CASE STUDIES! RETAIL EXPERIENCE

RETAIL EXPERIENCE
CASE STUDIES!

Retail Experience Project Case Studies.

     Retail Experience

     For more information about Retail Experience,
     please contact:

     Charmaine Corcoran

     Telephone: 0400 004004

     charmaine@retailexperience.com.au

     www.retailexperience.com.au

 www.retailexperience.com.au

CASE STUDY
OPTUS SHOP!

Optus introduces simpler communications

Optus Shops manage many consumer communications and effect a national POS
changeover in one day.

CLIENT:
Optus is a major mobile phone carrier in Australia, with stores constantly being refurbished into the
sleek ‘Gen 4’ fitout.

CHALLENGES:
The remaining ‘Gen 3 and 2’ stores were cluttered environments with many consumer
messages competing for the customers’ attention. Navigation through the store was
hampered by many fixtures and cluttered with POS displays. There was an impending national
POS changeover, and the stores’ compliance record was poor.

SOLUTIONS:
A national store audit capturing the number of messages,
customer path and category locations. Worked with Optus’
above the line agency M & C Saatchi to achieve a
template for a clean, uncluttered store environment.
Developed retail standards document and trained the field
merchandising team to execute the national POS
changeover.

RESULTS:
The achievement of 98% compliance – had
never before been attained. The Optus
shops – including the new Gen 4 fitouts, had
a much clearer presentation standard.

  www.retailexperience.com.au

CASE STUDY
TABLE EIGHT CLEARANCE CENTRE!

Functional fixture suite and a coat of paint a facelift for outlet fashion giant

132% sales increase year on year a fantastic return on investment for Table Eight
Clearance.

CLIENT:
Table Eight Clearance is an outlet fashion chain with national representation
in DFO and selected strip locations.

CHALLENGES:
The owners had built the successful business on used and
mismatched fixtures and display materials, and a merchandising
strategy was lacking. The influx of well presented competitors in
the DFO environment meant a change was required.

SOLUTIONS:
The development of a functional fixture suite and new
counter joinery, a ticketing library, paint, lighting and a
retail standards manual. Education of the store teams
on merchandising in stories and volume price points,
regular rotations and housekeeping standards.

RESULTS:
Very positive response from customers
and staff alike. At the end of the first full
week of trading in the pilot store, sales
had increased 132%.

  www.retailexperience.com.au

CASE STUDY
NAB SHOP!

NAB takes banking to retail

NAB enlists a project team to take their first venture into retail.

CLIENT:
NAB is one of Australia’s big four banks with 780 branches nationally. A shift out of the high street
banking market into retail was required.

CHALLENGES:
Taking intangible financial services into the retail arena, and creating an engaging and
stimulating customer experience, whilst establishing a clear point of difference from the typical
NAB banking experience.

SOLUTIONS:
Collaboration with stakeholders to develop an optimum
product/fixture layout highlighting category/product offer.

Ensuring a relationship between the façade and key areas,
directing consumers along their path to purchase.

Designed, specified & briefed construction on power walls
and freestanding floor fixtures.

RESULTS:
The flagship Westfield Parramatta (NSW)
store opened with great sales results in
September 2008.

  www.retailexperience.com.au

CASE STUDY
TRANSITIONS OPTICAL!

Assessing the retail landscape for POS efficiencies

Assessing the efficiencies and cut through of brand POS in small independent optical
retail outlets.

CLIENT:
Transitions is a lens manufacturer and market leader in the development of photo chromic lens
technology with over 3000 independent retail partners across Australia and New Zealand.

CHALLENGES:
Guaranteeing a return on investment in two major POS campaigns per annum,
and ensuring a consistent retail delivery .

SOLUTIONS:
A detailed audit within a sample of optical retail stores
across Brisbane and Sydney to define current execution and
identify opportunities to grow Transitions share of space.

RESULTS:
Presented audit findings which were aligned to
concurrent consumer research project outcomes.
Client agreed to explore recommended alternate
POS elements for greater cut through in (the majority
of) stores that don’t have display windows.

  www.retailexperience.com.au

CASE STUDY
BOOST MOBILE!

Boost Mobile gets promotional cut through in mass market retail

Simple retail strategy helps grow youth mobile phone carrier’s share of space by 155%

CLIENT:
Boost Mobile is a youth carrier on the Optus network. Boost Mobile’s mass
market visual merchandising field force is supplied by Sydney based CFM
as part of the Optus PrePaid program.

CHALLENGES:
To produce a POS suite for two consecutive campaigns
with the budget for one and achieving a consistent display
standard to grow brand share of space.

SOLUTIONS:
Worked with CFM’s creative team to develop
the idea for a set of simple double sided POS
and create a visual installation guide to assist
in negotiating for space and building high
impact displays in small spaces.

RESULTS:
POS was simply turned over for
consecutive campaign, and visual
guide assisted in the achievement
of 155% share of space.

  www.retailexperience.com.au

CASE STUDY
REBEL SPORT!

