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  Case Studies New generation concept storesPan Europe Global telecom brand Objective: . Develop and deliver a new proposition that is profitable for both the Brand and its retail partners Actions: . Develop overall business case in line with the Brand's retail strategy and in context with overall market . Carry out extensive research into consumer buying behaviour . Prepare detailed store budgets . Establish performance measurement systems . Write totally new sales associates' training course . Write new store operations manual . Sales and customer count tracking post opening, and performance improvement recommendations to store management . Sales performance analysis, flag development issues post opening Back Market Analysis Eastern Europe Global sportswear brand Objective: . Improve the Brand's understanding of Eastern European markets and development opportunities Actions: . Research macro economic and consumer expenditure in sporting goods and apparel, retail dynamics and role of sport in society . Markets: Czech Republic, Poland, Russia, Hungary, Greece, Turkey, Slovak Republic . Develop recommendations covering: - the Brand's retail strategy - new channels of distribution - improving quality of retail network - category management with international accounts Back Improve effectiveness of POS and retail sales associate communications Europe Global consumer electrical brand Objective: . Evaluate the effectiveness of POS deployed by the Brand across Europe, and retailers' attitudes towards supplier training Actions: . Measure impact of POS materials on sales uplift . Research how consumers' perceive and respond to POS materials in the different retail channels across Europe . Investigate retailer motivation across channels in the use and deployment of various types of POS materials . Assess retail sales associates' product knowledge and the Brand's recommendation rates compared to competitors . Prepare White Paper on the relevance and importance of POS materials and their ability to influence purchase decisions . Report on how to optimize retail investment and focus future in-store communications to maximise sales Back Consumer research, trade and consumer marketing UK Global telecom brand Objective: . Understand consumer shopping behaviour to improve trade and consumer communications and strengthen the Brand's role in the category Actions: . 1,300 exit interviews covering the entire UK mobile phone retail sector . Ascertain current level of knowledge, brand preferences, purchasing intensions and expectations . Understand in-store experience and critical factors influencing purchase decisions . Examine awareness of new mobile technology . Identify how shopping experience can be improved; share results with retail partners . Inform account marketing plans and new product launch communications Back Retail strategy evolution UK International fashion accessories brand Objective: . Provide strategic overview and recommendations for the Brand's positioning, consumer dialogue and retail ranging Actions: . Focus group research amongst target consumers . Interview retail buyers and merchandisers . Market review and analysis . Develop recommendations covering: - strategic brand development - consumer proposition and brand communications - range development - internal structure and functions - KPIs and benchmarking Back Retail channel analysis UK Global consumer electrical brand Objective: . Assess store formats, plot retailers and identify new product sales opportunities for the Brand Actions: . Retailer research and format classification . Align formats and retailers to the Brand's consumer segmentation . Product road mapping - define the right products by format and accounts Back New retail concept International Opticians Objective: . Conceptualise new format opticians for exclusive target customers Actions: . Plan customer journey . Define service levels and operations . Schematic flow process . Create design concept for the brand identity, store interiors and merchandise display Back Shop in shop business case Europe Global consumer electrical brand Objective: . Define the financial and operational requirements to create a successful shop in shop programme generating the required ROI Actions: . Confirm potential accounts and why . Sales and gross profit uplift projections by store location and product category . Budget initial investment and 4 year running costs . Cash flow and pay back calculations . Prioritised investment plan . Define operational requirements - stock, sales associate training etc Back New shop in shop UK Global consumer electrical brand Objective: . Conceive, develop and execute financially successful shop in shop programme Actions: . Responsible for overall project delivery - design concept creation, shopfitting, manufacturing displays and POS . Close liaison with host retailer . Performance analysis - sales tracking and consumer research . Ongoing management input - staff and operations Back Shop in shop performance analysis UK Global consumer electrical brand Objective: . Measure sales performance and assess consumer shopping behaviour to evaluate effectiveness of the Brand's new shop in shops Actions: . Track weekly sales by SKU in test and control stores - sales mix; increases in certain categories; pre and post installation sales uplifts . Research methodologies: - accompanied shopping trips: qualitative understanding of consumer reaction and interaction - in-store consumer intercept interviews - mystery shopping: staff service skills, product knowledge and recommendations - staff depth interviews: design and operations Back Display merchandising development, launch and management Europe Global console gaming brand Objective: . Manage development and execution of Pan- European display merchandising programme Actions: . Due diligence and recommend manufacturer . Design development and production management . Installation logistics - coordinate activities with field marketing companies across 16 markets . Assist sell-in to key retailers . Define and report compliance on merchandising operations and field marketing service standards . Installation database . Over 8,000 installations across Europe . Ongoing programme management Back Measure display merchandising performance Europe Global console gaming brand Objective: . Measure effectiveness of permanent display merchandising investment Actions: . Input into EMEA web merchandising installation database and reporting tool . Measure sales effectiveness; outlet level analysis compared to in store investment; by market, channel and account . Recommend future POP investment and focus Back Account sales and merchandising training Europe Global pay TV channel Objective: . Help licensing and product development teams create commercially-based product ranges and understand principles of successful in store merchandising Actions: . Workshops with presentations, and practical exercises selling into buyers and in-store merchandising, covering: - consumer targeting, value proposition - range planning, price architecture - retail buyers: motivations, how they measure success - merchandising: product and channel variations Back |