PowerPoint Presentation
Shopworksagency overview13th of May 2015
making shops work
agency overview1
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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
7 ( +3) 50
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
, B2C B2B
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agency overviewwe are
A retail consultancy providing solutions based on an extensive
understanding of shopper behaviour, through a process of:
researchshopper researchplanningdesignimplementationcategory
managementretail concept designproject management
spacestrategyinternational benchmarkingin store communicationlayout
planningturnkey shop fittingfurniture sourcing
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key principles2
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key principlesunderstand your customerUnderstand what do they
do; what do they want; how they behave,,
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key principlesunderstand your customer
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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%
+12% +280%
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key principles
direct customers through spaceUse flooring, ceiling, lighting,
signage to influence traffic flow
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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 store
from 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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,
, , , , ,, & , &
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Bold branding, architecturefrom a distance attractkey
principles
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Bold branding, architecture
from a distance attractkey principlesTimberland LondonSwarovski
Ginza, Japan
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Interaction, draw customers, at window intriguekey
principlesLiberty scan and discover LondonJohn Lewis on or off
smart TV London
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Interaction, draw customers, entertain, , Adidas Interactive
WindowHarvey Nichols Londonat window intrigue key principles
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View into an impressive store
at window invite
key principles
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Visual display impact, breadth of range, on threshold impress
key principles
SephoraVictoria Secret - NYC
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Visual display impact, breadth of range, on threshold impress
key principles
Wholefoods
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Inspiring displays in store inspirekey principlesWholefoods
Market LondonNespresso Boutique London
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Trial, information, service
in store educatekey principlesWholefoods Market LondonApple
Genius Bar
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in store servicekey principles Value added services, customize,
unlimited stock, Adidas LondonAudi City London & Beijing
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Staff secure customkey principles
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the future of retail3
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empowered connected consumers
retail trendsour increasingly always connected world, this has
empowered shoppers to seek:
value-deals & price comparison sites, retailer
sitesassurance-product reviews, social media convenience-click
& collect, narrow delivery windowsnew & latest-faster
exposure to latest trendsservice-communicate dissatisfaction
- & , -, - & , & - -
the old customer journey
straightforward and linear &
Awareness
Consider purchase
Selectproduct
Unbox & Use product
Purchaseproduct
retail trends &
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 trends70
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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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the new customer journey
complicated web involving research, multi-channel contact with
the retailer and feedback
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/
the role of the store
evolving to become one part of a more complex multi-channel
relationship between the retailer and the consumera destination to
augment the brand experienceoffering a limitless rangeempowered
store stafftechnology to enhance the store experiencestores are
becoming connected
retail trends
augmenting the brand experiencedeliver an immersive experience
to distinguish the store from other channels
touch
Lego, pick a brickWholefood, taste & tweet
Victorinox, knife workshopretail trends
augmenting the brand experience
deliver an immersive experience to distinguish the store from
other channels
customiseKaren Millen, off the peg made to measure
Audi city, digital showroomretail trends
augmenting the brand experience
deliver an immersive experience to distinguish the store from
other channels
entertainBurberrysOrange
Nikeretail trends
limitless range
technology releases assortment potential beyond the physical
constraints of the store
H&M homeHouse of Fraser, buy & collectAdidas, virtual
footwear
retail trends
empowered staff
connect with customers to provide a personalised and convenient
experienceNordstrom mobile PoS to checkout customers anywhereApple
PoS & Barclays, tablets to process queries, scan documents
retail trends Nordstrom PoS Apple mobile PoS & email
receiptsBarclays, ,
enhanced store experience
leveraging technology to enhance in-store experienceWaitrose,
scan & shop self scanningAdidas Neo interactive window display;
order from window; drag & drop items onto modelVanquish RFID
product pick up triggers screen content; retailer tracks customer
choices
retail trends Vanquish RFID ; Adidas Neo , ; &Waitrose,
&
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connected stores
shopper inevitably use smart phones to compare pricesreliable,
available WI-FI in store is developing and can enable retailers to
enhance in store experienceaccess product reviewsaccess store
offersenable real time, location sensitive targeting
retail trends
WI-FI
