eyond every horizon, new horizons always rise B (Michael Ende)

The crisis under way is accentuating the polarisation between the mass of operators on the one hand who are shy of innovating, and on the other those of a more daring and long-sighted nature who continue to allocate resources and ideas toward renewal, and even undertake restructuring and streamlining operations in parallel if necessary. Investing in innovative projects at the present juncture therefore represents an even greater opportunity. Confirming this is the wide range of projects we present in this year’s overview of retail innovations. Thanks to our partnership with the World Retail Congress, we have been entrusted with assessing the cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession, Retail new project ideas are being explored everywhere. (…) As always, time will determine which of these innovative strategies will enjoy enduring success. And though these projects all got off on the right foot, every retailer knows that success must be renewed each day. So, we wish the best of luck to those who (like ourselves) have found inspiration from their stores. Innovations 6 2010 Shaping the future of retail Innovation trends • Socialtailing • Accessible dreams • “I trust you” • Greentailing • Pro-client efficiency • Liquid retail • Glocalism • Emerging retail territories Research coordinated by Fabrizio Valente - Kiki Lab Founder member of Ebeltoft

Ebeltoft is a business alliance, which was founded in 1990 and is comprised of 19 firms that have a founder Ebeltoft and Lab Kiki - Valente Fabrizio by coordinated Research common, strong focus on the retail and service business, and provide consulting a wide range of services to help retailers and suppliers in the retail sector remain competitive and achieve their goals. Ebeltoft members 6 work worldwide both for many market leaders and for important emerging local players. Ebeltoft has been studying trends and innovations in Retail since it was founded and, since 2005, has published the yearly report Retail Innovations that focuses on emerging trends and the most interesting cases worldwide. Last international surveys: The Trust Factor in Retail; N@o Consumer Innovations

For a personal presentation of the Retail Innovations research and our last international surveys please contact your local member of Ebeltoft at : www.ebeltoftgroup.com Retail CONTENTS

Business alliance Ebeltoft ...... 2 Market Environment and Trends...... 3 International Cases...... 7

Brazil Singapore Havaianas...... 8 Action City...... 68 Food Republic...... 72 Canada Spain Murale...... 12 Tous...... 76 Danone Store...... 80 China House of Barbie...... 16 Sweden Laxomat...... 84 France Kbane...... 20 Switzerland Chez Jean...... 24 Westside...... 88

Germany United Arab Emirates Apo.take...... 28 Ajmal...... 92 Estella Kochlust...... 32 USA Great Britain 15th Avenue...... 96 National Geographic...... 36 Office Depot...... 110 Swarovski...... 40 Recipease...... 44 WEB, France clubatcost.com...... 104 India Graavaa...... 48 WEB, Great Britain mydeco.com...... 108 Italy Chicco Village...... 52 WEB, USA Diablo Rosso - Pirelli...... 56 groupon.com...... 112 Sconto Maxi...... 60 zappos.com...... 116 Spazio Ambasciatori...... 64

Acknowledgments...... 120

Retail Innovations 6 b u s i ness a l l i a nce e b e l to f t M a r k et E n v i r onment a n d T r en d s

Ebeltoft is a business alliance, which was founded in 1990 and is Retail thrives on change, because retailing strategy is mainly determined by the customers comprising 19 firms that have a common, strong focus on the retail and themselves, who rapidly alter their lifestyles, preferences, and ways of shopping. Retail is also driven service business, and provide consulting a wide range of services to help by competition, which has become increasingly transversal, and operates through a combination retailers and suppliers in the retail sector remain competitive and achieve of physical and digital channels; services competing with products; offers coming with multiple their goals. Ebeltoft members work worldwide both for many market leaders and for important choices (for instance, what impulse to fulfil on a grey day?), with an ever-wider access to consumer emerging local players. Ebeltoft has been studying trends and innovations in Retail since it was credit, and a constantly fluctuating availability. All these factors combine in determining how and founded and, since 2005, has published the yearly report Retail Innovations that focuses on what guarantees the “share of wallet” and, even more important today and in the future, the emerging trends and the most interesting cases worldwide. “share of life” that retailers can obtain from their customers. Lastly, retail involves a 360º type of Last international surveys: The Trust Factor (2009); N@o Consumer (2009) communication: in the store itself, in relations with customers, through websites, but also through Main Services the grapevine, be it traditional word-of-mouth or through web blogs and social networks. • Retail Branding • In-store Insight Retail is therefore changing daily, even if retailers are not always aware of it, perhaps because they • Strategic Analysis and Planning • Customer Surveys • New Concept Development • Shopper Category Management have not changed their own way of doing business. In this sense, there are basically two paths • Multi-channel Strategies and Management • Retail Tours one can take – either succumb to change, or prompt and channel it through specific, innovative

Members of Ebeltoft work for 36 of Top 100 Retailers and 15 of Top 20 Manufacturer Brands in the world. marketing projects

Members of Ebeltoft The crisis under way is accentuating the polarisation between the mass of operators on the one Americas hand who are shy of innovating, and on the other those of a more daring and long-sighted nature who continue to allocate resources and ideas toward renewal, and even undertake restructuring and streamlining operations in parallel if necessary. Investing in innovative projects at the present juncture therefore represents an even greater opportunity. Confirming this is the wide range of projects we present in this year’s overview Europe of retail innovations. Thanks to our partnership with the World Retail Congress, we have been entrusted with assessing the cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession, new project ideas are being explored everywhere. And the ones with the greatest success are aligned with the more consolidated trends of the emerging expectations of the customer. From our global analysis of both strong and weak signs of development, this year we have pinpointed ten distinct trends currently under way.

Asia

Research methods Analysis of national and international retail scenarios, pinpointing over 150 cases of innovative retail on the international market Oceania Definition of emerging trends Selection and analysis of innovative cases that most typify each trend Analysis of the process of transfer of possible innovations to individual markets

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Smart Pricing. Prices are as topical as ever, and this aspect of the retail mix generally clashes “I trust you”. Customer trust has become one of the most precious assets for any retail brand. with that of innovation. And yet customers have shown growing responsiveness to strategies And as our recent international research has proved, trust brings a concrete payoff in terms of the that combine convenient prices with innovative and involving dynamics. In a short space of time company’s turnover. The new retail area opened by Danone in Barcelona presents an initiative and thanks to their Price 2.0 project, Groupon has met with a huge success. In itself, the idea that endorses and boosts the customer trust that the brand has generated in 90 years of activity. of offering a new product or discount service online is nothing new, but in this case news of the Besides offering a taste of the classic Danone product in the yogurt bar at the entrance, the new deals spreads rapidly among friends, with the result that almost all the bargains proposed reach space’s main task is to introduce visitors to the brand’s history, values, and projects, through a their target sales figure, thanks also to Groupon’s knack of choosing the right product for each series of interactive consoles and a regular calendar of seminars on the principles of healthy eating. different local context. Pro-client efficiency. Time continues to be the number one luxury for many people, and Customer-oriented. Customer service is one of the fundamental yardsticks of retail success. hence time offers a strategic factor whereby retailers can stand out from the crowd with Given the indiscriminate cuts under way, standards tend to drop, while the expectations of proposals for a swift, efficient, and well-organised shopping experience. Apo.take is a small chain customers rise. The online store offered by Zappos involves a product range in which sensory of German pharmacies that has revolutionised the process of data collection and purchase: the rapport is crucial: shoes with no discount. The idea has triumphed thanks to a standard of display shelves are not arranged with products but with purpose-made data-cards detailing the customer care that has become legend. Here, if a shopper changes his mind, he has up to 365 product in plain language. In this way customers move around freely in the first phase of the visit, days to return his purchase free of postage and packing; and all customer relations are focussed choosing their items, and if necessary can ask advice from a pharmacist. Meanwhile in Sweden a on warmth and kindness toward the purchaser. The secret in this case is the handpicked crew restaurateur has successfully introduced the Laxomat, a completely automated food-distributor of strongly motivated sales staff. Zappos even offers its personnel a special payoff after their trial powered by RFID technology, linked to his original restaurant and providing hot and cold takeaway period if they don’t fit into the company’s ethos. food 24/7 all year round, with special attention to local dishes. Chez Jean, the new concept store launched by Casino in France, is a convenience store that offers a mixture of food and non-food Anti-snob quality. In the past, the fortunes of luxury were based on the dynamics of items plus services for on-the-fly consumption, while also providing a cosy corner where you can ostentation. Nowadays this idea and product positioning has evaporated, passing from the hyper- sit and take your time. luxury niche and exclusive goods to a more democratic and accessible type of luxury. Today this dimension taps into the quest for high-quality products that eschew the undesired side-effects Glocalism. Trade is becoming steadily more local in spirit. Even multinationals have caught on, of snobbery and being out of reach. Thanks to his having become a household name through and retailers are becoming more attuned as they develop international markets, combining a television shows, world-renowned cook Jamie Oliver recently launched a hybrid convenience strong global identity with a local slant. Havaianas is now a global brand, yet for its first flagship store in London called Recipease, in which the customer can drop by for purchases but also store in São Paulo it has endorsed its Brazilian roots, with a tropical floorplan that allows the attend courses and learn to cook quick but healthy dishes, while enjoying the experience of an climate outside (sun, rain) to filter indoors, and proudly displays the humble origins of its very first informal approach in a pleasant laid-back environment. flip-flops. Starbucks’s latest offshoot 15th Avenue is a coffee-store that engages local residents to contribute, and even decide on what music to play in-store. Socialtailing. This year’s offering sees the continued growth of the social and community dimension of the market, by which retailing has become a platform where customers share and Trends swap experiences, in some cases spawning the co-design of new products. MyDeco provides an Smart pricing Pro-client efficiency online service that gives customers the opportunity to design the interiors of their own home, Customer-oriented Glocalism uploading photos onto the site and using simple applications to simulate the various possible Anti-snob quality Accessible dreams combinations, with a varied palette of available items that range from basic elements to more Socialtailing Greentailing exclusive designs. In particular, customers can compare their own ideas with those of other site “I trust you” Liquid retail members and exchange design tips. In this way they can suggest to MyDeco novel interior designs which, if adopted and popular, earn bonuses for the customer.

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Accessible dreams. The recent economic crisis has stimulated a desire for more simple and accessible pleasures which allow consumers to express themselves and their personality. Swarovski, which has become synonymous with sparkling glamour, has now opened a magical London flagship store to showcase their products and the dreams they represent. The gorgeous crystals are sold individually, enabling the customer to be more engaged in the experience of choosing, buying, and personalisation, including the possibility of customising personal garments or other accessories with Swarovski crystals. In this way the act of creative enhancement is made more accessible and satisfying. International Cases Greentailing. Green retailing is now a widespread phenomenon, partly through a growing social awareness toward environmental issues, and partly due to economic considerations of the increasingly short-term benefits for business. Launched by the Leroy Merlin group, Kbane in France is the first DIY concept store entirely devoted to green products and solutions for home building, decoration, and energy saving. Office Depot, for the first time in the office supplies retail sector, proposes the same approach in the United States with a broad quota of the assortment consisting of green goods. In this concept store, the enthusiasm of the sales personnel is one of the pivotal factors endorsing the chain’s positioning: accurate selection, training courses, activities for sharing ideas on green issues, but also encouragement to improve habits such as the bicycle repair kit provided to all personnel.

Liquid retail. The blurring of the processes that underlie how and when we make our purchase decisions offer the retail sector some interesting occasions for proposing multiple shopping situations that can be adapted to different customers and contingencies, creating liquid and flexible shopping contexts. The last concept of chain jewellers Tous mixes self-service areas, suitable for fast fruition and direct interaction with products, with more refined and luxurious areas, where the interaction is primarily with the staff, and the purchasing processes are totally different.

As always, time will determine which of these innovative strategies will enjoy enduring success. And though these projects all got off on the right foot, every retailer knows that success must be renewed each day. So, we wish the best of luck to those who (like ourselves) have found inspiration from their stores.

