retail planning case study

The 24 Best eCommerce Retail Case Studies Worth Reading

In the fast-paced world of retail and eCommerce, staying ahead of the game is not just a goal; it’s the lifeline of our industry. For seasoned retail executives, inspiration often comes from the experiences and successes of industry giants who paved the way with their innovative thinking and managed to thrive through thick and thin. That’s why we’re excited to bring you an exclusive collection of the 30 best eCommerce case studies meticulously curated to provide you with a wealth of insights and ideas to fuel your strategies. These case studies are more than just success stories; they are beacons of guidance for retail professionals navigating the ever-changing landscape of our industry.

In this article, we delve deep into the journeys of retail giants who have not only weathered the storms of disruption but have emerged as trailblazers in eCommerce. From adapting to shifting consumer behaviors to mastering the art of online engagement, this compilation offers a treasure trove of wisdom for the modern retail executive. 

Table of Contents

• > Case studies for grocery/wholesale eCommerce retailers
• > Case studies for fashion eCommerce retailers
• > Case Studies for home & furniture eCommerce retailers
• > Case Studies for health & beauty eCommerce retailers
• > Case studies for electronics and tools eCommerce retailers
• > Case Studies for toys and leisure eCommerce retailers

Case studies for grocery/wholesale eCommerce retailers

Retail case study #1: tesco .

Industry : Grocery stores

Why worth reading: 

• Historical evolution: Understanding Tesco’s rise from a group of market stalls to a retail giant provides valuable lessons on growth and adaptation to market changes​.
• Customer service focus: Tesco’s long-term emphasis on customer service, which is consistent across their physical and online platforms, showcases the importance of customer-centric strategies.
• Innovation in eCommerce: The case study covers Tesco’s pioneering of the world’s first virtual grocery store in South Korea, a testament to its innovative approach to digital retailing.
• Crisis management: Insights into how Tesco handled the Horse Meat Scandal, including efforts to tighten its supply chain, contributing to its logistical success​.
• Financial integrity: The study discusses the Accounting Scandal, offering a sobering look at financial transparency and the repercussions of financial misreporting.

Read the full Tesco case study here .

Retail case study #2: Walmart 

Industry : Discount department and grocery stores

• Data-driven success: The case study provides a wealth of data, showcasing Walmart’s remarkable achievements. With an annual revenue of almost $570 billion, a global presence in 24 countries, and a customer base exceeding 230 million weekly, it’s a testament to the effectiveness of their strategies.
• Marketing strategies: The case study delves deep into Walmart’s marketing strategies. It highlights their focus on catering to low to middle-class demographics, the introduction of the Walmart Rewards loyalty program, and their commitment to environmental sustainability, all of which have contributed to their success.
• eCommerce transformation: As eCommerce continues to reshape the retail landscape, this case study details how Walmart shifted significantly towards omnichannel retail. Readers can learn about their innovative technologies and approaches, such as personalized shopping experiences and augmented reality, that have helped them adapt to changing consumer behavior.
• Supply chain innovation: Walmart’s proficiency in supply chain management is a crucial takeaway for retail executives. Their decentralized distribution center model , in-house deliveries, and data-driven optimization exemplify the importance of efficient logistics in maintaining a competitive edge.

Read the full Walmart case study here .

Retail case study #3: Sainsbury’s 

Industry : Grocery stores

• Omnichannel success amidst pandemic challenges: With the fastest growth in online shopping among major retailers, the study illustrates how Sainsbury’s adapted and thrived during unprecedented times.
• Dynamic brand positioning: The analysis delves into Sainsbury’s strategic shift in brand positioning, demonstrating a keen responsiveness to changing consumer preferences. This shift showcases the brand’s agility in aligning with contemporary health-conscious consumer trends, supported by relevant data and market insights.
• Supply chain and quality assurance: The study highlights Sainsbury’s commitment to a stellar supply chain, emphasizing the correlation between high product quality, ethical sourcing, and customer loyalty. With data-backed insights into the extensive distribution network and sourcing standards, retail executives can glean valuable lessons in maintaining a competitive edge through a robust supply chain.
• Innovative technological integration: Sainsbury’s implementation of cutting-edge technologies, such as Amazon’s “Just Walk Out” and Pay@Browse, demonstrates a commitment to providing customers with a seamless and convenient shopping experience. 
• Diversification beyond grocery: The case study unveils Sainsbury’s strategic partnerships with companies like Amazon, Carluccio’s, Itsu, Leon, and Wasabi, showcasing the brand’s versatility beyond traditional grocery retail. 

Read the full Sainsbury’s case study here .

Retail case study #4: Ocado 

• From startup to industry leader: The Ocado case study presents a remarkable journey from a three-employee startup in 2000 to becoming the UK’s largest online grocery platform.  
• Omnichannel excellence: The study emphasizes Ocado’s success in implementing an omnichannel approach, particularly its early adoption of smartphone technology for customer engagement. 
• Operational efficiency: From automated warehouses with machine learning-driven robots to digital twins for simulating order selection and delivery processes, the data-rich content sheds light on how technology can be leveraged for operational efficiency. 
• Navigating challenges through innovation: Ocado’s strategic response to challenges, particularly its shift from primarily a grocery delivery service to a technology-driven company, showcases the power of innovative thinking. The case study details how Ocado tackled complexities associated with grocery deliveries and embraced technology partnerships to stay ahead.  
• Strategic partnerships: The study sheds light on Ocado’s strategic partnerships with grocery chains and companies like CitrusAd for advertising opportunities on its platform. 

Read the full Ocado case study here .

Retail case study #5: Lidl

Industry : Discount supermarkets

• Longevity and evolution: The article provides a detailed overview of Lidl’s origins and evolution, offering insights into how the brand transformed from a local fruit wholesaler to a global retail powerhouse. Understanding this journey can inspire retail executives to explore innovative strategies in their own companies.
• Global success: Retail executives can draw lessons from Lidl’s international expansion strategy, identifying key factors that contributed to its success and applying similar principles to their global ventures.
• Awards and recognitions: The numerous awards and accomplishments earned by Lidl underscore the effectiveness of its marketing strategy. Marketers and eCommerce professionals can learn from Lidl’s approach to quality, innovation, and customer satisfaction. 
• Comprehensive marketing components: The article breaks down Lidl’s marketing strategy into key components, such as pricing strategy, product diversification, and target audience focus. Readers can analyze these components and consider incorporating similar holistic approaches in their businesses to achieve well-rounded success.
• Omnichannel transformation: The discussion on Lidl’s transformation to an omnichannel strategy is particularly relevant in the current digital age. This information can guide executives in adopting and optimizing similar omnichannel strategies to enhance customer experiences and drive sales.

Read the full Lidl case study here .

Retail case study #6: ALDI

Industry : FMCG

• Omnichannel approach: Aldi’s growth is attributed to a robust omnichannel strategy that seamlessly integrates online and offline channels. The case study delves into how Aldi effectively implemented services that can overcome the intricacies of a successful omnichannel approach in today’s dynamic retail landscape.
• Target market positioning: Aldi’s strategic positioning as the most cost-effective retail store for the middle-income group is explored in detail. The case study elucidates how Aldi’s pricing strategy, emphasizing the lowest possible prices and no-frills discounts, resonates with a wide audience. 
• Transparency: Aldi’s commitment to transparency in its supply chain is a distinctive feature discussed in the case study. For retail executives, understanding the importance of transparent supply chain practices and their impact on brand perception is crucial in building consumer trust.
• Differentiation: Aldi’s successful “Good Different” brand positioning, which communicates that low prices result from conscientious business practices, is a key focus of the case study. Effective differentiation through brand messaging contributes to customer trust and loyalty, especially when combined with ethical business practices.
• CSR Initiatives: The case study highlights Aldi’s emphasis on social responsibility to meet the expectations of millennial and Gen-Z shoppers. By consistently communicating its CSR efforts, such as sustainable sourcing of products, Aldi creates a positive brand image that resonates with socially conscious consumers and builds brand reputation.

Read the full Aldi case study here .

Retail case study #7: ASDA

Industry : Supermarket chain

• Omnichannel implementation: The case study details how ASDA seamlessly integrates physical and virtual channels, offering customers a diverse shopping experience through in-store, digital checkouts, Click & Collect services, and a dedicated mobile app. 
• Market segmentation strategies: The incorporation of partnerships with young British designers and influencer collaborations, coupled with socially progressive messaging, reflects a strategic shift that can inspire marketers looking to revitalize product lines.
• Crisis management and ethical branding: The study highlights ASDA’s strong response to the COVID-19 crisis, with ASDA’s actions showcasing a combination of crisis management and ethical business practices. This section provides valuable insights for executives seeking to align their brand with social responsibility during challenging times.
• Product and format diversification: ASDA’s product categories extend beyond groceries, including clothing, home goods, mobile products, and even insurance. The case study explores how ASDA continues to explore opportunities for cross-promotion and integration.
• Website analysis and improvement recommendations: The detailed analysis of ASDA’s eCommerce website provides actionable insights for professionals in the online retail space. This section is particularly beneficial for eCommerce professionals aiming to enhance user experience and design.

Read the full ASDA case study here .

Case studies for fashion eCommerce retailers

Retail case study #8: Farfetch

Industry : Fashion retail

• Effective SEO strategies: The Farfetch case study offers a detailed analysis of the company’s search engine optimization (SEO) strategies, revealing how it attracted over 4 million monthly visitors. The data presented underscores the importance of patient and dedicated SEO efforts, emphasizing the significance of detailed page structuring, optimized content, and strategic backlinking.
• Paid search advertising wisdom and cost considerations: The study delves into Farfetch’s paid search advertising approach, shedding light on its intelligent optimization tools and the nuances of running localized advertisements. Moreover, it discusses the higher cost of visitor acquisition through paid search compared to organic methods, providing valuable insights for marketers navigating the paid advertising landscape.
• Innovative LinkedIn advertising for talent acquisition: Farfetch’s unique use of LinkedIn advertising to attract talent is a standout feature of the case study and highlights the significance of proactive recruitment efforts and employer branding through social media channels. 
• Strategic use of social media platforms: Exploring the brand’s highly consistent organic marketing across various social media channels, with a focus on visual content, highlights Farfetch’s innovative use of Instagram’s IGTV to promote luxury brands. The emphasis on social media engagement numbers serves as a testament to the effectiveness of visual content in the eCommerce and fashion sectors.
• Website design and conversion optimization insights:   A significant portion of the case study is dedicated to analyzing Farfetch’s eCommerce website, providing valuable insights for professionals aiming to enhance their online platforms. By identifying strengths and areas for improvement in the website’s design, marketers, and eCommerce professionals can draw actionable insights for their platforms.

Read the full Farfetch case study here .

Retail case study #9: ASOS

Industry : Fashion eCommerce retail

• Mobile shopping success: eCommerce executives can draw inspiration from ASOS’s commitment to enhancing the mobile shopping experience, including features such as notifications for sale items and easy payment methods using smartphone cameras.
• Customer-centric mentality: ASOS emphasizes the importance of engaging customers on a personal level, gathering feedback through surveys, and using data for continuous improvement. This approach has contributed to the brand’s strong base of loyal customers.
• Inclusive marketing: ASOS’s adoption of an ‘all-inclusive approach’ by embracing genderless fashion and featuring ‘real’ people as models reflects an understanding of evolving consumer preferences. Marketers can learn from ASOS’s bold approach to inclusivity, adapting their strategies to align with the latest trends and values embraced by their target audience.
• Investment in technology and innovation: The case study provides data on ASOS’s substantial investment in technology, including visual search, voice search, and artificial intelligence (AI). eCommerce professionals can gain insights into staying at the forefront of innovation by partnering with technology startups.
• Efficient global presence: ASOS’s success in offering a wide range of brands with same and next-day shipping globally is attributed to its strategic investment in technology for warehouse automation. This highlights the importance of operational efficiency through technology, ensuring a seamless customer experience and reduced warehouse costs.

Read the full ASOS case study here .

Retail case study #10: Tommy Hilfiger 

Industry : High-end fashion retail

• Worldwide brand awareness: The data presented highlights Tommy Hilfiger’s remarkable journey from a men’s clothing line in 1985 to a global lifestyle brand with 2,000 stores in 100 countries, generating $4.7 billion in revenue in 2021. This strategic evolution, exemplified by awards and recognitions, showcases the brand’s adaptability and enduring relevance in the ever-changing fashion landscape.
• Adaptation and flexibility to changing market trends: The discussion on how the brand navigates changing trends and overcame market saturation, particularly in the US, provides practical insights for professionals seeking to navigate the challenges of evolving consumer preferences.
• Successful omnichannel marketing: Tommy Hilfiger’s success is attributed to a brand-focused, digitally-led approach. The analysis of the brand’s omnichannel marketing strategy serves as a map for effective promotion and engagement across various channels. 
• Decision-making and customer engagement: The case study emphasizes the brand’s commitment to data-driven decision-making with insights into customer behavior, leveraging data for effective customer engagement.

Read the full Tommy Hilfiger case study here .

Retail case study #11: Gap

• Overcoming challenges: The case study provides a comprehensive look at Gap Inc.’s financial performance, and growth despite the challenges. These insights can offer valuable takeaways into effective financial management and strategies for sustained success.
• Strong branding: Gap’s journey from a single store to a global fashion retailer reveals the importance of strategic brand positioning. Understanding how Gap targeted different market segments with unique brand identities, can inspire retail executives looking to diversify and expand their brand portfolios.
• Omnichannel adaptation: The case study delves into Gap’s omnichannel strategy, illustrating how the company seamlessly integrates online and offline experiences.
• Unique use of technology: By exploring the technologies Gap employs, such as Optimizely and New Relic, retail executives can learn about cutting-edge tools for A/B testing, personalization, and real-time user experience monitoring. This insight is crucial for staying competitive in the digital retail landscape.
• Inspiring solutions: The case study highlights challenges faced by Gap, including logistical, technological, financial, and human resource challenges. 

Read the full Gap case study here .

Retail case study #12: Superdry

• Success story: The case study emphasizes SUPERDRY’s successful transition to an omnichannel retail strategy, with in-depth insights into their adaptation to online platforms and the integration of technologies like the Fynd app. 
• Mobile-first and social-first strategies: As mobile internet usage continues to rise, understanding how SUPERDRY leverages videos and social media to engage customers can offer valuable takeaways for optimizing digital strategies.
• Sustainable fashion focus: Executives looking to appeal to environmentally conscious consumers can gain insights into how SUPERDRY navigated the shift towards sustainable practices and became a leader in eco-friendly fashion. 
• Data-driven marketing strategies: The case study delves into SUPERDRY’s social media marketing strategies, showcasing how the company uses targeted campaigns, influencers, and seasonal keywords. 
• Global market understanding: By exploring SUPERDRY’s experience in the Chinese market and its decision to exit when faced with challenges, the case study offers valuable insights into global market dynamics. 

Read the full SUPERDRY case study here .

