After their first year of trading Gratis asked allen international to evaluate their convenience store operations. We soon discovered that the brand communications and customer experience were highly inconsistent, contradictory and not appropriate for the target audience.
We redefined the brand strategy, making it more appropriate to the customer profile of Gratis, and ensured consistent brand communications. This then defined the new retail proposition with recommendations regarding location, personality, product range, store design, staff roles and promotions.
The new proposition better reflected the more affluent core clientele and helped deliver the required revenues. Opening a large format store based on the new design resulted in sales increase of 25% per square metre and was tested in two additional Istanbul locations before the launch of a nationwide roll out programme.
Evaluate brand and retail operations.
Recommend revised customer proposition.
Develop new format store.
Redefined brand strategy.
Developed new retail proposition.
Created consistent communications.
25% increase in sales.
New design being rolled out nationally.