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IRFne060904LuFerrP1 The key elements of a Retail Concept and main trends Some examples of innovative Retail Concepts
IRFne060904LuFerrP2 Brand Strategy Target Market Atmosphere Assortment/ range Complete Retail Concept Shopping experience Pricing Promotional tools POS Location/dimension Customer Service
IRFne060904LuFerrP3 Area Trend Atmosphere Surreal effect creation Development of initiative of traffic building Shopping experience Interaction encouraged more and more. Demo/product test. Simulation of functioning atmosphere of the product Assortment/ range Customer service Widening offer portfolio with noncore products/services ( one stop shop )/differentiation of the offer Development of cross selling Assortment fast renewal (i.e. fast fashion retailers) Development of assortment with a specific focused target Superior sales force training Sales people empowerment Policies of compensation based on level of customer satisfaction/ sales
IRFne060904LuFerrP4 The key elements of a Retail Concept and main trends Some examples of innovative Retail Concepts
! IRFne060904LuFerrP5 LONDON Store layout Pavilion layout The store reproduces a virtual city of the sport, constituting:. Central public square with videowall column. Pavilions/quarters dedicated to the sport disciplines (e.g. soccer quarter, ) Inside some of the pavilions, the characteristic atmosphere of the sport, to which the pavilion is dedicated, is reproduced; as an example:.. Basket playground Reproduction of the soccer stage cover
IRFne060904LuFerrP6 " #$% PARIS Concert in the forum Cafe FNAC Demo game PS2 The forum area in the middle of the POS is entirely dedicated to traffic building activity not directly related to the sale of products:. Caffé FNAC: food/cafè bar. Temporary exhibits on specific topics (current exhibit on the work of Stanley Kubrick). Concerts for new CD launch and cultural events: books inauguration, reading sessions. Workshop on new technologies Presence of interactive elements:. Image Box counter for modifying and printing digital photos. Touch screen with information on products on sale and events organized in the store. CD listening counters Many plasma screens with images of exhibited products (e.g. concerts in the music area, demos in the software area, )
#$% IRFne060904LuFerrP7 PARIS Thematic exhibits Relax Area Restaurant/Bar Inside the atelier thematic exhibitions on automobiles are periodically organized The exposures use multimedia instruments integrated with the exhibit objects The atelier provides visitors an area to relax, where it is possible to:. Read newspapers and magazines at their disposal. Rest on the sofa and massage seat. Listen to music and see films on F1 Renault The atelier has a Restaurant/Bar area (approximately 5,400 ft 2 ) suspended over the exhibits area
IRFne060904LuFerrP8 & NEW YORK A narrow retail format turned into a destination event Concept Sell highend dolls and related accessories to girls from 5 years of age to preteens and...... Sell matching apparel, related books and magazines to them Key Features 3 POS, each ~ 40,000 ft 2 Theatre shows on related themes Elegant restaurant with a setting for the doll A doll make over A doll hospital
IRFne060904LuFerrP9 '( COPENHAGEN,DENMARK An experimental place focused on creating a visual and multisensorial experience to promote beds and mattresses Comfort Zones Sensory Room Other features Concept: to demonstrate a bedroom in a privileged area filled with comfort and a multisensual experience to exploit fully the appeal of the products Has 4 rooms of different styles: Italian, Colonial, Penthouse, Romantic A part of store dedicated to a Show your room contest with images of actual rooms of customers In this room customers can avail a polysensorial experience of two different atmospheres in a simulated environment There is also a mobile sensory room for shops to organise promotional events A room with Robbie William s bed where you can lie down and also click photos A chiropractor for consultancy services Sophisticated coffee shop Store open for public only on Thursdays from 15 20 or on appointment to create an exclusivity feature
$) * % IRFne060904LuFerrP10 LONDON Interaction with the Web Personalization of the product Inside the store, there are internet counters, where the customers can surf and personalize the Nike products and directly buy them POS technological content The high technological content of the store contribute to increasing the POS traffic:.... LCD containing videos of sports Central Videowall Automated product delivery
$) + #,% "$. IRFne060904LuFerrP11 MONACO Demo O 2 Music Demo phones counter Inside the O 2 Music demo area, there are two touch screens which allow the customers to navigate through the catalogue of the music shop and to listen to online songs, free of charge Inside the Flagship store of O 2 there are demo phones counters (6) in which customers can try newly released products (functioning and equipped with a SIM) by sending sms/ mms, navigating through the telephone menu or the O 2 wap portal
