Co.Import Retail Strategy Group Project | Group Project

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Retail Strategy focused on Customization

Transcript of Co.Import Retail Strategy Group Project | Group Project

GODDESSESTHE

Sachu GandotraSandra MagañaPiyada ViwattanapirugJasson SchrockRainhard Susanto

Project LeaderSilvia Barbieri / FutureBrand

AssistantsMarie-Pierre SchickelGeorgia Spanou

RESEARCH

CO.Import

EntranceIn-Store Atmosphere

Price & Promotion

CO.IMPORTVarious Offerings

Crowded

Key Findings

MUJICool | Minimal

Less is More

PECKHigh-End | Quality

Focused Selection

Other Retailers

PYLONESBright | Colourful | Fancy

Interesting

COIN CASAComfortable | Inspiring

Inviting | Conceptual

TIGERFancy

Surprise

Competitors

Rebranding

FantasyDesign

Functionality

Fashion

RebrandedCO.Import’s new direction

ONEEVERYDAYIDEA

CONSUMER TARGET

Target Consumers

Domestic goddesses always create warm, show-stopping eventsand they are the catalyst for communal gatherings

Domestic Goddess

Number of Store Visits

Grandmothers Single Women Homemakers Domestic Goddesses

Target Consumers

Any women can become a domestic goddess,even if it’s only for a day

Domestic Goddess

Number of Store Visits

Grandmothers Single Women Homemakers Domestic Goddesses

Who Are Domestic Goddesses?

DOMESTICGODDESS

Dreamer

Mother

Decorator

Savvy Influencer

Hostess

Entertainer

Shopper

Trendy

Working Woman

Loves To Cook

Sociable

Who Are Domestic Goddesses?

DOMESTICGODDESS

Dreamer

Mother

Decorator

Savvy Influencer

Hostess

Entertainer

Shopper

Trendy

Working Woman

Loves To Cook

Sociable

Domestic Goddesses

Worker Dreamer Decorator

Domestic Goddess' Needs

Affection Success

Discovery Pampering

CONCEPT

Using fresh ideas that appealto domestic goddesses and inspire

other women to become one as well, even if it’s only for a day

Private LabelConcept

Celebrate everydayas a special occassion

STOREATMOSPHERE

Focal Points

Uncluttered displays •showcasing private label items

Change the display layout at •least once every week

Lead consumers through the store usingeffective lighting & attractive displays

Display

Reduce the lighting level •of the entire store

Add multiple soft lights • for each display

Brightest areas of the store•

Lighting

Ambassadors: Goddess Training 101

Creating the perfect table setting

Essentials for a successful event

Product matching tips

Employees will be able to create

seductive store displays

Upsell products by recommending

complimentary pieces

LESSONS

Understanding Domestic Goddesses

BENEFITSSurprise

your specialones today!

PRIVATELABEL

Everyday Events

Reading a Romantic Novel

Dreaming about Summer Holiday

Garden Fresh

Snowy Day

Happy Mondays’

Mid-week blast!

Staycation with husband

Just baked!

Oven Fresh

Tea after shopping

Kids’ pranzo - Fun time

Party for no reason

Everyday Events

Everyday Events

Private LabelRelation with Product Categories

Kitchen

Decoration

Gift Ideas

Bathroom

Furnitures

Seasonal Collection Festive Collection

P l

Themes

Private LabelRelation with Product Categories

Kitchen

Decoration

Gift Ideas

Bathroom

Furnitures

Seasonal Collection Festive Collection

Private Labe l

Themes

Private LabelProduct Categorization

Rational | Minimalist

Worker

Private LabelProduct Categorization

Rational | Minimalist

Worker Dreamer

High Fashion | Playful

Private LabelProduct Categorization

Rational | Minimalist

Worker Dreamer Decorator

High Fashion | Playful Crafty | Traditional

Private LabelProduct Categorization

Every Women

Rational | Minimalist

Worker Dreamer Decorator

High Fashion | Playful Crafty | Traditional

Private LabelProduct Selection

StyleRational | Minimalist

MaterialsWood | Porcelain | Metals

FormOrganic | Square

ColorNatural Finish | Primary

Private LabelProduct Selection

StyleHigh Fashion | Playful

MaterialsPlastic | Acrylic | Metals

FormBreak All Rules | Innovative

ColorBright | Energetic

Private LabelProduct Selection

StyleCrafty | Traditional

MaterialsCeramic | Porcelain | Iron

FormCircular | Sinuous

ColorSubdued | Pleasant

Private LabelCategory Role

Buyers, vendors, and employees will use the

product selection guides.

Price points are similar among three line

New private label competes on differentiation

Service

DECORATION

Destination

KITCHEN

ENGAGEMENT

Do-It-Yourself Table

Shopping Bag & BoxesEnticing Bags & Boxes that would makethe shopping experience convenient & nice

Salute!Salute!

BuonAppetito

BuonAppetito

SCENARIO

Daydreaming

I Wish...

Window Shopping

Entrance Display

Ambassadors

Enticing Display

Purchasing

Aspiring Goddess

Purchasing

Aspiring Goddess

PurchasingDomestic Goddess

PurchasingDomestic Goddess

Purchasing

Back Home

Celebrating with Friends

By celebrating each day in a memorable way, Domestic Goddesses are motivated to live their life in style.

They are social catalysts that inspire other women to be like them.

Now those other women can...even if it’s only for one day.

Private Label &Domestic Goddess&