Shopworks is a retail consultancy and design agency that provides end-to-end solutions for clients based on shopper research and understanding shopper behavior. They conduct research, planning, design, implementation, and category management for clients. They aim to optimize all retail elements like range, assortment, technology, services and environment to increase key metrics like sales and profitability. Their design process involves collating data, creating concepts and plans, selecting materials, and producing working drawings and architectural drawings. They provide case studies of projects conducted for clients in industries like telecoms, automotive, and wine/spirits retail.

1. making shops work
Shopworks
agency overview
March 2016

2. 2
agency overview1

3. 3agency overview
we are
A retail consultancy and a retail design agency providing solutions based on an extensive understanding
of shopper behaviour, through a process of:
research
shopper
research
planning
design
implementation
category
management
retail concept
design
project managementSpace /format
strategy
international
benchmarking
in store
communication
layout
planning
turnkey shop fitting
furniture sourcing

4. 4shopper research
layout planning
layout effectiveness in maximising product exposure

5. 5shopper research
Category strategy execution
layout effectiveness in maximising product exposure
ROLE ASSORTMENT PRICE PROMOTION LOCATION
Destination
Full range at the category and
subcategory level.
Fulfil all market alternatives
Avoid running out of stock.
Price leadership
Best value for money
Extremely
aggressive
Communicated with
“authority”
Important to drive traffic
flow inside the store.
Prominent space
allocation.
Routine
Wide variety based on best
sellers e main brands
Competitive
(imperceptibly more
expensive)
Competitive
discounts, frequent,
and communicated
with authority.
Extended space
allocation
Adjacent to destination
categories
Seasonal
Temporary extended full
range
Competitive eventually
prices may be slightly
higher
Aggressive in a way
to balance perception
of slightly higher price.
Temporary premium
space
Convenience
Limited variety based on best
sellers and margin generators.
Acceptable (additional
premium price – price
slightly higher than
competition)
Temporary and
limited
Secondary locations
Impulse
Limited assortment based on
best sellers and margin
generators.
Acceptable
Temporary and with
few SKUs
Displayed in high traffic
areas in store

6. 6agency overview
International
7 (+3 ) international offices
Network of worldwide strategic retail partners
Solutions adapted to local culture and market specifics
Projects in almost 50 countries
Lisbon
London
Moscow
Johannesburg
Malaysia
Mumbai
Shanghai
Paris
Munich
UAE

7. 7agency overview
experienced
Retailers, service providers, manufacturers
Commodity and luxury brands, B2C and B2B
High street stores, kiosks, hypermarkets, department stores, shopping centres

8. 8
key principles2

9. 9key principles
performance focused
Examining all retail elements for maximum sales and profitability
range &
assortment
retail
technology
added value
services
staffretail
environment
increase
number of customers
increase
visit frequency
increase
sales conversion
increase
transaction value

10. 10key principles
functional – retail planning principles
Optimizing elements to guide shopper behavior in store and at fixture
equalise value
of space
direct customers
through space
clear sightlines,
angles & access
effective categories
& adjacencies

11. 11key principles
equalize value of space
Return maximum value from every square metre
original floor plan
revised floor plan
services +12% retail +280%

12. 12key principles
direct customers through space
Use categories, flooring, ceiling, lighting, signage to influence traffic flow
expose them to the danger of buying stock

13. 13key principles
sightlines, angles & access
Maximise visibility and access throughout retail space

14. 14key principles
effective categories & adjacencies
Optimise category space allocation & adjacencies to promote cross-selling & up-selling

15. 15key principles
emotional – the customer journey
Achieving shopper satisfaction by meeting their needs, expectations and
desires at every step of their journey through store
from a distance
attract, inform,
direct
at window
invite, intrigue
on threshold
impress, inform,
guide
in store
excite, advise,
educate, convert,
add value
staff & service
secure custom,
drive loyalty &
advocacy

16. the new customer journey
Product
Website
View Ad’s
Read
Interviews
Research
products View Video
Visit deal site
Consult
friends
Visit store
Visit
commerce
web site
Compare prices
Download
coupon
Product
purchase
Unbox
product
Take video
/photo
Use
products
Share
opinion
Engage in
Retailer
discussion
Upload Media
about product
retail trends
产品调研 观看视频
产品网页
观看广告
阅读采访 咨询朋友
下载优惠券
比较价格
寻访店铺
参观交易场所
访问社交网站
打开产品
购买产品
使用产品
上传关于产品
的媒介信息
分享观点
拍视频/照片
参与和零
售商讨论
complicated web involving research, multi-channel contact with the retailer and feedback

