IRFne-060904-LuFerr-P0 Main trends in Retail Concept around the world Mumbai, 9th September 2006 The information contained in this document belongs to.

IRFne-060904-LuFerr-P1

Main trends in Retail Concept

around the world

Mumbai, 9th September 2006

The information contained in this document belongs to Value Partners S.p.A and to the recipient of the document. The information is strictly linked to the oral comments which were made at its presentation, and may only be used by attendees

of that presentation. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful.


Contents of the document

The key elements of a Retail Concept and main trends

Some examples of innovative Retail Concepts

•

•


Pricing

Assortment/range

The key elements for the definition of a Retail Concept

Target Market

Complete“Retail Concept”

Customer Service

POS Location/dimension

Atmosphere

Shopping experience

Promotionaltools

Brand Strategy


Main trends in Retailer POS

Atmosphere

Area Trend

--“Surreal” effect creationDevelopment of initiative of traffic building

Shopping experience

- Interaction encouraged more and more. Demo/product test. Simulation of functioning atmosphere of the product

Assortment/range

-

---

Widening offer portfolio with non-core products/services (“one stop shop”)/differentiation of the offerDevelopment of cross sellingAssortment fast renewal (i.e. fast fashion retailers)Development of assortment with a specific focused target

Customer service

---

Superior sales force trainingSales people empowermentPolicies of compensation based on level of customer satisfaction/ sales


Contents of the document

The key elements of a Retail Concept and main trends

Some examples of innovative Retail Concepts

•

•


Atmosphere: Niketown - “surreal” effect creation

- The store reproduces a virtual city of the sport, constituting:

- Inside some of the pavilions, the characteristic atmosphere of the sport, to which the pavilion is dedicated, is reproduced; as an example:

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.

Central public square with video-wall column Pavilions/quarters dedicated to the sport disciplines (e.g. soccer quarter, …)

.

.Basket playground Reproduction of the soccer stage cover

Store layout

Pavilionlayout

LONDON


Atmosphere: FNAC - traffic building levers

The forum area in the middle of the POS is entirely dedicated to traffic building activity not directly related to the sale of products:

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Caffé FNAC: food/cafè barTemporary exhibits on specific topics (current exhibit on the work of Stanley Kubrick)Concerts for new CD launch and cultural events: books inauguration, reading sessionsWorkshop on new technologies

Presence of interactive elements:- ...

“Image Box” counter for modifying and printing digital photosTouch screen with information on products on sale and events organized in the storeCD listening counters

Many plasma screens with images of exhibited products (e.g. concerts in the music area, demos in the software area, …)

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Concert in the forum Cafe FNAC Demo game PS2

PARIS


Atmosphere: Atelier Renault - traffic building levers

Thematic exhibits “Relax” Area Restaurant/Bar

Inside the atelier thematic exhibitions on automobiles are periodically organizedThe exposures use multimedia instruments integrated with the exhibit objects

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The atelier provides visitors an area to relax, where it is possible to:

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Read newspapers and magazines at their disposalRest on the sofa and massage seatListen to music and see films on F1 Renault

The atelier has a Restaurant/Bar area (approximately 5,400 ft2 ) suspended over the exhibits area

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PARIS


Atmosphere: American Girl PlaceNEW YORK

Concept

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Sell high-end dolls and related

accessories to girls from 5

years of age to pre-teens and ...

... Sell matching apparel,

related books and magazines

to them

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3 POS, each ~ 40,000 ft2

Theatre shows on related

themes

Elegant restaurant with a setting

for the doll

A doll make over

A doll hospital

Key Features

A narrow retail format turned into a destination event


Atmosphere: House of DreamsCOPENHAGEN,DENMARK

“Comfort Zones” Sensory Room Other features

Concept: to demonstrate a bedroom in a privileged area filled with comfort and a multi-sensual experience to exploit fully the appeal of the productsHas 4 rooms of different styles: Italian, Colonial, Penthouse, RomanticA part of store dedicated to a “Show your room” contest with images of actual rooms of customers

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In this room customers can avail a polysensorial experience of two different atmospheres in a simulated environment There is also a mobile sensory room for shops to organise promotional events

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A room with Robbie William’s bed – where you can lie down and also click photosA chiropractor for consultancy servicesSophisticated coffee shopStore open for public only on Thursdays from 15 – 20 or on appointment to create an exclusivity feature

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--

An experimental place focused on creating a visual and multisensorial experience to promote beds and mattresses


Interaction with the Web

POS technolog-ical content

- Inside the store, there are internet counters , where the customers can surf and personalize the Nike products and directly buy them

-The high technological content of the store contribute to increasing the POS traffic:

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.

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LCD containing videos of sportsCentral Video-wallAutomated product delivery

LONDON

Shopping experience: Niketown – interactive features

Personalization of the product


Demo O2 Music Demo phones counter

Inside the Flagship store of O2 there are demo phones counters (6) in which

customers can try newly released products (functioning and equipped with a SIM) by

sending sms/ mms, navigating through the telephone menu or the O2 wap portal

Inside the O2 Music demo area, there are two touch screens which allow the customers to navigate through the

catalogue of the music shop and to listen to on-line songs, free of charge

MONACO

Shopping experience: O2 Mobile, interactive features in the Flagship (demo areas)


Shopping experience: Apple Store - interactive features

Inside the Apple Store all the released products can be used by the customersThe exhibit spaces are divided into thematic areas: Home, Photo, Music, Pro, ... and in each area, there is a PC and Apple accessories along with complementary products, (e.g. Musical instruments in the Music area, cameras in the Photo area,…)