Retail case study #13: New Look 

Industry : Fast-fashion retail

• Strategic pivots for profitability: A decade of revenue contraction led New Look to adopt transformative measures, from restructuring credits to withdrawing from non-profitable markets.
• Omnichannel strategy: Marketers and eCommerce professionals can study New Look’s journey, understanding how the integration of physical stores and online platforms enhances customer experience, reduces costs, and improves profitability.
• Social media mastery: The case study underscores the pivotal role of social media in engaging audiences, showcasing how New Look leverages user-generated content to build brand loyalty and maintain a positive brand perception. 
• Effective partnerships for growth: New Look strategically partners with major eCommerce platforms like eBay & Next to expand its brand presence, and tap into new audiences and markets.

Read the full New Look case study here .

Retail case study #14: Zara

• Rapid international expansion through innovative strategies: Zara’s unique approach to continuous innovation and quick adaptation to fashion trends fueled its global success. Marketers can learn how to build brand narratives that resonate across diverse markets, and eCommerce professionals can glean strategies for seamless international expansion.
• Revolutionary eCommerce tactics: The case study provides a deep dive into Zara’s eCommerce strategy, emphasizing the importance of agility and responsiveness. The brand can be a bright example of implementing supply chain strategies for a swift market adapting to rapid fashion cycles. 
• Visionary leadership: Amancio Ortega’s low-profile persona and visionary leadership style are explored in the case study, aiding retail executives to learn about leadership strategies that prioritize customer-centric business models. 
• Omnichannel marketing and integrated stock management: Zara’s successful integration of automated marketing and stock management systems is a focal point in the case study. With insights into implementing integrated stock management systems to meet the demands of both online and offline channels, Zara can inspire professionals to improve their operations.
• Co-creation with the masses: Zara’s innovative use of customer feedback as a driving force for fashion trends is a key takeaway. Marketers can learn about the power of customer co-creation in shaping brand identity, and eCommerce professionals can implement similar models for product launches and updates.

Read the full Zara case study here .

Case Studies for home & furniture eCommerce retailers

Retail case study #15: john lewis.

Industry : Homeware and clothing retail

• Omnichannel perspective: The data-driven approach, especially in tracking orders and customer behavior, serves as a blueprint for any retail business aiming to enhance its omnichannel experience.
• Strategic growth factors: This case study offers concrete data on the strategies that contributed to the company’s sustained success, inspiring similar endeavors. 
• Innovative customer engagement: John Lewis’s take on customer engagement showcases the brand’s agility and responsiveness to evolving consumer needs, supported by data on the effectiveness of these initiatives.
• eCommerce best practices and pitfalls: The analysis of John Lewis’s eCommerce website provides a data-backed evaluation of what works and what could be improved. The critique is grounded in data, making it a valuable resource for those looking to optimize their online platforms.

Read the full John Lewis case study here .

Retail case study #16: Argos 

Industry : Homeware catalog retail

• Adaptation to the changing retail landscape: Argos’s journey from a catalog retailer to a retail giant demonstrates its ability to successfully adapt to the evolving retail landscape. 
• Omnichannel success story: The case study provides a detailed analysis of Argos’s omnichannel strategy, showcasing how the company effectively integrated online and offline channels to achieve a seamless shopping experience across multiple touchpoints.
• Market share and financial performance: The inclusion of data on Argos’s market share and financial performance offers retail executives concrete metrics to evaluate the success of the marketing strategy. Understanding how Argos maintained a robust market share despite challenges provides actionable insights.
• Technological advancements: The case study delves into the technologies employed by Argos, such as Adobe Marketing Cloud, New Relic, and ForeSee. 
• Overcoming obstacles: By examining the challenges faced by Argos, including logistical, technological, financial, and human resources challenges, retail executives can gain a realistic understanding of potential obstacles in implementing omnichannel strategies. 

Read the full Argos case study here .

Retail case study #17: IKEA

Industry : Home & furniture retail

• Data-driven evolution: This detailed case study offers a data-rich narrative, illuminating the brand’s evolution into a leader in omnichannel retail.
• Pandemic response: This exploration delves into the integration of eCommerce strategies, online expansions, and the balance between physical and digital customer experiences.
• Advanced mobile apps and AR integration: A deep dive into IKEA’s innovative applications, notably the AR app “IKEA Place,” showcases how the brand leverages technology for a seamless customer experience.
• Democratic design approach: The study meticulously breaks down IKEA’s success factors, emphasizing the brand’s holistic approach through the lens of “Democratic Design.” 
• DIY mentality and demographic targeting: A detailed analysis of how IKEA’s affordability is intertwined with a Do-It-Yourself (DIY) mentality. The case study explores how IKEA strategically tapped into a shift in consumer behavior, particularly among younger demographics, influencing not only purchasing patterns but also reshaping industry norms.

Read the full IKEA case study here .

Retail case study #18: Marks & Spencer

Industry : Clothing and home products retail

• Valuable lessons in eCommerce: The Marks & Spencer eCommerce case study offers a profound exploration of the brand’s journey from a latecomer to the online scene to a digital-first retailer.
• Real-world application of effective solutions: By diving into the history of Marks & Spencer, the case study provides tangible examples of how a retail giant faced setbacks and strategically pivoted to revitalize its eCommerce platform. 
• Data-driven analysis of eCommerce failures: The case study meticulously analyzes the pitfalls Marks & Spencer encountered during its eCommerce journey, offering a data-driven examination of the repercussions of a poorly executed website relaunch. 
• Multichannel customer experience: Marks & Spencer’s shift towards a multichannel customer experience is dissected in the case study, emphasizing the significance of a seamless user journey for increased customer satisfaction and loyalty.
• Embracing technology: Exploring Marks & Spencer’s technological innovations, such as the introduction of an intelligent virtual assistant can enhance the customer shopping journey, foster engagement, and contribute to revenue growth.

Read the full Marks & Spencer case study here .

Retail case study #19: Macy’s 

Industry : Clothing and homeware retail

• Resilience and adaptability: The case study showcases Macy’s ability to navigate and triumph over obstacles, especially evident during the COVID-19 pandemic. Despite hardships, Macy’s not only survived but thrived, achieving $24.4 billion in net sales for 2022.
• Omnichannel innovation: Macy’s successful transition to omnichannel retailing is a standout feature. The case study delves into Macy’s implementation of a seamless omnichannel strategy, emphasizing the integration of physical and digital retail channels. 
• Private label strategy: The introduction of new private brands and the emphasis on increasing the contribution of private brands to sales by 2025 provides a strategic lesson. Retailers can learn from Macy’s approach to enhancing control over production and distribution by investing in private brands, ultimately aiming for a more significant share of profits.
• Groundbreaking retail media strategy: Macy’s innovative approach to retail media and digital marketing is another compelling aspect. For marketers, this presents a case study on how to leverage proprietary shopper data for effective advertising, including entry into connected TV (CTV).
• Community engagement and social responsibility: The case study explores Macy’s “Mission Every One” initiative, highlighting its commitment to corporate citizenship and societal impact, integrating values into business strategies.

Read the full Macy’s case study here .

Case Studies for health & beauty eCommerce retailers

Retail case study #20: the body shop .

Industry : Beauty, health, and cosmetics

• Activism and ethical values: The Body Shop has pioneered promoting eco-friendly, sustainable, and cruelty-free products. The brand’s mission is to empower women and girls worldwide to be their best, natural selves. This strong ethical foundation has been integral to its identity.
• Recycling, community fair trade, and sustainability: The Body Shop initiated a recycling program early on, which turned into a pioneering strategy. It collaborates with organizations to create sustainable solutions for recycling, such as the Community Trade recycled plastic initiative in partnership with Plastics for Change.
• Product diversity: The Body Shop’s target demographic primarily focuses on women, but it has expanded some product lines to include men. Its products include skincare, hair and body treatments, makeup, and fragrances for both men and women.
• Omnichannel strategy, technology, and eCommerce best practices: The Body Shop has embraced an omnichannel approach that incorporates personalization, customer data and analytics, and loyalty programs. The Body Shop utilizes technology, including ContactPigeon, for omnichannel customer engagement, personalization, and data-driven decision-making.

Read the full The Body Shop case study here .

Retail case study #21: Boots

Industry : Pharmacy retail

• Long-term success: Boots’ rich history serves as a testament to the effectiveness of the brand’s strategies over time, offering valuable insights into building a brand that withstands the test of time.
• Strategic omnichannel approach: The Boots case study provides a deep dive into the marketing strategy that propelled the brand to success, with valuable insights into crafting effective omnichannel growth. 
• Impactful loyalty program: Marketers can glean insights into designing loyalty programs that resonate with customers, fostering brand allegiance. 
• Corporate Social Responsibility (CSR) as a pillar: The case study sheds light on how Boots addresses critical issues like youth unemployment and climate change, showcasing how a socially responsible approach can positively impact brand perception.
• Adaptive strategies during crises: Boots’ proactive role during the COVID-19 pandemic, offering vaccination services and supporting the National Health Service (NHS), demonstrates the brand’s agility during crises. 

Read the full Boots case study here .

Retail case study #22: Sephora

Industry : Cosmetics

• Authentic customer experience-focused mentality: Backed by an impressive array of data, the case study meticulously outlines how Sephora transforms its in-store spaces into digital playgrounds, leveraging mobile technologies, screens, and augmented reality to enhance the customer shopping experience. 
• Exceptional omnichannel business plan: The early adoption of an omnichannel strategy has been pivotal to Sephora’s ascendancy. The case study delves into the mobile app’s central role, acting as a comprehensive beauty hub with data-driven insights that drive the success of groundbreaking technologies. 
• Omnichannel company culture: The case study illuminates this by detailing how this amalgamation allows a holistic view of the customer journey, blurring the lines between online and in-store interactions. This unique approach positions Sephora as a global leader in turning omnichannel thinking into a robust business strategy.
• Turning data into growth: Sephora’s adept utilization of mobile technologies to harness customer insights is a beacon for retailers in an era where data reigns supreme. The case study dissects how a surge in digital ad-driven sales, showcases the power of data-driven decision-making.

Read the full Sephora case study here .

Case studies for electronics and tools eCommerce retailers

Retail case study #23: screwfix.

Industry : Tools and hardware retail

• Innovative omnichannel approach: The case study highlights how the company strategically implemented online ordering with in-store pickup, creating a seamless shopping experience that contributed to a significant sales growth of 27.9% in just one year.
• Customer-centric strategies: Marketers can gain insights from Screwfix’s emphasis on customer experience. By studying customer feedback and incorporating personalized shopping experiences, Screwfix achieved success in the competitive home improvement sector. 
• Supply chain management for rapid growth: The company strategically opened distribution centers to keep up with demand, ensuring efficient inventory management for both online and in-store orders.
• Mobile-first approach for trade professionals: With a customer base primarily consisting of trade professionals, the company’s mobile app allows for easy inventory search, order placement, and quick pickups, catering to the needs of time-sensitive projects.
• Commitment to employee well-being and community: Retail executives and marketers can draw inspiration from Screwfix’s commitment to building a positive workplace culture.

Read the full Screwfix case study here .

Case Studies for toys and leisure eCommerce retailers

Retail case study #24: lego.

Industry : Toys and leisure retail

• Global reach strategies: LEGO’s case study meticulously outlines LEGO’s focused approach, investing in flagship stores and understanding the local market nuances.
• Diversification and licensing brilliance: LEGO’s commitment to diversification through licensing and merchandising emerges as a beacon for marketers. The collaboration with well-established brands, the creation of movie franchises, and themed playsets not only elevate brand visibility but also contribute significantly to sales. 
• Social media takeover: The case study unveils LEGO’s unparalleled success on social media platforms, boasting over 13 million Facebook followers and 10.04 billion views on YouTube. LEGO’s adept utilization of Facebook, Instagram, and YouTube showcases the power of social media in engaging customers. 
• User-generated content (UGC) as a cornerstone: LEGO’s innovative use of digital platforms to foster a community around user-generated content is a masterclass in customer engagement. This abundance of UGC not only strengthens brand loyalty but also serves as an authentic testament to LEGO’s positive impact on users’ lives.
• Education as a marketing pillar: LEGO’s unwavering commitment to education, exemplified by its partnerships and $24 million commitment to educational aid, positions the brand as more than just a toy. Aligning brand values with social causes and leveraging educational initiatives, builds trust and credibility.
• Cutting-edge mobile strategy: Sephora’s foresight into the mobile revolution is dissected in the case study, presenting a playbook for retailers aiming to capitalize on the mobile landscape.

Read the full LEGO case study here .

Tons of eCommerce retail inspiration, in one place

In the realm of business, success stories are not just tales of triumph but blueprints for aspiring executives to carve their paths to growth. The case studies explored here underscore a common theme: a mindset poised for evolution, a commitment to experimentation, and an embrace of emerging trends and technologies are the catalysts for unparalleled growth.

For any executive eager to script their growth story, these narratives serve as beacons illuminating the way forward. The dynamic world of retail beckons those ready to challenge the status quo, adopting the strategies and technologies that promise scalability. The key lies in constant optimization, mirroring the agility demonstrated by industry leaders.

As you embark on your growth journey, consider the invaluable lessons embedded in these success stories. Now is the time to experiment boldly, adopting new trends and technologies that align with your brand’s ethos. If you seek personalized guidance on navigating the intricate landscape of growth, our omnichannel retail experts at ContactPigeon are here to assist. Book a free consultation call to explore how our customer engagement platform can be the linchpin of your growth strategy. Remember, the path to scaling growth begins with a willingness to innovate, and your unwritten success story awaits its chapter of transformation.

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9 Case Studies That Prove Experiential Retail Is The Future

Table of Contents

What is a pop-up shop? Everything you need to know to try short-term retail  > 23 Smart Pop-Up Shop Ideas to Steal From These Successful Brands > 9 Case Studies That Prove Experiential Retail Is The Future

What is experiential retail, and how can experiential retail benefit your business?

Experiential retail is a term used to define a type of retailing that aims to provide customers with a unique and memorable experience. Experiential retail is typically characterized by one or more of the following features: the use of unique and interesting spaces, objects, or experiences; high levels of customer engagement; and the use of technology to enhance customer interactions.

One key aspect of experiential retail is the ability to create an attractive and welcoming environment for staff and customers alike. This can be achieved through a combination of factors, including good design, cleanliness, and lighting . Another important factor is how well the store reflects its brand identity.

Although there are many different types of experiential retail outlets, they all share certain common elements: they are designed to provide a memorable experience for their customers; they are focused on creating an enjoyable atmosphere for staff members as well as the public; they offer an appealing mix of products and services, and they use technology to enhance customer interactions.

Finally, experiential retail is not just about selling products or services. It is also about building strong relationships with customers that go beyond transactions.

Experiential retail is the future. For years we’ve heard about the decline of physical retail and the rise of the internet. However, the desire for retail experiences is on the rise with 52% millennials saying of their spending goes on experience-related purchases. This introduces the concept of ‘retailtainment’.

Enter: retailtainment

Because of this, retailers have evolved their offerings. By focusing on so-called ‘ retailtainment’ and immersive retail experiences, brands are able to provide customers with fun, unique and in-person experiences that elevate shopping to new heights.