6 Retail Innovations 6 BRAZIL - São Paulo

Havaianas Famous all around the globe, Havaianas opened its first flagship store that pays homage to its Brazilian roots, while masterfully asserting its new fashion positioning Key data Format: flagship store Launched: 2008 300 sqm 350 products THE CONCEPT 15 staff The first Havaianas concept Price-range for flip-flops from $5 to $140 store recently opened in São Paulo in Rua Oscar Freire, Key data for Alpargatas Group one of the city’s trendy 2008: $1.1 billion (11% up on 2007) neighbourhoods. Exports to 80 countries worldwide With its 300 square meters of floorspace the store manages to unleash the full power of falling onto the numerous that characterise the brand’s MARKET OPPORTUNITY the label and also involve thick plants below, all local own history. After conquering the world its customers. Starting with in origin. Stools and benches With this flagship store, in the last decade with their the foyer, which is made carved into the trunks of the customers can, for the inexpensive, quality flip-flops to appear like an extension tropical trees provide seating first time, find the entire Havaianas has repositioned of the street, the customer for customers. The design assortment of Havaianas itself toward the fashion enters on the mezzanine powerfully conveys both the merchandise under a single market. A vital step in this level, overlooking the main Brazilian spirit of beauty and roof. strategy was to complement floor below. The space is the force of nature, elements the mono-brand outlets naturally lit throughout via already present with a larger, ample skylights set into innovative and conceptually the ceiling, which creates a striking flagship store that constant interplay of shade would communicate more and sunshine. When it rains, directly with the customer, openings at the sides allow and boost the brand’s market rain to enter, giving a tropical authority. effect with showers of water

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This includes flip-flops, bags and accessories, as well as lines that were previously not available in Brazil. The store combines CONCLUSIONS varied types of display The flagship store has an areas. At the entrance average turnover of 4,000 to visitors are 5,000 receipts per week. The back section of the greeted by a The flagship store marks store is devoted to bags and classic street-stall a critical leap forward in accessories, new flip-flops loaded with the Havaianas’s position in the designs, and a stand where “original” flip-flops market. The fashion flip- customers can customise in the lowest cost flop has come a long way, each model with sequins or bracket. A large given that they are worn by other accessories. cube composed of stars and celebrities, even 51 plasma screens A selection of displays for at such high profile events Retail is Detail depicting flip-flops children’s products are as the Academy Award The customer can easily and the brand, with arranged in the form of presentations. identify their shoe size by a film that tells the puzzles and are visually utilising several small carpets various stages of Havaianas’s interesting for children and with templates drawn with history, starting from 1962. adults alike. each size. The personalised The high-end series of flip-flop that are created by flip-flops that are exclusive customers are photographed domestically to the flagship and stored in a digital archive are prominently displayed in that can later be viewed via a a container in the store. Key points of innovation touch-screen monitor. One wall of the store features Flagship store raising the group’s market position a huge rainbow-like display Consistent with the Havaianas identity of tradition and modernity of all the available hues of the flip- Notes on Retail Mix flops, alongside Intensely specialized assortment Personal customisation possible for all models the exclusive Lively involving environment perfume created Plentiful numbers of willing staff for the brand.

10 Retail Innovations 6 Retail Innovations 6 11 CANADA

Murale A new type of beauty parlour with luxury cosmetics, both leading and emerging brands, and a new level of personalised customer-service, with professional skincare and beauty consultation, which includes Key data qualified help from a pharmacist Format: perfumery Launched: 2009 3 outlets (Ottawa, Montréal, Toronto); the mother chain, but has 8 by the end of 2010 managed to win over a 250-350 sqm new range of customer. Owners: Shoppers Drug Market Corporation

The concept thoroughfare, locations items and product from all The typical Murale facilitated by the group’s own over the world. premises occupies real-estate branch. The main brands occupy an average of 300 The visual impact of the corners where there square metres, putting store lies in the clean, customers can interact and it considerably above well-illuminated design and test out the products, areas average size for this assortment of products, that render the layout more sector, and therefore which range from high- dynamic, creating more Market opportunity distinguishing it from the end beauty products and intimate shopping spaces. The sector of beauty products standard outlets found in perfumes to niche brands, Among the selection are and perfumery is in constant the downtown or in the with a wide gamut of new the usual top labels such evolution; today’s customers shopping malls. But beyond expect retail outlets to offer the extra floor space, the niche services and state-of- concept pivots on an eye- the-art assistance. This is why catching transparent design the leading Canadian retail whose optimal display chain SDM (Shoppers Drug clarity allows customers to Mart), which boasts some get to know Murale and 1,200 drugstores, decided to browse its assortment. Each launch a new concept Murale, store is located in a prime which in part competes with position in a main pedestrian

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as Chanel, Estée Lauder, their needs, offering tips and Lancôme, Nars, Bobbie expert advice on makeup, Brown, but also such each one equipped with a innovative brands as Natura special kit of accessories to enable customers to try out Bisse, Murad, and Darphin, shopper, plus a broad array products firsthand. with its new trendy line of of special services and cosmetics from San Francisco. treatments. Retail is detail The results of applying this One of the key strategy have been very features of the store positive for the first three is the professional stores, and the group plans skincare section, to open another five in other where personalised cities across Canada. treatments are provided by a beautician and a pharmacist. Murale offers a range of 30 special professional services, from beauty treatments to thermal cures, which are available The variety of perfumes in a booth near the skincare Key points of innovation covers 75 different items, section. Ample assortment, wide-ranging, and with an innovative mixture for both women and men, Broad selection of professional services and all in all Murale carries Conclusions products from over 200 Murale has secured a unique Notes on Retail Mix different brands. position in the high-end Assortment: beauty products and perfumes Easily distinguished by their bracket of the cosmetics Wide range of professional services: spa, “brow bar”, clinical section, makeup, smart black uniforms, the sector because it has lessons in skincare, “bridal makeup” applications expertly trained sales staff expanded the traditional Modern retail design clearly marked out by area and assistants, known as offering provided in the Numerous trained staff “Beauty Masters”, are on hand department stores with a to help customers choose range of emerging trendy the cosmetics most suited to brands that attract a younger 14 Retail Innovations 6 Retail Innovations 6 15 CHINA - Shanghai

House of Barbie For its 50th anniversary Barbie follows a whim, not for a face-lift but for a six-storey flagship store in one of the world’s new retail capitals, Shanghai, offering a wealth of excitement for girls of all ages Key data Format: flagship store Launched: 2009 First Barbie store in the world 3,400 sqm on 6 stories opened a flagship store in Shanghai in 2009 dedicated to the famous doll. Slade Architecture did the for over 800 different Barbie The concept overall building design. dolls. With a focus on the Barbie Shanghai is a six- A central element of the shopping experience, the story emporium that contain retail design, which lies at the outlet offers visitors four the largest and most core of the store complex, is dedicated “experience” comprehensive collection the striking spiral staircase, features: the first is the Barbie of Barbie dolls in the world, which provides display space Design Centre, where girls having no fewer than 875 are taken through the models on display, alongside step-by-step process Market opportunity a prodigious assortment of designing outfits, Brand dolls with a distinct of licensed Barbie-related with a variety of tops, personality like Barbie tend products (from clothing dresses, trousers, to suffer in traditional retail to accessories). But what gowns, jackets, shoes outlets – such as shopping makes this flagship store and bags. malls, mass-market stores, so exceptional is the vast The Barbie Fashion and the small specialist shops range of added activities and Stage allows girls to - where they are “smothered” services for Barbie fans and get up on the runway by a mass of other toys that their families. like a real fashion are rarely in the same class. The retail experience model, choose their In response, Barbie’s general floors was designed by the own outfit, with manager Richard Dickson Chutegerdeman firm and make-up and

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they receive previews for new product releases, special discounts, and a present on their birthday: the Barbie Pink World is the premium given to its most faithful customers.

Conclusions Mattel is the world’s largest producer of toys, and hair-styling by professionals. (also pink) where the launched its new concept There is also a Barbie Spa that hallmark Barbie style reaches store in Shanghai to keep offers daily spa treatments, its acme: girls who wish to Barbie above the competition facials, skin-care, massage, reproduce this room at home of new dolls, videogames, hair and nail services - all can find all the necessary and electronic gadgets, and available to both items in the store, and give invert a period of difficulty for males and females. their home a makeover in the market and the brand. And last, at the perfect Barbie style. Barbie Cafe customers can Retail is detail enjoy a lively menu Among the more significant Key points of innovation An entire world combining products, services, and shopping experience of healthy platters, features is the Barbie gift- Section where customers can design their own Barbie doll including seasonal voucher system, and the free dishes, Italian ice- VIP-card offering discounts Notes on Retail Mix creams, and Barbie-style on the favourite activities Focused comprehensive assortment: 875 Barbie dolls drinks. provided at the Shanghai Transversal target for a historic brand Elsewhere on the premises store. VIP-cardholders who In-store visual identity based on hallmark Barbie pink is a dedicated reading-room, wish to proceed to the next 4 entertainment zones: café, runway, design centre, and health spa painted in Mattel’s patented stage earn themselves a Barbie pink, and a bedroom Barbie Pink Passport, where

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Kbane A unique retail space that sells everything required for building and running an eco-friendly home at affordable prices: products, services, and solutions for a healthy house that respects the environment

Key data Format: superstore for DIY and home building, fittings Market opportunity dedicated to eco-friendly and and decorating As today’s consumers sustainable development Launched: 2009 1,200 sqm become increasingly more home. The name itself is a 3,000 products informed and sensitive clever device that refers to the 9 in-store staff towards environmental French word cabane, which 6 main types of product and services issues, they are accordingly translates as both log-cabin Groupe Adéo (Leroy Merlin) changing their lifestyles and (nature) and tool-shed (DIY). spending habits, which has The store’s aim is to spread created new openings for awareness of products and retailers able to address the methods of eco-building and broader range of consumer specialised products and also new trend with eagerness consumption, expanding from by offering lower prices and well-known brands in the and transparency. While in the present target of green greater ease of shopping eco-sustainability sector, such many countries including architects and more moneyed under a single roof. as Volvox and Auro for paints, France, various new “green” home-builders towards a The assortment provided and Osram for lighting. Some concept stores have emerged by Kbane ties in with the manufacturers have jumped (in food and gardening, for company’s promise: 75% of at the opportunity, offering instance), in the sector of DIY the items on sale were so far an exclusive supply of certain and eco-friendly building, no not available through retail products, even launching retailer had addressed this outlets in France, for example: new items tailor-made for new demand until the launch natural clay-based paints, the store. In addition, three of Kbane. timber from sustainable brands from Adéo Group are woodland, “green” distributed in Kbane: Geolia, The concept gardening equipment, etc. Lexman, and Inspire. In France, Kbane is the only Kbane’s offering focuses on Beyond products in the retail concept outlet totally

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Retail is detail Kbane has devised a system of labelling that involves classifying them in terms of impact on four fronts: healthy, environment, It is likely that Kbane will saving/recycling, and constitute a sort of ongoing shipping miles. Similarly, workshop-outlet for the all the displays are made Groupe Adéo, where it can from natural materials and try out new ideas and learn created on-site by Kbane more about this burgeoning workers to avoid transport. market, so as to insert the more successful features Conclusions inside its mass-market stores, Kbane has defined itself such as Leroy Merlin. store, Kbane also provides more as a R&D concept store hands-on assistance and than a simple pilot project cutting-edge solutions, such to be reproduced at national as diagnosis for home energy- level; however, a second consumption, engineering outlet is planned for 2011. consultancy, workshops, and installation services. Key points of innovation Overall Kbane store presents The unique concept store entirely devoted to building and managing a highly efficient format an eco-friendly home with an accessible Products and customised proper solutions all at affordable prices merchandising approach that involves the Notes on Retail Mix consumer, provides a Assortment: 6 segments: water and air quality; insulators; renewable energy; wide range of information daily energy saving; organic garden 400 books on display on most of its products, Product labelling includes ecological impact information (health, environment, and even offers the recycling, shipping miles) chance to test them out. Amphitheatre-style layout and ecological signage Services: 500 sqm devoted to construction solutions and large-scale projects advise

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Chez Jean A new French style convenience store concept that allows time-saving, proposes state-of-the-art service, a hybrid offer and quite aggressive prices, Key data Format: convenience store all in a modern environment Launched: 2009 with 2 stores in Paris 2010: 4 stores in Paris, 1 in Marseille and soon 1 in Toulouse 380 sqm on 2 storeys 5 staff Seating for about 60 people in snack bar/café 650 food products, 150 newspapers & magazines Joint venture with Relay (news-stands and bookstores in airports and railway stations) and Casino (hyper-and supermarkets)