$) % IRFne060904LuFerrP12 NEW YORK Inside the Apple Store all the released products can be used by the customers The exhibit spaces are divided into thematic areas: Home, Photo, Music, Pro,... and in each area, there is a PC and Apple accessories along with complementary products, (e.g. Musical instruments in the Music area, cameras in the Photo area, )
$) $* IRFne060904LuFerrP13 USA Interaction with Various Appliances Game area for kids Inside the Maytag store, people can test the various household electrical appliances by actually using them (i.e washing clothes, making biscuits...) The store is divided into various areas based on categories such as washing clothes, washing utensils, kitchenware etc. with Maytag products and limited products from other brands The store also has a game area for children Overall it has a very conducive atmosphere for the key customers to try out the products
$)& IRFne060904LuFerrP14 LONDON Focus on all aspects of eyesight care Innovative Display and Trial The store is dedicated to eyesight care with a concept based on a highlevel mix of products and services, combining sophisticated skills, highly personalized approach and cutting edge equipment Services include optical surgery (performed in a separate clinic), and personalized advice on diet integrators that stimulate visual capabilities through a careful mix of vitamins, minerals and other elements The store has niches with innovative mobile displays, where the glasses holders project out of the wall and recede back (like a fashion parade) and also a touchscreen station that allows customers to try various glasses and take photographs to aid making a choice
/$ 0$$ $% IRFne060904LuFerrP15 LONDON The POS utilizes the opportunity of crossselling by:. Widening the range of products to noncore (e.g. selling clothing goods, activities like sale of tickets for events and performances). Selling products of other Virgin companies, through shop in shop stores (e.g. Virgin mobile, Virgin cosmetics)
/$ $ IRFne060904LuFerrP16 KOREA KTF: Good time stores, target high spenders LG Telecom: Phone&Fun, target young KTF has developed with some dealers in strategic locations, a concept dedicated to the highspending customers; the POS while mainly focusing on selling, presents:. Entertainment areas (attended area, reading area, food arrangement for customers, navigation. emplacements) High level of service LG Telecom has developed a concept dedicated to young customers characterized by:. Assortment focussed on interactive phones. Specific promotions for the young segment. Photos area. Instruments for phones customization
/$123* Concept: Solutions for wellbalanced living Wide range of products and services IRFne060904LuFerrP17 USA A store targeted on feminine needs, focussed on health, wellbeing and technology with an opportunity for onestop shopping and relaxation with a peculiar cross merchandising strategy EQ has its roots in Equilibrium and general objective of the store is to enable customers search new shapes of equilibrium with personalized store services Store is divided into 3 areas: Health, wellbeing and technology:. Health: Medicines and products for body care, and nontraditional medicines like Homoeopathy. Well being: natural food, books, reviews, physical exercise space and electronic products for monitoring health. Technology: Products from ipods to personal computers displayed in a more friendly way
IRFne060904LuFerrP18 %0 ( SAO PAOLO, BRAZIL A huge 182,000 ft 2 area store Symbol of glamour and luxury A luxury department store with exclusive shopping areas for men and women and:. A wide range of products: apparel, footwear, intimate wear, accessories. also champagne, cigars, luxury cars, boats and pieces of real estate... Relaxation facilities, clubs for events, Spa, bar, restaurant, tape conveyor for delivery of purchases, facility for helicopter landing, personal shoppers The female shopping area has a strong domestic atmosphere where apparel can be tried on in the rooms itself instead of small trial rooms The male shopping area has all assortments in the sale area
4, IRFne060904LuFerrP19 Area Trend Atmosphere Surreal effect creation Development of initiative of traffic building Shopping experience Interaction encouraged more and more. Demo/product test. Simulation of functioning atmosphere of the product Assortment/ range Customer service Widening offer portfolio with noncore products/services ( one stop shop )/differentiation of the offer Development of cross selling Assortment fast renewal (i.e. fast fashion retailers) Development of assortment with a specific focused target Superior sales force training Sales people empowerment Policies of compensation based on level of customer satisfaction/ sales
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