With retailtainment, the retail industry is shifting attention from a features-and-benefits approach to a focus on immersive shopping and customer experience . To be successful, retailers must offer consumers a desirable retail experience that in turn drives sales.

What is meant by Retailtainment?

The term “retailtainment” is used to describe the trend of retailers using entertainment to attract customers and encourage them to spend more time – and money – in their stores. This can take the form of in-store events, interactive displays, and even simply providing a comfortable and enjoyable environment for customers to shop in. The goal of retailtainment is to create a unique and memorable shopping experience that will keep customers coming back.

With the rise of online shopping and brick-and-mortar retailers have to work harder than ever to compete. By offering an enjoyable and entertaining shopping experience, retailers can attract customers who are looking for more than just a transaction. Retailtainment can be a powerful tool to build customer loyalty and drive sales.

How does retailtainment fit in today’s retail experiential strategy?

As shoppers’ expectations become more demanding, retailers are turning to retailtainment to create a more engaging and memorable shopping experience. By incorporating elements of entertainment into the retail environment, retailers can create a unique and differentiated customer experience that will help them stand out from the competition.

There are a number of ways that retailtainment can be used to improve the customer experience. For example, retailers can use interactive technology to create an immersive shopping experience that engages shoppers on a personal level. Additionally, retailers can use entertainment to add excitement and energy to their store environment, making it more inviting and enjoyable for shoppers.

Ultimately, retailtainment can play a key role in helping retailers create a customer experience that is unique, differentiated, and memorable.

What is the difference between retailtainment and experiential retail?

Both retailtainment and experiential retail are designed to make the shopping experience more enjoyable and engaging. However, experiential retail goes a step further by creating an emotional connection with customers. This emotional connection can lead to brand loyalty and repeat business.

Thus, while both retailtainment and experiential retail are important trends in the retail industry, experiential retail is more focused on creating a lasting impression and emotional connection with customers.

Here are our 8 favorite examples of Experiential Retail and retailtainment in action:

Marvel: Avengers S.T.A.T.I.O.N provides fans with interactive brand building experience

The Avengers S.T.A.T.I.O.N. is an immersive exhibit that has toured the world since the first Avengers film. It has appeared in key retail areas such as New York Seoul Paris , Beijing, London and Las Vegas, and always pulls in huge crowds. Based on the global box-office film franchise, Marvel’s The Avengers, the store features real life movie props and interactive displays.

There are Marvel-branded items for sale but the goal of the project is not to shift T-shirts and mugs. It is about delivering an in-person experience to fans and bringing the brand to life.

The Avengers S.T.A.T.I.O.N. is a great example of retailtainment and experiential retail in action. Visitors are fully immersed in the fictional world they adore, further cementing their affiliation and love for the Marvel brand.

For a brand as strong and iconic as Marvel, it would be easy to sit back and take popularity for granted. However, through the use of retailtainment they are continuing to delight their customers beyond the screen.

Farfetch: Creating a retail experience of the future

Image via Bloomberg

Farfetch is as an e-commerce portal for luxury boutiques. It’s successfully positioned itself as a technology provider for brands; combining technology and fashion to provide unique in-store experiences.

José Neves, CEO of Farfetch, has spoken about his concern that physical retail is diminishing; it accounts for 93 per cent of sales today, but by 2025 is predicted to account for just 80 per cent.

Enter: Farfetch’s Augmented Retail Solution

Neves’ vision for retailtainment includes advancements in technology to make the consumer experience more human. He produced Farfetch’s Store of the Future, an augmented retail solution that “links the online and offline worlds, using data to enhance the retail experience.” In its retail store in London, Farfetch provided connected clothing racks, touch-screen-enhanced mirrors and sign-in stations that pulled data collected online to use in-store.

Farfetch provided customers with a sign-in screen to search their purchase history and wish list, which provided valuable customer insight for the sales assistants. There was also a smart mirror to request different sizes, alternative products or pay without leaving the dressing room.

This innovation led them to be labeled as “ The Retailer of the Future ”, allowing customers to enjoy an effortless in-person experience that harmonizes the best parts of boutique shopping with the speed and convenience of online shopping.

Read More: Excess Inventory Post-Holiday? Open a Pop-Up Shop

Huda Beauty: Cosmic experience in Covent Garden

Huda Beauty , one of the world’s fastest-growing beauty brands, ran an immersive retail experience pop-up store right in the centre of Covent Garden, London, to launch a new product range and reach new customers.

Huda used the location ( sourced by Storefront pop up space rental ) to deliver a sci-fi themed experience in support of their new eye-shadow palette Mercury Retrograde.

The entire exterior of the pop-up resembled a multi-faceted, metallic mass of geometrical shapes. This was echoed inside with various ‘galactic’ elements, all manner of mirrored surfaces and shimmering fixtures and elements.

As part of the event, visitors could sit on the throne Huda used in her launch material, all set up to encourage as much social media activity and engagement as possible.

Huda Beauty caught the eye and wowed its visitors. Introducing a whole swathe of new customers to the Huda Beauty brand.

Read More: 4 Beauty Brands Who Successfully Launched A Pop-Up Store

Vans: A shopping experience to remember

Image via Skateparks

The House of Vans in London lives up to the company motto of being “off the wall”. A location where art, music, BMX, street culture and fashion converge, you can find almost everything you can imagine across the 30,000 square feet building. Amongst a cinema, café, live music venue and art gallery, the bottom floor holds the most unique feature of the building: the concrete ramp, mini ramp and street course.

Nothing better epitomizes the Vans brand than a space where young people can not only shop but spontaneously socialize. The House of Vans is the perfect example of how experiential retail can be used to empower a shopping experience.

Read More: How The Music Industry Is Making The Most of Pop-Up Stores

Ikea: Using social media to power a unique retail experience

Ikea brought 100 Facebook competition winners to one of its warehouses and let them stay the night. They were able to select the mattress, sheets and pillows to fully give them a fully tailored experience. A sleep expert was on hand with tips for getting a good night’s rest, including how to find the perfect mattress for any sleeping style.

This was a clever and unique way to obtain visibility and get fans to focus on what Ikea has to offer and try it out for themselves.

This idea came from understanding their consumer insights on social media. Lois Blenkinsop, Ikea’s U.K. PR and internal communications manager, said: “Social media has opened up a unique platform for us to interact directly with our customers. Listening to what they want is what we do best, and the Big Sleepover is just one example of how we’re using such instant and open feedback to better inform our marketing activity.”

From using social media they were able to apply experiential marketing to their retail strategy and provide their customers with a memorable event that brought the brand a ton of visibility and engagement.

Space Ninety 8: showcasing the art of retailtainment

Image via @Space90

As a spin-off from Urban Outfitters, Space Ninety 8 is a shared retail space that spans 5 floors, hosting retailers, galleries and even a rooftop restaurant and bar.

Scanning their Instagram, you can see the variety of what Space Ninety 8 offers beyond solely retail. Advertised next to yoga classes is an album signing by Big Boi, alongside pictures of art classes and Lady GaGa merchandise. By reflecting the flexible nature of modern life, the brand created a versatile store that emphasizes experience, perfecting the art of retailtainment.

TOMS: creating an immersive experience through VR

Experiences don’t have to be a permanent feature of a store in order to make an impact on customers. In 2015 TOMS’ placed VR headsets into 100 stores, enabling them to virtually transport players to Peru to see the impact of their One for One giving campaign on local people.

As you walk through the village stores with locals smiling and waving at you, it is impossible not to feel warmed by the friendly atmosphere. Not only did this retail experience improve awareness of their social corporate responsibility and promote their giving campaign, it also gave customers an unforgettable and immersive experience they were unlikely to forget.

[Check out Toms’ continued focus on immersive retail experiences here]

How to Provide Retailtainment that Drives Traffic and Sales

These case studies all stress the importance of providing an in-store experience. By exceeding expectations you drive emotional reactions. There are five consistent elements each use in their stores to ensure a remarkable customer shopping experience:

• Interactiveness: All of these retailers ensure that the senses are connected – memories of what we feel, hear, see, smell, and touch, may last a lifetime.
• Originality: These ideas were all authentic and natural, making the customer feel as if they entered a different world.
• Connectedness: Customers must feel that the experience has been created for them.
• Unexpectedness: These unique experiences are critical to ensure your brand is remembered.
• Reliability: The experience is executed through tested methods to achieve consistency and excellence.

The future of experiential retail

As the world of retail continues to evolve, so too must the way brands create memorable experiences for their customers. With the rise of digital and mobile technologies, consumers now have more choices than ever before when it comes to how they shop and what they buy. To stay ahead of the curve, brands must find new and innovative ways to engage with their customers and create unforgettable shopping experiences.

One way to do this is through experiential retail – using physical spaces to create immersive, one-of-a-kind experiences that cannot be replicated online. This could involve anything from in-store events and workshops to augmented reality and virtual reality experiences.

Experiential marketing isn’t about spending millions on fancy gadgets for your retail store. Sure it can help, but it’s mostly about a personalized shopping experience and providing an unparalleled retail experience for your guests and customers. The brands that delight their customers are the brands that drive loyalty and advocacy. Couple this with excellent customer service and you’re on to a winner. These case studies all demonstrate how it is possible to follow similar steps to overcome the challenges eCommerce has brought.

The brands that use their physical stores to focus on the customer experience are the brands that will do the best. The dynamic between physical and online retail has shifted and the impact of the Covid 19 pandemic has only accentuated this.

Planning your own experiential retail project and need some help? Drop us a note and we’ll help you out.

For more on launching temporary retail stores and one-off events, download our Ultimate Pop-Up Guide and make your ideas happen.

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Strategic Retail Planning Process: The Right Way To Do It

Get ready to chart a new course in the retail industry! The waters are rough, with economic uncertainty, consumer expectations shifting, and game-changing megatrends like e-commerce, sustainability, and digitalization shaking up established business models.

The traditional approach to strategic planning is no longer enough to steer you to success. But don’t get discouraged just yet! 

In this article, we'll explore why the usual approach is falling short and reveal a proven, highly effective 6-step retail strategic planning process. We’ll show you a real-world example of a strategic plan from one of the largest global retailers. 

We'll also arm you with a comprehensive retail strategic plan template to help you create and execute a winning strategy that will gain your organization a competitive advantage and unlock growth potential. 

Here’s what we’re going to cover:

Why the Traditional Approach to Strategic Planning in Retail Falls Short

• 6 Steps of Highly Effective Strategic Retail Planning  
• Retail Strategic Plan Example + Template 
• The Key to Retail Success in 2023: An Execution-Ready Strategic Plan

Today's retail market demands a different approach to strategic planning, as long-term planning cycles and spreadsheets are no longer effective. This traditional approach is disconnected from day-to-day operations and business leaders focus too much on planning and perfecting their strategies instead of executing them. As a result, their strategies are bound to fail before they even hit the ground.

Here’s why:

• Dynamic market conditions and global supply chain disruptions: The retail industry is constantly changing, making it hard to stick to a long-term plan.
• Digitalization and technology disruptions: Digital transformation requires quick action and rapid adaptation across all levels of the organization, but the traditional approach can’t break through organizational siloes and keep up with the pace of change. 
• Increased consumer expectations: With customers' expectations constantly shifting, relying on the slow and rigid approach to strategic planning can result in a market share loss. 

These factors highlight the need for a more flexible, adaptable approach to the strategic retail planning process and retail operating model. By adopting an execution-first mindset, data-driven, and flexible approach to retail strategy, retailers can accelerate their digital transformation , stay ahead of the competition and deliver profitable growth. 

📚 Recommended read: Strategy study: How Costco's Unique Business Model Resulted In Global Success

6 Steps of Highly Effective Strategic Retail Planning   

In the steps below, you’ll discover how to develop a retail strategy on a corporate level, connect the dots between strategy and day-to-day execution, and integrate fast adaptability into your retail operations. 

Let's unpack how you can get it right:

1. Start with a situational analysis

The first step of effective strategic retail planning is conducting a thorough situational analysis. This strategic analysis involves evaluating both internal and external factors that may impact your retail business.

One useful tool in this process is a SWOT analysis , which evaluates the strengths, weaknesses, opportunities, and threats of your retail business. 

The internal analysis should look closely at your company's strengths and weaknesses, while the external analysis should examine the opportunities and threats in the competitive landscape , economic conditions, industry trends, and broader market forces.

You can also take advantage of other analysis tools for a more in-depth analysis of the external environment, such as PESTLE analysis or Porter’s 5 Forces . 

💡Here's a pro tip: Even if you’re planning at a corporate level, you shouldn’t neglect your key stakeholders in this step. These people will be responsible for bringing your retail business strategy to life, so it's important to get their input. Here are some examples: 

• Your retail marketing team will tell you more about your competitors, market segmentation, and target market demographics. Plus, they should give you insight into which growth and marketing strategies are best for different target markets. 
• Your merchandise management team can give you insights into merchandise planning and pricing strategies that work best to maximize turnovers. 

On top of that, when they're a part of the process, they'll feel more invested in making your strategy a success.

📚 Recommended read: How To Effectively Co-create Strategy At Your Organization (Recap of the workshop led by Ilana Rosen, Director of Strategy at Old Navy)

2. Get insights from your consumers

Consumer-centric strategies are one of the key factors in securing a successful retail business. Did you know that companies can reduce operational costs by 10 to 25 percent as a result of improved customer experience and digital transformation? That's why it's important to get insights from your consumers.

Your goal needs to be to have a complete, 360 view of your consumer. You can start by looking at demographics. What’s your target audience? What are their backgrounds, habits, and motivations? What does their typical customer journey look like? 

By informing your retail strategy with consumer insights, you’ll be able to ground your strategy in data and set your business up for success. Let’s look at Nike , for example. They realized that a large portion of their customers were young athletes who wanted more from their gear to enhance their performance. This insight led to the creation of Nike's innovative "Dri-Fit" line, which has become a staple for athletes around the world.

By conducting a comprehensive consumer behavior analysis, you will gain a better understanding of consumer behavior and their needs. With these insights, you can then identify areas for improvement, innovation, and strategic opportunities for growth. 

📚 Recommended read: How Nike Runs The Sportswear Game

3. Develop an overarching retail strategy, set objectives, and build a roadmap

In the second step of effective strategic retail planning, you'll want to outline general business intent, formulate your overarching retail strategy and build a strategic roadmap. This includes defining your strategic priorities and key retail objectives, and determining the measures of success. 

To help you with this process, you may find it helpful to use a strategic plan template, such as this one → Retail Strategy Template by Cascade . 

To create a robust strategy and roadmap, there are several key elements that you should include:

🔎Focus areas: Outline the specific areas of the business that your strategy will focus on. For example, a focus area for a retail business might be boosting digital growth, improving customer experience in-store, expanding into new markets, elevating customer omnichannel experience, or enhancing inventory management. 

📌Key Retail Objectives: Define specific, measurable, time-bound, and achievable objectives for each strategic focus area. For example, increasing customer satisfaction by 10% in the next 12 months, or launching a new e-commerce platform within the next six months.