The concept selling-points in the food Chez Jean is a hybrid retail area, which is where Chez outlet that combines snack- Jean concentrates most of bar and grocery store with its sales, margins and traffic Given the current average of MARKET a newsagent’s, offering to through the store. The area is 1 in 7 meals consumed away OPPORTUNITY a growing quota of city- focused on solutions rather from home, the French are When they need dwellers pressed by time. than on individual products, still far from the American something to eat, This is a new way to make and provides any kind of rate of 50% total of meals the French are speedy and last minute meal (breakfast, coffee- eaten out. The French market turning more and purchases in a single break, lunch, aperitif, dinner), therefore offers interesting more frequently outlet open 7 days a week powered by dynamic, smart potential, particularly for to quick snacks until 11 p.m. Chez Jean is merchandising. For instance, food retailers. Casino has and ready-made not about “gastronomy” cakes and brioches are put recently partnered with dinners, which they see as (giving a large and deep out for breakfast and again, Relay to launch a chain of cheaper, quicker, and more choice in products,…), but later on, for an afternoon newsagent’s called Chez Jean, practical than a sit-down meal mainly about convenience break. On one side, there is a convenience store concept in a restaurant. For this reason and most of all, services. a self-service area with 650 that offers a broad range of the fast-food market increased Convenience and time- different food products and products and services. its turnover by 10% in 2008. saving are particularly strong toiletries for fast, last-minute 24 Retail Innovations 6 Retail Innovations 6 25 C hez J e a n - f r a NCE

purchases - a perfect solution for not going empty-handed to an unexpected dinner, for example. For this reason, the beverages (alcoholic and non- offices and tourism, to alcoholic) are sold chilled and gauge whether the concept ready for consumption. On managed to meet the the other side, customers can expectations of not only find an area offering carefully Parisians but also of other chosen, hot, ready-to-eat large and midsize cities in meals at very convenient France. There is now a total of prices. One such dish, “Wake- 4 stores in Paris and a bright up”, comprises new one in Marseille (125 sq a bun and a hot - opened in February 2010). drink; “My Lunch” If the pilot project catches on, boasts a sandwich- the group envisages opening roll, a dessert, and cash-machines, free wi-fi another 10 Chez Jeans within a fresh drink for a connection, and a machine the current year 2010. A new market competitive for recharging mobile phone store shall be open soon in euro 6.90. batteries on-the-fly. Toulouse (average city in the All this is made available West-South of France). Retail is in a modern, easy-going detail environment complemented Besides the by pleasant decor designed Key points of innovation Hybrid concept store: bakery, small grocery, café/snack bar, newsagent excellent prices, by the Saguez agency, and Modern and focused on a convenience store approach Chez Jean’s main the typical French layout appeal lies in the consisting of stools arranged Notes on Retail Mix vast range of extra services along the window-fronts Assortment: grocery, a very small fresh products offer, frozen meals, and products devised to affording a view of the busy drinks, fresh and ready-made meals, toiletries, newspapers, magazines, make city-life easier. Here Paris streets. books, bakery, fresh flowers

people can also buy fresh Low price on ready-made meals, and aligned for groceries flowers, newspapers, best- Conclusions and other products seller books, lottery tickets, The first pilot store was 3 sales staff; 2 in warehouse and of course, champagne opened in Paris in the Free services: wi-fi access; dispenser for recharging mobile batteries; and wine. Among the various République quarter, a ATM bank-teller free services, there are ATM neighbourhood of mixed 26 Retail Innovations 6 Retail Innovations 6 27 GERMANY

Apo.take A discount pharmacy concept store, with an innovative purchasing system and intensive counter and self-service assistance

Key data Format: discount pharmacy Launched: 2006 5 pharmacies (4 in franchising) From 50 to 130 sqm 300 products

service in a considerably on the shelves he finds an different ambience and with array of printed cards giving a discount of 30% on all the information on the required 300 OTC products present. product. But the main difference lies in Once the customer has the way the customer obtains decided what to buy, he takes information and chooses the info-card to the counter, Market opportunity that have scored considerable what to purchase: instead where he can get further On 1 January 2004, the success. of going to the traditional information if necessary. In German government service desk, at Apo.take this way the system respects modified the laws on market The concept he is confronted with a the law by which OTC competition on the pricing The first Apo.take pharmacy self-service type layout as products must be handed of OTC products, leaving was opened right next to in a supermarket, whereby over by trained staff. pharmacies free to decide one of the group’s own instead of household goods Customers may also independently what prices I-Punkt pharmacies. Due to to apply to this category of their different positioning, product. the two are actually While many pharmacists complementary. Compared have protested against the to the more traditional and changes, others like premium-positioned I-Punkt Apo.take have responded pharmacy, Apo.take offers a with innovative approaches streamlined and functional 28 Retail Innovations 6 Retail Innovations 6 29 A p o . t a k e - G E R M A NY

medicine, if the product contains lactose, etc. The product categories are marked in a language that is easily comprehensible to purchase prescription short-time offers only, counter the customer (e.g. “common medicines at the counter. to the logic of a sector in cold”), and are translated The 30% discount is fixed which most purchases into four languages, German, for all the products, and cannot be planned ahead. English, Turkish, and Russian. the pricing policy of “low- By contrast, the Apo.take cost every day” has won an system of info-cards provides Conclusions ever-growing number of complete transparency on the This concept of “discount- basis. The new chain marked converts, who are increasingly discount offered, and enables pharmacy” has met with a growth of 25% in the half- turned off by the often the comparison of prices considerable success: a year 2008/09, based on the aggressive advertising of up between similar items. If the recent poll among customers 20 principal products (against to 60% discounts offered customer has spare time and recorded an approval rating an increase of less that 3% by the traditional outlets – requires further information, of 1.8 (on a scale from 1 on the general market). and particularly by online he can sit in a special lounge, max, to 6 min). After the first pharmacies – which cover where magnifying lenses one was opened, four others few products and always have are provided for studying followed on a franchising the documentation in full. This informative approach Key points of innovation addresses the ever-growing Pharmacy that works in synergy with its traditional counterpart request for customer Hybrid information system of both self-service and assistance autonomy.

Notes on Retail Mix Retail is detail Focused assortment In addition to the basic Discount prices (fixed 30%) information, the info-card Basic fittings and interiors includes a FAQ section, such Info-cards on each product, price, along with FAQ data as whether it is advisable Area assigned for reading data, with seating and magnifying lenses to drive after taking a given

30 Retail Innovations 6 Retail Innovations 6 31 G E R M A N Y - C o l o g n e

Estella Kochlust The daily business of preparing food can become a whole lot of fun with Estella Kochlust, a store selling food and cooking utensils, where food preparation is an all-round experience

Key data Format: concept store based on cooking Launched: 2009 240 sqm of daily life to spend more 1 outlet time with friends and family. Germany’s new Estella concept store aims to address that cooking is no longer kitchenware, and foodstuffs, both these two modern seen as a “chore”, given its and possibly stay for the needs, by associating the inescapable involvement various events held on-site, socialising factor with high- in family life. Created by a such as evening cooking quality food in a warm and British designer, every aspect classes. In the retail area welcoming atmosphere. of the store is devised to of around 240 sqm, the stimulate the customer to customer can find a fully- Market opportunity The concept linger on the premises and working kitchen corner, along Among the various macro- Estella Kochlust (“the take his/her time to browse with an assortment of goods trends that are rapidly cooking urge”) mainly the assortment of gadgets, picked for their aesthetics traversing the globe is sells kitchen utensils and personal well-being and a delicatessen products, but healthy lifestyle, with all its is actually a concept store various implications. One with a strong identity that of the manifestations of encourages customers to this trend is the functional, enjoy food and the art of organic and slow-food cooking as an all-round philosophy, along with experience, underscoring “cocooning”, namely, the multi-sensory delights retreating from the stresses of food preparation so

32 Retail Innovations 6 Retail Innovations 6 33 E ste l l a - G E R M A NY

Each lesson costs from euro 55 to euro 80 per person, but this in-store event has already garnered a steady following.

Retail is detail What makes this concept and practicality. The utensils authentic Mediterranean store different from the and tableware are a mixture cuisine. In the gourmet traditional food retail outlet of handcrafted items – with section, many of the products is the amount of care and ethnic products such as the are from far-away places, passion conveyed in every traditional tagine earthenware such as the range of olive- detail: the information on cooking pot from North oils and the kind of spices each product and its origins, Conclusions Africa – and others of more often used in the cooking the design of the store itself, Given the concept store’s modern design. To motivate demonstrations, artfully the names given to the success, there are plans the customer and guide him arranged to give “inspiration” cookery classes, and the to open other stores in or her in the preparation of to the act of cooking. excellent customer service. Düsseldorf and Münster. recipes, there is a section The evening cooking demos of books devoted to the run twice weekly and are attended by a maximum of 16 participants. The themes change each Key points of innovation time, and have alluring titles Mixture of sales, gastronomy, and hands-on cooking experience such as “Marrakech, tagine, World of assortment tuned to the shopper’s experience: preparing, cooking, and argan oil – an evening serving, and eating packed with flavour!”, or “Cook & Chill & Pastabasta”. Notes on Retail Mix At the end of each session Assortment: kitchen utensils, cookery books, national and international foods (wine, spices, biscuits, chocolate, tea, pasta, pesto…) the participants can dig in to Mixture of handcrafted and modern kitchenware platters prepared on-site by Lively and stimulating interiors the gourmet teacher-chefs. Services: evening demo classes with gourmet chef

34 Retail Innovations 6 Retail Innovations 6 35 GREAT BRITAIN - L o n d o n

National Geographic A visually thrilling retail Store that deploys assured and engaging devices to convey the multiple activities and mission of the National Geographic brand and the adventure for the customer starts in this multi-sensory, continually changing environment Key data Format: flagship store The Society decided that Launched: 2008 1,800 sqm the next stage was to create 10,000 products a physical meeting place 40,000 visitors per week for existing and potential customers, and opened this thrilling, multisensory flagship National Geographic Society store that encapsulates the through a broad range of mission and the core values products, services, and S of the National Geographic projects, in an environment Society. of extraordinary visual impact and coherence. THE CONCEPT The Store offers a vast MARKET OPPORTUNITY The National Geographic selection of National For over 122 years the Store is a modern and Geographic branded National Geographic Society innovative space, a unique products, alongside a has enabled the public to platform to interact with the selection of handmade items discover the boundless customers and to convey the in limited edition. marvels of the world about force and the credibility of the The furniture presents an us, applying its eclectic mix in various styles hallmark rigour with strongly ethnic accents and quality, and and evolves over time, engaging generations because each element can of its international also be purchased. The space readership. includes furthermore a Café,

36 Retail Innovations 6 Retail Innovations 6 37 N a t i on a l G eog r a p h i c - G R E A T b r i T a i N

whose menu represents Geographic explorers, the occasion for “travel” authors, and photographers, into other cultures, through and also runs free film the flavours of recipes that screenings. The Gallery originate in the five assigned for exhibitions Retail is detail Conclusions continents of the hosts a turnover of the Customers can also test out The London store has globe. The choice most representative objects their clothes in a special already won several Awards. includes organic from the various National Testing Room, with strong Following this store, the foods tied to Geographic projects and gusts of wind, sudden drops National Geographic Society healthy dishes and the work of the publisher’s in temperature, and other has opened a second one in slow-food dishes, contributors. The space is also extreme conditions typical of Singapore, and the expansion with a selection available for Corporate and the National Geographic-type scheme envisages new retail each month Private Events. of adventure travel. outlets on a smaller scale dedicated to a In keeping with its mission In the Café, the approach (400–500 sqm) in the major specific country. to inspire people to take is educational: advice on cities in Europe and Asia, and At the same time care of the planet, National maintaining a healthy diet, in airports. the menu also Geographic has built its and information on each of In 2010 they expect to open offers typical flagship store with eco- the foods and their place 20 new retail outlets, starting local fare, so as to show friendly design elements of origin. Extras include with Spain, Indonesia, and their willingness to foster and has inserted a series encounters with schools and India. and preserve diversity of the of further sustainable and families to explain what it world. ethical approaches in the means to observe healthy The auditorium hosts daily activities of the store. eating habits. events and conferences with the renowned National Key points of innovation Cultural flagship store that endorses the values of the National Geographic Society Multisensory space in continuous evolution

Notes on Retail Mix Assortment: clothing, footwear, eyewear, stationery, maps, toys, watches, household furnishings, and a vast selection of National Geographic products, including its world-famous magazines, books, and DVDs, accessories, bags Services: kids area; test area for clothing items; program of events, meetings, conferences, exhibition area, gallery area Restaurant with various types of multicultural cuisine and healthy food

38 Retail Innovations 6 Retail Innovations 6 39 GREAT BRITAIN - L o n d o n

Swarovski Crystallized™ lounge A stylish and fascinating environment in which jewellery blends with design, culture, events, and customers are enabled to experiment with customising Key data their own jewellery with world-famous Swarovski crystal glass creations Format: concept jewellery store Launched: 2008 4 stores (London, New York, Shanghai, Paris) 300 sqm positioning in this segment, which it is now reinforcing by moving into retail with the creation of a series of highly innovative Crystallized Lounge elements are showcased in the various crystals can be flagship stores. These boast a all their variants in the form applied include necklaces sophisticated and appealing of individual components, and bracelets in various environment that offers a enabling customers to materials: silk, leather, or broad range of opportunities choose pieces and combine metals. The display cases for customers to personalise them to create their own include creative concepts Market opportunity their jewellery, and to apply jewellery. Staff remain at a from famous designers in a Recent research conducted Swarovski crystals onto discreet distance to allow variety of executions, such in the UK has shown various garments and other customers to browse freely as an exclusive tee-shirt that consumers who buy accessories. and experiment with the by the Delhi-born designer jewellery increasingly prefer products at leisure. If anyone Manish Arora, decorated with top-quality, one-off pieces The concept has a question, staff are there figures of deities and animals to cheap “disposable” The concept behind the to assist, otherwise visitors composed entirely from items. The British market Crystallized store is to entice can take as long as they Swarovski crystals, on sale for in personalised jewellery customers to enter and wish to peruse row after row £125. is estimated at £350–400 explore. For many adults who of display cases, each one The store also offers the million per annum, and venture into the store, the containing crystal elements chance to linger and relax continues to grow. Swarovski shimmering world that meets of a slightly different shape, with a coffee or glass of has steadily improved and them is like a childhood colour, or finish. champagne on sofas in strengthened its market dream come true: the crystal The basic products to which the second-floor lounge,