Rebel Sport creates simpler clearance outlet experience

Clearance is very much a fact of retail. Many retailers struggle to create a simple, clear
outlet experience for their customers.

CLIENT:
Rebel Sport is Australia’s largest sporting goods retailer – with 96 outlets nationally.

CHALLENGES:
To clearly communicate a price point driven clearance outlet message. To trial this
strategy in the Auburn Clearance store, then roll it out to the remaining 4 outlets
nationally based on its success.                                           SHOPFRONT BEFORE

SOLUTIONS:
To develop a compelling clearance positioning that would
be communicated in all media activity and be connected
at retail via over door and internal signage, together with a
simple merchandising strategy in support.

RESULTS:
The achievement of 143% sales increase –
year on year was achieved after the first
weekend’s trading with the new livery.         SHOPFRONT AFTER

  www.retailexperience.com.au

CASE STUDY
ONE.TEL!

One.Tel embarks on retail expansion program

Based on the success of their direct business in fixed line, broadband internet and mobile
telephony, One.Tel’s next step was to open their own retail stores.

CLIENT:
One.Tel was the first telephony carrier to appeal to the Australian youth market. The fun, ‘tell your
friends’ attitude was personified by brand mascot, the ‘Dude’.

CHALLENGES:
The brief was to open a flagship One.Tel shop in each state and supplement
them with kiosks in major shopping centres. The challenge was to maintain a link
between the media personality and instore experience, whilst managing
standards within the franchise network.

SOLUTIONS:
A franchisee store standards manual was developed –
encompassing all information, from placing local
advertising, ordering uniforms and business cards, to music
styles, housekeeping routines and minimum store
presentation standards. All incoming franchisees were
introduced to the document at sign up and a training
session was held instore prior to opening.

RESULTS:
All One.Tel shops had a consistent visual
identity that was true to the master brand,
and regular merchandising visits ensured its
maintenance.

  www.retailexperience.com.au

CASE STUDY

SONY STORE IN STORE!

Sony Store in Store creates a consistent customer experience

Consistency in brand delivery is key to a global brand. The challenge was to create
consistency in the Sony store in store concessions within David Jones and Domayne stores
nationally.
CLIENT:

Sony is a well known global brand. Its freestanding Sony stores have a strong identity and the
challenge was to connect this identity in the concession stores within David Jones and Domayne
nationally.

CHALLENGES:
Inconsistent store shapes, sizes and locations, with presentation required to be
consistent with store they were within – eg. David Jones and Domayne.

SOLUTIONS:

Researched retailer guidelines and develop retail standards
and merchandising strategy in line with that. Develop &
deliver customised training workshop with interactive
breakout sessions and role plays with all concession staff.

RESULTS:

The client was ecstatic with a delivery of an
instant lift presentation standards nationally.

  www.retailexperience.com.au

CASE STUDY
AMART ALLSPORTS!

Amart Allsports simplifies shopping

Amart Allsports de-clutters and re-merchandises to make sports shopping easier .

CLIENT:
Amart Allsports is a Queensland based sporting goods retailer – with over 35 years’ heritage.

CHALLENGES:
The store environment was lacking in impact, ticketing was looking untidy and sales
were flat in one of Amart Allsports’ largest stores in bayside Capalaba. Management
                                                                     AFTER
was keen to see a sales lift.

SOLUTIONS:
To remove all mismatched and broken fixtures, rework the
floor plan for optimum category flows and adjacencies, a
full re-merchandise and ticketing overhaul.                 BEFORE

RESULTS:
Sales immediately picked up, the store appeared to
have more stock and feedback from customers and
staff alike was extremely positive.       AFTER

  www.retailexperience.com.au

CASE STUDY

SONY VAIO!

Sony VAIO grows share of brand space in retail

Increasing and enhancing share of brand space is key to success in retail. The challenge
was to create consistency in the Sony Vaio computer brand spaces within a varied group
of consumer electronics retail stores nationally.

CLIENT:

Sony Vaio is a highly regarded computer brand, with a customer following building daily. Having
just released its CR fashion series, Vaio was keen to attract a higher proportion of the female
consumer audience.

CHALLENGES:
Inconsistent retailer standards and difficulty in cross promoting sales
attachments from other categories. Inconsistent consumer path to
purchase and no apparent merchandising strategy.

SOLUTIONS:

Established standards within retailer guidelines, developed
and delivered retail standards training workshop in May
2008 with a focus on negotiation and display skills to assist
staff in securing and capitalising on greater Vaio brand
share of space in store.

RESULTS:
Vaio Sales Representatives utilising display and
negotiation skills within days of training workshop.
As at end May 2008 - 7100 units sold, against budget
of 6000 units, exceeding record sales by 28%
and May target by 15.5%.
100% e quiz pass rate.

                              ‘Sony HQ in Japan were
                              impressed by the professional
                              standard and how relevant the
                              content was to the business’
                              Luke Rochaix, SONY VAIO

www.retailexperience.com.au