📈Measures of Success: This defines how the success of your strategies will be evaluated. For example, a KPI (Key Performance Indicator) for a retail business might be customer satisfaction scores, the number of active loyalty customers, market share, or online sales growth. 

📤Action Plan: Break the overall strategic plan down into smaller, short-term, and specific actions or projects you need to take to achieve your long-term objectives and prioritize the most critical initiatives. This might include launching a new mobile app, investing in a new CRM system, hiring additional staff, improving on-shelf availability, or training employees on customer service.

📅Timelines: Establish deadlines for key milestones and deliverables to ensure you stay on track and meet your objectives.

😎Owners: Identify who will be responsible for executing each aspect of the strategy. This could include anyone from your senior management or division managers. 

💰 Budget: Allocate financial resources that will be required to implement strategies and keep track of the budget spent. 

By including these key elements in your retail planning strategy and roadmap, you'll have a clear understanding of where you want to take your business and how you'll get there. The roadmap will serve as a guiding principle as you move forward with the rest of your strategic planning process and strategy execution.  

👉 Here’s how Cascade can help you in this step: 

With Cascade’s strategic planning feature , you'll have a clear, visual representation of your strategic plan and roadmap, making it easy to see how each aspect of your strategy fits together and how you're progressing toward your goals.

Say goodbye to confusing and complex spreadsheets - with Cascade, you'll have all the information you need in one place. And, the best part? It's not just a pretty picture - Cascade helps you track progress and measure success, ensuring that you're always on the right track to achieving your retail objectives.

4. Align retail operations with the overarching business strategy

Step three is all about getting your people on board! Sharing the company strategy with your teams is crucial. Not only does it give them a clear understanding of what the big picture looks like, but it also helps ensure their daily efforts are connected to corporate goals.

However, one of the key problems in the goal-setting process , especially in larger, complex, and multinational organizations, is that it can become "opaque — with clarity diminishing" as goals are passed down through the hierarchy, according to the report Reimagining Performance Management from AICPA & CIMA and the World Business Council for Sustainable Development.

With Cascade, it's easy to cascade corporate goals and make sure everyone's focused on the right strategic initiatives to keep the business moving forward and delivering on the corporate strategy. 

👉 Here’s how Cascade can help you: 

With Cascade, you can easily link strategic objectives to individual business unit plans or departmental plans, so you and your teams can see the direct connection between their initiatives and their impact on corporate goals.

Plus, it makes communication and cross-collaboration between teams a breeze, so everyone is always in sync. Say goodbye to misaligned efforts and hello to a seamless, aligned strategy execution with Cascade.

5. Time to execute your retail strategic plan!

The fifth step is all about putting your plan into action! It's time to stop just talking the talk, and start walking the walk. You've developed a fantastic retail strategy, now it's time to share it with the world (or at least, your organization). Make sure everyone understands your overarching retail business strategy and how it fits into the bigger picture. Here are some tips to help you communicate it effectively:

• Make it accessible: Don't hide your strategy in a dusty PowerPoint presentation; make sure it's available in one easily accessible place for everyone in the organization. This will help you to keep strategy relevant and alive throughout the execution phase. 
• Lead by example: As a leader, you should set the tone and lead by example. Encourage everyone to take ownership of the strategy and be proactive in its execution.
• Use different communication channels: Different people prefer different communication styles, so make sure to use a variety of channels. Ankur Gupta, Principal of the Strategic Planning Office at FedEx, suggests regular town halls and announcements from the senior leadership. Try intranet sites, regular meetings, and daily standups. Or personally visit the company’s retail stores. This will help you to build trust with store managers and frontline workers and get buy-in into what needs to be done to successfully execute your strategy.  

By following these tips, you'll be well on your way to executing your retail strategy and achieving your goals!

Cascade creates a centralized place for your strategy and is easily accessible to everyone who needs to be involved in strategy execution. Plus, you can manage your organization's strategy in a secure hub, allowing only those with permission to access sensitive information.

6. Monitor and adapt as you go

In this final step of the strategic retail planning process, it's crucial to have an effective performance management system in place to monitor progress, analyze performance, and make data-driven decisions. The goal is to make sure the retail business stays on track to achieve its objectives and to make quick adjustments along the way. 

Here’s what you should do in this step to ensure successful strategy execution: 

• Move beyond manual reporting: Many retailers rely on manual methods of compiling reports, which can be time-consuming and result in missed opportunities. To access sales performance, cost, and profitability information in real-time, it's essential to embrace automation and end-to-end visibility in the strategic retail planning process and its execution.
• Establish an effective performance management system: Regular quarterly reviews, scheduled progress reports, a rewarding system, and one-on-one syncs with key team leaders can help ensure the retail business stays on track to achieve its objectives. Cascade provides a single source of truth that reveals in real-time if goals have drifted, making it easier to make any necessary adjustments.
• Connected data sources: Connect multiple disconnected business tools in one place with Cascade’s integrations , reducing context switching and maximizing efficiency.
• Live dashboards: Get real-time visibility into your business's performance with Cascade's live dashboards . Stay ahead of the game by monitoring critical metrics regularly and making data-driven decisions with ease.

• Progress reports: Get regular updates on how your retail strategy is performing with Cascade's progress reports. Track progress, identify areas for improvement, and stay on track to achieve your objectives.

Tired of spending hours and hours putting together reports for the management board? Tedious! Let's face it, manual reporting can be a real drag.

But with Cascade, you can focus on what really matters - analyzing business performance and making data-driven decisions. So, you can impress the management board with spot-on, accurate strategy reports that show how their business is doing. 

Retail Strategic Plan Example + Template

Ready to start crafting your own execution-ready plan? To make your strategic planning process easier, we’ve created a real-world inspired strategic plan based on Costco’s, the world’s third-largest retailer, annual report. 

Here’s what Costco’s strategic plan would look like following the strategic planning model we outlined in step 2 above: 

Focus area: Efficiency 

Objective: Reduce our costs without sacrificing quality

Actions: Expanding the in-country sourcing options / Acquire and develop cloud-based software to manage logistics of big and bulky items / Decrease the Cost Of Goods Sold (COGS) by 18%

Measures: Net sales, COGS, delivery time  

Here’s a preview of Costco’s strategic plan template:

When you sign up, you'll get instant access to a template pre-filled with Costco's examples. Now, keep in mind that this template is meant to be an inspiration. We encourage you to customize the template, fill in the elements, and align it with your retail strategy.

👉 Click here to get instant access to the strategic plan template pre-filled with Costco’s examples.

The Key to Retail Success in 2023: An Execution-Ready Strategic Plan 🚀

In the fast-paced retail world, having a solid strategic plan is crucial, but it's just the first step. The real game-changer is executing that plan flawlessly. That's where Cascade comes in to revolutionize the traditional approach to strategic retail management and strategic planning. With Cascade, you can turn your vision into a tangible and actionable plan that's ready to be executed.

So what are you waiting for? Get ready to soar to new heights and connect the dots between planning and execution with Cascade.

Start today with a free forever plan or book a guided 1:1 tour with one of our Cascade in-house strategy execution experts.

Retail Strategic Planning FAQs

What is the retail mix .

The retail mix is a combination of elements that retailers use to create a unique shopping experience and meet the needs of their customers. It includes seven elements, also known as the 7 Ps of retail marketing: product, price, promotion, place, people, process, and physical evidence. By examining each of the 7 Ps and considering how they align with the overarching business strategy, retailers can create a cohesive plan for growth and successful retail positioning.

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Retail Marketing

10 Insightful Retail Marketing Case Studies of Top Brands

Tue, 13 Jun 2023 06:35:02 GMT

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Retail marketing case study is an in-depth analysis of a marketing campaign used by a retail brand. It showcases the goals, strategies, and results of the campaign, offering valuable insights for other retailers to learn from.

Discover 10 compelling retail marketing case studies showcasing the power of retail marketing strategies employed by top brands. Dive into the world of retail as we explore how these brands have achieved remarkable results through innovative approaches. From redefining customer experiences to harnessing digital channels, these retail marketing case studies offer valuable insights into successful retail marketing tactics. Join us on this journey as we uncover the secrets behind their accomplishments and gain inspiration for your own retail marketing endeavors.  

Retail Marketing: What It Is and Why It Is Important

Retail marketing is the comprehensive range of strategies and activities implemented by businesses to effectively promote and sell their products within retail environments. It encompasses various tactics like advertising, branding, pricing, visual merchandising, and engaging with customers to elevate their shopping experience and drive sales. 

Crafting a winning retail brand strategy is crucial for long-term success, as it helps businesses establish a distinctive identity, effectively communicate their value proposition, and stay relevant in the market. By leveraging customer insights and implementing innovative marketing approaches, businesses can create a strong brand presence, build customer loyalty, and ultimately achieve sustainable growth. To learn more about crafting a winning retail brand strategy, you can watch our informative video, “Crafting a Winning Retail Brand Strategy for Long-Term Success.”  

10 Insightful Retail Marketing Case Studies

#1 retail marketing case study - kalyan jewellers, - redefining the jeweler retail experience.

Kalyan Jewelers is a renowned jewellery brand that has revolutionized the retail experience through innovative strategies and personalized customer service. With their digital transformation and focus on creating immersive store environments, Kalyan Jewellers has set new standards in the jewellery industry.

- Case Study Overview

Explore the inspiring journey of Kalyan Jewellers as they redefined the jewelry retail landscape, leveraging cutting-edge technology and personalized customer experiences .

- Key Strategies Implemented

a. Digital Transformation - Kalyan Jewelers embraced digital technologies to enhance the customer journey, offering online shopping, virtual try-on features, and personalized recommendations.  

b. Store Ambience and Design - By creating immersive and luxurious store environments, Kalyan Jewelers captivated customers with an unforgettable in-store experience.  

c. Personalized Customer Service - Kalyan Jewelers focused on building lasting relationships with customers through personalized consultations, customized jewelry designs, and exceptional after-sales support.  

- Results and Impact

Discover how Kalyan Jewellers’ innovative approach led to increased footfall, higher customer engagement, enhanced brand loyalty, and a significant boost in sales revenue.  

#2 Retail Marketing Case Study - Bridgestone  

- driving brand loyalty through retail marketing strategies.

Bridgestone, a leading tire manufacturer, excelled in retail marketing by introducing interactive displays and targeted loyalty programs, enhancing customer engagement and brand loyalty. Their strategies helped them achieve significant growth in sales and establish a strong market presence in the competitive tire industry.

Bridgestone, a prominent tire manufacturer, implemented innovative retail marketing strategies to enhance brand loyalty and customer engagement.

a. Implementation of Interactive Displays Bridgestone enhanced customer engagement by incorporating interactive displays in their retail stores, providing a unique and immersive experience. b. Introduction of Targeted Loyalty Programs Bridgestone implemented loyalty programs to reward and retain customers, encouraging brand loyalty and repeat business. c. Building Strong Customer Relationships through Retail Outlets Bridgestone emphasized building strong relationships with customers by fostering open communication, offering personalized recommendations, and addressing their needs and concerns.

Bridgestone’s retail marketing efforts increased brand loyalty, customer satisfaction, and repeat purchases. The interactive displays enhanced the overall shopping experience, while the targeted loyalty programs incentivized customers to choose Bridgestone for their tire needs. These strategies contributed to Bridgestone’s growth, market presence, and competitive advantage in the tire industry.  

#3 Retail Marketing Case Study - Schneider Electric

- innovations in smart energy solutions for retail.

Schneider Electric is at the forefront of providing advanced energy management solutions to the retail sector. Their cutting-edge technologies and expertise empower retailers to optimise energy usage, reduce costs, and create sustainable and efficient operations while delivering an enhanced customer experience.

Learn how Schneider Electric transformed the retail industry by implementing innovative smart energy solutions. Discover the strategies they used to optimise energy consumption and drive efficiency in retail stores.

a. Integrated Energy Management Systems

Schneider Electric seamlessly integrated advanced energy management systems, allowing retailers to monitor and control energy usage in real time for better efficiency.

b. IoT Technology Utilization

By leveraging IoT technology, Schneider Electric connected and managed energy-consuming devices and systems, enabling centralized control, automation, and proactive maintenance.

c. Customized Energy Efficiency Solutions

Schneider Electric developed tailored energy efficiency solutions that met the specific needs of retail businesses, resulting in cost savings and environmental benefits.  

Schneider Electric’s smart energy solutions delivered significant energy savings, reduced operational costs, and improved sustainability for retail businesses. The implementation of these solutions also enhanced store performance, customer experience, and environmental responsibility.  

#4  Retail Marketing Case Study - Grohe

- experiential showrooms for elevated retail experiences.

Grohe is a prominent provider of premium bathroom and kitchen fittings, known for their innovative designs and superior quality.

This case study examines how Grohe successfully implemented experiential showrooms to enhance the retail experience for customers. By creating immersive environments that showcased their products in real-life settings, Grohe aimed to engage customers on a deeper level and drive brand loyalty.

a. Technology-Driven Experiences Grohe utilized virtual reality and augmented reality to enhance the showroom experience, allowing customers to virtually explore products, customize features, and visualize installations.

b. Personalized Customer Service  Grohe provided expert guidance and assistance, ensuring customers received tailored recommendations based on their needs and preferences.

c. Hands-on Product Demonstrations Grohe emphasized interactive product demonstrations, enabling customers to experience the quality and functionality of the fittings firsthand.  

Through these strategies, Grohe achieved positive results such as increased customer engagement, improved brand visibility, higher conversion rates, and a strengthened reputation as an industry leader in providing innovative and high-quality bathroom and kitchen fittings.  

#5  Retail Marketing Case Study - Mahindra Tractors

- enhancing sales and engagement through retail marketing.

Mahindra Tractors is a leading manufacturer of agricultural machinery, specializing in tractors and farm equipment.

This case study explores how Mahindra Tractors implemented effective retail marketing strategies to boost sales and engagement in the agricultural machinery market.

a. Personalized Experiences

Mahindra Tractors tailored product recommendations, financing options, and customer support to meet individual needs and enhance the buying experience.

b. Digital Marketing

Mahindra Tractors used online ads, social media, SEO, and content marketing to reach and engage their target audience, drive website traffic, and generate leads.

c. After-Sales Support

Mahindra Tractors provided timely assistance, maintenance, and repair services, ensuring customer satisfaction and fostering loyalty.  

Through their retail marketing initiatives, Mahindra Tractors achieved increased sales, improved brand visibility, enhanced customer loyalty, and strengthened their position as a trusted brand in the agricultural machinery industry.  

#6  Retail Marketing Case Study - VLCC Institute

- revolutionizing the beauty and wellness education industry through retail marketing.

VLCC Institute is a prestigious institution that offers comprehensive courses and training programs in beauty and wellness. With a strong focus on quality education and industry-relevant skills, VLCC Institute has become a leading choice for aspiring beauty professionals.

Discover how VLCC Institute transformed its retail marketing strategies to revolutionize the beauty and wellness education industry. This case study provides insights into their journey, highlighting the key tactics they employed to enhance brand visibility, attract students, and establish themselves as a pioneer in the market.