40 Retail Innovations 6 Retail Innovations 6 41 S w a r o v s k i - G R E A T b r i T a i N

Conclusions where there is also a space the quality of the jewellery Swarovski Crystallized devoted to exhibitions and and crystals, by means of an Lounge is a highly innovative customer events, often tied to innovative use of Perspex concept, a destination store London’s fashion scene. Due and mirrors throughout the that successfully presents to a partnership with London store, whereby the display Swarovski crystals in a Fashion Week, the store cases housing the crystals distinctly contemporary way. carries a display of haute- permit customers to browse The company’s collaborations couture items decorated with and select them by colour with the designer and fashion Swarovski crystals. and shape, ready to apply worlds give an added note onto their personalised of freshness, creativity, Retail is detail jewellery, or to decorate some and underline Swarowski’s The lighting of the interiors is other object (often mobile increasingly fashion-oriented carefully designed to highlight phones). The choice is made perspective. easier by the categorisation of elements according to themes, such as popular, Key points of innovation Bohemian, avant-garde, Opportunity for customers to personalise their purchases Concept store with events area and lounge bar luxury with precious metals. Each style is highlighted by Notes on Retail Mix an appropriate display to Assortment: Jewellery, Accessories give customers ideas for Prices: from medium to high their personal creations, or to Space: innovative materials that create a light show indicate ready-to wear items. Events: collaborations with fashion stylists and designers

42 Retail Innovations 6 Retail Innovations 6 43 GREAT BRITAIN - L o n d o n

Recipease The challenge that Recipease has set itself is to encourage would-be cooks to create healthy and rapid meals and learn the pleasures of cooking, aided by the expert advice of the nation’s best-loved chef Jamie Oliver

Key data Format: convenience experiential store 2009: first store in London consumers from simply 2010: second store in Brighton having an interest to actually 230 sqm doing it, particularly the under Founded by the famous British chef Jamie Oliver 40s. The food industry needs to convince consumers that convenience can still be healthy, allows them to add neat combination of “recipe” The well-appointed in a touch of creativity into and “ease”, Recipease demonstration kitchen area food preparation, and is not conveys the simple formula hosts a varied programme too time consuming. A new of creating dishes that are a of events targeted at both venture, Recipease, sees this cinch to learn. In the store, total beginners and seasoned as a retail opportunity. which covers 230 sqm, cooks. These courses can be Recipease is the latest food customers are presented booked online or in the store Market opportunity venture by British celebrity with an array of lifestyle itself. The “Easy to Do” dishes Today, the British public chef, Jamie Oliver. The products such as cookbooks prepared in 10 minutes, can have adopted the idea of concept revolves around and kitchenware in addition be either taken out or eaten ‘convenience eating’ with a one-stop-shop where to food, condiments and on the premises. A similar enthusiasm. Television consumers, whether novice wine. This merchandise is option is offered in the “Easy programmes about cookery or more experienced “chefs”, premium positioned, the to Learn” courses, featuring and featuring celebrity can cook the ingredients products and packaging are slightly more advanced chefs suggest that people’s they buy under the guidance of high quality, come from recipes. If one decides to interest in food and cooking of professionals and even sustainable sources and all eat in the store, these are is increasing. However, the sit and eat their creations packaging is fully recyclable accompanied fine wines. challenge lies in converting in-store if they wish. With its and compostable. It is also possible to book

44 Retail Innovations 6 Retail Innovations 6 45 R ec i p e a se - G R E A T b r i T a i N

the venue for private parties featuring a group cooking lesson and ending with a communal meal in the Conclusions store. Forthcoming plans include opening new Recipease Retail is detail stores, and widening the The interiors of the JME brand to include new stores are particularly categories such as home appealing, and are textiles, garden, bathroom styled to resemble a and children’s furniture large country kitchen, as well as lighting. In the with warm lighting immediate future, the plan is in each area, and an to continue to improve the easy-going, family ambience customer experience, and in which cleanliness is to refine the offer, based on paramount. and tips for the future, with direct customer feedback. The staff are extremely the aim of increasing local welcoming and trained to community involvement, and get feedback from customers to encourage visitors to share ideas, recipes and tips with others. Key points of innovation Rapid, healthy, and sophisticated recipes for meals at an accessible price Integration of product purchase, food consumption, and education

Notes on Retail Mix Assortment: food, wine, ready-made meals, books, cooking utensils Excellent price/quality ratio (£10 for a light meal for two) Services: internal dining area; classes for healthy and quick cooking; opportunity to hire venue for parties; team building; etc. Refined but informal atmosphere Events: theme-based evenings

46 Retail Innovations 6 Retail Innovations 6 47 INDIA - New Delhi

Graavaa The first Indian flagship store devoted to marble and natural stones created to respond to the growing needs of high-end consumers for a quality shopping experience

Key data Format: brand store Launched: 2009 first flagship store in New Delhi 450 sqm Market The flagship store offers a vast opportunity range of materials sourced Although the from all over the world, and consumer culture in is integrated with a design living-rooms, kitchens, and provided in an interactive India is undergoing studio, along with expert bathrooms, to give a clearer zone, where a qualified rapid advances, installation and product impression of the final effect staff supplies details on retailing itself – even maintenance service. The of a given project. On the each product, with turnkey in a high-end sector name Graavaa comes from upper level, which is accessed solutions and/or added value such as fine natural the ancient Sanskrit word via a subtly unobtrusive services, enabling decisions building stone – is still for “stone”. This reference to “floating” glass staircase, a to be made in a relaxed way behind. The birth the traditional values of the comprehensive presentation atmosphere. This area boasts of Graavaa, an elegant, materials is endorsed by the of the huge assortment is an interactive screen giving welcoming and company’s logo and visual offered, arranged in a wide in-depth information on the specialised flagship identity, recalling stone’s variety of formats and hues. entire range of available store, has been durability as a surfacing Customer assistance is products, with a system of greeted with enthusiasm by material. high-end customers in India. Inside the store the display of the various types of The concept natural stone follows both Graavaa is a trademark of the standard arrangement the Pearl Mineral Group on the walls and also on specialising in high-quality the floor, complemented by marble and natural stones. environments that simulate

48 Retail Innovations 6 Retail Innovations 6 49 G r a a v a a - I N d i a

Conclusions Graavaa has attained a leading position in its field by offering a new way for customers to purchase natural stone products. The flagship store, the only one image rendering to simulate of the product in its natural of its kind in the country, the final effect of the various state. In the display areas a has received a great deal materials as applied to spaces system of sliding units enable of media attention and has reproduced from photos the customer to “browse” been highly successful. The provided by the customers through the large plates of second flagship store is themselves. stone positioned mainly on due to open in the Punjab the walls, while displays region before the end of arranged fan-wise facilitate 2010, and aims to expand the direct comparison of with a network of 50 stores different material. A test throughout the country within bench in this area allows the next 5 years. customers to view the stone under different lighting conditions. For each stone type, a variety Key points of innovation of information is provided An experience of luxury on its origin, properties, Innovative and engaging display systems applications, and availability, illustrating Graavaa’s global Notes on Retail Mix supply. The store aims Assortment: 150 varieties of natural stone sourced from all over the world Retail is detail to instruct customers to Services: design lab, delivery, installation, and maintenance The eye-catching and recognise the different types Staff: highly trained personnel who closely follow the entire purchasing process sophisticated design of the of stone, and also offers Display layout: prompts customers to interact and choose for themselves store’s façade consists of a advice on maintenance. cage of curving steel elements inspired by the organic forms 50 Retail Innovations 6 Retail Innovations 6 51 I taly - Grandate (Como)

Chicco Village A haven for toddlers and young parents with delights ranging from new product lines to the Rocking-Horse Museum, with a unique medley Key data of products, learning opportunities, and customer facilities Format: family retail area 2008: launched 2,000 sqm: Chicco Store 1,000 sqm: play area around a chain of mono- 250 sqm: Pic Store brand stores and now the 200,000 annual receipts Village heralds a new step in the firm's brand positioning through its chain of retail outlets.

THE CONCEPT The Chicco Village project involves products, resources, and learning material for kids in a retail area connected directly with the production MARKET OPPORTUNITY unit itself. Rocking-Horse Museum through the building. Today, products branded This includes a Chicco installed in a converted Owing to its size, the Chicco especially for kids are megastore, the first Pic Store riding-stable. megastore can offer a far increasingly expected to specialising in infant medical To ensure that these functions wider range of products than provide a solid design products, an Illy café, an dovetail together, the firm’s the individual high-street philosophy rooted in a ample play-area, a private Retail Design studio’s premises normally allow, genuine passion that will help nursery, and the appealingly colourful “open and the seven main parents with the absorbing arcade” welcomes visitors categories of product task of helping kids grow in into a complex in which each are arranged by a balanced way. For the past of the spaces has its own age-bracket, following a fifty years, the Chicco brand separate entrance, transversal, has fashioned its trademark allowing free circulation customer-oriented logic.

52 Retail Innovations 6 Retail Innovations 6 53 C h i cco V i l l a ge - I T a lY

with the new baby. that attracts people from Presently, there are plans a wide catchment area. to set up pre-natal Recently the megastore’s exercises and events focused concept has been on the well-being of the enhanced with a temporary mother-to-be. location assigned The product assortment is where the kids can play and especially for kindred regularly updated with amuse themselves. CONCLUSIONS brands with products that new-arrivals, and it is possible On the same floor is a space The Chicco Village has rapidly tie in to the Chicco’s brand to purchase discounted that can be reserved for become a destination centre philosophy. items from the previous birthday parties for toddlers, season’s offering with four coloured houses in the that can be customised Outlet area. with the name of the one The ample client celebrating his/her birthday. facilities include a spacious Retail is detail and comfortable Chicco’s brand philosophy nursery. is also conveyed in a special The signage area in the shop where is astutely patrons can mix and meet designed adding each other, or follow free to the shopping courses for parents on experience and the general questions of pregnancy, Key points of innovation fluidity of the complex. breast-feeding, and how to Range of inter-related functions tied to children’s growth On the first floor is a play park deal with returning home Products arranged by age-bracket rather than by type

Notes on Retail Mix 7 Chicco Store merchandise categories: clothing, footwear, basic childcare, intensive childcare, toys, fornitures, books and colouring kits for children. Services: Baby Card, Gift Card, Personal Shoppers, birth-list

54 Retail Innovations 6 Retail Innovations 6 55 I T A LY - M i l a n

Diablo Rosso Pirelli For its first temporary store Pirelli chose Milan – the Italian city with the most scooters and motorcycles – to show how a change of tyres can be a pleasant and positive brand experience, in line with the Group’s market positioning

Key data surroundings of a tyre-store Format: pop-up store or a mechanic’s workshop. Launched: 27 May – 7 June 2008 With their new project Diablo 250 sqm Rosso Store, Pirelli has made 6,000 visitors a breakthrough, radically changing the customer’s experience by creating an The concept with a DJ and fashion models. environment characterised During the twelve-day The area where the actual by Pirelli brand features such opening period, customers change of tyres took place as technology, passion for were able to buy a new was situated right in the sports, performance and style. set of tyres and have them window-front so as to attract The idea also spotlighted the fitted on-site, just like in a passers-by, highlighting a new Diablo Rosso product, a “normal” tyre sales outlet. product that is usually hidden MARKET OPPORTUNITY supersport tyre suitable both In the evenings, special away in the darkness of the Getting a change of tyres is for town use and for sports, entertainment events were garage, now transformed as a vital ritual for motorcyclists with either naked bikes or staged (opening party, with an “asset” worthy of being – a moment of affection, sportbikes. an exhibition of work by showcased. During the tyre- and also of rebirth in a the young photographer change, a Pirelli technician way, a means of renovating Rapdour, a community travel was always present to answer one’s bike at both evening, Diablo Rosso party, queries about types of tyres technological and Ducati party, and Superbike and how they should be performance levels. Magazine party). used. The store prices were A change of tyres is In the store itself, free drinks aligned with the averages in usually done in the were available (though no Milan, and the service was fairly uninspiring alcohol during the daytime), provided in cooperation with

