1. B eyond every horizon, new horizons always rise
(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.
Retail
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
Research coordinated by Fabrizio Valente - Kiki Lab and Ebeltoft founder
cases competing for the Retail Innovation Award and of selecting six finalists. Despite the recession,
Innovations 6
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.
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
common, strong focus on the retail and service business, and provide consulting a wide range of services to
Retail Innovations 6
help retailers and suppliers in the retail sector remain competitive and achieve their goals. Ebeltoft members
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
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

2. 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
R etail I nnovations 6

3. 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
2 R etail I nnovations 6 R etail I nnovations 6 3

4. M a r k et E n v i r onment a n d T r en d s M a r k et E n v i r onment a n d T r en d s
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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5. M a r k et E n v i r onment a n d T r en d s
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 R etail I nnovations 6

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
8 R etail I nnovations 6 R etail I nnovations 6 9

7. H ava i a n a s - BRA Z IL
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
the exclusive
Personal customisation possible for all models
Lively involving environment
perfume created
Plentiful numbers of willing staff
for the brand.
10 R etail I nnovations 6 R etail I nnovations 6 11

8. 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
12 R etail I nnovations 6 R etail I nnovations 6 13

9. M u r a l e - C A N ADA
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
Bisse, Murad, and Darphin, enable customers to try out
shopper, plus a broad array
with its new trendy line of products firsthand.
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 R etail I nnovations 6 R etail I nnovations 6 15

10. 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,
Key data
Shanghai, offering a wealth of excitement for girls of all ages
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
16 R etail I nnovations 6 R etail I nnovations 6 17

11. H o u se o f B a r b i e - CHINA
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
of healthy platters, features is the Barbie gift-
An entire world combining products, services, and shopping experience
including seasonal
Section where customers can design their own Barbie doll
voucher system, and the free
dishes, Italian ice- VIP-card offering discounts
creams, and Barbie-style
Notes on Retail Mix
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
18 R etail I nnovations 6 R etail I nnovations 6 19

12. FRANCE - Villeneuve d ’A s c q (Lille)
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
home. The name itself is a 1,200 sqm
become increasingly more
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
20 R etail I nnovations 6 R etail I nnovations 6 21

13. K b a ne - FRA N C E
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
22 R etail I nnovations 6 R etail I nnovations 6 23

14. FRANCE - Paris
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
MARKET Given the current average of
a newsagent’s, offering to through the store. The area is
OPPORTUNITY 1 in 7 meals consumed away
a growing quota of city- focused on solutions rather
When they need from home, the French are
dwellers pressed by time. than on individual products,
something to eat, still far from the American
This is a new way to make and provides any kind of
the French are rate of 50% total of meals
speedy and last minute meal (breakfast, coffee-
turning more and eaten out. The French market
purchases in a single break, lunch, aperitif, dinner),
more frequently therefore offers interesting
outlet open 7 days a week powered by dynamic, smart
to quick snacks potential, particularly for
until 11 p.m. Chez Jean is merchandising. For instance,
and ready-made food retailers. Casino has
not about “gastronomy” cakes and brioches are put
dinners, which they see as recently partnered with
(giving a large and deep out for breakfast and again,
cheaper, quicker, and more Relay to launch a chain of
choice in products,…), but later on, for an afternoon
practical than a sit-down meal newsagent’s called Chez Jean,
mainly about convenience break. On one side, there is
in a restaurant. For this reason a convenience store concept
and most of all, services. a self-service area with 650
the fast-food market increased that offers a broad range of
Convenience and time- different food products and
its turnover by 10% in 2008. products and services.
saving are particularly strong toiletries for fast, last-minute
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15. C hez J e a n - FRA N C E
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
by the Saguez agency, and Hybrid concept store: bakery, small grocery, café/snack bar, newsagent
excellent prices,
the typical French layout
Modern and focused on a convenience store approach
Chez Jean’s main
appeal lies in the consisting of stools arranged
along the window-fronts
Notes on Retail Mix
vast range of extra services
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
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16. 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
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17. A p o . ta k e - GERMANY
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
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18. GERMANY - Cologne
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
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19. E ste l l a - GERMANY
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 R etail I nnovations 6 R etail I nnovations 6 35

20. G R E AT B R I TA I N - London
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
the next stage was to create
1,800 sqm
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
Society.
projects, in an environment
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,
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