May 9th, 2013
New win! London Zoo and Whipsnade Zoo multi-channel retail customer journey
We’ve just started working with the Zoological Society of London (ZSL), to review the retail and admissions customer journey for ZSL London Zoo and ZSL Whipsnade Zoo. It goes way beyond retail design – it’s a multi-channel consultation of the customer journey. The aim? To enhance the visitor experience at these amazing attractions, and increase ZSL’s profits so it can continue with its very important conservation work around the world.
Ever mindful of ZSL’s charitable status, we’ll be working in partnership with retail consultant Selina Fellowes to find short and long-term solutions that are cost effective, easy to implement, and demonstrate a good return on investment. We’ll review:
- The current retail estate at both zoos: including effectiveness of locations, internal use of retail space and flow, point of purchase, external fascias and surrounding areas, and technology enhancements.
- Products: matching with audience profiles, recommendations on what products should be sold, merchandising.
- Retail pricing strategy.
- Retail promotion: pre and post visit, on-site, and online.
- Multi channel retail messaging and brand communications.
Our client Julian Green, ZSL’s Head of Retail & Admissions, said: “We’re confident that M Worldwide will enhance the retail experience so that it’s inspiring and exciting, reflective of both zoo brands, and part of a fun day out. The agency’s experience working with various UK visitor attractions played a role in the appointment, but it’s their wider expertise in retail and understanding customers’ needs that will really add value to this programme.”
Initial short-term recommendations are expected to be implemented in time for the 2013 summer season.
April 11th, 2013
London Graphic Centre rebrand
Our client London Graphic Centre (LGC) has recently revealed our work on its new positioning and visual look and feel.
LGC is the UK’s leading supplier of graphic art material to professionals and students within the design and creative communities. The positioning takes a customer-centric approach: a shared passion and appreciation of graphic art materials between LGC and its customers. This is now being put at the centre of the retailer’s business, and impacting all marketing and brand communications decisions. It’s also brought to life through a new look and feel.
Shona Peel, Managing Director of London Graphic Centre, says: “While our logo has been simplified so it can be used more consistently, the real value of M Worldwide’s work was in defining what makes us different and special – and how we can leverage that in everything we say and do. They’ve delivered a strategic and creative solution that will help us connect with our customers in a meaningful, innovative and individual way.”
April 8th, 2013
Helen Shelley joins as Creative Director
This week sees Helen Shelley joining our team as Creative Director, off the back of our growing client international and domestic client base which includes Gazprom, Halifax , Sainsbury’s and Wrigley.
Helen will lead creative direction across all accounts. She’ll work closely with our co-managing partners Michael and David to build a team that brings a brand’s strategy and identity to life in customer-focused 3D and retail environments.
We think Helen’s perfect for us and for our clients – her background is second to none and she has a great design eye. But most importantly, she lives and breathes the role that design plays in enhancing the customer experience.
April 3rd, 2013
Gazprom pilots Drive Café – retail convenience food and beverage offer
Gazprom, the Russian oil giant, has launched Drive Café, a new food and beverage convenience offer for its petrol station retail operations. We defined and designed the retail proposition, starting with an 80 square meter pilot site in St Petersburg.
Drive Café comes at a time of major expansion and acquisition in the Russian petrol forecourt sector. It recognises emerging trends and changing consumer habits in terms of ‘food on the go’ and convenience shopping. The extensive and varied Gazprom estate requires a flexible format that can be applied at scale, that has clear stand out in the market, and that leverages the ability to offer a quick sit down break for those on long journeys.
We moved away from functional and cluttered retail environments traditionally associated with petrol stations, creating a customer experience that’s much more akin to that of a coffee shop.
See the full case study and images
November 26th, 2012
Merseyrail pilots new Mtogo retail and ticketing offer
Our client Merseyrail, regional rail operator on Merseyside, has launched our work on a new pilot for Mtogo at Liverpool Central Station, a combined ticket office and convenience store.
Mtogo stores are always very close to ticket barriers. The vast majority of customers are people boarding or leaving trains, so the shops play a big role the end-to-end journey experience for rail users. They provide a one-stop-shop for all passenger needs: tickets, information and convenience products.