56 Retail Innovations 6 Retail Innovations 6 57 D i a b l o R osso P i r e l l i - I T a lY

Italy to the “temporary” retail concept, and has quickly become a point of reference in the city for the type of consumers who likes to keep up with innovations. Conclusions Milan’s Corso Garibaldi is an During the 12 days in which area with a high quota of the store remained open it design studios and fashion registered a visitor turnover venues, and Pirelli exploited of around 6,000 people, the occasion to promote its peaking during the Diablo the well-known Milanese own fashion lines and PZero Rosso inauguration party, operator Pneusmania. watches – brand extensions which was attended by the Motorcyclists were informed created to enhance the company’s top management. of the limited-period offer concept of “Pirelli Style”. The principal goal achieved via email, billboards, internet The project by the MP Group was greater visibility, and banners, and through the also included a small red excellent coverage in the press. salon in postmodern style to media. foster socialising among the Retail is detail visitors – musical aperitifs Enhancing the project was and conversation being two the choice of location, a of the features that Pirelli space dedicated to Sidecar identified with the motorcycle Events, which first introduced community. Key points of innovation To highlight a product and insert them in an appealing, trendy ambience

Notes on Retail Mix Prices aligned to local averages Complete range of Diablo tyres, clothing, and accessories Technical assistance for tyre-changing Staff: 2 mechanics, 1 technician, 1 administration, 2 fashion models, 1 DJ (for the evening) Target: owners of naked bikes and supersport motorbikes residing in Milan

58 Retail Innovations 6 Retail Innovations 6 59 I taly - L i v o r n o

Sconto Maxi A new concept of supermarket which makes grocery shopping quick and easy, through a dual approach involving a general food store where customers scan Key data their own purchases with a bar-code reader (or order online), and find the goods Format: neighbourhood supermarket ready for them when they reach the check-out with their trolley of fresh goods Launched: 2008 250 sqm: total area of sales space 900 sqm: warehouse space assortment of goods in a 2,700 grocery items 8 staff (2 part-time) small and manageable space, 2009: 3,5 million Euros turnover customers are fully satisfied, while the retailer avoids the restrictions imposed by the In this way the assortment Italian law on stores of over of 2,700 items takes up a 300 sqm. mere 100 square metres of floorspace, instead of the The concept usual 1,300 required for a Conceived by an independent standard supermarket. entrepreneur, Sconto Maxi The order method employs is the first supermarket in the classic self-scanning Europe to launch a system of system: the product on purchasing that differentiates display remains on the MARKET OPPORTUNITY between general groceries and fresh food. shelf, and is simply scanned In today’s cities, time and At the entrance the customer with the hand-held optical transit between places takes an optical reader that reader, which records the are critical factors in the makes an ongoing tally of the price and quantity. individual’s daily schedule, groceries, without needing The bar-code reader so any new ideas for to put them in the trolley, displays the price of the simplifying and speeding up because the products on the desired item, along with the the job of buying groceries shelves are only for display subtotal of the purchases are bound to be a success. purposes (usually two for made so far. At the end of If, as in the case of Sconto each product to ensure visual the grocery area is a row Maxi, a store provides a wide impact). of consoles where the 60 Retail Innovations 6 Retail Innovations 6 61 S conto M a x i - I T a lY

items), and leader brands. Retail is detail Conclusions This system avoids altogether Thanks to the simple, speedy the break of restocking and innovative purchase shelves, due to the logistics procedures and the excellent of the sales point. In the case price/quality ratio, even customer plugs in the reader The other categories are of a short wait for the arrival though the supermarket and checks his final order and all self-service, fruit and of the groceries, there is a is located in the outskirts can make vegetables are chosen and special area appointed with of Livorno and involves last-minute changes. weighed separately on vending machines distributing comparatively little advertising Once the order is confirmed, the available scales. snacks and hot beverages. outlay, its fame has spread it is relayed to the warehouse, In general, by the time the Alternatively, customers can quickly by word of mouth. where a team assembles customer has picked his fresh purchase online and collect The turnover for the first year the purchases into bags, goods the warehouse team their shopping from the reached 3.5 million Euros, using software has finished making up the store during closing hours or and is expected to grow that automatically bags of groceries and has during the lunch break. One also thanks to the increase assigns separate sent them to the check-out, important economic detail in online sales with in-store bags for the where the customer is billed not to be overlooked is the collection. food goods and for both the groceries and the drastic reduction in theft, toiletries, etc. fresh food together. which stands at around 3% The customer The aggressive pricing is in retail turnover in Italy. meanwhile made possible by an alliance proceeds to the with a national purchase Key points of innovation next area, where he group, and follows a policy of Swifter and more convenient shopping: wide assortment in small sales area can take a trolley little advertising and special Flexible shopping: standard, or online with collection at the store and buy fresh food. offers every day, contrary to Notes on Retail Mix The only department that the general trend. Compact display layout offers over-the-counter The assortment is simplified, Essential assortment for each category: first price, private label (150 items), services is the butcher’s, with three prices brackets and leader brands. which is run by an outside for each category of item: EDLP (every day low price) policy partner company. first price, private label (150 Services: online ordering, with collection at the store; restoration area

62 Retail Innovations 6 Retail Innovations 6 63 ITALY - B o l o g n a

Spazio Ambasciatori Food as culture and culture as food:

a retail area strong in social interaction, deep in the heart Key data of Bologna’s historic downtown Format: books and quality food concept store Launched: December 2008 1,500 sqm: Coop Bookstore 70%; Eataly 30% 140,000 books; 66,000 titles First year involvement in historic - 850,000 visits downtowns, which have seen - 170,000 book receipts a steady dwindling of cultural - 84,000 food receipts events and shops. The present - 500 events situation therefore marks an Key data of Partners interesting opportunity for 20 Coop Bookstore in Italy retailers, who are now in a 5 Eataly outlets worldwide position to open stores in the city centre, in partnership years. Their scheme involves cultural events scheduled with local authorities in the winning combination of throughout the day: the urban renewal schemes. In a Librerie.Coop bookstore venue opens at 8 a.m. MARKET OPPORTUNITY the present case, the Coop and the internationally (10 am on Sundays) and In many cities up and Adriatica won its bid for the acknowledged gourmet food closes at midnight. The down the Italian peninsula, rehabilitation of an important retailer Eataly, which has street-level area is assigned the public has expressed historic building in Bologna rapidly established a new to the more on-the-run a growing need for more that had stood empty for benchmark for high-level services and offers an area gastronomy. for meetings devoted to literature and the arts, The concept plus a combined snackbar Spreading over a space of and pastry-shop, “Caffè di some 1,500 square metres Eataly”. on three storeys, the Spazio The spaces upstairs host Ambasciatori offers a books on travel and combination of food, books, exploration, while the and socialising around nearby “Trattoria di 64 Retail Innovations 6 Retail Innovations 6 65 S p a z i o A m b a sc i a to r i - I T a lY

Eataly” offers a variety of appointments and cultural simple traditional Italian events focuses mainly on menus developed in close book-presentations and collaboration with the gourmet sessions held by authoritative Associazione renowned writers and chefs, the 14th, 18th, and 19th Conclusions Slow Food organisation. but also promotes concerts, centuries), which the modern The Spazio Ambasciatori On the top storey, an area for kids activities, and innovative installations have managed project has successfully books on the natural ideas like the “Librai per to integrate, such as the tackled the classical type of sciences alongside caso” event, in which people open-backed shelving that co-retailing: by integrating the children’s books from diverse occupations reveals the rough original on all three floors the dual section is installed (journalists, businessmen, walls behind, while the offering of food and culture, within the “Osteria or professionals) with a modern lights in the cafeteria the customer’s overall del vino e della birra”, common passion for books have a handcrafted appeal. shopping experience is a pub/winery run and reading are invited to Similarly, the chairs are in the notably enhanced, while by Eataly, where in share their notion of the ideal classic Italian trattoria style, favouring social exchange addition to stopping book collection. but made from aluminium. and also impulse purchases. for a bite to eat, Another distinctive feature of The triumph of the customers can Retail is Detail the centre is the skilled staff, enterprise’s first year is the purchase a selection The innovative project has whose capable approach well-earned reward for this of beers and wines. been devised by the Retail to assisting customers adventurous multi-target and A large skylight affords an Design studio. comes from special training “situationist” concept store, unusual view over the old The building in which the programmes held by the which has attracted a cross- buildings that grace Bologna’s Spazio Ambasciatori is Coop School and Eataly. section of the public in terms superb historic city centre. berthed boasts numerous of both age and occasion for The Spazio Ambasciatori’s traces of its long ancestry visiting. daily calendar of (including details from Key points of innovation Food and books: high quality, low snobbery Strong in-store integration between food and books Differentiated food offering for diverse occasion for the visit

Notes on Retail Mix Product assortment: books, stationery, traditional italian gastronomic products, high quality food Catering variety: cafeteria, trattoria, pub Staff trained in special schools

66 Retail Innovations 6 Retail Innovations 6 67 SINGAPORE

Action City How to invent, launch, and keep new intergenerational cult-objects appealing: a concept store with a story-telling staff and social media integration

Key data Format: concept store for toys and cult-objects

stimulates purchasers through Launched: 2000 16 stores a lively and inviting shopping experience that works at several levels.

to an innovative design object, suggesting other ways The concept team it has created gadgets to enjoy it to the full, such as Big Box International is that have become authentic using one’s sense of smell or an integrated group that cult-objects among both touch. operates in the Asian market youngsters and adults. Additional presentation Market opportunity in the toys and games sector One particularly successful support for the products Today’s retail outlets devoted with interrelated activities gadget is the “Breadou”, comes in the form of to games-gadgets-gifts are that include the development a line stress-relievers for sophisticated videos shown often disorderly, jumbled and of new products, bulk all ages in the form of to customers, but key input unattractive, whereas the trading, and direct retail. With confectionary (bread-rolls, is offered by the store expectations of the customers Action City, the group has croissants, doughnuts and in this type of product are successfully created a strong so on), made from NASA- becoming increasingly brand ID around the concept developed memory rubber sophisticated. The Big Box of play that involves diverse foam, and sold in displays International group with categories of product: thanks that resemble those of a their Action City concept typical bakery or cake-shop. has taken the lead In each case a wobbler label with its carefully fixed to the shelves or the gauged offering product explains some of the that attracts and less-obvious properties of the

68 Retail Innovations 6 Retail Innovations 6 69 A ct i on C i ty - S I NG a p O R E

personnel, who are trained Conclusions to wow the public with their The results are substantial – are plans to reach another product presentations. Breadou alone sells around 20 in the coming five years 10,000 units per month, and (including Dubai, China, Retail is detail the online fan club has hit the India, Philippines, Thailand, Besides its strategy of widely 40,000 mark. Indonesia, South Korea) targeted advertising, Action The group’s international through franchising City is present on all the sales has expanded to cover and direct retail outlets. main social networks on the 10 countries so far, and there web, and maintains close interaction with users and with its growing fan-base, Key points of innovation which has spawned Products highlighted in-store through trained numerous related blogs. storytelling staff Another way that fans Innovative toys styled on current trends and daily can meet up and share situations the fun is through the Strong interaction with social media and creation many exhibitions and of online fan-base events, such as the Singapore Toy & Comic Notes on Retail Mix Convention, which Ample assortment with innovative products In-store information with wobbler labels and videos besides generating Enthusiastic staff dressed in “play-suits” in line commercial contracts with with brand ID other operators, have become one of the leading attractions for end-users.

70 Retail Innovations 6 Retail Innovations 6 71 SINGAPORE

Food Republic The classic mall food court revamped: Food Republic offers a variety of spa- ces each with a distinctive identity but integrated within a formula that offers arranged by theme, followed with art-objects that can be by the demos of the food handled and “felt” by the a multi-sensory experience of high-quality eating, and whose format being prepared, which are diners. As for the elimination can be applied to diverse locations then served up with a dash of unwanted smells and of showmanship. Tactile noise, Food Republic has input comes in the form of deployed state-of-the-artir air lack of character, the déja-vu the fittings, which are made purification plants that extract menus, and the generally with different material for cooking smells but leave the mediocre fare proposed. each dining area. The menus aromas and sounds of the Food Republic has therefore show a touch of creative food being prepared in each decided to launch a new pizzazz with 3D graphics, area. concept of food court that and each table is decked aims higher and offers a more attentive identity, closer to that of the restaurant.

