10-11

 10-11 Convenience Stores

Brand Positioning, Brand Identity refresh, Retail Strategy and Retail Design

Background

10-11 dominates the convenience market in Iceland. Located in metropolitan and local community shopping areas across the country, its shops are open 24-7 and are central to people’s everyday shopping needs. We completely redeveloped their branding and retail offer in 2003. Then we reviewed the retail offer again in 2012, as a result of the sale of the chain by Arion Bank to Icelandic entrepreneur Árni Pétur Jónsson in 2011.
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Key Facts

Operate Iceland's biggest chain of convenience stores
Sustained increase in sales
Staff retention rates hugely improved

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