Jos De Vries The Retail Company
From marketing strategy to successful store concept The importance retail design Christiaan Rikkers Managing Director
My presentation for today
1.
Introduction Jos de Vries The retail Company
2.
Some international projects
3.
Retail trends in Europe
4.
The role of retail design
Jos De Vries The Retail Company Part of
Jos De Vries International bv founded in 1986
Offices
The Netherlands (Maarssen) Germany (Dortmund) Spain (Barcelona) Russia (Moscow)
Employees
Aprox. 45 specialists for Design and retail-marketing
International clients
Food retail and Gastronomy Foodservice Non food retail Industry Shopping centres and airport retail
food retail
What we do... Our disciplines: •
Retail strategy / consulting
•
Concept development & Design
•
Brand identity by design
•
Visual-communication
•
Visual-merchandising
•
Retail technology/innovation projects
Practical focus, Hands on mentality, Commercial orientated !!!
Jos De Vries The retail Company Some of our projects‌. The integration of retail-technology communication, and retail design
Migros: Shopping is a brand experience !
Instore Graphics
Repositioning Globus Germany: The family Hypermarket
Globus Freilassing
Shopping is fun ! Also in a hypermarket
But in food retail do never forget the price focus‌.
INRES
LAYOUT PROGETTO FORMAT
The market place: Passion for food !
Ipercoop Italy
Ipercoop Italy
Edeka Minden/ E-Center
Gas-station of the future
New York Pizza kiosk concept
New York Pizza Restaurant concept
CafĂŠ Belmondo Espresso bar
Gourmet Store Development SOLIDERE Lebanon
March 2009 International retail trends 1. The ‘new’ price focus 2. Multi format retailing
price
w e N ‘ e u l va ’ g n i l i a ret
Store concept
assortment
Added value
Formula positioning
Store positioning
low price
low price
low added value
high added value
high price low added value high price high added value
Store positioning
low price low added value
low price
ue l a v high added value New ail ret ept c con ASDA
high price
high price
low added value
high added value
where food is being purchased (Europe) 80 70 60 50 retailers
40
others
30 20 10 0 1985
1990
1995
2000
2005
2010
The strong growth of foodservice
Integration of foodservice and traditional food-retail traditional
colonial
fresh
gastronomy
future
colonial
fresh - HMR
gastronomy
Integration of food retail and food service The store as a restaurant‌..
Instore cooking at wholefoods
Create better availability by Format Segmentation C-store • Retail-to-go, runshopping • City-centre
Supermarket • The must and runstore , also funstore • The service centre for the household
Superstore (Hypermarket) • The must- and funstore • The food and non-food generalist
Retail today – city profile
Hypermarkets
Supermarkets
C-stores
Jos De Vries The Retail Company From retail strategy to successful store concept
The important role of retail design (Practical guideline by using the toolbox)
n g si
price assortment
e d l t i a p t Re nce co
Added value Strategy Positioning Communication concept
Store concept
Outdoor
Layout
(new) Media
Store Design Instore communicaton Visual-Merchandising Fachade
Toolbox Layout
Store design Instore communication Visual merchandising Facade/parking areas
Toolbox Layout
Store design Instore communication Visual merchandising Facade/parking areas
• Store Navigation • Category organisation • Create the floor productivity
Store Layout
Layout: Worlds concept
Better navigation and category shopping
Store layout Hypermarket: world concept
‚Catwalk‘-Principle
Zoning and category shopping
Toolbox Layout
Store design
Instore communication Visual merchandising Facade/parking areas
• • • • •
Look and Feel interior architecture Materials Lichting Equipment
Storedesign & lighting
Slide 63 .2
., 2002-10-01
Store design: The right mix between: • Colour • Material • Architecture • Lighting • Signing But always connected to store positioning
Toolbox Layout Store design
Instore communication
Visual merchandising Facade/parking areas
• Brand • Orientation • Information • Functional communication
Brand communication Brand Orientation communication (Navigation) Communication / Information
Instore communication
Price communication Product information Theme / action Client information
Brand
Orientation Price signing
Information
Instore communication
Toolbox
Layout Store design Instore communication
Visual merchandising
Facade/parking areas
• Above all: „The product is the hero“ • The product not the equipment in focus Simple solutions, „easy to maintain“ • Flexible presentations • Create category shopping • Create store navigation
The is
product
the Hero
Jos de Vries The Retail Company
Jos de Vries The Retail Company
Toolbox
Layout Store design Instore communication Visual merchandising
Facade/parking areas
The outside of the store..
Retail design is more than just the look and feel of your store‌ It is the combination of Brand identity, Retail technology and Assortment navigation and presentation
Thanks a lot for your attention!
www.josdevries.eu