VLCC Institute implemented several key strategies to redefine its retail marketing approach. These included creating modern and well-equipped training centers that simulated real-world salon and spa environments, implementing targeted hyperlocal marketing campaigns to reach potential students, partnering with industry experts and influencers for endorsements and collaborations, providing personalized counseling and career guidance to prospective students, and offering industry-relevant certifications and placements.

The implementation of these strategies yielded remarkable results for VLCC Institute. They witnessed a significant increase in student enrollments, achieved higher retention rates, expanded their presence across multiple locations, and strengthened their reputation as a trusted institution in the beauty and wellness education sector. VLCC Institute’s retail marketing initiatives played a pivotal role in positioning them as a market leader, driving their growth, and creating valuable career opportunities for their students.  

#7 Retail Marketing Case Study - Kohler

- transforming bathrooms and kitchens with retail design excellence.

Kohler is a renowned global brand specializing in innovative kitchen and bathroom fixtures, faucets, and accessories.

This case study examines how Kohler implemented retail design excellence to elevate the customer experience and drive business growth.

Kohler focused on creating immersive showroom experiences, incorporating cutting-edge technology, providing personalized consultations, and showcasing their extensive product range. These strategies aimed to inspire customers, demonstrate product functionality, and differentiate Kohler from competitors.

The implementation of these strategies resulted in increased customer engagement, enhanced brand perception, higher sales conversion rates, and strengthened customer loyalty for Kohler. The company’s commitment to retail design excellence played a significant role in its market leadership and continued success.  

#8 Retail Marketing Case Study - ExxonMobil

- innovative retail marketing for fuelling success.

ExxonMobil is a renowned energy company specializing in petroleum and petrochemical products, known for its expertise in exploration, production, refining, and marketing.

Explore how ExxonMobil leveraged innovative retail marketing strategies to achieve success in the fuel industry. Discover how they enhanced customer experiences, optimized convenience, and differentiated their brand in a competitive market.

ExxonMobil implemented a range of strategies, including integrating advanced technologies at fuel stations, introducing loyalty programs and strategic partnerships, providing convenient amenities, and prioritizing sustainability initiatives. These strategies aimed to attract and retain customers, establish a distinct brand identity, and foster long-term loyalty.

The implementation of these strategies led to increased customer engagement, higher fuel sales, improved customer satisfaction, and a reinforced brand reputation. ExxonMobil’s commitment to innovative retail marketing played a vital role in its remarkable success in the competitive fuel industry, solidifying its position as the industry leader.  

#9 Retail Marketing Case Study - Greenply

- building a strong retail presence in the wood panel industry.

Greenply is a prominent player in the wood panel industry, specializing in manufacturing and supplying high-quality plywood, veneers, and other wood-based products. With a strong focus on sustainability and innovation, Greenply has earned a reputation for its superior craftsmanship and reliability.

Discover how Greenply strategically built a robust retail presence in the competitive wood panel industry. This case study explores their journey, highlighting the key initiatives they undertook to expand their market reach, enhance customer experiences, and strengthen their brand position.

Greenply implemented a comprehensive set of strategies, including establishing an extensive distribution network, partnering with retailers and contractors, investing in marketing and advertising campaigns, launching customer-centric initiatives, and prioritizing product quality and innovation. These strategies aimed to increase market penetration, build brand loyalty, and drive customer satisfaction.

The implementation of these strategies resulted in significant business growth for Greenply. They witnessed a substantial increase in market share, expanded their customer base, strengthened their brand reputation, and achieved higher customer satisfaction ratings. Greenply’s strategic approach to retail marketing played a pivotal role in its success, positioning them as a leading player in the wood panel industry.  

#10 Retail Marketing Case Study - Gulf Oil

- fueling success with effective retail marketing strategies.

Gulf Oil is a prominent global energy company specializing in oil and gas exploration, production, and marketing.

This case study highlights how Gulf Oil successfully implemented retail marketing strategies to thrive in the competitive energy industry.

Gulf Oil executed targeted advertising campaigns, formed strategic partnerships with retail outlets, introduced innovative loyalty programs, and prioritized customer-centric initiatives. These efforts aimed to enhance brand visibility, engage customers, and foster loyalty.

The implementation of these strategies yielded positive outcomes, including increased market share, higher customer retention rates, improved brand perception, and substantial growth in sales and revenue for Gulf Oil.

By leveraging the strategies and lessons learned from these case studies on retail marketing, businesses can position themselves for success and achieve remarkable results in the competitive world of retail.

Discover valuable insights about Indian retail industry 2024 with this enlightening article from the Times of India, offering a wealth of information to expand your understanding.  

Frequently Asked Questions (FAQs)  

1. what are case studies on retail marketing.

Case studies on retail marketing involve in-depth analysis of real-world business situations, showcasing successful strategies, challenges faced, and resulting outcomes to provide valuable insights for marketing professionals.

2. What are the Problems in Retail Marketing?

Local marketing focuses on promoting products or services to a specific geographical area, such as a town or city.

3. Why is Retail Marketing Important?

Retail marketing holds significance as it enables businesses to attract and retain customers, drive sales, enhance brand recognition, deliver personalized experiences, and adapt to evolving market conditions.

4. What Do We Study in Retail Marketing?

The field of retail marketing encompasses studying consumer behavior, market segmentation, retail store operations, merchandising techniques, pricing strategies, promotional approaches, and customer relationship management.

5. What is the Concept of Retail?

Retail involves the sale of goods or services directly to consumers through physical or digital channels, emphasizing the interaction between businesses and customers. It encompasses aspects like product selection, pricing, distribution, and customer engagement.

In summary, the blog “10 Insightful Retail Marketing Case Studies of Top Brands” explores the successful strategies employed by top brands in the retail industry. These case studies on retail marketing demonstrate the significance of understanding consumer behavior, embracing digital marketing, and creating unique retail experiences. By examining these real-world examples, businesses can gain valuable insights to enhance their own retail marketing efforts. It is essential for brands to continually adapt and innovate in order to stay competitive and succeed in today’s dynamic retail landscape.  

Take Advantages of Sekel Tech Retail Marketing Platform

Sekel Tech Retail Marketing Platform has helped its clients achieve remarkable success. For instance, Kalyan Jewellers used the platform to redefine the jewelry retail experience, resulting in increased sales and satisfied customers. Bridgestone also benefited from the platform, using personalized marketing and data analytics to build customer loyalty. These retail marketing case studies demonstrate how the Sekel Tech Retail Marketing Platform empowers retailers to improve their marketing, enhance customer experiences, and achieve business goals. Take advantage of this powerful platform to revolutionize your retail marketing strategies and drive business growth. Learn more about how Sekel Tech can transform your marketing efforts and enhance customer experiences.

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7 Stages of Strategic Retail Planning Process for Higher Efficiency

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Summary: Retail planning is a type of business process for developing a data-based strategy to meet customer demand and increase the return on investments (ROI). Follow this comprehensive step-by-step strategic retail planning process to improve your procedures and streamline your retail growth.

Achieving any objective requires a strategic plan, which can be tricky and often confusing for beginners. It’s just like you have a blank canvas, you know the output, but you don’t where to start. 

If you are an entrepreneur who frequently gets stuck on questions like:    

• What are we as a business doing? 
• Shall we continue doing it or should we make changes in our strategies? 
• What factors are impacting our business? 
• Are we prepared to face challenges in the future? 

Then you have landed at the right place!

Here, in this article, we’ll be discussing strategic retail planning for your business.

What is Retail Planning?

Retail planning’s objective is to identify what, how much, and where a retailer is planning to sell during a particular timeframe while also maximizing the return on investment (ROI).

It consists of multiple interrelated activities like Strategic Planning, Merchandise Financial Planning (MFP), Assortment Planning (AP), etc., done by merchants or planners in a retail business.

Most of these activities are supported by demand forecasts that involve plan seedling and sales revisions related to promotions or trends changes in consumer shopping habits.

Retail planning might feel like a linear procedure, but, in many cases, different planning procedures are followed based on where the retailer is in its planning calendar.

What Is Strategic Planning in Retailing?

So, let’s begin by understanding what strategic planning in retailing actually means.

In a strategic retail planning process, a business identifies and sets its goals for a definite period and prepares a strategic plan to achieve them efficiently. The right strategic plan will help you bridge the gap between where you are right now and where you want to be.  

This determines the first step of the strategic retail planning process: Defining Goals

7 Steps in Strategic Retail Planning Process

The strategic retail planning process starts with self-analysis and market research. Next, you need to understand your consumer behavior to plan and design strategies accordingly.

Lastly, you will have to implement and analyze your retail planning strategies. Here are the detailed retail planning process steps that you need to follow to create and implement effective strategies.

1. Self-Analysis to Define SMART Goals

The journey of strategic planning in retailing process starts with self-analysis to understand where your business stands right now. After having a clear picture of where you are currently you need to focus on where you want to reach, i.e., set clear goals for your business. 

You can begin by defining micro-goals for each department and then macro-goals for the business. Ensure that whatever goals you set, whether micro or macro, must be SMART:

• S -Specific 
• M -Measurable
• A -Attainable 
• R -Relevant 
• T – Time-bound.

Setting SMART goals will ensure that all your teams are focused on achieving realistic and measurable goals. For example, increasing sales in the last quarter by 7%. This has a measurable target to be achieved in a definite time.

2. Conducting Market Analysis

Conducting market analysis means analyzing your competitors, their products, marketing strategies, shortcomings, customer satisfaction rate, and so on. It will help you to bridge the gap between customers’ expectations and the products available in the market. 

Moreover, market analysis will help you understand the market demographics, current trends, and customer segmentation. This will help you in analyzing any risks or opportunities and preparing for them. 

3. Understand Your Consumer Behavior

Getting insights into your consumer behavior will give you clarity of their preferences, buying patterns, and spending habits. It will ensure that you attract the right pool of people to your business. Consumer analysis will help you in understanding them better, their needs, their expectations, and different influential factors behind their purchasing decisions.

This way, you can design a customized marketing campaign that will ensure market penetration.  Customer analysis can be done by conducting a SWOT analysis to understand strengths, weaknesses, opportunities, and threats.

You can also look at past historical sales data to forecast future inventory requirements. This will also help you find out about what products customers like to shop for. Moreover, you can also communicate with your existing customers to find out what drives their purchasing power.

4. Design Your Retail Strategies

Now that you have thoroughly understood the market and your customers, it’s time to design and implement your retail strategies to achieve SMART goals. While designing your next retail strategy, consider your retail positioning, whether you want to continue with the same market positioning or create a new customer base.

You can incorporate the 7 Ps of marketing to formulate your retail strategy:

• Physical Evidence

Your retail strategy should not only focus on attracting a maximum number of prospects to your business but also to provide clarity of what they expect. The main source of attraction can be competitive pricing, quality, distinct features, WOW experience, or anything that is your brand’s USP. 

5. Focus on Short-Term Strategic Plans

Now when you have your long-term retailing strategy in front of you, break it into small, short-term actionable strategic plans. For example, it’s Christmas time and now you can divert everything from your store’s look and feel to your digital campaigns towards the same theme and then announce festive offers.

Although it may elevate your sales for the festive season, it will contribute to your annual sales. Another benefit of implementing short-term strategic plans is that you can test-fire for your long-term strategic plan. If you find any loopholes in meeting customer expectations, they can be immediately rectified. 

6. Finally! Implement the Strategies

After having a successful test run with short-term strategies, it’s finally time to implement the strategic retail growth plan. Testing these strategies would help you in finding out whether they are performing or not.

For example, imagine your goal is to increase the foot traffic in your new retail location by 10% in the upcoming quarter. And, you want to experiment with your retail space planning. Then, you can try a unique layout of the store and visual displays as part of the strategy.

But this will not be a cakewalk!

Employees may be reluctant to adopt new methods and technologies, but with the right training and counseling, it can all be done. Offering incentives, bonuses, and additional benefits can help in overcoming reluctance and even encourage them to take up new roles and responsibilities with enthusiasm.

7. Analyze the Performance of Your Strategies

Retail strategies may or may not always churn out the expected results. 

It is imperative that implemented retail strategies should be keenly monitored at regular intervals. If any errors or difficulties are found, then they should be rectified on time. Analyzing the performance will also help you in preparing for future strategies and not repeating the same mistakes.

Importance of Strategic Retail Planning 

So, do you think every business should strategize retail planning? The answer is YES! Strategic planning for a retail business is highly imperative to keep the business and organizational activities clear and focused towards SMART goals.  

Along with this, strategic retail planning offers you financial benefits, where you strategize, study your market and consumers, and ensure that you invest your resources efficiently. It provides you with an edge over your competitors.

It helps recognize their shortcomings and fill market gaps with your products. It gives a reality check of what consumers want. Moreover, strategic retail planning helps you prepare for the future and practice risk management for uncertain times. 

Suggested Read: Grocery POS Software for Your Retail Business

Strategic Retail Planning: Frequently Asked Questions

What is the strategic retail management process.

In the strategic retail management process, an organization identifies and formulates its goals. Next, it prepares a strategic plan to achieve the goals effectively.

What is the retail market strategy process?

The retail market strategy process is a roadmap for a retailer to achieve its goals. It outlines how the business will attract its customers, sell products, and ultimately survive in the competitive landscape.

Examples of strategic planning in retail 

Some of the best examples are examples of strategic retail planning are creating a festive-themed storefront, designing a social media campaign to promote discounts that drive your potential customers to the store. Other examples are training your employees to adapt to new technologies and strategies. 

What is the strategic planning process for global retailing? 

Running online campaigns on different social media campaigns and Goggle can be an example of a strategic planning process for global retailing. 

What are the steps involved in developing a retail strategy? 

7 major steps involved in developing retail strategy:  1) Identify your Objectives  2) Analyze your Market  3) Understand your customer  4) Plan Retail Strategies  5) Focus on Short-Term Strategic Plans  6) Implement the Strategies  7) Analyze your Performance 

What is the importance of retail planning? 

Retail planning is important to have clarity about business goals that helps other teams to work dedicatedly in achieving the desired outcome. 

Isha’s writing journey started way back in 2018 when she graduated in the field of Journalism & Mass Communication. Since then, she has been writing for all digital and print marketing assets including blogs, editorial reviews, landing pages, emailers, and more. She has contributed her writings to genres... Read more

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How to Improve Your Brand: Retail Store Case Study

I remember the first time I stepped into a Vans store. I was on vacation with my family in California and we happened to stumble upon one of their stores in San Francisco. I had never seen anything like it before. The store was so cool and hip, and the staff was so friendly and helpful. It felt like a completely different world from the stuffy, boring retail stores back home. Ever since then, I’ve been fascinated by Vans’ unique approach to retailing – which is why I decided to write about retail store case study!

Retail store case study Explained

A retail store case study is a customer research method used to investigate a retail store in order to understand its operation and performance.

A case study of retail outlets can provide insights into the stores’ customer service, product selection, and marketing techniques.

