ONEOBSESSION FY15 EMEA D2C CAMPUS RETAIL WORKSHOP

ONE OBSESSION IS OAKLEY’S EXPRESSION OF THE SHARED DRIVE TO PURSUE THE THINGS WE LOVE. It is based on an indisputable truth: Deep inside every one of us is an undeniable passion to chase a persistent idea, image or desire, and turn those into reality. That pursuit is not driven by outward recognition and reward, but rather an internal drive and source of inspiration, satisfaction and happiness. It is a state of mind, an inner drive. It is not about results, winning, or achieving perfection. The journey to get there is the reward, and true happiness comes from the pursuit. Whether a remote mountain peak, backyard trail, secret surf spot or suburban garage, we all have a place where our obsessions live in the real world. It is through ONE OBSESSION that our brand aims to connect with consumers in a humbler, more inclusive way. ONEOBSESSION

HOW DO YOU EXPLAIN ONE OBSESSION TO YOUR CUSTOMER? Keep it simple, stick to key points, and use One Obsession as an engagement factor. Say something like: “One Obsession is the drive that comes from within, that pushes you to keep going as you pursue your passion. One Obsession isn’t about the result, it is about the journey. What’s your One Obsession?” ONEOBSESSION

It is our job to inspire consumers to not only embrace their obsessions but to share their places of obsession with us. the conversation created and curated by Oakley under the #liveyours is at the core of the obsession within. ONEOBSESSION WHAT ABOUT RETAIL?

ONEOBSESSION DO YOU KNOW THAT DRIVE YOU HAVE TO BE BETTER AT SOMETHING EVERY DAY? ENGAGE - your customer in the brand campaign by explaining One Obsession and #LiveYours. LISTEN - to how your customer responds, read body language cues. IMMERSE - your customer in the brand by having them use the #LiveYours. TELL THE STORY - of a Surprise and Delight Oakley customer. EXITE - your customer about the new ways they can interact with the Oakley brand.

ONEOBSESSION HOW CAN WE LEVERAGE THE ONEOBSESSION CAMPAIGN AT RETAIL? Q.

ONEOBSESSION -COMMUNICATE (SHARE AND EXPLAIN WITH THE TEAM). -MOTIVATE AND REMIND (IDENTIFY AND PRAISE BEHAVIORS, TALK ABOUT IT). -HAVE ONE VOICE (LOOK FOR OPPORTUNITIES TO LEVERAGE ON MARKETING INVESTMENTS). -CELEBRATE THE BRAND (SP15 AND NEW PRODUCTS ARRIVALS).

ONEOBSESSION WHAT TOOLS CAN YOU LEVERAGE ON AND CAPITALIZE ON FASTER RETURN? Q.

ONEOBSESSION -D2C FY15 AOP INITIATIVES. -RETAIL GTM PLAN/PROCESS (RETAIL MARKETING PLAN). -O ’MATTER. -YOUR STORE KPI’S AND TARGETS. -YOUR OWN OBSESSION (AS VEHICLE TO REACH OUT TO CUSTOMERS). -APPLIED SCIENCE AND METHOD TO MADNESS.

ONEOBSESSION Q. PERHAPS, YOU ARE IN NEED OF A PLAN?

ONE'SPLANNING

IS NOT ABOUT PERFECTION, IS ABOUT PUTTING IN THE EFFORT! THE PLAN ONLY WORKS IF YOU DO.

ONE'SPLANNING PLANS ARE OF LITTLE IMPORTANCE, BUT PLANNING IS ESSENTIAL. – WINSTON CHURCHILL - A GOAL WITHOUT A PLAN IS JUST A WISH. - ANTOINE DE SAINT EXUPERY - GIVE ME SIX HOURS TO CHOP DOWN A TREE AND I WILL SPEND THE FIRST FOUR SHARPENING THE AXE. – A. LINCOLN - LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS OPPORTUNITY. - SENECA - PLANNING VS. PLANS

ONE'SPLANNING HOW DO WE APPROACH PLANNING?

ONE'SPLANNING IDENTIFY TARGET FEASIBILILYTHE IDEA! GATHER DATA ANALYSE DATA SELECT PRIORITIZE PLANNING ACTION THE PLAN IMPLEMENTMEASURE MONITOR

ONE'SPLANNING IDENTIFY YOUR TARGETS KPI’s VS REVENUE LEVERAGE AGAINST EXISTING TOOLS HOW? (SWOT? ALTERNATIVE TOOLS?) PLANNING YOUR INITIATIVES (TEMPLATE) ACTION TO DO LIST! MEASURING (ROI)

ONE'SPLANNING Q2 Q3 Q4 INITIATIVES CALENDAR WHATHOWTARGETSWHY TRAFFIC X CR X ATV $$$

ONE'SPLANNING Q2 Q3 Q4 INITIATIVES CALENDAR WHATHOWTARGETSWHY - TRAFFIC DRIVING INITIATIVES -PEOPLE -CENTER -PRODUCT LAUNCHES -DATA BASE CREATION ALIGNMENT

ONE'SPLANNING Q2 Q3 Q4 INITIATIVES CALENDAR WHATHOWTARGETSWHY ELABORATE ON THE TO DO LIST

ONE'SPLANNING Q2 Q3 Q4 INITIATIVES CALENDAR WHATHOWTARGETSWHY HOW DOES THIS ALIGN TO THE DTC AND GTM?

TOOLS (SIMPLE SWOT) ONE'SPLANNING

TOOLS (CREATE A TO DO LIST) ONE'SPLANNING

TOOLS (SIMPLE SWOT)

ONE'SPLANNING The local Initiatives tracker/process 1.Jim appointed as the filter. 2.Events are prioritized and booked on the tracker. 3.Sanne approves. 4.Plans are turned into action. 5.Store Manager monitors and reports back. 50% database building. 1 st, Partnerships 2 nd, Loyalty card activation. 3 rd, Join us on FB activities. 50% events. - Store community focus. FY15 TRAFFIC DRIVING PRIORITY CRITERIA