Key data The concept Format: food court Market opportunity Each separate eatery or stall Launched: 2005 The type of food court found within the food atrium has 33 food courts (China, Singapore, Malaysia, Hong Kong) in most shopping malls its own unique theme, while From 1,400 to 3,000 sqm around the world, including at the same time echoing Asia, usually comprises a set the integrated identity of the of specialised units which concept as a whole: from together offer wide variety the display of food to the of foods and ethnic cuisines. type of tableware, from the Until now, customers have furnishings to the staff and appreciated the convenience, their uniforms. speed, and simplicity at The aim of the concept is to affordable prices, but there provide an all-round package is a rising number of people of sensory stimuli, starting who are dissatisfied with the with the eye-catching décor

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Retail is detail Three huge LCD screens broadcast in-house infotainment Conclusions programmes, while at Despite the financial crisis, every corner touch- in 2009 Food Republic’s screen monitors supply turnover grew by 15%, and nutritional data and the chain expects to have tips on matching food 39 locations by the end of with beverages. 2010, continuing to vary In one location, an its format by adapting it to experiment is under each new location, such as way with an electric the spectacular Food Opera, And then there is the taste food-stall driven by a hostess, which recently opened in factor: Food Republic who serves chilled drinks Singapore. pledges to observe the directly at the tables. Overall highest standards and quality the concept provides a controls, whereby all food customer-oriented service is tested every week for with friendly personnel, excellence. who are also trained in the aesthetics of food Key points of innovation presentation, and can offer Top-quality food court with a strong integrated identity creative advice on the menus. Versatile format that adapts to the specifics of each location

Notes on Retail Mix Broad choice of styles of convenience dining (fish gourmet, Japanese, Korean…) Multisensory ambience and stylistic consistency, from the décor to the staff uniforms Customer-oriented service with intensive staff training programmes Electric beverage cart driven by hostess Events: competitions between operators, with journalists as judges, which generates wide media coverage and articles that the operators can use for in-store authentication Communication: in-house TV infotainment programmes, and touch-screen info-points giving food tips (matching drinks/food, nutritional values, etc.)

74 Retail Innovations 6 Retail Innovations 6 75 SPAIN

Tous A new concept of a jewellery store that combines luxury with fast-fashion in a modern and upbeat environment that offers a strong wow factor Key data and a multi-channel shopping experience Format: jewellery store Launched: 2009 150 sqm

Data on Tous Launched: 1920 375 sales outlets, of which 98 are shops-in-shop trend by reinventing 2008: 300 millions euro turnover the traditional idea of jewellery and the the chain launches 30 new more feminine and vintage, jewellery store. collections each year. and is divided into four zones In 2009 Tous created a new according to the products The concept concept store which, taking offered, with an easily The Tous chain dates its cue from the identity of navigated internal layout and back to 1920, and today the preceding format, aims versatile display systems by boasts 375 outlets (of to improve the shopping which the shelving doubles which 98 are shop-in- experience for the customer up as counters for showing shops) in 42 different by offering broader service. products when the store is countries. The assortment Covering 150 sqm, the new crowded. proposed is very wide in store has a revamped look, Market opportunity scope so as to embrace a Recently the jewellery market variety of different target has seen a rapid rise in the groups, with a strong accent demand for a format based on “inspirational style”, which on the concept of fashion- proposes fashion-jewellery at jewellery and accessible accessible prices. The chain’s luxury. With its new concept success was cemented store Tous, the Jewelery further with the introduction Company has found an to this sector of the concept effective way to tap into this of fast-fashion, and currently 76 Retail Innovations 6 Retail Innovations 6 77 T o u s - S p a i N

including repairs to jewellery, intensive training for the personnel, which is accessed via an online “mystery shopper”. Also provided online is a full training schedule for the sales staff. With this new concept store, Tous has endorsed its brand identity, completing the atmosphere generated by The spacious entrance foyer to enable a closer the layout and display with accommodates all the silver examination of the detailing. Tous fragrances and Tous and costume jewellery, Another zone is delegated music, ensuring a fluid and displayed in a way to foster for accessories, a category homogeneous ambience. and in 2010 expects to open customer interaction, thanks that Tous had expanded to another 57 stores, many of to the affordable price include sunglasses, key-cases, Conclusions which will adopt the new shown with attractive clarity; luggage, handbags, perfumes, Tous is continuing its plans format, which has been owing to its layout, this area objects for the home, and for international expansion, convincingly successful. encourages customers to also sports items. Lastly, the move with ease, zone at the back of the store choose their items is assigned for more special themselves, and purchases and for the best Key points of innovation move on toward clients, who are greeted with A “liquid” jewellery store: multi-target, with a range of purchases Transfer of the fast-fashion concept to the jewellery category the checkout, and a cup of coffee or a glass of hence requires champagne, so as to render Notes on Retail Mix no staff. A second the sales operation more Assortment: ample, deep and targeting various types of shopper, from section is reserved empathic. classic luxury to accessible luxury for more expensive Fast-fashion approach, with the launch of 30 new collections each year items made of Retail is detail Services: specialisation in jewellery repair gold and precious One of the primary concerns Empathic, customer-oriented staff stones, displayed for Tous continues to be Convenient layout with areas the prompt purchases on the move in elaborate customer satisfaction. For this Displays devised to make products more accessible showcases reason the company offers Speciality Tous fragrances and music (brand ID) provided with exceptional service both magnifying glasses during and after the sale, 78 Retail Innovations 6 Retail Innovations 6 79 S P A I N - Barcelona

Danone Store For its first brand store, Danone returns to its Catalan origins and creates a space dedicated to its consumers to recount its history and the constant innovations of the product, to promote trust in the brand, to illustrate the beneficial properties of Danone products and encourage healthy eating and living habits

the city where the company started up in 1919. In the Key data retail area, alongside its Format: brand store leading products, Danone Launched: 2009 recounts the history of its 340 sqm unstinting commitment to improvement with a section of information regarding diet and healthy eating, two of the lettering. The style is futuristic with a good price/quality Market opportunity company’s key themes in the throughout and the decor ratio. To the left lies the These days, major brands are past few years. follows the brand’s hallmark brand museum dominated responding to the greater white-and-blue colour by one of the original old need for direct physical The concept scheme. The 340 sqm of delivery vans used in the old contact with consumers as a The Danone brand store floorspace is divided into five days, where customers can means of involving them and faces on to the Diagonal, distinct areas. At the entrance browse and purchase historic listening to them, trying out one of Barcelona’s strategic is a yogurt bar, a tasting area Danone adverts and signs. In new products and providing thoroughfares, with a lively where customers can mix the Yogurt Museum, thanks an all-round vision of the frontage dominated by and match different products to a bank of interactive brand’s values. For its own the company logo in giant with an ample choice of displays visitors can have response toppings. Nearby is the fun exploring the history of Danone has snackbar realised in tandem yogurt and Danone’s own decided to with a Spanish partner, where story, with its fundamental open its first the menu is attentive to policies of health, R&D, and brand store nutritional values and offers communication, following the in Barcelona, certain unusual proposals history of the brand through

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the more famous Danone advertising campaigns down through the decades.

Retail is detail This innovative space offers customers the opportunity to taste different types of yogurt and also frozen yogurt (also take-away), including several exclusive with tips and guidelines for With this outlet Danone has varieties that a healthy diet in a retail area followed a trend started by have not yet that seamlessly unites the other world-famous brand been put on the sleek interiors and modern names that have opened retail circuit. graphics with selected objects specific stores to endorse Two conference that transmit the values and their own products and foster rooms hosts history of the Danone group. greater customer interest. seminars on nutrition and Conclusions healthy eating Danone may consider the habits. The idea of opening other stores personnel in after this trial run inaugurated the customer care section is in April 2009 to coincide Key points of innovation composed of nutrition experts with the company’s ninetieth Storytelling and brand edutainment for customers who can provide visitors anniversary celebrations. Exclusive chance to try out new yogurt products

Notes on Retail Mix Environment: high-tech styling blended with elements of the Danone tradition 5 separate areas: yogurt bar; restaurant; merchandising corner; interactive museum; auditorium for seminars 19 different yogurt toppings CRM area for interaction with customers Services: workshops offering guidelines for healthy eating, and food education

82 Retail Innovations 6 Retail Innovations 6 83 SWEDEN

Laxomat An automated delicatessen based on RFID technology that addresses the growing needs for the growing demand for flexibility in consumption and purchasing

Key data Format: automated delicatessen restaurateur, set up his Launched: 2005 business in 1996 specialising 4 outlets in local dishes based on 27 sqm salmon and vegetables. Open 24/7 When his customers urged him for longer opening-hours, Lagnell took advice from an outside consultancy and accessible at all hours, and kitchen area. The purchasing decided to open a parallel offering an assortment of procedure is simple: the business – integrated with takeaway dishes. customer runs a credit card the restaurant, however – The Laxomat is situated near in the slot by the entrance, the restaurant proper, so as to types in a PIN number, Market opportunity that could fulfil customer provide integrated activities and the door opens. Once Consumers are expecting requirements around the with an active service inside, the customer picks ever greater flexibility in their clock. 24/7, as well as simplify up a shopping bag, chooses shopping, starting with store The solution was an entirely the operating logistics. All among a selection of dishes opening hours. automated self-service food products are labelled with an and drinks, then places the To address this demand by store open 24 hours a day, RFID tag created onsite in the bag on a counter where the extending shopping hours running on RFID technology. RFID interrogator reads the entails a proportionate tags, showing the all the increase in running costs, THE concept items it contains on a screen. most of which derives from 2005 saw the launch of The customer then inserts an increase in staff. the first Laxomat outlet, a his credit card and signs for Christer Lagnell, an fully automated store with the purchase on the screen, independent Swedish a footprint of only 27 sqm, and when he takes the

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Conclusions Given the concept’s success, three new centres have been opened. At present the chain totals 350,000 purchase receipts per year. As the cost of the RFID food-tags

receipt, the exit door opens Retail is detail is steadily decreasing, and the demand for readymade automatically and he can now The name Laxomat is a dishes at any hour is on the leave. combination of lax, meaning rise, the concept promises If the customer has made no salmon in Swedish, and to offer some interesting purchases, he still uses his automat. Some of the development margins in the credit card to enter best-selling dishes are local near future. and leave, and the salmon-based specialities. registration of his The Laxomat’s proximity to card details is a the restaurant ensures greater deterrent to theft. surveillance and security at all To ensure customer times, day and night. Key points of innovation safety, the interior Fully automated store open 24/7 using RFID technology of the store is also Integrated with nearby restaurant covered by CCTV connected to the Notes on Retail Mix web. Assortment: readymade hot and cold dishes; local specialities based on salmon No staff required Local touch: dishes based on salmon (the national speciality)

86 Retail Innovations 6 Retail Innovations 6 87 SWITZERLAND - B e r n

Westside A multifunction urban centre that combines a large park with residential units, Key data retail mall, leisure amenities, and tertiary sector activities set Format: multifunctional complex within a complex of low-impact design Launched: 2008 141,500 sqm, 23,500 sqm of shopping space, 3,000 sqm of gastronomy and food courts, 10,000 sqm of swimming-pool and spa facilities business facilities. When that 55 stores, 10 eateries/bars mixture achieves a positive 95 apartments, and 22 rooms for senior citizen care balance, such zones inject 144 hotel rooms new life into the urban fabric 4.2 million visitors in the first year 350 euro million investment and offer significant sources 2008: 125 millions euro turnover of investment.

The concept as a pole of attraction alive Almost half the total area The concept both day and night rather of the complex is covered Market opportunity Westside lies at the gates of than offer another hulking with a dense park designed Urban development in today’s the city of Bern, the Swiss shopping complex. Instead, to Swiss standards, and the cities requires the creation capital, and its catchment Westside provides a place leisure activities proposed of multifunctional zones in radius of 45 minutes’ drive where people live or meet include a multiplex cinema, which housing is integrated comprises around 1.2 million for work, and above all, a a swimming-pool with with modern retail areas that people, a significantly high place to spend one’s free health spa, and a food court offer a mixture of commerce, figure for Switzerland. time in a pleasant and with 10 eateries. The retail leisure amenities, culture, and The complex was designed stimulating environment. hub comprises 55 stores,

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offer panoramic views over the landscape outside, both natural and manmade. The site of the Westside complex is also significant – sitting astride a motorway, it is highly visible and also easy to reach for people travelling to and from Bern by car. The complex’s popularity rose recently when

including H&M, Globus, Peak The façade of the shopping it was chosen as the location Performance, Marc O’Polo, centre is made of timber for an opera broadcast live on and Levi’s. Westside has obtained from sustainable television. also become a destination production sources, and the for business meetings and complex as a whole employs Conclusions seminars, thanks to the cutting-edge energy-saving Westside has become a crucial related infrastructure and technology. Lying a mere ten reference point for the city hotel facilities. With this minutes from the city centre, of Bern, and attracts people formula Westside offers a Westside is well served by from a wide catchment area Key points of innovation multipurpose pole targeted at public transport, thereby thanks to its high degree of Harmonising of the complex’s different functions a wide cross-section of end- greatly reducing the use of innovation and to the frequent Balance of natural and manmade user – there is also a senior private vehicles and curbing events that animate the centre. Design with high level subsequent pollution. It registered over 4 million of eco-compatibility visitors in the first year of Retail is detail opening. Notes on Retail Mix Designed by the renowned Offering: residential facilities, leisure architect Daniel Libeskind, amenities, retail, hotel Westside is conceived as Multi-target urban mix: large park, a harmonious integration homes for senior citizens, of natural elements and business facilities modern forms, based on Location with low-impact a combination of cubic on the environment: public transport components. Numerous and direct access from the motorway citizen residential facility. skylights provide ample One of the project’s key natural illumination through concepts was respect for the all the pedestrian causeways, environment. and large glazed sections 90 Retail Innovations 6 Retail Innovations 6 91 UNITED ARAB EMIRATES - D u b a i