It can also reveal problems and challenges that the store faces, which can be used to improve its operations.

Case Studies Prove Experiential Retail Is The Future

Physical shops are in decline, but experiential retail stores are on the rise.

Millennials are the biggest spenders on experiential shopping, with 52% of their total expenditures going towards these types of products. This has introduced the term ‘Retailtainment’.

Experiential Retail in Action

Brands have to stay creative in order to keep up with their competitors. By providing unique, fun, and immersive experiences, retailers are able to provide their customers with memorable shopping experiences that set them apart from the pack.

Stores are moving away from the features-and-benefits approach to retail sales , and focusing more on creating a memorable customer experience.

To be a successful retailer, you must provide your customers with a pleasant, convenient, and enjoyable experience.

Here are 3 great examples of how experiential retail is being implemented.

Marvel: Avengers STATI-O-N

The Marvel’s Avenger: The Science Behind The Super Heroes is an interactive exhibition that tours around the world.

It’s appeared all over the world, including in New York, Las Vegas, and South Korea.

Based on Disney’s blockbuster Avengers movies, this store has actual costumes and props that were used in the films, as well as interactive exhibits.

The (Marvel): (Avengers) (STATI-O) (project) is not about (selling) (T-shirts) and (mugs). (The goal) of the project is (to deliver) (an in-person) (experience) to fans and (bring) (the brand) (to life).

The Marvel Avengers: S.T. A. T. I. O. N. exhibit at Discovery Times Square is an excellent example of interactive and immersive entertainment.

Fans of the MCU can immerse themselves even further into the fictional world that they enjoy, further cementing their allegiance to the Marvel brand and their love of the franchise.

For a brand as successful as Marvel, it would be easy for them to rest on its laurels. But, they continue to impress fans through creative marketing strategies, such as turning their stores into entertainment centers.

Farfetch: Creating a Retail Experience of the Future

The e-commerce site, farfetch.com, is for high-end boutiques that are looking to create a unique shopping experience for their customers.

The founder of online fashion retailer, FarFetch, believes that the future of shopping lies in using technology to enhance the shopping experience. He predicts that by 2025, 80% of retail sales will still take place in a physical store, but that this percentage will decline as online shopping becomes more popular.

Farfetch’s Store of the Future

The CEO of RetailNext, Robert Neves, envisions a future where consumers can have more human interaction with retailers.

He developed an augmented reality solution called “Store of the Future” that linked offline and online shopping experiences. The “store of the future” featured interactive, touch screen-enhanced mirrors that allow shoppers to virtually try on clothes, as well as digitalized, sensor-enabled, smart-racks that allowed customers to digitally browse items.

The sign-in page at FarFetch gives retail sales reps access to a customer’s order history, wishlist, and profile information.

The mirrors in the changing room allow customers to instantly request different items, sizes or payment methods without having to leave the fitting rooms.

This revolutionary approach to retail allows customers to enjoy the best of both worlds: the personalized experience of shopping in boutiques with the speed and convenience of online shopping.

Huda Beauty: Cosmic Experience in Covent Garden

The luxury cosmetics company, Huda Beauty, created one of a kind immersive shopping experience in London’s Covent Garden. The pop-up gave customers a chance to try on products, learn about the company, and shop the newly launched line.

To launch their new product, the cosmetics company, Huda Beauty, created a futuristic pop-up shop in London. This allowed them to reach a new audience and showcase their products in a unique and memorable way.

The outside of the building featured various geometric and mirror-like shapes and designs. Inside, there were even more reflective surfaces, as well as more ‘spacey’ and ‘cosmic’ features.

At the London launch of her makeup line, the cosmetics queen herself, @hudabeauty, sat on the throne that she used in her marketing materials. This was all part of the effort to get as many likes and shares on social media as she could.

The introduction of the pop-up store was hugely successful. It introduced a whole new set of customers to the brand.

If you’re looking for a retail store case study that will make you think, look no further than Vans. This post dives into the company’s unique shopping experience and how it can be used to improve your own business. From their cool and hip stores to their friendly and helpful staff, there’s a lot we can learn from Vans about creating a great customer experience. So next time you’re thinking about ways to improve your retail business , take some inspiration from this iconic brand!

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Retail Use Case

Planning for the changing world of retail.

Workday Adaptive Planning gives retailers the powerful modeling, planning, and budgeting capabilities they need to meet the challenge of today’s rapidly changing business environment.

Key use cases.

Explore models built for retail.

• Category margin planning—Plan product revenues as well as direct and allocated costs to forecast category margins.
• Daily/weekly sales forecasting—Forecast traffic, average transaction size, and customer spend by product and store.
• Store staff planning—Plan shifts, store staffing, and employee compensation for both salaried and hourly workers.
• Inventory planning—Model customer demand to optimize supply capacity, plan turnover, and manage cashflow.
• Same-store and cluster analysis—Model store maturity, track same-store performance, and roll up and benchmark regions, cohorts, and store types.

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Designing the Retail Space: Case Studies

Other projects by dp architects, the inlet block 2, safra choa chu kang clubhouse, zhixin tower, rmz ecoworld, central park, novotel and mercure singapore on stevens, fuying tower, 8 saint thomas, sengkang general and community hospitals, frasers tower, heartware network office, singapore chinese cultural centre, singapore sports hub, cada cuba huele al vino que tiene, rhizome house, design village penang, archifest pavilion, cinemaxx junior, product spec sheet, collaborating firms.

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7 Strategic Retail Planning Steps To Optimize Your Brand’s Growth

A comprehensive 7-step playbook to strategic store planning that will help you improve your processes and streamline retail growth.

When a customer heads to your store to buy a much-awaited video game on release day, the last thing they want to hear is, “Sorry, we’re sold out.”

If they do, it’s unlikely those folks will come back to shop with your brand – especially if your competitor has that product in stock.

In fact, 58% of shoppers take their money elsewhere due to 1 poor customer experience (like going out of stock). Luckily, a little retail planning can sidestep this worst-case scenario completely. Here’s how.

What is retail planning?

Retail planning is the business process of creating a data-based strategy to meet customer demand and maximize their return on investments (ROI). Put simply, retail planning helps you accurately anticipate and prepare your business for the future.

That’s because retail planning is key to competing in an ever-changing market and ensuring sustained growth. How? One way is through demand planning .

Demand planning is a genre of retail planning that ensures you have the right amount of inventory to fulfill customer demand. And so so without racking up expensive holding costs or stocking out.

7 strategic steps for your retail planning process

Market shifts, changes in consumer demand, and various other factors conspire to make it impossible for retailers to maintain optimal inventory levels .

In a 2017 study , 34% of retailers admitted to shipping an order late because they unknowingly sold a product that was out of stock. But the impact goes far beyond a few late orders.

Stockout costs North American retailers $129.5B annually . And retailers worldwide an estimated $1T annually.

So, how do you start retail planning to avoid stockouts ? It’s easy – just follow the 7 steps we’ve outlined below to begin your retail planning journey.

Step 1: Begin with market analysis

The first step in retail planning is doing your homework on your market (AKA conducting a market analysis).

This means deeply researching the marketplace (including your competitors, consumer interests, target persona purchasing habits, DTC trends , and alternate product offerings) to gain valuable insights about your customers and industry.

Here are 4 essential steps to conducting your market analysis:

• Identify your target customers. You can only cater to some kinds of customers. So, start by identifying your target customers to zoom in on those interested in your products. You can rely on 1 of 5 types of market segmentation to narrow down your target customers: demographic , psychographic , behavioral , geographic , and firmographic .
• Research industry trends. Frameworks like market gap analysis and PEST analysis will give you an overview of the landscape and get into nitty-gritty details like market size, trending supply chain issues , and projected growth or decline. You can leverage all this knowledge to map the right product offerings and supply.
• Assess the competition. Now, it’s time to hone in on what other retailers are already doing in your space. After all, your competitors’ weaknesses could be your strengths. For example, maybe their customer experience is sub-par, or they’re selling lower-quality products. With that information, you can make informed decisions that will differentiate your brand from the competition. Start with a competitive or SWOT analysis to determine your market position.
• Record your findings. You’ve gathered all this handy data—now what? List relevant information, such as the market size and growth rate, projected trends, customers’ interests, and personas. This data can help you decide where to focus your energy and invest your resources.

Step 2: Analyze your customer behavior

Where do your customers like to shop? Are they budget-conscious and always looking for a good deal? Do they get recommendations on what to buy from friends and family?

Knowing how your customers behave gives you insight into what influences their buying decisions, like pricing, alternate products, brand loyalty, culture, beliefs, and customer journey stage.

For example, say your customers are part of the 67% of shoppers that now shop more online than they did pre-pandemic. In this case, you should invest more in your direct-to-consumer experience.

Or, if you learn your customers are price-sensitive, try stocking up on low-priced items or offer deals (like product bundles ).

Once you know your customers’ habits, you’ll be able to identify service gaps, revise your marketing tactics, plan your inventory, and cater to their specific needs.

But how do you analyze your customer’s behavior to find this information?

Start by looking at past historical sales data to predict future inventory needs. Meaning, look for patterns in your historical sales data. For instance, are there products they love (or typically don’t buy)? When and where do your customers shop? What’s their average order value ?

Not seeing any obvious trends? You can always go to the source and conduct customer interviews. Quick 20-minute-or-so conversations with your best and worst customers are an easy way to understand what drives their behavior.

Then, funnel those findings into your demand forecasts to ensure you stock the right amount of inventory.

Alternatively, you can use a demand forecasting tool (like Cogsy) to analyze this data for you. This can be the smarter, more cost-effective way to go. Why? Because it removes common forecasting mistakes that typically lead to overstock and stockouts. That way, you can confidently maintain optimal inventory levels.

Step 3: Set SMART goals

Now that you have all these great data points, it’s time to set specific, measurable, achievable, relevant, and time-bound (SMART) goals to help you organize your priorities.

A study by the Dominican University of California found that 70% of people who created SMART goals achieved them (compared to 35% who used other goal-setting methods).

So, what does a SMART goal look like?

• Specific: Consider the 3 Ws (what needs to be accomplished, who needs to do it, and when). For a retailer, that could be working with your ecommerce staff to decrease the time it takes to ship orders by the end of the year.
• Measurable: Don’t be too broad – setting quantifiable goals helps track progress and holds you accountable. For example, maybe you want to decrease your shipping times by 3 business days by the end of 2023.
• Achievable: Take on only what you can handle. Meaning, consider the resources you have at your disposal and set goals you can realistically achieve with some effort. For instance: You may want to cut your shipping time by next month, but that may be possible with your current fulfillment team.
• Relevant: Think about the “why” behind your goals. Are these goals related to the big picture of your business, and will they help you achieve your long-term business objectives? Going back to our shipping example, you may want to cut shipping time because your overarching business goal is to improve customer service.
• Time-bound: To measure progress and determine if you’ve achieved your goals, you need to set a timeline and ensure your team knows what that deadline is. When goals are time-bound, you can evaluate outcomes and pivot if needed. Our goal, for example, is to cut shipping times by the end of the year. So, you can create a timeline for incremental improvements between now and then.

🤿 Dive deeper: A complete guide for writing SMART goals.

Step 4: Improve short-term, but think long-term

The retail industry is often unpredictable. Luckily, short-term planning can help you handle immediate priorities, such as seasonal fluctuations , while getting you closer to your long-term goals.

That said, short-term planning doesn’t mean last-minute planning. Instead, it means getting a jump on things for shorter time periods – all while working toward your long-term vision.

Having a long-term plan is crucial because it guides all your short-term efforts. After all, how would you know if you’re heading in the right direction without this big-picture goal?

For example, say your store sells school supplies, and your big-picture goal is to generate more revenue outside the peak back-to-school season. Then, identify other smaller sales peaks throughout the year.

Perhaps tape sales might go up around the holidays when everyone is wrapping gifts. If so, spin up a targeted marketing campaign to further increase demand for those SKUs.

If that doesn’t work, you can always diagnose what went wrong, return to the drawing board, and rework your plan based on your learnings.

Step 5: Determine the right retail strategy

A retail strategy is a plan to promote your products to the right customers at the right time.

That’s where the 7 Ps of marketing come in:

• Product: Consider your products, their unique selling proposition, benefits, and whether they meet customers’ needs. You can also leverage a BCG matrix to identify your star products and your poorest performers – this can help determine your ideal product mix.
• Price: A good pricing strategy considers the cost of the product and adds a markup, which is your profit margin . Depending on the product category, demand, and market conditions, you can use several pricing strategies, from value-based to skimming.
• Promotion: How will you get your products in front of your desired customers? Consider how you’ll increase demand and market your products. For example, boutique brand Urbanä uses humor in their Instagram posts to engage a wider audience. But for product launches, they release the details early to super fans in their private Facebook group called “The Boob Crew.” This strategy has kept their best customers engaged for years (while growing that customer base).
• Place: This comes down to where you sell your products. When done right, retail space planning can make your store stand apart from the competition and offer customers a unique experience. A thoughtful retail design along with the brand’s cool logo design attracts customers and encourages them to stay in your store longer.
• Physical evidence: This refers to physical, often tangible aspects of retail planning, from retail store planning to visual merchandising, branding, and even product packaging.
• Process: It’s all about quality assurance. You can increase efficiency by ensuring consistent procedures and business practices while offering great customer service at every interaction. To get there, focus on employee training, customer service practices, and accounting, to name a few. You can also create a process flow diagram for your employees to make sure your team is aware of key business processes and completes tasks more efficiently.
• People: As the word implies, the emphasis is on people. Focus on improving customer service to build brand loyalty and customer retention, the ideal outcome (and most cost-effective) for any retail business.

Many retailers leverage some or all of the 7 Ps when compiling their retail strategy. One example is Warby Parker , which created a customer-centric DTC model. The company relied on strong branding, a new model for selling glasses, and upfront pricing—all of which contributed to the company’s astounding growth.

“The thing that was immediately clear the second I met [the co-founders] was how thoughtful they were about the consumer,” said Ben Lerer , Lerer Hippeau Ventures Managing Partner. “The way they thought about going into retail [was] they listened to the customer like no other brand I had ever seen.”

Step 6: Implement your strategy

Now it’s time to test your strategic retail plan. Once you’ve settled on your product mix, the pricing strategy, how you’ll promote your products, and your store layout, you can start implementing your plans to see if they help you meet your goals.

For example, suppose your goal was to increase foot traffic in your new retail location by 5% in the next quarter. So you want to experiment with retail space planning. Try a unique store layout or visual displays as part of your strategy.

Effective implementation is critical in determining if your retail planning strategy is working. In fact, brands like Glossier and Allbirds reopened “experiential, Insta-friendly stores” despite plenty of success with online sales during the pandemic. Why? Because both brands believed shoppers wanted these offline experiences.

“Consumers aren’t looking to visit stores simply to transact – they’re hungry for meaningful and memorable experiences that can’t be recreated online,” said Kristy Maynes, Glossier’s SVP of retail.

And it turns out that Kristy was right. Glossier’s Seattle location saw more than 35,000 visitors in the first 2 months alone!