We defined the customer journey, then developed a retail proposition and retail design to encourage impulse buying, drive footfall and increase dwell time.
Based on the proposition, ‘Mtogo – Everything for the journey’, we have focused on people’s needs while they are travelling: some people simply need a ticket as fast as possible, whereas others arrive early at the station and want to buy something to eat.
Kaj Mook, customer services director at Merseyrail, said: “Mtogo is all about enhancing the customer experience, and Liverpool Central, one of the busiest underground stations in the country outside London, was the perfect place to trial a slightly different formula. M Worldwide’s expertise in understanding customers, as well as the convenience store sector, has proved invaluable to this programme.”
See the full case study and images
November 20th, 2012
Sainsbury’s marketing boosts performance
Last week we were over the moon to see that our longstanding client Sainsbury’s announced some amazing first-half results – a 2.5 per cent rise in pre-tax profit and a 4 per cent increase in revenue. This is in stark contrast to two major competitors who both saw a decline. The supermarket credits marketing initiatives such as Brand Match and its Live Well for Less brand positioning.
But we’d also like to think that our retail designs and customer journey work also played a role in this success. Let’s face it, the more engaging the in-store experience for shoppers, the more likely they’ll spend more time (and money) there.
Working with the Sainsbury’s team and store architects, we’ve been defining the customer journey for all new and refurbished sites across the UK, as well as developing site specific communications including branding, external and internal store navigation and corporate communications, along with employee guidelines for application.
See the Sainsbury’s case study
November 8th, 2012
New win! Gazprom food and retail proposition
Gazprom, the Russian oil giant, has recently appointed us to create a new convenience store food and drink proposition for its retail operations.
We’ll be designing a totally new shop-in-shop environment to suit its many different c-store formats. Giving over part of their stores to a new and engaging eat in and takeaway food service area, our new zone will live alongside the pre-existing retail offer.
Our challenge? To move away from functional environments traditionally associated with petrol station retailing.
A pilot site launches this side of Christmas, so watch this space for more news very soon.
June 29th, 2012
M Worldwide at the Marketing Week IN STORE Show London Olympia
Over the last 2 days (yesterday and Wednesday) M Worldwide exhibited at Marketing Week Live – Olympia. Our experience at the IN STORE show was great with many interesting new innovations and ideas on display.
But the show is all about having meaningful and fruitful conversations face to face, and we really enjoyed meeting business professionals from the UK and internationally. Topics of discussion included omnichannel developments in retail and integrating technology into the customer experience across a range of sectors including banking, grocery, fashion and visitor attractions. We hope everyone in Brand, Marketing, Retail and any other businesses who made the show found the event useful and enjoyable – we certainly did.
June 14th, 2012
In-Store Show 2012 Olympia – say hello at Stand DL1
It’s on 27-28 June 2012 at the Grand Hall, Olympia in West London.
Our studio at M Worldwide is busily preparing our sensory, playful stand which focuses on retail sector challenges, trends and strategies.
Will you be there? Drop by Stand DL1 and say hello!
May 31st, 2012
Her Majesty The Queen opens Chester Zoo’s main entrance and retail experience
It’s not every day that a queen puts the royal seal of approval on your work. But on 17 May exactly that happened. Her Majesty The Queen, accompanied by The Duke of Edinburgh, officially opened Chester Zoo’s Diamond Jubilee Quarter – a new main entrance, retail and ticketing experience.
One of our main challenges was to integrate key messages about conservation and education into the new entrance area – how commercial activity finances the zoo and its wider conservation activities. We’ve focused on connecting the retail and service area part of the visit with the wider zoo experience for its varied audiences including families, school groups and wildlife enthusiasts.
The result provides an enduring, positive and differentiated offer to promote return visits and increase dwell time for the zoo’s diverse visitors.
And to cap it all off, David got to meet the illustrious visitors!
“M Worldwide rose to this challenge in its ability to understand what our visitors want, to collaborate with the many stakeholders and partners involved in making this happen, and to do it on time and to budget.”
Simon Mann, Director of Development, Chester Zoo
For more coverage on the royal visit: