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April 2006 - Strategy Magazine
Up front

Brilliant! in-store marketing

by John Torella
page 8

Consumers make most purchase decisions at retail, so we thought it would be a good time to search far and wide for in-store environments that sizzle. Our guest editor John Torella, senior partner of the Toronto-based retail consultancy J.C. Williams Group, found three stars that are pushing the retail environment to the next level.

TOD's

Presented by Kiki Lab, Italy

TOD's, an Italian shoes and luxury accessories retailer, has successfully integrated the language and culture of its maker (Italian) and market (Japanese) with the essential values of the TOD's brand (nature, artisanship, and innovation) at its Tokyo flagship. The external structure is fashioned after a zelkova tree (Japanese elm) and expresses these values, while inside the store, the artisan image is reinforced by the exhibition of traditional tools used in shoemaking as well as personalized service. Also, the 27,400-sq.-ft. seven-floor building integrates the sales space, the office and event areas, bringing employees who are not involved with sales closer to customers, and putting customers in contact with the company's everyday life.

Clube Chocolate

Presented by Gouvêa De Souza & MD, Brazil

Clube Chocolate's 22,000-sq-ft Sao Paulo concept store focuses on lifestyle and houses a vast product assortment. Categories (inc. apparel, electronics, and fruits, to name a few) are cross-merchandised in a clear lifestyle proposition. Modern and sophisticated in both its architecture and merchandising, the store includes a jewelry area, multi-media zone, and an erotic boutique for women. There's also a bar and French restaurant.

Maytag Demonstration Stores

Presented by McMillan|Doolittle, U.S.

Maytag, the number three U.S. manufacturer of home appliances, has created an exciting "try before you buy" model, where customers can see, hear, and try appliances before opening their wallets. The new stores offer boutique-like shopping as merchandise is displayed in "vignettes" of home kitchens and laundry rooms, where customers can test the fully functional appliances by baking cookies in the Jenn-Air kitchen; cleaning dishes to hear how quietly the dishwasher runs; or even doing a load of their dirtiest laundry to see how well the washing machine removes stains. Maytag Appliances has combined the feeling of an appliance department, with a mom-and-pop atmosphere. Maytag Stores also feature wider aisles, bright décor, appliances experts, and a child's play area to keep kids safely occupied while their parents shop.

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