PowerPoint Presentation
Shopworksagency overviewMarch 2016
making shops work
agency overview1
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agency overviewwe are
A retail consultancy and a retail design agency providing
solutions based on an extensive understanding of shopper behaviour,
through a process of:
researchshopper researchplanningdesignimplementationcategory
managementretail concept designproject managementSpace
/formatstrategyinternational benchmarkingin store
communicationlayout planningturnkey shop fittingfurniture
sourcing
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shopper researchlayout planninglayout effectiveness in
maximising product exposure
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shopper researchCategory strategy executionlayout effectiveness
in maximising product
exposureROLEASSORTMENTPRICEPROMOTIONLOCATIONDestinationFull range
at the category and subcategory level.Fulfil all market
alternativesAvoid running out of stock.Price leadershipBest value
for moneyExtremely aggressive Communicated with authorityImportant
to drive traffic flow inside the store.Prominent space allocation.
RoutineWide variety based on best sellers e main brandsCompetitive
(imperceptibly more expensive)Competitive discounts, frequent, and
communicated with authority.Extended space allocation Adjacent to
destination categoriesSeasonalTemporary extended full range
Competitive eventually prices may be slightly higherAggressive in a
way to balance perception of slightly higher price.Temporary
premium spaceConvenienceLimited variety based on best sellers and
margin generators.Acceptable (additional premium price price
slightly higher than competition)Temporary and limitedSecondary
locationsImpulseLimited assortment based on best sellers and margin
generators.AcceptableTemporary and with few SKUsDisplayed in high
traffic areas in store
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agency overviewInternational7 (+3 ) international offices
Network of worldwide strategic retail partners Solutions adapted to
local culture and market specificsProjects in almost 50
countries
LisbonLondonMoscowJohannesburgMalaysiaMumbai Shanghai
Paris
MunichUAE
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agency overviewexperienced Retailers, service providers,
manufacturersCommodity and luxury brands, B2C and B2BHigh street
stores, kiosks, hypermarkets, department stores, shopping
centres
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key principles2
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key principlesperformance focusedExamining all retail elements
for maximum sales and profitability
range & assortmentretail technologyadded value
servicesstaffretail environmentincreasenumber of
customersincreasevisit frequencyincreasesales
conversionincreasetransaction value
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key principles
functional retail planning principlesOptimizing elements to
guide shopper behavior in store and at fixtureequalise value of
spacedirect customers through spaceclear sightlines,angles &
accesseffective categories & adjacencies
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key principles
equalize value of spaceReturn maximum value from every square
metreoriginal floor planrevised floor planservices +12% retail
+280%
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key principles
direct customers through spaceUse categories, flooring, ceiling,
lighting, signage to influence traffic flow expose them to the
danger of buying stock
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key principles
sightlines, angles & accessMaximise visibility and access
throughout retail space
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key principles
effective categories & adjacenciesOptimise category space
allocation & adjacencies to promote cross-selling &
up-selling
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key principles
emotional the customer journeyAchieving shopper satisfaction by
meeting their needs, expectations and desires at every step of
their journey through storefrom a distanceattract,
inform,direct
at windowinvite, intrigue
on thresholdimpress, inform,guidein storeexcite, advise,
educate, convert, add value
staff & servicesecure custom, drive loyalty &
advocacy
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the new customer journey
Product Website
View Ads
Read Interviews
Researchproducts
View Video
Visit deal site
Consult friends
Visit store
Visit commerceweb site
Compare prices
Downloadcoupon
Product purchase
Unboxproduct
Take video/photo
Use products
Shareopinion
Engage in Retailer discussion
Upload Mediaabout product
retail trends/complicated web involving research, multi-channel
contact with the retailer and feedback
Consumer trends connectivity
The modern digital consumer is connectedConsumer trends
17the modern digital customer (from 15-75 years old) is a
web-researching, mobile-checking, store-browsing, call-center
phoning, socially active, trend aware animal
The empowered consumer exhibits a short attention span, a demand
for immediate satisfaction, a lack of patience for products that
dont fit their needs, and intolerance for sub-par service
Mobile trends
Of the 7 billion people in the world
5 billion use a mobile phone
(whilst only 3.5 billion own a toothbrush) Source: Technology
World, Jan 2013Mobile trends
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Mobile trends
Smart phones, smarter shoppers
Smart phones have transformed shopping behaviour
New ways to shop
New ways to research, browse and gather information
