PROSHARE CELEBRATING EXCELLENCE MASTERCLASS 2018 - VANESSA LEWIS CAMACHO 20 FEBRUARY 2018

ProShare
Celebrating
Excellence
Masterclass 2018
Vanessa Lewis Camacho
20 February 2018

ProShare Award:
SAYE 2017

Most Effective Communication
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About Superdry...
 Superdry is a Global Digital Brand, obsessed with design, quality and fit
  and committed to relentless innovation...
 We design affordable, premium quality clothing, accessories and
  footwear which are sold around the world.
 We have a unique purpose to help our consumers feel amazing through
  wearing our clothes
 We have a clear strategy for delivering continued growth via a disruptive
  multi-channel approach combining Ecommerce, Wholesale and physical
  stores
 We operate in 55 countries, including our development markets of North
  America and China and have almost 5,000 colleagues globally (HQ: 500
  UK Retail Stores: 2,000)

About ShareSave 2017
What was our baseline?

                          Participation of
   Scheme operated        typically HQ         = Retail stores
   since 2011             colleagues, higher   typically a lower
                          paid, office based   rate of take up
   Employees save         and lower turnover
   between £5-£500        rate
   p.m. for 3 years       Vs.
                          Retails stores –
   Option to purchase     younger
   shares at option       demographic, lower
   price (20% discount)   paid and higher
                          turnover rate

Developing the Communications Concept
Ambition to refresh communications
Objectives:

   To make communications branding in keeping with ‘Superdry’ so more
    recognisable to colleagues

   A review of previous years’ launch materials highlighted that keeping
    ‘close to the brand’ had coincided with a higher take up

   To aim our communications more towards our Retail based
    colleagues, and so the communications and creative style were aimed
    at a younger demographic

Developing the Communications Concept
How did we achieve this?
    Colleague pre-launch survey from which the comms brand was built
    Teaser emails and letters pre-launch (followed by launch comms once
     the Plan was live)
    Posters around HQ and in our Retail stores
    Interactive brochure providing more detail about the Plan and how to
     sign up (both online and vis SMS)
       Testimonials from previous ‘Sharesavers’ sharing their success stories
        (received via the pre-launch survey)
       Personal video from Global HR Director to introduce / the benefits
       Online calculator (including mobile friendly version for Apple users)

Developing the Communications Concept
How did we achieve this?
   Range of training materials for Managers
      Survey revealed that the younger demographic wanted more face-
       to-face communication about ShareSave
      Manager Information Sheet
      Employee flyers
      Store huddles
   HQ provided with ceiling hanging posters in the style of Superdry’s
    price labels to increase awareness of the Plan
   Keeping things informal – all comms were prepared in a light, informal
    tone in keeping with Superdry internal communications i.e. where a
    colleague was known by a nickname, that was used!

Involving colleagues in the Communications Plan
How this helped to inform us and to meet objectives
    Employee Survey
      Saving habits, reasons for not joining in the past, how they would
       like to receive communications about the Plan
    Responding to queries
      FAQs based on survey results & feedback from HR teams, shared
       in both the brochure and training given to Managers
    Staying in touch with the shop floor
      Whilst the comms developed a representative from Superdry’s
       comms team, with experience of creating materials for younger
       staff in retail stores, liaised with the Reward team to ensure that all
       comms had the right tone and information level.

ShareSave 2017
Interactive Brochure

ShareSave 2017
Welcome & How it Works

ShareSave 2017
Savings Calculator & ColleagueTestimonials

ShareSave 2017
Wall & Ceiling Posters

Sharesave 2017
• We received 326 Applications, smashing the 175 we received the previous year by 86% and the most
   applications ever received
• 13% of eligible employees applied
• Only 5% of Level 1 employees applied compared to an average of 40% on other job levels
• It’s a great improvement, but we still have a long way to go
Overall
• Only 20% of eligible employees are currently in at least one of the schemes
• 30% of our applications came on the deadline day with the latest application coming in at a nailbiting16:59.
   Unsurprisingly, we’re already hearing employees say they’ve missed the boat
Learnings
• Small misconceptions about the scheme were easily cleared up with a face to face conversation, we need to get
   out there more next year in huddles, breakout spaces etc.
• We need to focus our communications on better reaching junior employees by emphasising more the low limits
   and low risk of the scheme

The results…
Following the invitation close, the following colleagues
signed up to the Plan, compared to the previous year:

                   Eligible     Total Accepted   % Take-up
                   Population
2016 Eligibility   2826         175              6.19
2017 Eligibility   2795         327              11.70

This was an amazing result showing an increase in the
take up rate from 6.19% in 2016 to 11.7% in 2017

The results…
And, for the first time, a recommendation was put
forward and we won a ProShare Award !

Thank you for listening and for sharing your experiences