The brand identity, communications and retail projects completed for us were undertaken in a highly professional way, and completed on time and on budget.
Reinvigorating 10-11 convenience stores in Iceland
We’re currently developing the retail strategy, customer experience, store environment and some packaging for 10-11 convenience stores based in Iceland. We were appointed on the strength of our very successful 2004 work for the chain , which achieved a 20% increase in earnings before EBITDA one year post redesign.
10-11 dominates the convenience market in Iceland; its shops are open 24-7 and are central to people’s everyday shopping needs. The decision to reinvigorate the stores comes as a result of the sale of the chain by Arion Bank to Icelandic entrepreneur Árni Pétur Jónsson in 2011.
We’re reviewing everything to do with the retail strategy, customer experience and store environment in order to increase basket size and drive sales. This includes how to make the most of promotional offers in-store, advising on range development and offers such as “food to go”, packaging for specific products and the 10-11 bags and presentation of fresh food categories.
David Martin, our co-managing partner says: “While frequency and number of visits remains high, 10-11’s once edgy and energetic positioning has become less so in customers’ minds. This is a fantastic opportunity move our 2004 work forward to create the next generation 10-11 convenience store concept.”
Árni Pétur Jónsson, CEO at 10-11 says: “As 10-11 heads into a new era with new ownership, so too should our offer and environments. M Worldwide’s customer-centric approach is just the thing we need to stay firmly in the hearts and minds of our shoppers.”
The solution is due to be initially be trialled at a large store in Lagmuli in early 2012 with a view to rolling out the elements in other stores after that.