreational
Cultural
References
External links
The earliest known settler at Hamilton Hill was
Sydney Smith, the agent of Captain George Robb.
Robb arrived in Western Australia in 1830 and took
up land south of Fremantle. During the next twelve
months Smith was actively engaged in establishing
Robb’s farm. In a letter dated 27 August 1830, he
gives his address as Hamilton Hill. The origin of the
name, and whether it was Robb or Smith who did the
naming, remains uncertain but the area has been
known as such ever since.[3]
In 1860 Charles Alexander Manning bought 364 ha
(900 acres) of Robb’s land, and six years later built
Davilak House for his son Lucius Manning.[4] The
History
[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) parents
Proportion of t he total single (or lone) parent population
Hamilton Hill % Western Australia %
Male — 15.2 — 18.3
Female — 84.8 — 81.7
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
[1]
[12]
Employment
Employment status of parents in couple families
Labour force, parents or partners aged 15 years and over
Hamilton Hill %
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
Young Community, 75% under 49
Male 49%
Female 51%
[1]
Address:
9 Rockingham Road
Hamilton Hill
WA 6163
(Knight Frank Agency)
Potential: Empty land behind the store
[2]
What is around?
Heavy foot traffic
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)
Retailtainment
• Mix of retail and entertainment
• Shopping as an event/experience
• Creating more engaging consumer
experiences and hence retention
Main purpose
[9]
[10]
Limited Edition Store
Existing products
+ Football Club kits
+ LGBT inspired Clothing
+ Using Recyclable materials
The store unique website for
the best digital experience
+ Private shipping
+ Warehouse
Bigger Infants’ and Children’s
Clothing range
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
Product customisation :
Print their name or … on
different products!
Employ Local youngsters –
train them well, pay them more
happy customers
start with
happy employees
Creating Unique Customer Experience :
Market of 4+ million “mums and bubs” (Ragtrader, 2021)
Growth over the next 5 years
[3]
[4]
[11]
Communication Plan
Social Media Billboard Bold Advertising SMS
Celebrity Endorsement
Endorser credibility has an indirect impact on brand equity when mediated by brand credibility.
39% Australian consumers follow
brands on Social Media of which
49% are women.
SMS produces 6 to 8 times
higher engagement rates than
email (Cellit)
read on average within 5 seconds
74%Of Australians see Billboards every day,
several times a week.
Public Transport
Stations
Taxis
Buildings
89% of Australian use Facebook [5]
[6]
[7]
[8]
Launch Timeline
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
1. Giveaways, Freebies
2. host fun contests with
valuable prizes
3. Costumer Loyalty Program
with more incentives and
discount
4. Tour of all facilities
5. Discount on all items
6. Snacks and drink
7. Make it an event for Adults
and kids
8. Celebrity/Influencer being
present
1.Continue Advertising
2.Have different promotions
for every day to attract
consumers
3.Ask for feedbacks from
Customers via SMS or Social
media
4. Having staff efficiency
1.Attractive discounts and
promotions
2. Host a family oriented event
1-44
Day
Opening Day 46-90
Day
Last 10
Day
Pre-Opening Post-Opening
Communication
Additional
(On Saturday) Promotions
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-MediaReport-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-ExperienceAugust-2019
• [12] Roshan D. Ahuja, Louis M. Capella and Ronald D. Taylor, Journal of Marketing Theory and
Practice, 1998