This document provides an overview of Shopworks, a retail consultancy agency. It has 7 international offices across various global cities, providing solutions adapted to local cultures and markets. Shopworks helps clients through research, planning, design, implementation, and category management. The agency focuses on understanding customers, performance, and applying functional and emotional retail planning principles. The document also discusses future retail trends like empowered connected consumers, the changing customer journey, mobile trends, the evolving role of stores, and how technology can enhance the retail experience.

1. making shops work
Shopworks
agency overview
13th of May 2015

2. 2
agency overview
公司介绍
1

3. 3agency overview
International
7 (+3 ) international offices
Network of worldwide strategic retail partners
Solutions adapted to local culture and market specifics
Projects in almost 50 countries
Lisbon
London
Moscow
Johannesburg
Malaysia
Mumbai
Shanghai
7 ( +3) 个国际办事处
拥有全球战略性零售合作伙伴关系网
提供适应当地文化和市场特点的解决方案
项目覆盖到50个国家
国际性
Paris
Munich
UAE

4. 4agency overview
experienced
Retailers, service providers, manufacturers
Commodity and luxury brands, B2C and B2B
High street stores, kiosks, hypermarkets, department stores, shopping centres
覆盖零售商，服务行业和制造商
日用品和奢侈品牌, B2C 和 B2B
商业街店铺，中岛，大卖场，百货商店， 购物中心
我们的客户

5. 5agency overview
we are
A retail consultancy providing solutions based on an extensive understanding of shopper behaviour,
through a process of:
research
shopper research
planning
design
implementation
category
management
retail concept design
project management
关于我们
一家针对零售行业的咨询公司，通过以下方式全面了解消费者购物习惯并提供解决方案
调研
实施执行
设计
规划
space
strategy
品类管理
空间规划
international
benchmarking
购物者调研
国际标杆学习
in store
communication
layout
planning
平面布局
零售概念设计
店内信息传达
turnkey shop fitting
furniture sourcing
店铺装潢
项目管理
道具采购

6. 6
key principles
关键原则
2

7. 7key principles
understand your customer
Understand what do they do; what do they want; how they behave
明白他们做什么,他们的购物需求, 他们的购物行为
明白您的客人

8. 8key principles
understand your customer
明白您的客人

9. 9key principles
performance focused
Examining all retail elements for maximum sales and profitability
仔细审核所有零售要素以达到销售和盈利最大化
增加
顾客数量
range & assortment retail technology added value services staff
增加
访问频率
增加
销售成交率
增加
成交价值
retail environment
关注行为
increase
number of customers
increase
visit frequency
increase
sales conversion
increase
transaction value
零售环境 范围 & 分类 零售科技 员工增值服务

10. 10key principles
functional – retail planning principles
Optimizing elements to guide shopper behavior in store and at fixture
通过优化人类环境改造学元素，引导消费者在店铺内和货架前行为
equalise value
of space
direct customers
through space
clear sightlines,
angles & access
effective categories
& adjacencies
等分空间价值
功能性 – 零售计划原则
在空间上引导客人 清楚的视线,
角度 & 通道
有效的类别 & 邻接

11. 11key principles
equalize value of space
Return maximum value from every square metre
体现每个平方米的最大价值
original floor plan
revised floor plan
services +12% retail +280%
等分空间价值
原来楼层图
改进后楼层图
服务 +12% 零售 +280%

12. 12key principles
direct customers through space
Use flooring, ceiling, lighting, signage to influence traffic flow
利用地板，天花板，灯光，指示标记来影响客流方向
引导客人穿越空间

13. 13key principles
sightlines, angles & access
Maximise visibility and access throughout retail space
视角最大化并能通达整个零售空间
视线，角度 & 通道

14. 14key principles
effective categories & adjacencies
Optimise category space allocation & adjacencies to promote cross-selling & up-selling
优化品类空间分配 & 邻接来促进搭配销售 & 提升销售额
有效的品类 & 邻接

