- Università: Em Lyon School Business
- Studenti:
Siobhan Dalido, Kim-Anne Boone, Lory Maria Kaloust, Alexandre Alamowitch, Sara Yamouni
Retail concept
Shop&Go is an ultra connected convenient store that adapts its store layout throughout the day to satisfy the needs and the shoppers' demand. This concept relies on Data that will be collected to tailor our offer and assortment, but also on a new technology that will change the location of the shelves depending on the time of the day and the needs of our clients. Thus, we help our clients save time and have a better shopping experience while we - as retailers- optimize the rentability by square meter.
Market analysis
Recently convenient stores are coming back strong. Their development is part of major groups strategies as Carrefour and Casino : they are adaptable, profitable, and they benefit from urban traffic and customers' proximity.
French are facing new consumption trends in recent years: organic food, local food, and unconventional markets (vegan, gluten-free etc). Premium food is our opportunity to gain high margin, diversification from competitors and attractivity. Our concept is specialized on ready meals and snacking so lunch break is key and the business district is the most opportunistic location. In this market, we have 3 main competitors : food retailers, bakery and cooking terminals and vending machines. To be attractive, we have to insure our clients fast consumer journey, qualitative products and efficiency.
Target
Our main targets are managers of consulting or banking companies that are between 40 and 55 years old that have a busy schedule and don’t have time to properly eat. The particularity of our targets is that they are always on the go, they do not have time to eat properly but still want to eat healthily.
Product & Service
Our convenient store is for people that are on the go, who know exactly what they want and don’t want to waste time while doing it. People that work in our area have standards of products they consume and they care about the source and nutrition of what they consume. That is why the products we offer are premium brands. We handpicked all of the products we have in our store: they are fresh, high quality and fast and to go.
The food selection part is the section that will change during the hours of the day. In the beginning we will be purchasing 3500 units of product to fill our store. The average price of buying products is 4 euros andwe will be selling them with a margin of 40%.
Store location
Shop&Go will be located close to its target : La défense in Paris, the leading European business district. This decision has been made after evaluating a series of trade-offs between:
- The convenience of the location for customers : 3,600 companies are based in La Défense, representing more than 178,000 employees working there. The presence of a shopping center in La Défense makes this zone attractive as it is highly frequented and easily accessible.
- The size of the trade area : We aim at having 300m² as a total surface trade area with 150m² allocated to our stock, toilets and changing rooms for employees. This fits perfectly to the surface our competitors have, the only difference will be that we will be profitable per m2 thanks to our moving store technology.
- Retail competition : Competitors like Casino Shop, Daily Market or Monop’ la Défense are already located at la Défense.
Communication & CRM
Visual Identity
With our simple logo "Shop & Go" we want to show that our business is all about minimizing the time in store, while giving an optimized and great shopping experience.
Media campaign Plan
- Awareness: With Storefront, Metro/Bus ads that will be located around office areas, Press ads, digital Ads and a Launch in Offices.
- Consideration: Remarketing.
- Conversion: Thanks to our up-to-date moving shelves and our simple checking-out system, the customer will be in and out in no time. And by providing accurate product descriptions: Our shoppers will be able to scan a QR code and gain further insight on the origins, nutrition of the product..
- Loyalty: With our CRM, whose goal is to generate engagement. The loyalty program is accessible to those who download and create a Shop & Go account. A system of points will be placed: one euro spent is equivalent to one point earned in the app.
CSR Policy
Our project is based on an innovative human resources policy. Indeed, we want to hire people over the age of 55 in a situation of long-term unemployment as a priority. Why this choice ? Because we are 5 students sensitive to the social situation in France and we note with a certain sadness that the long-term unemployment which affects seniors is a real challenge to be met. It is with this in mind that we want to engage one out of two people in this social situation. Our shoppers will also be able to scan a QR code to gain further insights on the origins and nutritions of the product. For the products we will offer, it will mainly be local products to highlight local producers. Not only will it support the economy but also the planet and decrease the impact we have on it. To avoid waste, we aim at working with companies like Too Good to go and Phoenix. In France, waste management in a convenience store led to 75 % reduced waste volume and € 3 500 annual savings.