Ajmal A new concept of ethnic chic offering a modern presentation

of traditional Arab perfumes, while conquering a Western clientele Key data through its integrated shopping experience Format: perfumery Launched: July 2009 120 sqm Assortment: perfumes, oils, oudh-based scents while also expanding at 100% private brand 100 stores already open, another 100 scheduled international level. To do this, they have created a new concept store, which opened atmosphere, and encloses a women change their perfume in the Burjurman Shopping special area dedicated to the in the course of the day – Mall in Dubai in July 2009, oudh, a precious resin that using one for the morning, where it now attracts a is contained in most oriental one for the afternoon, and broader target shopper and perfumes, and costs up to another for the evening – and no longer only Arab men and 1,000 US dollars per gram. often make their purchases women. To address the eastern once a week. customers’ expectations Fragrances are used as a The concept and attract a flow of visitors means of self-expression Market opportunity The new concept store aims through the sales outlet, a and are chosen according Ajmal Perfumes is the United to modernise the brand fairly large area is reserved to mood, denoting a distinct Arab Emirates’ leading name image and the customer’s for new products. Generally difference from the western in the perfume sector, which shopping experience. The speaking in the Middle East, tradition, where the customer has integrated its activities store is divided into three both as producer and as areas. Two of these are orchestrates the different retailer with a network of in the front of the store, types of perfume as a means over 120 specialist stores one assigned to packaged of guiding the customer, in various countries across perfumes, and the other distinguishing the western the Middle East. The group focused on the select range and more delicate perfumes decided that this is an of essential oils, encased from the typically stronger opportune moment to in precious handmade eastern ones. The rear of the boost its domestic markets, glass containers. The layout store offers a more intimate

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devoted to oud-based perfumes is less brightly lit, to make the area more intimate and create a mood in keeping with a product that requires wears a single perfume for containers. The graphic special respect and attention. the entire day, and tend to device used throughout is keep a certain habit over the a winning blend of western Conclusions years. and Arab geometric forms, The new concept store is right and symbolises a cloud of on target with its primary Retail is Detail perfume dissipating in the objective of bringing Arab The company has developed air. The decor colours are perfumes to the attention an integrated visual identity mostly warm, with gold of a wider audience. While In the next 24 months, the that is proclaimed coherently predominating, to convey the group’s stores have concept will be applied to throughout the store and in high quality and luxury in a generally recorded a clientele the stores already opened, the packaging, along with welcoming and modern way composed solely of Arab men and 35 new openings are the in-store advertising to the international clientele and women, the presence of envisaged over the coming and furniture details, that makes up the main Europeans and Asians in this 36 months. including custom displays, target. Considerable attention store is around 40%, with lighting, and special oudh has been given to the lighting a greater number of male in particular – in the perfume visitors. area the light is more intense Key points of innovation and direct, drawing attention Innovative mixture of tradition and modern ideas to the department with the Ethnic chic shopping experience largest turnover of goods, and to give a more youthful Notes on Retail Mix touch to the interiors. In the Unique assortment essential oils section the light Intensive customer-oriented service is softer, with museum-like Some hand-crafted packaging display systems to underscore Contemporary/traditional atmosphere the preciousness and quality Mid- to high pricing of the products. The area

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15th Avenue Coffee and Tea A new coffee shop from the Starbucks Group that innovates in two directions: an assortment that offers new proposals each day, and includes beer and wine; and a more locally oriented philosophy that offers a platform for involvement, by which the clientele can decide the type of music played, the events, and which non-profit organisation to support

Market opportunity Despite the general drive Key data towards globalisation, more Format: coffee shop and more people are seeking Launched: 2009 Starbucks Group solutions of a more local nature. This trend has been harnessed by Starbucks as part of its strategy reshuffle to cope with the drastic The concept though the brand’s spirit is slump the company has The early results have still present, given that the faced in the last few years. validated the “Schultz staff was largely siphoned off The founder Howard Schultz, treatment”, on the one hand from the “mother” chain. who returned as CEO, set two restoring credibility and The interiors are furnished priorities: on the one hand to prestige, and on the other with a notable quota of streamline by closing down providing the necessary funds recycled materials, such weaker outlets, and on the to launch the new label 15th as the seating, which was other to overhaul the core Avenue Coffee and Tea. salvaged from a disused selling feature of the group The pilot outlet opened in theatre. (coffee), and to launch a new Seattle in June 2009 and its The decor is predominantly chain entitled 15th Avenue concept is distinctly different wood and metal, establishing Coffee and Tea, which pivots from all the previous trials a simple and almost raw look on a local, street-level ethos. attempted by Starbucks, even that contrasts with the living-

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retail formulas of assortment, pricing, events, solutions, and initiatives. The store’s different positioning from the standard outlets has enabled the Starbucks Group to target a type of customer who was until now off the radar.

room style of the traditional what non-profit organisation Starbucks outlets. or local support-group to Moreover, the assortment at devolve the annual CSR quota 15th Avenue Coffee and Tea to. shatters the Starbucks taboo against alcohol Retail is detail by including beer and Each day new products and wine, a choice that variants are introduced so as Key points of innovation triggered a backlash to provide customers with a Local approach with customer input on the choice of music, associations, from the American wider choice than they would and events staged in store analysts, who however get at a traditional Starbucks. looked approvingly Notes on Retail Mix on the local factor, Conclusions Customer-oriented service with user-generated experience given that the joint The plan is to expand the Core product remains coffee, with beer and wine included hosts book-readings, 15th Avenue Coffee and Tea in the assortment concerts, and other concept so that it becomes New proposals introduced every day events related to an independent chain, but Furbished with recycled materials the city’s artists, and aside from this possible Simple, “raw” environment involves the customers development, this new in the daily running of concept of coffee-shop the store, such as what has provided an ongoing music to listen to, or laboratory for testing out 98 Retail Innovations 6 Retail Innovations 6 99 U S A - A u s t i n

Office Depot The first prototype of the “green” office superstore addresses the growing

expectations of customers, while in turn prompting compliance Key data among both customers and staff Format: green concept store for office supplies Launched: 2008, in Austin (Texas)

Office Depot Data

complies with the “Leadership 1986: company founded with the opening of the first in Energy and Environmental retail outlet in Fort Lauderdale (Florida) Design” (LEED) standards. 1,100 stores (USA and Canada); 400 stores (rest of the world) THE concept 2008: $14,5 billions turnover In July 2008, Office Depot opened its first “green” outlet only aims for all-round entrance; while those who in Austin, Texas, as part of sustainability in its own arrive on a bicycle (both the company’s environmental operations, but advises customers or staff) are commitment towards the customers on their forms of assigned dedicated bike- demand for green products, compliance, starting with the racks. The illumination of Market opportunity a green lifestyle, and a green parking lot, where visitors are the store relies on daylight American customers are sales policy. Among the informed that the concrete filtering through 50 skylights, becoming more insistent special features of the store floors are made from recycled covering around 90% of on eco-friendly products are light systems triggered by materials, and that the white the store’s needs. Recycled and increasingly expect sensors installed in the offices paint reflects the sun’s rays, products are present the retailers themselves to and the restrooms; water- thereby helping to keep the everywhere, including 30% adopt sustainable models efficient plants; and floors parking lot cooler with less of the concrete floors, and of conduct at all levels of coverings made from 60% impact on the environment. 90% of the partitions. The their activities. To address recycled building materials Customers who drive low- shopping trollies were this demand, Office Depot, with a low-carbon emission emission (hybrid) vehicles purchased second-hand and the world leader in office quotient. and those who share an simply spray-painted. The supplies, has designed the In tune with the company’s automobile are awarded vast assortment of products first prototype of a store that polices, Office Depot not a special zone nearer the includes a great many green

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Conclusions Office Depot is satisfied with the results achieved with this concept, and has decided that all the new stores that they open from June 2010 onwards will be LEED- compliant.

items, from recycled paper to and toner cartridges, and regenerated toner cartridges, other technological products. solar-powered backpacks, The store is also equipped and CFLs (compact with systems for recycling Key points of innovation fluorescent lights). or regenerating items on All these green products the premises, thus avoiding Integrated approach to green issues: processes, products, services are clearly labelled and their disposal as waste. The Attentive campaign to encourage compliance among customers and staff easy to locate, and are staff that arrives at work contained in the Green on bicycles are rewarded Notes on Retail Mix Book listing over 3,000 with a “maintenance kit” Wide assortment of products, found also in Office Depot’s own Green Book products present on- that includes the free use Services: graphic design, printing, reproduction, mailing, shipping site. of a pump and patches for Green solutions: use of daylight; solar panels; high-performance reflecting repairs, thereby promoting membrane on roof; use of low-carbon-emission materials Retail is detail consistency with its green Recycling convergence point within the store, with an area assigned for The store also serves message among the defunct mobile phones workforce as well. as a collection Kiosk outside the store informing customers and staff on transport options point for objects available in Austin and materials that Multi-channel: sales through office supplies outlets, representatives, internet customers no longer use: sites, direct marketing catalogues, and call centres paper, cell-phone batteries, rechargeable batteries, ink

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clubatcost.fr The “warehouse club” model goes online in French style with the sale of fashion items at “cost price” and revenue driven solely through member

Key data Format: e-commerce of fashion clothing at cost price Launched: 2009 1 e-commerce website (www.clubatcost.fr) and 2 showrooms (Paris and Montpellier) 48 staff Market opportunity designer clothes, in which 11,000 members Retailers say “cut-price, the value of the label never special offer, end of season”, seems to quite justify the etc., but it is never clear just price, which has often been particular in non-food sectors to 70% cheaper than they what the “right” price is, and raised up to ten times. The such as clothing. are in the stores with an people often get the feeling climate of growing consumer equivalent level of style and they are paying too much, awareness and diminishing The concept quality. The company’s slogan particularly when it comes to incomes has created new Clubatcost.fr has found is simple enough – “No fashion products where prices opportunities for retail a smart way to address intermediaries, advertising fluctuate swiftly, depending businesses to focus more the dual expectations of costs, or marketing”. A pair on the retail channel and on on the intrinsic values of the its customers, with low, of Clubatcost.fr jeans comes whether the sales are during products, and selling online transparent pricing using to €21, practically the cost or after a season. Such doubts offers an interesting support an innovative commercial price. The retailer’s profits are particularly strong toward for this type of enterprise, model, offering items up lie entirely on the yearly 104 Retail Innovations 6 Retail Innovations 6 105 c l u b a tcost . f r - W E B

subscription of 120 that each customer pays to buy on the website, adopting the warehouse club-type (40 to 50 new-entries of business model. per week), high quality Part of the (production guaranteed company’s success stems guarantee of a 100% refund. from suppliers who from its stringent policy of Furthermore the site offers work for the top fashion transparency on pricing – for a highly useful system of brands), close attention to every product the buyer sees visualising the product the fashion trends of the the cost price relative to the on-screen high resolution, season, and the utmost country of production, the image rotation, zoom), and speed in processing total for taxes and the costs has now made it possible for orders. for shipping and logistics. customers to try the items At the very end, the on in the showrooms in Paris and Montpellier. “Clubatcost price” is clearly Key points of innovation indicated online, and always E-commerce concept store that sells clothing at cost price and earns profit compared against the Retail is detail only from the site subscriptions regular price in the high- Clubatcost.fr’s offering of Transparent and appealing indication of prices street. Another key feature female fashion is divided Very fast delivery (48h) of Clubatcost.fr is the ease into three styles (basic, of shopping online with a contemporary, and easy Notes on Retail Mix living), besides a line of Assortment: 100% private label; three styles: basic, contemporary, and easy- medium and high quality living, plus a high-end range. 40–50 new items put online each week items that employ precious Prices: around 70% lower than those found in traditional high-street stores, materials such as cashmere of the same quality and style and leather. Personnel: 48 staff, including 15 product managers and designers Services: delivery within 48 hours, payment 7 days from delivery, refund 100% To keep customers coming guaranteed (within 14 days of delivery); all services are completely free to back to the site, the company encourage customers to order online has opted for a “fast-fashion” Website: sophisticated system of visualisation of every product type or retailing, by ensuring Multi-channel: two showrooms to give customers the chance to try clothes on a rapid turnover of the Media: daily newsletter with updates on the latest bargains and new-entries collections