15. 15key principles
emotional – the customer journey
Achieving shopper satisfaction by meeting their needs, expectations and desires at every step of their
journey through store
通过满足购物者需求，期待和渴望，使购物者满意，并贯穿店铺的每一步
from a distance
attract, inform,
direct
at window
invite, intrigue
on threshold
impress, inform,
guide
in store
excite, advise,
educate, convert,
add value
staff & service
secure custom,
drive loyalty &
advocacy
情感 – 顾客购物旅程
一段距离外
吸引, 传达, 引导
橱窗
邀请, 触动
入口
使留下印象, 传达信息
, 引导
店内
使兴奋, 建议, 使理解,转化,
增加价值
员工& 服务
使经常光顾,
增加忠诚度 & 支持

16. 16
Bold branding, architecture…
醒目的品牌，建筑…
from a distance – attract
key principles
从一段距离外 – 吸引

17. 17
Bold branding, architecture…
醒目的品牌，建筑…
from a distance – attract
key principles
Timberland – London Swarovski – Ginza, Japan
从一段距离外 – 吸引

18. 18
Interaction, draw customers…
交互, 吸引顾客…
at window – intrigue
key principles
Liberty ‘scan and discover’ – London John Lewis ‘on or off smart TV’ — London
在橱窗 – 触动

19. 19
Interaction, draw customers, entertain…
交互, 吸引顾客, 娱乐…
…
Adidas Interactive WindowHarvey Nichols – London
at window – intrigue
在橱窗 – 触动
key principles

20. 20
View into an impressive store…
让人印象深刻的视觉效果…
at window – invite
key principles
在橱窗 – 邀请

21. 21
Visual display impact, breadth of range…
有冲击力的陈列视觉效果, 丰富的类别…
on threshold – impress
在入口处 – 给人印象深刻
key principles
Sephora
Victoria Secret - NYC

22. 22
Visual display impact, breadth of range…
有冲击力的陈列视觉效果, 丰富的类别…
on threshold – impress
在入口处 – 给人印象深刻
key principles
Wholefoods

23. 23
Inspiring displays…
打动人心的陈列…
in store – inspire
key principles
Wholefoods Market – London Nespresso Boutique – London
店铺内 – 打动人心

24. 24
Trial, information, service…
试用，讯息，服务…
in store – educate
key principles
Wholefoods Market – London Apple – Genius Bar
店铺内 – 使理解接受

25. 25
in store – service
key principles
店铺内 – 服务
Value added services, customize, unlimited stock…
增值服务, 定制…
Adidas – London Audi City – London & Beijing

26. 26
Staff – secure custom
key principles
员工 – 稳固常客

27. 27
the future of retail
零售未来
3

28. empowered connected consumers
retail trends
our increasingly “always connected” world, this has empowered shoppers to seek:
o value - deals & price comparison sites, retailer sites
o assurance - product reviews, social media
o convenience - click & collect, narrow delivery windows
o new & latest - faster exposure to latest trends
o service - communicate dissatisfaction
不断增加的与世界“时刻关联”，促使购物者寻找：
o 价值 - 交易 & 价格对比的地方, 零售场所
o 保证 - 产品品论, 社交媒体
o 便利 - 点击 & 收藏, 精准的橱窗投放
o 新品 & 最新的 - 更快揭晓最新流行趋势
o 服务 - 表达不满
被关联的顾客

29. the old customer journey
straightforward and linear
单向的 & 笔直的
Awareness Consider
purchase
Select
product
Unbox &
Use product
Purchase
product
retail trends
旧的顾客购物旅程
认知 考虑购买 选择产品 购买产品 打开 & 使用产品

30. Mobile trends
移动化趋势
Of the 7 billion people in the world
5 billionuse a mobile phone
(whilst only 3.5 billion own a toothbrush)
Source: Technology World, Jan 2013Mobile trends
全球70亿人口中
有50亿人使用手机
（而只有35亿人拥有牙刷）

31. Mobile trends
移动化趋势
Smart phones, smarter shoppers
智能手机，更聪明的消费者
Smart phones have transformed shopping behaviour
智能手机已改变了购物行为
New ways to shop 购物的新方式
New ways to research, browse and
gather information
调研、浏览和搜集信息的新方式
New ways to pay 支付的新方式
Mobile trends