Step 7: Analyze your performance

Now that you’ve implemented your retail strategy, it’s time to measure your results. Take a close look at your success metrics to evaluate the performance of your retail plan.

Retail analytics are key to interpreting the success or failure of your strategy. So, the more accurate metrics you access, the easier it will be to measure outcomes and tweak your plan in the future if needed.

These metrics will entirely depend on your goals. But they might include total sales, revenue, amount of foot traffic, average cart size, average transaction amount, and any change in sales for specific products.

Use Cogsy to optimize store planning and meet customer demand

As we’ve established, retail planning is a challenging task. But the right retail planning software can make it a whole lot easier.

Cogsy takes the guesswork out of production planning and helps with your inventory management needs – without pesky human errors or time-consuming manual work.

With it, you can visualize your inventory health, know when you’re in short supply, and proactively adjust your orders if your planning seems off track. Then match your inventory needs with your annual growth plans without relying on a spreadsheet. Instead, you can identify your hot-selling products quickly, and Cogsy will alert you when any SKUs need to be replenished.

That’s not all. With accurate and advanced analytics, you’ll be able to provide suppliers with predictable purchase orders and build better relationships. If you were doing this manually, it’d be almost impossible to know in advance if you’ll be overstocking or under stocking – but Cogsy runs these calculations with plenty of time to plan.

This reliability can earn your supplier’s trust and even move you up in the production line if needed. But d on’t take our word for it – try Cogsy free for 14 days .

revenue goals

Retail planning faqs.

Retail store planning ensures the efficient use of your retail space, which allows you to attract new customers, improve the in-store and point-of-sale (POS) customer experience, and ensure they enjoy spending time at your store.

Production planning and allocation (P&A) in retail is the process of setting sales, inventory, or financial goals and tracking results to determine if you’ve achieved them or to help you identify where you didn’t meet the intended performance.

A ladder plan in retail merchandising refers to sales forecasting for specific products, including the projected timeline and current supply. It combines historical pricing, sales, and order data with future projections and product availability.

Strategic plans are big-picture, long-term goals that provide the overarching direction for your retail business. In contrast, operational retail plans are more granular and involve tactical steps to achieve your overall strategy.

3X founder of Cogsy, Conversio and WooCommerce. Author of Life Profitability.

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Merchandise Planning: The Clever Retailer’s Guide for How to Do It Right

Benjamin Franklin wisely said that “failing to plan is planning to fail.” While he wasn’t specifically referring to the retail industry, the adage could not ring more true — especially when it comes to merchandise planning for your retail store. 

If the merchandise you order and so diligently display in your store and on your website doesn’t align with what consumers demand — you’re out of popular items or order the wrong merchandise — you’re essentially planning to fail.

Inventory distortion includes shrinkage, stockouts, and overstock. It costs retailers an estimated $1.77 trillion worldwide. 

But there is good news. You can lower your overall inventory costs by 10 percent by simply reducing stock-outs and overstocks. The key is to order the right items, at the right time, in the right amounts, for the right price. 

Enter retail merchandise planning. 

What is merchandise planning?

Retail merchandise planning is exactly what it sounds like — a way to select, manage, purchase, display, and price merchandise in an efficient way that ensures you have the right products available at the right time. By doing so, you increase your potential for a maximum return on investment (ROI). You also cut down on excess inventory, and maintain — and build — goodwill and your reputation with customers who know you’ll have what they want when they want it. 

The benefits of retail merchandise planning include: 

• Fewer markdowns of excess/outdated/depreciated stock and increased revenue due to the right products being available 
• Increased inventory turnover and decreased inventory carrying costs in the warehouse due to a reduction in unwanted inventory
• Fewer out-of-stock situations and unsatisfied customers
• Increased ROI due to strategically ordering the products that generate the most revenue

The components of merchandise planning 

One of the biggest expenses a retailer makes is buying and marketing merchandise. This is why effective inventory management is so critical. The basic components of retail merchandise planning include:

Product  

First and foremost, the basic component of any merchandise mix is the product. You have to make sure you have enough merchandise to fill customer demand. That said, there are several types of products that you can include in your assortment, and you need to plan accordingly. 

For example, there are staple items you carry year round that need to be routinely kept in stock. Then there are seasonal products you need to keep in inventory before the beginning of the season. You also need to maintain them adequately throughout the season to reduce stockouts and any excess product. Finally, there are “fad” items. These are hot ticket items for a shorter period of time. Which means they should be approached with caution from a buying standpoint.

If the merchandiser of clothing boutique is planning the store’s winter merchandising strategy, they would need to figure out the right balance between staple or classic products (like plain sweaters or pants), seasonal inventory (such as outerwear), and fad items (like items influenced by pop culture or current events).

Range 

This refers to the variety of merchandise that you sell. It’s important to invest in a wide range of products with breadth, width, and depth so that customers have adequate options. 

However, one size doesn’t fit all with range. A store that specializes in children’s books, for example would have a narrow but deep merchandising mix. The store’s products would focus on books for kids, but it would offer a deep assortment of those books and would carry everything from classic Dr. Seuss books to ones that contain stickers, pop-up pages, and more. The store may even have hard-to-find children’s books. 

Meanwhile, a big box store like Walmart would have a wide range of products but may lack in depth. Going back to the children’s books example, Walmart may have some popular titles, but if you’re looking for a rare or specific type of book, you’d have to look elsewhere. 

Price  

If you don’t properly price your items, you’re not going to make the sale, and it’s a delicate balance. There’s no one-size-fits-all pricing strategy.

One approach that works for many companies is to create “high, medium, and low” ranges. This way you can appeal to the widest customer base possible, all while focusing on everything from regular sales and consistent profits to markdowns and stock clearance.

Assortment 

This includes the combination of products that you sell and how they are presented. For example, products of a similar category are available at one appropriate place. But toiletries shouldn’t be merchandised along with snack foods.

Make it convenient for customers to locate, select, and buy products due to the available assortment and placement.

The vintage Velour in Oregon, does a great job in presenting its assortment. In the photo below, you’ll see that Velour arranged different clothing pieces based on their category (i.e., T-shirts, jackets, polos). The store also implemented a bit of cross-merchandising by displaying footwear near the clothes. 

View this post on Instagram A post shared by VELOUR (@shopvelour)

Space 

If you’re a brick-and-mortar location, focus on ensuring the products are visible and accessible to the customer. Make best use of your space by showcasing items using different types of fixtures, mannequins, and window displays. 

A good technique here is to place key items at your customers’ eye level. If you’re a kids store, for example, then you’d want to position notable toys or items lower on your shelves. This is where kids can easily reach them. 

Steps involved in retail merchandise planning

While merchandise planning varies greatly based on things like industry and specialty, there are basic steps that are involved no matter the size or niche of the business.

1. Perform a post-season analysis 

The first thing you need is an understanding of how things went during the previous sales season, and you’re going to get that with data. Look at basic things like total sales, but also include a look into specific results like revenue of a particular item or category. 

Next, it’s time to analyze the results by comparing those numbers to the planned numbers from the same year to gain context. Where are things going? What was the marketing? How was the economy? Examining this data means you have not only accurate numbers, but also context around those numbers.

2. Forecast sales

With the data accrued from your post-season analysis, it’s time to move on to forecasting demand, which should include sales for each department, category of products, and the addition of new products/elimination of products that are no longer performing.

When looking at products that are part of your merchandise plan, be sure to review the sales potential, analyze the market demand, and research marketing channels and strategies.

Once you have past and present data and take into consideration the impact of trend/demand variations, you can settle on a final prediction for each product and decide if it’s worth ordering that item for your store (and how much you need to purchase). 

3. Plan and implement the assortment 

Once you know what merchandise to stock, it’s time to get a bit more specific and arrange the products based on their categories. For example, a food section, a wearables section, a cosmetics section, etc. and specifics like sizes, colors, and brands. 

Ensure there’s a proper assortment, that related items are grouped together for easy access for customers, and that there’s adequate SKUs of each category without going overboard in any one section.

4. Control merchandise  

There needs to be a balance between the merchandise that you buy and sales, and that can be achieved by creating daily or weekly sales reports for each item. This helps ensure that items are being reordered before reaching dangerously low stock levels, and that you’re not overbuying so much that you’re forced to offer clearance sales, discounts, or offers that eat into your bottom line.

Retail merchandising challenges and how to overcome them

Let’s be honest here and say that everything can look great on paper, but no retail merchandise plan is perfect. Who could have predicted a global pandemic, for example, and the impact it would have on retail? While that’s certainly a once-in-a-lifetime situation, there are also some other common challenges you might face. Fortunately, being aware means you can proactively work to avoid them.

One of the biggest issues is figuring out how much of a product is enough — or too much. Fortunately, you can rely on data to help you find a good balance. Many retailers also implement an open-to-buy (OTB) system, available through most inventory systems. It takes into account current inventory and planned sales, and then compares that data with data from your actual sales. Adjustments are made before future orders are placed. This ensures you don’t run out of what you need or overstock certain items. 

Speaking of data, it can be tempting to solely rely on historical numbers when planning for the future. However, the numbers aren’t perfect and things happen. So take into account the current economic situation and any trends that are in the marketplace. Incorporate that information with your historical data to get a more accurate picture. 

Finally, there’s adjusting your merchandise planning for both online and brick-and-mortar sales. Customers want the products they want, when they want them, whether that’s online or off. The key to success is to have an omnichannel approach to your planning.

According to one study , “businesses that adopt omnichannel strategies achieve 91 percent greater year-over-year customer retention rates compared to businesses that don’t.”

Using a centralized inventory management system can help you connect all sales channels and provide the right products at the right time. 

Moving forward with merchandise planning

Whether you’re selling online, offline, or both, it’s critical that you implement retail merchandise planning into your operations. By preventing you from under- or overstocking, you’re able to garner the greatest possible revenue from your inventory and add value to your company. Customers know they can get what they need when they shop from your store.

It might be a little bit of work to get started, but it can help you manage your inventory with ease — and pay off big in the end for your bottom line. 

And of course, seeing your plans through requires proper execution. When implementing your merchandising initiatives, make sure they follow your planogram and other guidelines, and they’re implemented on time. 

Use Bindy’s retail audit solutions to evaluate your in-store merchandising . Bindy provides checklists , tasks , photos, and store communication tools to ensure that your programs are executed well. Click here to learn more .

OTHER MERCHANDISING RESOURCES

Refer to the   Merchandising category  for checklists, how-tos and best practices for merchandising.

About the author :

Francesca Nicasio  is retail expert, B2B content strategist, and LinkedIn TopVoice. She writes about trends, tips, and best practices that enable retailers to increase sales and serve customers better.

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Strategic Planning and Management in Retailing

Strategic planning in retailing in a global retail marketplace.

The global retail industry is continuing to evolve and become increasingly competitive. With technology, change in consumer behavior, globalization, and consolidation, a data-driven retail strategy is more important than ever. Retail leaders must focus on strategic management in retail and be data-driven to survive and thrive in the industry.

Strategic Planning and Management in Retailing helps you develop the effective strategies needed to lead a high-performing retail business.

Learn Essential Skills

• Plan for strategic growth using productivity analysis and financial modeling, including a proprietary model for building a competitive advantage in retailing
• Analyze and interpret consumer, competitive, and market research—and implement changes based on the data
• Develop and implement enhanced merchandising management and assortment strategies

Who Should Attend

• Senior retailers who are seeking new methods for growing successful brick-and-mortar stores.

Program Details

What you will learn.

Discover the best methods to win in the highly competitive retail sector.

Topics include:

• Eight Ways to Win in Retailing: a proprietary model for building a competitive advantage in retailing
• How to apply multiple strategic and financial models to your business
• Merchandise planning and analysis
• Frameworks for integrating your business
• Evaluation and discussion of relevant retail case studies developed by the program faculty

The program is excellent in the mix of theory, case studies, and practical application of business strategy. The knowledge and expertise of the faculty is very evident.

Meet the Faculty

You will be learning from world-renowned faculty who bring relevant experience and research into the classroom. They have taught, mentored, and grown hundreds of successful retail leaders.

Faculty for Strategic Planning and Management in Retailing include:

• Lawrence J. Ring (pdf) , Chancellor Professor of Business, and Executive MBA Alumni Distinguished Professor of Executive Education, Emeritus, Raymond A. Mason School of Business, College of William & Mary
• Dr. Ronald L. Hess, Jr. (pdf) , Lawrence J. Ring Executive MBA Associate Professor of Business, Raymond A. Mason School of Business, College of William & Mary
• John S. Strong (pdf) , CSX Professor of Finance and Economics, Raymond A. Mason School of Business, College of William & Mary

We continually update program content to best serve participant needs. Faculty may vary.

Program Discounts

Babson alumni enjoy discounts on Babson Executive Education programs.

Discounts also are available for Babson Executive Education’s certificate enrollees, members of our Corporate Partner program, and past participants.

Please  email Tammy Gage  for more information on discounts.

Register by March 27, 2025: Program Cost $ 8,550

Complete registration by January 27, 2025 and enjoy a special discount: Program Cost $ 7,950

What Makes Babson Executive Education Different?

Babson Executive Education works with organizations and professionals around the world to turn ideas and challenges into opportunities through entrepreneurial education and corporate leadership training programs . Through teaching entrepreneurship and entrepreneurial leadership , Babson cultivates an entrepreneurial mindset that is the basis for many of the world’s most innovative businesses and leaders.   

Our executive leadership education development programs , managerial training programs, and seminars for entrepreneurship are about more than theory; they’re about action and equipping you with the practical tools and strategies necessary to have an immediate impact on your organization or business including executive presence training.  

The Beauty Wars: Ulta Vs Sephora

The rivalry between Ulta and Sephora has become one of the most intense in all of retailing. There has never been a more competitive time in beauty retailing. In order to continue to thrive, Ulta and Sephora must continue to implement innovative retail approaches to enhance customer loyalty and maintain future growth.

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Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

by Thales S. Teixeira and Sunil Gupta

Bertice Jenson couldn’t believe how shameless they were. Right in front of her in the Benjy’s superstore in Oklahoma City, a young couple pointed a smartphone at a Samsung 50-inch Ultra HD TV and then used an app to find an online price for it. They did the same for a Sony and an LG LED model, as the Munchkins from The Wizard of Oz danced across all three screens.

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Zegema Retail: Space Planning

Case Preview

“Retail space-planning process is like a wild goose chase with logics woven through a large number of variables perpetually hunting for THE BEST alternative.”

– Shweta Deora (Deora), Head – Space Planning, Zegema Retail Ltd

It was a fine Saturday morning in Kolkata. Deora looked at the calendar as she sipped her favorite filter coffee. It was 7th of July, she had exactly ten days in which to create a comprehensive spaceplanning document for Avishar store and hand it over to their merchandising team for the launch.

