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1   Establishing Innovation Marketing Strategies

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1   Establishing Innovation Marketing Strategies

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Description：

In this project, I wanted to develop a marketing strategy with innovation as the primary goal. The retailer I chose was Liberty London, a luxury department store located in London. They sell a wide range of products, such as women's wear, men's wear, children's wear, food, fragrance, jewellery, beauty, fabric, and homeware. It is a company with a long history dating back hundreds of years. Because of its distinctive style, Liberty has a very loyal clientele. They are mainly women, most of them living in the city, and they undoubtedly appreciate the unique style of Liberty. The main concept of strategy is to meet Liberty's existing customer needs while venturing into new technologies and seeking breakthroughs.

Feeling：
When I visited the department store, the first thing that caught my attention was the florist at its entrance. This not only echoes the classic elements of Liberty fabrics but also gives guests a fresh scent before they even enter the department store. After entering the shop, staying inside the department store also feels relaxing, probably because the natural material of wood surrounds you in a way that makes you feel somehow safe. These feelings inspired me to decide on nature as a general aesthetic for the development of this innovative strategy. According to my observations of the customers in the shop, they were mostly women, mostly millennials and baby boomers, and then I saw a lot of regulars as they seemed to be familiar with the place.

Evaluation：
I think two issues need to be understood at this stage to build an innovative strategy for liberty that works for it and is useful.

1)Why constantly looking for a new way to innovate is so important?
All the modifications that humans have imposed on nature are the result of innovation, from stone bronze and iron to the electric light and telephone internet. Through innovation, we have formed tools and products in various physical or non-physical forms that have become an extension of our capabilities and sought to survive better and thrive. Good innovation is also crucial to a company. According to Harvard Business School's description of the importance of business innovation, "Innovation can help you stay ahead of the curve and grow your company in the process."

2)Why does Liberty need to be innovative?

As I mentioned in my previous FEELING, the brand has a loyal group of existing customers. I have found that the content they post on their digital platforms is consistent and receives a steady stream of views. While there are always two sides to everything, these facts also reflect that Liberty's main customer base is older, the themes of its activities are not groundbreaking and experimental, and the retail approach is old and uninspired. So liberty needs to make some changes to attract new customers, but at the same time, it must consider the needs of its existing customers when building innovative strategies.

Analysis：
Liberty's product line shows that their existing customers have a preference for high-quality and nature and art-related products. Another thing to note is the very small number of technology-based products sold by Liberty. The fact that the overall age of the customer is older also suggests that overly complex technology does not fit into this strategy. By looking at their past campaigns, I can see that they have not tried to be bold in their themes and the brand has been focused on its star product - fabric. This can result in the overall image of the brand being too homogeneous and solidified, therefore exploring new opportunities will be one of the goals that wanna be achieved in this project. Also considering that Liberty's existing customers have a long and stable relationship with the brand, I think this innovative strategy could move in the direction of exploring other areas or trying a revolutionary retailing method.
Conclusion ：
At this stage, I have outlined a general framework for Liberty's innovation strategy based on the primary research I did on Liberty London and the thoughts I had from them. It is about the following 2 points.

-To build an innovative strategy that is as relevant to the brand image of Liberty as possible, the needs of Liberty's customers should be taken into account, as well as the need to consider whether it is feasible in terms of techno-economic or regulatory aspects.

-The brand needs to be brave in this campaign and explore new territories, stepping out of the comfort zone in which it has been deeply entrenched for so long. Innovation is good for liberty in terms of bringing freshness to existing customers and strengthening relationships with them while attracting new opportunities and customers.

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Description:
This time the campaign is scheduled for spring, from 6 to 26 March. This season of renewal and renewed hope is the perfect time to launch innovative projects that will bring something new to the public and diversify the brand image for the season.
Considering that the average age of the existing customer base is older, they will or have already started to embrace the theme of wellness. According to Euromonitor International's Voice of the Industry survey, 70% of respondents believe that there will be a medium to long-term change in consumer attitudes towards buying health and wellness-related products. This indicates that in the wake of the global health crisis, more and more consumers are realising the importance of a healthy and balanced lifestyle. I believe that brands or retailers should develop their innovation strategies from this perspective. Thus achieving the goal of both meeting the needs of existing customers and exploring new opportunities.

Feelings:

According to Liberty's official website, this building is "Designed to feel like a home, each atrium was surrounded by smaller rooms, complete with fireplaces and furnishings." Then from the feeling of home, I can associate these words with familiarity, helpfulness and trustworthiness.  The family always wants to serve you the best quality food they have. I think Liberty can try to show this side of the brand to the public by exploring the wellness area using innovative technology.