32. the new customer journey
complicated web involving research, multi-channel contact with the retailer and feedback
复杂的网状，涉及到研究，多渠道的与零售商联络和反馈
Product
Website
View Ad’s
Read
Interviews
Research
products View Video
Visit deal site
Consult
friends
Visit store
Visit
commerce
web site
Compare prices
Download
coupon
Product
purchase
Unbox
product
Take video
/photo
Use
products
Share
opinion
Engage in
Retailer
discussion
Upload Media
about product
retail trends
新的顾客购物旅程
产品调研 观看视频
产品网页
观看广告
阅读采访 咨询朋友
下载优惠券
比较价格
寻访店铺
参观交易场所
访问社交网站
打开产品
购买产品
使用产品
上传关于产品
的媒介信息
分享观点
拍视频/照片
参与和零
售商讨论

33. the role of the store
evolving to become one part of a more complex multi-channel relationship between the
retailer and the consumer
o a destination to augment the brand experience
o offering a limitless range
o empowered store staff
o technology to enhance the store experience
o stores are becoming connected
retail trends
店铺的角色
在零售商和购物者之间，进化成更合成的多渠道零售关系部分之一
o 一个增强品牌体验的地方
o 更小的店铺，但提供无限品类
o 授权店铺员工
o 通过科技增强店铺体验
o 店铺被关联起来

34. augmenting the brand experience
deliver an immersive experience to distinguish the store from other channels
提供一个场景化的体验，可以使店铺有别于其它销售渠道
touch…
感触…
Lego, pick a brick Wholefood, taste & tweetVictorinox, knife workshop
retail trends
增强品牌体验

35. augmenting the brand experience
deliver an immersive experience to distinguish the store from other channels
提供一个拟真的体验，可以使店铺有别于其它销售渠道
customise…
定制…
Karen Millen, off the peg made to measureAudi city, digital showroom
retail trends
增强品牌体验

36. augmenting the brand experience
deliver an immersive experience to distinguish the store from other channels
提供一个场景化的体验，可以使店铺有别于其它销售渠道
entertain…
娱乐…
BurberrysOrangeNike
retail trends
增强品牌体验

37. limitless range
technology releases assortment potential beyond the physical constraints of the store
科技释放了产品分类及搭配的潜能，超越了实体店的局限性
H&M homeHouse of Fraser, buy & collectAdidas, virtual footwear
retail trends
无限的类别

38. empowered staff
connect with customers to provide a personalised and convenient experience
与顾客产生共鸣提供个性化和便捷的购物体验
Nordstrom mobile PoS to
checkout customers anywhere
Apple 移动PoS & 电子邮件收据
Barclays, tablets to process
queries, scan documents
retail trends
授权员工
Nordstrom 移动 PoS 能让顾
客在任何地方结账
Apple mobile PoS & email
receipts
Barclays, 处理问题, 扫描文
件

39. enhanced store experience
leveraging technology to enhance in-store experience
利用科技增强店内体验
Waitrose, scan & shop self
scanning
Adidas Neo interactive window
display; order from window; drag &
drop items onto model
Vanquish RFID – product pick up
triggers screen content; retailer
tracks customer choices
retail trends
增强购物体验
Vanquish RFID –屏幕上选购产品;
零售商可以跟踪顾客选择轨迹
Adidas Neo 橱窗互动体验, 在橱窗
下单; 移动&放置产品在模特上
Waitrose, 扫描 & 自助扫描购物

40. connected stores
shopper inevitably use smart phones to compare
prices
reliable, available WI-FI in store is developing and
can enable retailers to enhance in store experience
o access product reviews
o access store offers
o enable real time, location sensitive targeting
retail trends
关联店铺
购物者自然而然的使用智能手机比较价格
在店铺中已经开发了可靠的，易获取的WI-FI服务可以
帮助零售商增强购物体验
o 获得产品评论
o 获得产品销售信息
o 能够实时锁定目标