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Situation Analysis

Dior launched a research study, Addict to Retail, which explored ways to improve the customer's experience and boost sales at Dior beauty counters. The findings were to be presented to 500 top executives at the Dior Worldwide Meeting at the Hilton, Paris on 22nd January 2008.

Goal

The Addict to Retail team's goal was to share the results of their pilot program and the new sales model with other stores in a way that would excite the executives and inspire them to adopt this sales concept at all Dior beauty counters throughout the world. Zs2 Creative's mission was to make ten short films as well as design and direct a stage play which would be interspersed throughout a thirty-minute presentation with the goal of captivating the audience.

Solution

Zs2 Creative researched the study's findings and worked closely with Dior to define the key messages. As this was a global initiative, everyone agreed that a global approach was needed and that gathering testimonials from 'test centers' around the world would be the best solution. Zs2 Creative conducted interviews with a broad range of people from Dior including Gilles Dougoud, France General Manager, Dorothy Mok, Hong Kong General Manager, Francois Le Gloan, Asia Regional Manager as well as the Counter Mangers at Le Bon Marché and Printemps. The Zs2 Creative team also shot footage at the Dior flagship store in Hong Kong as well as Le Bon Marché and Printemps. In addition to directing the films, Zs2 Creative's Chief Creative Officer, Scott Hillier, worked with six actresses in creating the stage play that was based on the Dior worldwide mystery shopper study and illustrated different selling methodologies.

Summary of Success

Addict to Retail was presented at the Dior Worldwide Meeting in Paris on the 22nd January 2008. It was the end of a long day for the 500 executives that had flown in from around the world. But when the presentation started with the upbeat play, it successfully caught the audience's attention and they remained engaged throughout the following presentation and ten films. It was a resounding success.