Eason, a major Irish retailer, is undergoing a transformation to address challenges facing the retail industry. The transformation includes revamping Eason's stores and digital presence to create a better customer experience. Key projects include redesigned children's, book, and gift sections. Eason is also growing its online business and loyalty programs. Looking ahead, Eason will continue investing in stores, technology, and employees while innovating to engage customers and strengthen the brand. The transformation aims to secure Eason's long-term, sustainable future.

1. 24 MAY 2013
Retailing – The
Future
Environment
Eleanor Nash
Group Head of Human Resources

2. Today’s Presentation
• Introduction
• Retailing – where we are
• Our transformation
• Future Proofing our business
• Final Thoughts

3. 3
Retailing –
Where we are

4. Irish Retailing – where we are
• CSO data for March 2013 – continuing weakness
in our sector
• Value of core retail sales fell 1.7% on an annual
basis
• Volume of sales down 1.6%
• In particular clothing and book sales fared
particularly badly
Source: Retail Ireland

5. Irish Retail is Under Pressure
Growing regulatory
responsibilities
Dramatically
changed economic
environment
Weakening
consumer sentiment
Increasing
competition
Growth of online
and digital
Upward Only
Rents
Availability of
funding
Further
austerity

6. Casualties are Mounting

7. 7
Our
transformation

8. Eason & Son
• Iconic Irish brand
• Long history and tradition
• Market leader
• Sizeable business
• €250 million turnover
• Over 1,000 employees
• 60 stores across Island of
Ireland

9. Business Structure
RETAIL
ROI
RETAIL
NI
FRANCHISE THIRD PARTY
WHOLESALE
(Books &
Stationery)
ONLINE

10. CASCADE &
IMPLEMENT NEW
STRATEGY
DEVELOP NEW
STRATEGY
ASSEMBLE A
TEAM
STABILISE
THE SHIP
The Plan - Roadmap
Category Research and
Analysis
Best Practice and Peer
benchmarking
Customer research and
brand tracking
Stakeholder
Research
Review of internal
business & structures
Study Tours
GATHER
INSIGHTS

11. Offering becoming irrelevant
Poor in-store experience
and service
Brand not connecting with younger
customers
Losing the digital battle
Little category innovation
Lack of investment in stores (outdated
and tired) and critical IT systems
Not building on heritage and
tradition
Lack of growth opportunities
Little staff engagement
and training
Eason Summary of Key Retail Insights
Negative value
perception

12. Transformation Journey
• Foundation for our 2010 – 2013 Strategy
• Transforming an iconic brand
• Defined “what we were about”
• Consumers at the heart of this

13. Great stores where
customers love to
spend time and money
A loyal and growing
customer base
Competitive and
focussed on costs and
efficiencies
Iconic Irish brand that
beats the competition
every time
Leading e-retailer
Grow market share
revenue and profits
High performing
people - a great
place to work
Secure a sustainable
long-term future for
Eason and its people
Cutting edge
Systems
New Strategy - Our mission

14. EXIT NON CORE
UPDATE
SYSTEMS
LOWER COST
BASE
DEVELOP OUR
PEOPLE
FUNDING
Strategic Framework
BUSINESS
TRANSFORMATION
RETAIL
TRANSFORMATION
RETAIL
STRATEGY
GROWING
THE ESTATE
BRAND
DEVELOPMENT
MARKETING
COMMUNITY
ENGAGEMENT
ENHANCED
COMMUNICATION
SS
Sustainability, L
eadership and
Growth

15. Everything at Eason Digital EasonEason Experience
Significantly improve the
retail environment
Build on critical USP of
variety store
Develop a clear digital
strategy
Project Artemis
Project Homework
E-project
Compuzone
Gift & Card Destination
Destination Art
TDCS
Project Glossy
Merchandising
Atmospherics
Appealing & Entertaining
Branding & fixtures
Service
Interactive Zones
Fixtures
Signage & Navigation
Easons.com
eBooks & eReaders
Store transformation
Easonsoffers
Easonschoolshop
LoyaltyBookshop
Own Brand
Retail Strategy

16. DREAM
stationery
EMOTION
gifts, cards and
wrap
BOOKSHOP
books
ARTEMIS
children’s books
ART
art & kids craft
GLOSSY
news & magazines
COMPUZONE
computer
accessories
TDCS
Tobacco &
Sweets
eSTORE
ereaders
PERSONALISED
GIFTING
digital stationery
Transformational Projects

17. ARTEMIS has brought a
whole new meaning to
shopping for books to our
Junior readers.
Launched in 12 stores to
date.

18. Project
EMOTION
• A whole new approach to
Gifts, Cards and Wrap.
• Designated area within store
delivers an empathetic and
inspiring shopping
experience for customers

19. BOOKSHOP
Changing the face
of Irish bookselling

25. A Multi-Channel Eason – eCommerce
• MAJOR OVERHAUL
OF EASONS.COM
• SIGNIFICANT
INCREASE IN VISITS
AND SALES
• 1 IN 5 BOOKS SOLD
ONLINE ARE
EBOOKS
 VOTED REI
NATIONAL
WEBSITE OF
THE YEAR

26. Launched in:
• O’Connell Street
• Cork
• Galway
Launched in:
• Cork
• O’Connell Street
• Swords
• Blanchardstown
Launched in:
• Over 27 stores
• Across ROI & NI
Launched in:
• Liffey Valley, Marine Road, O’Connell
St, Reads, Navan, Athlone, Swords, Ne
wbridge, Lisburn, Newry, Bangor
COMPUZONE
INSOMNIA
GLOSSY
TDCS
A Few Other Retail Highlights

27. THE EASON EXPERIENCE - REALISING OUR VISION

28. Future Proofing
our business

29. The Future for Eason
• Physical books sales in decline / increase in online
• Our convenience consumer/ weekend consumer
• Combining the virtual experience with the visual
experience
• Identifying trends
• Innovation
• Digital strategy
• Driving loyalty & building communities

30. How we will deliver this
• Retail Strategy
• Digital / On line strategy
• Continued investment in our stores and our people
• Enhance our value proposition
• Community & local engagement

31. Our Journey Continues
Carry on
transforming estate
Accelerate roll-out
of retail strategy
Grow our
revenue
Grow store
numbers
Continued
People
Engagement
Innovate!
Further Build the
Eason Brand
Enhanced
Community
Involvement

32. Final Thoughts

33. Key messages
• Know your customer
• Validate with research
• Communicate your brand message
• Marketing & Digital strategy
• Invest in your business & people
• Experience your Customer journey
• Aspire to be best in class