106 Retail Innovations 6 Retail Innovations 6 107 W E B - Great Britain

mydeco.com A Web 2.0 portal that provides inspiration and guidelines for consumers to customise their own interior furnishings and home decorations, also enabling interchange between members of the community

combinations. For this reason, Mydeco has addressed the Key data challenge with a concept that Format: 2.0 portal is garnering considerable Launched: 2007 success: an online platform Founders: Brent Hoberman and Martha Lane Fox based on a multi-brand 5 mln SKU catalogue connected through 35 staff the web with each brand’s 2,000 retailers involved 80,000 active members of the community site, enabling customers, fanatics, and professionals who have joined the community to swap ideas and put forward their own hybrid 500 retailers and combines interior designs. the broad selection with Market opportunity 3D software that allows As with other pioneers of The concept end-users to design their Web 2.0 sites, the Mydeco Mydeco was founded in 2008 own interiors, be it a room online concept store devoted with the backing of high- or an entire house. So far, to interior design and home profile personalities such some 1,000 such designs can create a “moodboard” decorating has taken its cue as Skype co-founder Niklas have been completed (and by selecting from among the from the fact that people Zetterström, and Sir Terence archived). Consumers can many components available are becoming increasingly Conran and Philippe Starck, upload photos of the room on the site; alternatively they diffident towards brands per who are on the board of they intend to decorate and can consult other people’s se, and prefer to concoct directors. then modify the colours with moodboards, and take part in their own hybrid styles and Mydeco offers products from a click of the mouse; or they design competitions, showing

108 Retail Innovations 6 Retail Innovations 6 109 my d eco . com - W E B

opportunities: the total customisation of the style of one’s home or of a room, off their creative flair with the a minimum 3% cut on the including articles from interactive 3D design tools. sales. Members can upload lesser-known designers; Another important utility is images of their projects, and the chance to share skills the application Buy the look a Mydeco team evaluates Conclusions and get inspiration from for less. If a consumer finds a whether to put them into The project is enjoying experts and other members room he or she likes but the production; in this case notable success for the of the community; and the price seems too steep, one Mydeco receives a 12% cut of innovative model it employs. opportunity to spend less just clicks the Buy the look each project sold. Through its platform while still solutions suited for for less button and Mydeco Mydeco offers a variety of one’s chosen style. proposes a cheaper version of Retail is detail the room that keeps its style. Typical of other social media Purchasers can also build networks, Mydeco also carries their own “Wish List”. online community blog where The actual sale of the items members can exchange Key points of innovation is effected by the retail ideas, plans, and design tips: Simple procedure for transferring customers’ ideas on home design solutions partners of Mydeco, who get here they can chat about Platform that encourages sharing of skills and ideas among community members a 12% cut on all products what’s new and hot on the sold as a consequence of the design front. More stimuli is Notes on Retail Mix user traffic those partners provided by the company’s Prices: supplied by each product’s brand and aligned with the company’s own have recorded on the site. own bloggers, who showcase website Community members can chosen interiors and designs Single channel: website also earn something: every and analyse the emerging Assortment: wide selection of furniture and accessories for the home, with some exclusive products created by members time a product is sold from a trends. Communication: blogs, web communities, and social media room they designed, they get

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groupon.com Groupon – a handy contraction of group + coupon – is an innovative website that runs special deals on products and services which change every day, and are only valid if the online community buys a preset minimum number of coupons, following a mechanism that has so far earned enthusiastic ratings and high sales turnover Key data Format: e-promotion Launched: 2008 2 million members across the United States 1.4 million Groupons sold since its launch 2010: 350 mln$ revenue 48 cities in the US covered (100 within the end of 2010) and London

tipping-point established of-mouth and the active beforehand from case to involvement of certain people case. Groupon focuses on a in campaigning to reach the wide range of special deals right quota of people. All (such as tickets for shows, past deals are listed on the dining out, courses, club website so that everyone memberships, etc.), which can see the results of each Market opportunity The concept differs for each city. campaign: for instance, the The growing trend for saving Groupon’s slogan is At times their success has annual membership to the money through collective “collective buying power”, and proved dramatic, such as the Art Institute of Chicago with a buying is a rapidly growing its novel mechanism is based Groupons for a production 64% discount garnered 4,913 facet of new consumerist on bargain deals for services, of Faust at the Chicago Lyric Groupons; the $50 vouchers philosophy, and Groupon has gift vouchers, and products. Opera, which sold out in a for jeans worth $125 from taken advantage of the web’s Each deal is valid for one few hours; a similar thing Denim Lounge were snapped capacity to spawn virtual day only, and is not activated happened with tickets for a up by 1,269 Groupon consumer groups to this end. unless the number of Chicago Cubs game. members. The returns on subscribers reaches the preset The system works by word- the system also lies in the

112 Retail Innovations 6 Retail Innovations 6 113 g r o u p on - W E B

In 2009 Groupon received a block investment of 30 million dollars from the Pal Alto-based company Accel Partners, whose portfolio

added sales generated by with Groupon, including includes Facebook and the Groupons themselves, the company’s hands-on ComScore. Groupon’s founder by which members tend assistance in handling the and CEO Andrew Mason to spend another 60% sudden surge of requests. expects to hit the figure of each time they utilise their Today there is a waiting list 350 million dollars in revenue Groupon deal. of 100 companies, including by the end of 2010. both retailers and service operators, to become partners of Groupon.

Conclusions Groupon has already expanded into many markets in the United States, starting with Chicago, followed Key points of innovation Retail is detail by Boston and New York, A winning publicity mechanism that generates a high turnover The launch of a Groupon and has quickly covered has proved an excellent 48 cities, wiht another 100 Notes on Retail Mix and highly focused way of expected within 2010. In Assortment: most Groupons focus on services: restaurants, service gift vouchers spotlighting the respective the United States alone it (manicures, etc.), museum memberships, courses (diving, hypnosis, etc.) partner, as well as generating has over 2 million members, Deals are local and tailored to the expectations of each market, a high sale turnover in a and Chicago has 220,000 drawing from online review sites such as Yelp single day. Various retailers Groupon is linked to social networking via Twitter and Facebook to accelerate subscribers to the Groupon have stated satisfaction and boost awareness of the offers newsletter. with the results of working

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zappos.com Providing an excellent online service full of surprises and entertainment, Zappos has achieved success in e-tailing without resorting to price cuts or advertising – in ten years its turnover leaped from a million to a billion dollars, thanks to the enthusiastic service and a hand-picked crew of highly motivated staff

achieve, and that it is also one of the main indicators of success for any company in the long term. Other studies have revealed the hurdles Key data of selling “sensory” products Format: e-tailer online, such as clothing and Launched: 1999 footwear. Zappos.com has 2007 records gross profits Market opportunity successfully tackled these two 2009: bought by Amazon.com The growth rate of Zappos. fronts by pivoting its sales 2009: $1 billion turnover com’s online retailing strategy on customer service. 900,000 products (footwear, clothing, accessories) business keeps rising, and Although this has required 2009: E-tailer Award at the World Retail Congress forecasts indicate that in the substantial investments to United States it will continue the detriment of marginal The product offering Zappos.com aims to take to expand by 6 to 8% each gains in the short term, the comprises a huge range of the customer by surprise year for the coming five years. word about Zappos.com items and accessories in a with a high and unexpected Even sharper increases are has spread, making it an wide range of sizes, styles, standard of service: free, expected for the online sales obligatory port-of-call for and over a 1,000 leading overnight shipping of orders, of footwear, clothing, and demanding online buyers, makers of footwear. In order and excellent after-sales accessories overseas. despite all products being to smoothly handle the service, with the chance sold at list price, owing to million plus orders it receives, to return purchases within The concept the company’s decision to the group has invested time 365 days, even if due to a Many market studies have effect discounts and sales and money in logistics and customer simply changing shown that client satisfaction only through their completely internal operations. their mind. is increasingly hard to separate outlet, 6PM.com. 116 Retail Innovations 6 Retail Innovations 6 117 z a p p os . com - W E B

with a $1,000 handshake - the amount of people who accept this form of firing is only 10% and this system has reduced the turnover of Zappos.com has outlined its 6. Build Open and Honest long-term staff, ensuring the of 2009 Amazon.com, the mission with a list of ten core Relationships With company greater continuity biggest online retailer in the values, which it encourages Communication in the service offered to its United States, bought up its 1,400+ staff to share and 7. Build a Positive Team and customers. Zappos.com, declaring that it honour: Family Spirit would nevertheless continue 1. Deliver WOW Through 8. Do More With Less Conclusions to run the concern with Service 9. Be Passionate and Set up in 1999, the group continuity and differentiation 2. Embrace and Drive Determined grossed over $800 million regarding its own business. Change 10. Be Humble in merchandise sales in The innovation may entail a 3. Create Fun and A Little 2007. It is therefore no small broadening of the categories Weirdness Retail is detail wonder that in the summer presently covered. 4. Be Adventurous, Creative, Besides the call centre and and Open-Minded chat-line on the site, there 5. Pursue Growth and are 500 staff members ready Learning to answer queries on Twitter, Key points of innovation Facebook, and MySpace. To Online business focused on excellent service and not price get on the Zappos.com team is not easy and requires a Notes on Retail Mix great deal of commitment Full-price on purchases Vast assortment of well-known national and international brands and personal responsibility. Service: free shipping; 100% no-fuss return policy within 365 days For this reason, if a trainee of purchase; enthusiastic personnel does not meet up to the Media: intensive use of social media and word-of-mouth publicity exacting standards of the company, he or she is let go

118 Retail Innovations 6 Retail Innovations 6 119 a c k no w l e d gments

Special thanks to:

• Roberto Chelucci (Sconto Maxi) • Nicola Farinetti (Eataly) • Laura García (Tous) • Cristina Larrumbe (National Geographic) • Paolo Lucchetta (Retail Design) • Domenico Pellicanò (Librerie.coop) • Tiziana Primori (Coop Adriatica) • Francesco Pietrangeli (Pirelli Tyre) • Rossana Subrizio (Chicco Artsana) • Andrea Trillo (Danone)

Thanks also to the Ebeltoft members and team:

• Luke Lim, Chew Lay Bee (A.S. Louken) • Deborah Smith Cabrera, Xavier Kaffmann (Dia-Mart) • Marco Fuhrer, Franziska Luthiger (Fuhrer & Hotz) • Renato Müller (Gouvea de Souza & MD) • Constanze Cravaack (Gruppe Nymphenburg) • John Williams, Jim Okamura, Julia Kang (J.C. Williams Group) • Irene Gilardoni, Ilaria Zanette (Kiki Lab) • Magda Espuga, Mireia Martì, Gibet Moll (Kiss Retail) • Laura Ann Brown, Neil Stern (McMillan Doolittle) • Monica Lucas, Stephen Walsh (Pragma Consulting) • Bijitesh Mallik (Ramms) • Michael Skou, Mette Skovgaard Frich (Retail Institute of Scandinavia) • Raffaele Miraglia (honorary member)

Photos have been supplied by Ebeltoft members or directly by the retail firms

Translation: Andrew Ellis - Word Studio Technical Editing: Neil Stern (McMillan Doolittle)

Fabrizio Valente, founder partner of Kiki Lab and founding member of the business alliance Ebeltoft, has coordinated the 2010 research

120 Retail Innovations 6 eyond every horizon, new horizons always rise B (Michael Ende)

The crisis under way is accentuating the polarisation between the mass of operators on the one hand who are shy of innovating, and on the other those of a more daring and long-sighted nature who continue to allocate resources and ideas toward renewal, and even undertake restructuring and streamlining operations in parallel if necessary. Investing in innovative projects at the present juncture therefore represents an even greater opportunity. Confirming this is the wide range of projects we present in this year’s overview of retail innovations. Thanks to our partnership with the World Retail Congress, we have been entrusted with assessing the cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession, Retail new project ideas are being explored everywhere. (…) As always, time will determine which of these innovative strategies will enjoy enduring success. And though these projects all got off on the right foot, every retailer knows that success must be renewed each day. So, we wish the best of luck to those who (like ourselves) have found inspiration from their stores. Innovations 6 2010 Shaping the future of retail Innovation trends • Socialtailing • Accessible dreams • “I trust you” • Greentailing • Pro-client efficiency • Liquid retail • Glocalism • Emerging retail territories Research coordinated by Fabrizio Valente - Kiki Lab Founder member of Ebeltoft

Ebeltoft is a business alliance, which was founded in 1990 and is comprised of 19 firms that have a founder Ebeltoft and Lab Kiki - Valente Fabrizio by coordinated Research common, strong focus on the retail and service business, and provide consulting a wide range of services to help retailers and suppliers in the retail sector remain competitive and achieve their goals. Ebeltoft members 6 work worldwide both for many market leaders and for important emerging local players. Ebeltoft has been studying trends and innovations in Retail since it was founded and, since 2005, has published the yearly report Retail Innovations that focuses on emerging trends and the most interesting cases worldwide. Last international surveys: The Trust Factor in Retail; N@o Consumer Innovations

For a personal presentation of the Retail Innovations research and our last international surveys please contact your local member of Ebeltoft at : www.ebeltoftgroup.com Retail