THE ALLEY
Chicago Retail Store
CHALLENGE Evolve and grow an industry leader — a 30-year retail destination brand.
CONTEXT In addition to exploring the limits/opportunities of the geographic location of the store (near Wrigleyville), we interviewed employees and customers, and accompanied shoppers on shop-a-longs. Via competitor retail visits and secondary industry research, we found a number of opportunities for this brand. We also examined his 10 businesses in a portfolio assessment.
SOLUTIONS
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Merchandising recommendations, which increased sales by 100% over two weeks.
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Recommended unique value proposition expansion into upscale consulting and business opportunities.
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Updated brand and product concepts.
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Web site medium-fidelity mockup.
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Long- and short-term marketing plan.
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Business expansion plan, portfolio analysis.
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Customer personas.
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Customer journey maps.
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Insights from primary and secondary research.
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Industry and trends research findings
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Branding, packaging, and merchandising research and recommendations.
Methodologies
The brand's audience spans a very wide demographic,
which we saw in customer shop-a-longs and with in-person and online surveys,
in segment competitive analysis and
contextual inquiry with customers, and retail managers.
