New Page
Worten Barcelona
Brief
Worten had a store in central Barcelona which was not performing well. As that location in Barcelona was pretty special, there was the possibility of turning this store in a premium store, which concept could be applied in few other stores of the Spanish chain. The client idea was mainly changing furniture and fixtures, product exposition, in-store communication and add totens with their website around the store.
The client provided sales data of that specific store and the other stores of the chain and also some data on the average customer of the Spanish stores. Another starting point was an analyse of the store that I did in three different other Worten stores for another project that I developed few months before.
Process
What I present here is the first phase. It took around three weeks to be developed.
Raval and Eixample: who walks around here?
Two days in the neighborhood to observe other environments, such as restaurantes, coffees, stores, cultural spaces and people who walk on the streets and visit those environments. The observation findings were used to argue that this store should have a concept that suits to the people who live and work here and which were different of the average customer.
The Multichannel customer
In the research I did regarding digital channels, the most important findings were:
- consumers spend more when they use digital channels during the shopping in the physical store
- sale conversion is 40% higher when consumers who use a device in the purchase path
- electronic appliance store visitors are the ones who uses more digital before or during the visits
- in electronic appliance stores, the most common digital activity is not price comparison but search for information of the products
- shoppers prefer to search product information on their own devices or store devices instead of with sales people.
What store styles have been around? (and why those concepts don't fit to Worten)
In the brief meeting, with several directors from different areas, some stores were mentioned as a reference to be followed. The aim in this part of the presentation was explain why those references were not the best option for Worten Barcelona. The coldness of some concepts were exactly the opposite of what the people in Raval and Eixample were looking for in the environments they were visiting. The premium feeling and exclusivity of some other references where not recommend for a store who wants to compete on pricing with the top one in the Spanish market (Media Markt).
Which style should Worten Barcelona have?