17. Consumer trends – connectivity
The modern digital consumeris connected
Consumer trends

18. Mobile trends
Of the 7 billion people in the world
5 billionuse a mobile phone
(whilst only 3.5 billion own a toothbrush)
Source: Technology World, Jan 2013Mobile trends

19. Mobile trends
Smart phones, smarter shoppers
Smart phones have transformed shopping behaviour
New ways to shop
New ways to research, browse and
gather information
New ways to pay
Mobile trends

20. Understand shopper needs on every step of their journey to define
retail strategy and shape retail execution
From a distance At window On threshold In store Service
Attract Intrigue Impress, invite Guide, inspire, Secure sale &
Educate word of mouth advocacy
The new customer journey
Instant
Peer to Peer
Location
Marketing
Mobile materials Comparison
& promotion
Loyalty
& payment

21. 21
Bold branding, architecture…
from a distance – attract
key principles

22. 22
Bold branding, architecture…
from a distance – attract
key principles
Timberland – London Swarovski – Ginza, Japan

23. 23
Interaction, draw customers…
at window – intrigue
key principles
Liberty ‘scan and discover’ – London John Lewis ‘on or off smart TV’ — London

24. 24
Interaction, draw customers, entertain
Adidas Interactive WindowHarvey Nichols – London
at window – intrigue
key principles

25. 25
View into an impressive store…
at window – invite
key principles

26. 26
Impress with a strong DNA
on threshold – guide
key principles

27. 27
Inspiring displays…
in store – inspire
key principles
Wholefoods Market – London Nespresso Boutique – London

28. 28
Trial, information, service…
in store – educate
key principles
Wholefoods Market – London Apple – Genius Bar

29. 29
Value added services, customize, unlimited stock…
staff & service – secure custom
key principles
Adidas – London Audi City – London & Beijing

30. 30
Design road map
设计流程图
3

31. 31
Collate data & design brief
key principles
1. Collate sales and consumer data.
2. Understand the space required
3. Brand DNA elements
4. What will make the store unique
5. Store information in AutoCAD file format....

32. 32
Use planning principles for macro layout
key principles
1. Zone planning
2. Customer flows
3. Space allocation

33. 33
Color and material selection
key principles
1. Materials
2. Colour pallets
3. Finishes and textures

34. 34
Concept Creation – sketch visuals
key principles
1. Concept sketches demonstrating colour,
textures and geometries

35. 35
Concept development in 3D
key principles
1. Create a realistic 3D environment
2. Develop in store communication

36. 36
Working drawings – store unitary details
key principles
1. Unitary working drawings (wall units,
gondolas, counters,…).
2. In store communication support
materials (point of sale materials).
3. Window display systems.

37. 37
architectural drawings
key principles
建筑制图
1. Final floor plans.
2. Floor coverings plan.
3. Material application plan.
4. Ceiling plan.
5. Lighting plan.
6. Interior elevations.
7. Store front.
8. Specific execution details.
9. Unitary plan.
10. In store communication plan.

38. 38
Case studies4

39. 39
Wine & spirits retail concept design and branding in Russia
Finist
Creating a fresh new concept for wine & spirits retail
case studies
o Branding & logo design, interior
communication and navigation
o Retail concept design & development
o Turnkey design project from store layout
planning to uniforms design

40. 40
Shopper research, store & concessions design, layout planning and in-store communication
Three
UK
telecom case studies
o Shopper research in stores and shop-in-shops
o Store concept design
o Shop in shops concessions design and
implementation
o Campaign communication design
o Free standing merchandising units

41. Lola & Grace
Research & Design Consultancy

42. 42
Store evaluation & recommendations to optimise new concept store design
O2
case studies

43. 43
Store evaluation & recommendations to optimise new concept store design
O2
UK
telecom case studies
o Customer tracking
o In-depth shopper research
o Recommendations led to design revisions
before roll out

44. 44
Layout planning review and in-store communication development
Three
case studies

45. 45
Shopper research, store & concessions design, layout planning and in-store communication
Three
UK
telecom case studies
o Shopper research in stores and shop-in-shops
o Store concept design
o Shop in shops concessions design and
implementation
o Campaign communication design
o Free standing merchandising units

46. Shell
Research

47. Sikkens
Research
Planning & Design
Implementation

48. St. George Bank
Research, Planning & Design

49. MegaFon
Planning & Design

50. Turkcell
Research,
Planning & Design

51. MegaFon
Planning & Design

52. Audi City
Research & Design Consultancy