--

NEW YORK


Shopping experience: Maytag – demo stores

Inside the Maytag store, people can test the various house-hold electrical appliances by actually using them (i.e washing clothes, making biscuits ...)The store is divided into various areas based on categories such as washing clothes, washing utensils, kitchenware etc. with Maytag products and limited products from other brands

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USA

“Interaction” with Various Appliances Game area for kids

The store also has a game area for children

Overall it has a very conducive atmosphere for the key customers to try out the products

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LONDON

Shopping experience: Michel Guillon - a holistic approach to eye-care

The store is dedicated to eyesight care with a concept based on a high-level mix of products and services, combining sophisticated skills, highly personalized approach and cutting edge equipmentServices include optical surgery (performed in a separate clinic), and personalized advice on diet integrators that stimulate visual capabilities through a careful mix of vitamins, minerals and other elements

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The store has niches with innovative mobile displays, where the glasses holders project out of the wall and recede back (like a fashion parade) and …… also a touch-screen station that allows customers to try various glasses and take photographs to aid making a choice

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Focus on all aspects of eyesight care Innovative Display and Trial


The POS utilizes the opportunity of cross-selling by:-.

.

Widening the range of products to non-core (e.g. selling clothing goods, activities like sale of tickets for events and performances)Selling products of other Virgin companies, through “shop in shop” stores (e.g. Virgin mobile, Virgin cosmetics)

LONDON

Assortment/range:Virgin Megastore - cross-selling levers


Assortment/range: concept dedicated to a specific target

KTF: “Good time stores”, target high spenders

LG Telecom: “Phone&Fun”, target ” young”

- KTF has developed with some dealers in strategic locations, a concept dedicated to the high-spendingcustomers; the POS while mainly focusing on selling, presents:.

.

Entertainment areas (attended area, reading area, food arrangement for customers, navigation emplacements)High level of service

- LG Telecom has developed a concept dedicated to young customers characterized by:....

Assortment focussed on interactive phonesSpecific promotions for the young segmentPhotos areaInstruments for phones customization

KOREA


Assortment/range: EQ Life – focussed to women needs

USA

Concept: Solutions for well-balanced living

Wide range of products and services

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A store targeted on feminine needs, focussed on health, well-being and technology with an opportunity for one-stop shopping and relaxation with a peculiar cross merchandising strategy

“EQ” has its roots in “Equilibrium” and general objective of the store is to enable customers search new shapes of equilibrium with personalized store services

- Store is divided into 3 areas: Health, well-being and technology:.

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Health: Medicines and products for body care, and non-traditional medicines like HomoeopathyWell being: natural food, books, reviews, physical exercise space and electronic products for monitoring healthTechnology: Products from iPods to personal computers displayed in a more friendly way


Customer Service: Villa Daslu

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SAO PAOLO, BRAZIL

A luxury department store with exclusive shopping areas for men and women and:

A wide range of products: apparel, footwear, intimate wear, accessories …… also champagne, cigars, luxury cars, boats and pieces of real estate

Relaxation facilities, clubs for events, Spa, bar, restaurant, tape conveyor for delivery of purchases, facility for helicopter landing, personal shoppers

The female shopping area has a strong domestic atmosphere where apparel can be tried on in the rooms itself instead of small trial rooms The male shopping area has all assortments in the sale area

A huge 182,000 ft2 area store – Symbol of glamour and luxury


To summarize, this are the areas retailers should work on

Atmosphere

Area Trend

--“Surreal” effect creationDevelopment of initiative of traffic building

Shopping experience

- Interaction encouraged more and more. Demo/product test. Simulation of functioning atmosphere of the product

Assortment/range

-

---

Widening offer portfolio with non-core products/services (“one stop shop”)/differentiation of the offerDevelopment of cross sellingAssortment fast renewal (i.e. fast fashion retailers)Development of assortment with a specific focused target

Customer service

---

Superior sales force trainingSales people empowermentPolicies of compensation based on level of customer satisfaction/ sales


Our offices

Value Partners

valuepartners.com

MilanVia G. Leopardi 3220123 MilanTel. +39 02 485 481Fax +39 02 480 090 10

RomeVia di Porta Pinciana 100187 RomeTel. +39 06 697 6481Fax +39 06 697 648 51

São Paulo Rua Padre João Manuel 7551° e 2° andares - cj. 11, 12 e 21Cerqueria CesarSão Paulo - BrazilCEP 01411 - 001Tel. +55 11 306 809 99Fax +55 11 308 141 38

Buenos AiresAlicia Moreau de Justo 550 - 4 PisoC1107AAL Buenos Aires - ArgentinaTel. +54 11 4314 4222Fax +54 11 4314 6111

IstanbulDemet sok. 7/9 34800 YesilyurtIstanbulTel. +90 212 663 76 36

AthensKolokotroni street 8 15235 Athens - GreeceTel. +30 6939 659877

ShanghaiFortune Gate office building, Unit 02, 25/F1701 Beijing Rd (W)200040 ShanghaiPeople’s Republic of ChinaTel. +86 21 6132 2430Fax +86 21 6132 4238

Mumbai8th floor, C Block Devchand House, Shiv Sagar EstateDr. Annie Besant RoadWorli, Mumbai - 400 018Tel. +91 22 66119700Fax +91 22 66119988

Contacts

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-

Giacomo Santucci, Senior [email protected]

Luca Ferro, Head Value Partners [email protected]

IRFne-060904-LuFerr-P0 Main trends in Retail Concept around the world Mumbai, 9th September 2006 The information contained in this document belongs to.

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