Avishar was earmarked to be Zegema’s flagship store in Kolkata. Zegema was the organized retail business unit of AB Group, one of India’s largest business conglomerates, which branched out into the retail sector, the power sector, carbon black and tyres, education, the entertainment industry, infrastructure and hospitality, and IT services. AB Group of companies founded in the year 1979 was generally considered as an orthodox family-run business. In the year 2005 with the death of its founder,the second generation (founder’s sons) of the family stepped into key positions. Since then, the groupas whole became more aggressive in all its business concerns. This was further reinforced at the top level when the management indicted fresh talents from elite Indian business schools in the year 2006. Twenty graduates were picked from prestigious institutions like the IIMs (Indian Institute of Management), XLRI (Xavier’s Labour Research Institute, Jamshedpur), MDI (Management Development Institute, Gurgaon) and ISB (Indian School of Business, Hyderabad)............

Zegema Retail Ltd

In 2007, Zegema already had over four years of history in the food retail industry with a good presence in southern India. With over 22,500 square meters of trading area spread over Tamilnadu, Kerala and Andhra Pradesh, it was one of the first organized retail chains in India. Zegema came into being after exiting from its earlier joint venture with a Swiss company, Food Mart. Zegema was the new brand name for the retail chain after the split and Kolkata-based AB Group took control of the chain. Zegema began operations as a retail chain in the early 1990s in Southern India. Stores were largely set up in one of 2 formats. Convenience stores, called Zegema’s and Hypermarkets, called Zegema’s Hyper. Since then it had grown in footprint across various states in India by systematic addition of stores in different cities. Entire growth of Zegema was been organic in nature. All stores were on leased properties under long term lease by Zegema retail..........

Genral Issues with Merchandising

Zegema’s merchandising was based on the cascade model of SKU classification (Exhibit I). The classifications were Segment, Family, Class, and finally Brick, with Brick being a subset of Class, Class being a subset of Family, and Family being a subset of Segment. Finally, all SKUs were attached to any of the Bricks. There were separate teams to take care of merchandising activities for each Family. In some cases, where the number of SKUs attached to any particular Family became unmanageable or the number of vendors under any Family became unmanageable by a single merchandiser, that Family was split into two................

Infrastructure Availability at Zegema

Zegema used various types of structures inside their stores. They had wall-mounted heavy-duty racks with seven or more shelves (L-type). Then there were the self-supported six-shelved racks (A-type), and the End Cap racks with seven shelves (EC-type). Both the A & EC types were similar with just the widths differing. The EC type was 1.2 m in width while the A&L types were 1.5 m in width. The EC type had extra wood panels on the sides and at the top to make the rack-ends look attractive. All the racks were 0.45 m deep........

Space Allocation at Avishar

Avishar store had an overall trading area of 490 square meter. Zegema wanted to create an impression of a food-first retail unit in the minds of consumers. Hence, families like FMCG-food, staples, fruits and vegetables were given more priority in the store. The rule of thumb was to have an average of 10 SKUs per shelf and assume 7 shelves per rack. This was widely criticized for the fact that it failed to identify the intricacies of different families of merchandise.........

Planogram and Planogramming

Primary logic and information used for planogramming came from Zegema’s catchment analysis. Store staff gathered data about general consumer behavior pertaining to shopping from a modern retail outlet from families residing within a 5 km radius around the store. They found that most of the monthly groceries and other shopping happened in the first week of the month, and initial shopping was a family purchase event with both husband and wife coming to the store.............

Assignment Questions

I. What should be the in-shelf stock quantity of tata salt 1 kg? II. What should be the resource allocation for different categories/families of SKUs? Substantiate your answer with sound logic for the allocation process. III. Submit a store layout after the space allocation plan. Substantiate your layout with sound logic of allotting a specified space for a particular category/family IV..............

Exhibit I: Cascade Model of SKU Classification

Exhibit II: Availability of Racks and Other Structures Across Different Formats

Exhibit III: Inventory Norms for Categories

Exhibit IV: The Store Layout and Associated Structures for Avishar Super Store of Zegema

Teaching Note Preview

This case provides an opportunity for the participants to get hand-on experience designing a space plan and planogram for a medium sized modern retail outlet (360 to 540 square meters). This case details the practical difficulties encountered while attempting to do space planning in a modern retail outlet. Dilemma of space allocation between categories, logics & processes of creation of planograms, process of implementation of planograms, debates of standardization vs customization of store layout & rack allocation, etc. are the areas which this case discusses. The real-time data made available as downloadable excel file will give an opportunity for the participants to keep playing with data and arrive at many interesting possibilities of space plans and planograms.

Learning Objectives

The objective of this case is to give a near-actual experience to the participant in creating space-plan and planogram of a modern retail outlet. This case also intends to discuss and debate the logics considered for logistic planning along with its implication on space planning process. This case will give an integrated perspective to the participants about the complexities of space planning process and the interconnectedness of space planning process to other verticals of retail industry.

Case Positioning and Setting

This case is ideally to be discussed during the middle of Retail Management course. This case requires the participants to be accustomed to the retail terminologies like Stock Keeping Unit (SKU),Distribution Centre (DC), etc. Hence it is recommended to use this case in the middle segments of the Retail Management course.

Prerequisite Conceptual Understanding

The participants should have an understanding of the concepts of merchandising and retail operations before this case is taken for the discussion in class with the help of the following chapter:

• • Chapter 17 - Store Layout, Design, and Visual Merchandising; Retailing Management (8e), Michael Levy, Barton A. Weitz & Ajay Pandit, McGraw Hill Education (India) Private Limited.

I. What should be the in-shelf stock quantity of tata salt 1 kg? II. What should be the resource allocation for different categories/families of SKUs? Substantiate your answer with sound logic for the allocation process. III..................

...................................

This case provides an opportunity for the participants to get hand-on experience designing a space plan and planogram for a medium sized modern retail outlet (360 to 540 square meters). This case details the practical difficulties encountered while attempting to do space planning in a modern retail outlet. Dilemma of space allocation between categories, logics & processes of creation of planograms, process of implementation of planograms, debates of standardizationvs customization of store layout & rack allocation, etc. are the areas which this case discusses. The real-time data made available as downloadable excel file will give an opportunity for theparticipants to keep playing with data and arrive at many interesting possibilities of space plans and planograms.

Pedagogical Objectives The objective of this case is to give a near-actual experience to the participant in creating space-plan and planogram of a modern retail outlet. This case also intends to discuss and debate the logics considered for logistic planning along with its implication on space planning process. This case will give an integrated perspective to the participants about the complexities of space planning process and the interconnectedness of space planning process to other verticals of retail industry.

Case Positioning and Setting This case is ideally to be discussed during the middle of Retail Management course. This case requires the participants to be accustomed to the retail terminologies like Stock Keeping Unit (SKU), Distribution Centre (DC), etc. Hence it is recommended to use this case in the middle segments of the Retail Management course.

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Rethinking the architecture of Retail street

As the world’s public spaces are increasingly being privatized, the retail spaces in commercial streets are starting to play an important role in bridging the gap. Retail streets are a major attraction of tourism and recreation and serve as spaces for the congregation in the urban environment providing goods, sightseeing opportunities, and entertainment. The design of retail streets in cities is quickly gaining popularity in the architecture and design fields. 

One of the most common design concepts is the creation of pedestrian streets. The architecture of the commercial buildings, along with the design of exclusive pedestrian zones , gives a unique appearance to the urban environment that reflects the society and culture of the city. 

Many shopping streets from several cities have gained worldwide prominences, such as Khaosan Road in Bangkok , Thailand, which has many souvenir shops, restaurants, cafes, clubs, and bookstores; Nanjing Lu Road in Shanghai, China, which majorly consists of modern supermarkets, theatres, and hotels; Chandni Chowk in Delhi, India which has a concentration of shops of spices, perfumes, electronics, textiles, and famous street food vendors and the Via Dei Condotti Street in Rome, Italy which has the stores of the world’s most famous fashion brands – Gucci, Prada, Bulgarian, Louis Vuitton, and Armani. 

The design of urban streets depends on a lot of factors. Especially in today’s fast-paced world, designers face many challenges to create something unconventional without compromising on functionality.

Some of the key aspects that a designer should focus on while designing retail streets are visual connectivity , purposefulness, personality and culture of the city, spatial quality, and accessibility.

Factors That Affect The Design Of Retail Streets | Retail Architecture

The design of a shopping street is a multi-faceted process and includes the following aspects:

1. Urban planning 

Most urban areas have dense clusters and provide little to no scope for the availability of enough free space in the neighbourhoods for the design of large commercial streets that stretch across the localities. This results in the complete or partial demolition of roadside structures to make way for the new development. In certain urban areas, the commercial streets are integrated with the residential groups to form a mixed-use locality. 

In these cases, it’s most common for the shopping and other commercial spaces to be on the ground and first levels, with the upper levels being dedicated to residences. 

An example of a retail street with shops and residential areas is the Chandni Chowk in Delhi . On both sides of Chandni Chowk are historical residential areas served by narrow lanes or galis, which are brimming with the peddlers, street vendors, street food, and bazaars .

2. Transport and Accessibility 

The network of retail streets in the city is formed with an inextricable connection to the transport system. Good accessibility to the streets and connectivity to the different areas around it determine the growth of the commercial spaces. 

The rising popularity of the design of pedestrian streets shows us how walking is encouraged in many retail streets all over the world. A lot of Western European streets are known for their relative closeness and compactness as opposed to the large amounts of open space and the large-scale streets that are typical of Russian streets. So in countries of Western Europe, the need for the design of pedestrian streets comes up because many of the tiny one-lane streets and small plazas sacrifice much of their space for parking and vehicular traffic.

A few examples of pedestrian-oriented streets in Europe can not just be found in Venice, a car-free city, that has these all over, but also in other European cities like Rome . The Via Condotti near the Spanish Steps in Rome allows driving in a part of the street, but the flow of the pedestrians sets the speed. 

3. Purposefulness and functionality | Retail Architecture  

The design of shopping streets in a city depends on its location in the city’s urban structure. Aesthetic trends may change with the changing minds of the clients, but functionality and purposefulness will always serve as a constant mark of a good design. 

The public is easily attracted to dazzling displays and ornamentation facades, but a good retail street design provides clear circulation for sellers and shoppers. This includes proper way-finding in nodal areas that allow the shopper to navigate easily, combined with efficient service and loading routes for the retailers. Parking access and provision of other facilities such as toilets , benches and seating areas, and water fountains also contribute to good design strategies.

The Orchard Road in Singapore finds a good balance between aesthetics and functionality. This higher-end shopping street is flanked on either side by huge shopping complexes and showrooms, and the wide road provides adequate space for pedestrians and vehicles alike. The road has many visual attractions such as fountains and installations, but it also serves its purpose. The pedestrian pathways are very wide and have adequate seating, lighting.

The shopping complexes also incorporate seating for the crowd in their design to provide the people with an overall shopping experience that they’d enjoy. 

4. Spatial organization and quality 

This aspect is related to that intangible quality of a place that differentiates it from other projects like scale, spatial organization, lighting, the relationship between the facade and the colours and textures used, placement of advertising surfaces, etc., all affect a person’s perception of a retail street. 

The Dubai Mall is one of the largest shopping malls in the world. Although it isn’t exactly a retail street, it consists within it an aquarium, an amusement park, and so much more, that it is designed at the scale of a small city, with internal pedestrian streets, nodes, and landmarks. The Dubai mall is currently in the process of expansion. With its expansion, The Dubai Mall will set a new standard for the world’s retail spaces designs. 

5. Economic factors | Retail Architecture

Retail streets create prime investment opportunities and increased social activity. Also, the concentration of retailers providing similar goods and services in a single area increases competitiveness. But this also allows for unified economic growth and an increased number of development strategies by maintaining healthy competition and increasing the functionality of the street.

6. Visual connectivity 

Another important element of any retail development is visual connectivity. Shoppers should have clear sightlines to the retailers, both for retail viability and easy way-finding. The central space or a square should act as a space for social interaction , but should also act as a visual centre, allowing sightlines to multiple levels and locations from a single point. 

The Trafalgar Square, a plaza in Central London , is one of the most visited tourist attractions in England. It was developed purely to commemorate the Battle of Trafalgar in 1805. But today it acts as the centre point for the city of London and connects many commercial streets around it. It is bordered by Charing Cross Road in the North. Charing Cross Road is renowned for its specialist and second-hand bookshops and it also has several theatres. 

To the south, it branches off into Northumberland Avenue, which has many luxury hotels , restaurants, and pubs. To the east, it is bound by the Strand, which has a number of commercial complexes and eateries. The Trafalgar square acts as a central space that is not only a popular tourist spot but also allows for visual connectivity to the commercial streets surrounding it.

7. Social and cultural factors | Retail Architecture

This aspect refers to the social life and communication in the street. Commercial streets are not just physical spaces for buying and selling; they also possess a social value. This includes two broad categories . The first category comprises the social components — vending and kiosks, shows and performances, cultural activities, etc. The second involves cultural components, which include a sense of place, a design that incorporates local and regional context, and demographic structure.

Qianmen Dajie Street runs south from Tiananmen Square, along Beijing’s central axis, and it has been transformed into a modern commercial pedestrian street. Because of its proximity to a high-density residential area, the Qianmen Dajie Street acts as a carrier of local customs. Vendors selling sugar-coated haws on a stick – a popular traditional snack in China, the local peddlers selling goods, and Chinese street performers performing in the night gave the street its character.

In today’s world, the need for functional design and improvement of shopping streets that are in harmony with the planning of the city is becoming more and more essential. This requires a lot of in-depth research and experimentation from designers. Many architects and urban planners around the world have identified the key aspects that determine the creation of these retail spaces and have tried to solve the theoretical issues that come up in their formation to design a comfortable and attractive commercial environment. 

Local urban planning conditions of the city, socio-cultural and economic characteristics of the population, and architectural potential of the area contribute to the design of a functionally convenient, visually comfortable, and organized space. The presence of a variety of retailers, from food to clothing, along with entertainment and attractions, helps in the formation of the retail street’s basic structure and contributes to giving the space its unique spirit.

References 

Architizer. (2014). Designing the Retail Space: Case Studies by DP Architects. [online] Available at: https://architizer.com/projects/designing-the-retail-space-case-studies/ 

Ghazi, N.M. and Abaas, Z.R. (2019). Toward liveable commercial streets: A case study of Al-Karada inner street in Baghdad. Heliyon, 5(5), p.e01652. ‌

Karakova, T.V., Kolesnikov, S.A., Radulova, J.I. and Vorontsova, Y.S. (2020). Shopping streets as an instrument of architectural and design formation of consumer and investment attractiveness of functional-planning structure of city. IOP Conference Series: Materials Science and Engineering, 775, p.012021. ‌

Li, Quihan. (2015). Design and Planning of Commercial Streets with Cultural Attraction Theme. [PDF] pp.1–31. Available at: https://academiccommons.columbia.edu/doi/10.7916/D8P84BD1. ‌

Artist, dancer and writer Sanjana Ramesh is a soon-to-be architect trying to find the time to add ’amateur guitarist’ to the beginning of this sentence. Loves puppies and all things chocolate. She’s also really good at bad jokes. She hopes to find her place in the world of design through her words and illustrations.

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