shopworks presentation 2016
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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
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