New ways to pay
Mobile trends
New ways to shop: Scan a QR codeMake a callView a websiteMake a
call
New ways to gather information:Discuss on a social networkRead a
reviewCompare different productsMake a shopping listCollect loyalty
pointsLook up location specific couponsBenefit with others via
Groupon
New ways to payPay using card on phonePay using phone numberPay
on linePay in store
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Understand shopper needs on every step of their journey to
define retail strategy and shape retail execution From a distance
At window On threshold In store ServiceAttract Intrigue Impress,
invite Guide, inspire, Secure sale &Educate word of mouth
advocacy
The new customer journey
Instant Peer to PeerLocation MarketingMobile materialsComparison
& promotionLoyalty & payment
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Bold branding, architecturefrom a distance attractkey
principles
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Bold branding, architecturefrom a distance attractkey
principlesTimberland LondonSwarovski Ginza, Japan
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Interaction, draw customersat window intriguekey
principlesLiberty scan and discover LondonJohn Lewis on or off
smart TV London
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Interaction, draw customers, entertainAdidas Interactive
WindowHarvey Nichols Londonat window intriguekey principles
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View into an impressive storeat window invite
key principles
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Impress with a strong DNAon threshold guidekey principles
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Inspiring displaysin store inspirekey principlesWholefoods
Market LondonNespresso Boutique London
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Trial, information, servicein store educatekey
principlesWholefoods Market LondonApple Genius Bar
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Value added services, customize, unlimited stockstaff &
service secure customkey principlesAdidas LondonAudi City London
& Beijing
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Design road map3
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Collate data & design briefkey principles
Collate sales and consumer data. Understand the space required
Brand DNA elements What will make the store unique Store
information in AutoCAD file format....
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Use planning principles for macro layoutkey principles
Zone planningCustomer flowsSpace allocation
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Color and material selectionkey principles
MaterialsColour palletsFinishes and textures
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Concept Creation sketch visualskey principles
Concept sketches demonstrating colour, textures and
geometries
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Concept development in 3Dkey principlesCreate a realistic 3D
environment Develop in store communication
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Working drawings store unitary detailskey principles
Unitary working drawings (wall units, gondolas, counters,). In
store communication support materials (point of sale materials).
Window display systems.
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architectural drawingskey principles
Final floor plans. Floor coverings plan.Material application
plan. Ceiling plan.Lighting plan. Interior elevations. Store front.
Specific execution details. Unitary plan. In store communication
plan.
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Case studies4
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Wine & spirits retail concept design and branding in
RussiaFinistCreating a fresh new concept for wine & spirits
retailcase studiesBranding & logo design, interior
communication and navigationRetail concept design &
developmentTurnkey design project from store layout planning to
uniforms design
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Shopper research, store & concessions design, layout
planning and in-store communicationThreeUKtelecom case
studiesShopper research in stores and shop-in-shopsStore concept
designShop in shops concessions design and implementationCampaign
communication designFree standing merchandising units
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Lola & GraceResearch & Design Consultancy
Store evaluation & recommendations to optimise new concept
store designO2case studies
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Store evaluation & recommendations to optimise new concept
store designO2UKtelecom case studiesCustomer trackingIn-depth
shopper researchRecommendations led to design revisions before roll
out
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Layout planning review and in-store communication
developmentThreecase studies
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Shopper research, store & concessions design, layout
planning and in-store communicationThreeUKtelecom case
studiesShopper research in stores and shop-in-shopsStore concept
designShop in shops concessions design and implementationCampaign
communication designFree standing merchandising units
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ShellResearch
SikkensResearchPlanning & DesignImplementation
St. George BankResearch, Planning & Design
MegaFonPlanning & Design
TurkcellResearch,Planning & Design
MegaFonPlanning & Design
Audi CityResearch & Design Consultancy