Evaluation:

-What are the benefits this innovative campaign can bring to Liberty London?

This strategy aims to help Liberty London establish a trustworthy image in the public eye in a post-epidemic scenario.

-How does Liberty enter the healthy area?
The current situation for liberty is that existing customers need this and the overall consumer trend is moving in this direction, taking into account these realities. An innovative strategy to better assist customers in building healthy lifestyles was a good decision.

Analysis:
The liberal consumer seeks a high standard of living and most of them are millennials and baby boomers. And most of them live in cities. As they get older, they are likely to become more concerned about their health. However, our health is largely influenced by the quality of the food we eat every day. When it comes to healthy food, people living in cities must be particularly concerned about the freshness and quality of ingredients. In addition, there is research from FMCG Gurus that shows 53% of global consumers have made changes to their diet and lifestyle to improve their immune system in 2020. One dietary change consumers are making is eating more fresh fruit and vegetables (63%). What can consumers do to ensure that the food they buy is fresh enough? How can we provide consumers with the healthiest and freshest food in a sustainable way? After analysing the above points, I found that working with innovative technologies related to green foods such as fruits and vegetables is the answer to these questions.

Conclusion:

I need to find some innovative technologies for vegetables and fruit through further research and they need to be able to solve this problem of getting fresh ingredients in the city, at the same time helpful for Liberty London to develop innovative retail approaches around the strategy. At the same time, it should help liberty to develop innovative approaches to retailing.

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Food Photography - Sheena Bates Utah Food Photographer - Editorial and Commercial Food Photography

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3    Innovation strategy & Proposal video 

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3    Innovation strategy & Proposal video 

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Description
At this stage, I did some research on emerging technologies and some of these resources inspired me. I decided that the innovation strategy would be based on the technology of vertical farming. As there is still a lot of uncertainty in the health food industry, a focus on transparency in the format is a very important action point for the strategy. In addition, my idea for the video was to continue Liberty's iconic aesthetic as a way of expressing to the audience the core idea of naturalism in action and as an opportunity to promote healthy lifestyles among consumers.

Feeling
Liberty has a high stability of followers on social platforms, which suggests that the content they post is useful to their customer base. Between the brand and its customers, it already has a unique way of communicating with them and I shouldn't change it. I noticed that liberty occasionally shares recipes that are in season or celebrate holidays in the inspiration section of the website. I thought it would be a good decision to add this element to the strategy.

Evaluation
What are the disadvantages and advantages of the technology itself, vertical farming?
The advantages are the following
1. It doesn't take up a lot of space, which makes it easy to place in the shop
2. because it is a relatively new technology, its appearance is enough to arouse people's curiosity. It may attract people passing by who want to come and have a look.
3. The advantage of in-store growing for retail is that it eliminates the need for transportation to some extent, which helps save energy and allows customers to be the first to get the freshest ingredients.
Its disadvantages are
1. The harvest process has to be done by staff, which means we can not make this part of the in-store experience for the customer.
2. The technology is currently only able to produce two types of ingredients, vegetables and herbs

How does the strategy intend to put the vertical farm into use?
In this campaign, the selection of vertical farming was more than a gimmick, it needed to be integrated into the POP-up shop in a way that made sense. Further analysis was needed to come up with a specific solution that would complement its weaknesses and build on its strengths.

Analysis
Inspired by the Ikea Innovation Lab, I came up with a great way to use vertical farming as a technique. The pop-up event could be made into an organic food and grocery shop, where visitors could have a retail experience that they would find meaningful. A salad made from fresh vegetables picked on-site from the vertical garden gives consumers a good visual indication that it is healthy enough because they can see directly where the ingredients come from. In addition, we include details about the source next to all our products and we encourage customers to enjoy their food and stay in the shop.
The video is the main way to introduce the campaign to the public and its function is to show people what is unique about this innovative campaign and what it can bring to the consumer. Triggering customer curiosity while making the campaign known to those with a need for healthy food.
Conclusion
At this stage, I defined the exact outline of the whole strategy. After analysing the advantages and disadvantages of vertical farming technology, to better apply this innovative technology in a rational way to liberty's campaign. I finally decided to make a pop-up shop selling healthy food and to use vertical farming as a highlight of this campaign.

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Overall the process of developing the innovation strategy went quite well, although there was some confusion during the research and decision-making part, in the end, the solution was found. This was mainly because a general framework was set up at the beginning and then narrowed down step by step through the research process for me to find a suitable innovation technique for the strategy and to develop a reasonable solution for its use.