Future-proof Department Store

Retail / Department Store

LIGA2037 | Cases | Future-proof Department Store

DEFINING FUNCTION & ROLE OF PHYSICAL STORE FORMATS IN AN OMNICHANNEL BUSINESS MODEL

Our client, a leading premium department store chain for fashion & lifestyle, was aiming to define the function and role of their extensive network of physical stores in Germany within their omnichannel approach. With strong annual growth for their proprietary online shop and good results in social commerce, the portfolio of store formats (from flagship stores to shopping malls) required redefining in terms of their contribution to the overall customer experience. The result was an extensive, overarching format strategy that defines customer expectations towards these individual formats in years to come, thus determining what people will look for when visiting these stores.

OUR CONTRIBUTION

For this project, we analyzed the status quo, researched customers’ expectations and needs and conducted workshops with relevant stakeholders within the client’s organization. Based on this analysis, we then developed a strategic framework defining the unique experience of every store format within the client’s portfolio and its role within the “bigger picture” of the omnichannel business model. Subsequently, we advised our client on the implementation of elements of this strategy in current store refurbishments.

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