Retail Brand Development. Challenges and Opportunities - a Russian Perspective

SCG London Page 1

Retail Brand DevelopmentChallenges and Opportunities - a Russian Perspective

October 2012

SCG London Page 2SCG London Page 2

Мы ‐SCG London – Strategic, Branding & Design

SCG London - Strategic, Branding & Design

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Our Clients Include

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• Brand definitions

• Brand experience

• The Russian market

• Brand creation

• Some case studies

• Rebranding

• What, Why, How

• Some case studies

Agenda

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Customers‘A person who buys goods and services from a shop or business’

Shoppers... Visitors... Clients... Individuals... Groups... Organizations...

Audiences‘Spectators, Listeners, Viewers, Onlookers...’

Competitors... The media... The community... Interest groups... Politicians...

Inner customers/audiencesInvestors... Management... Staff... Tenants... Partners... Suppliers...

Needs... Expectations... Aspirations?

Definitions - Who are your... ?

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Image... Promises ... ‘What you say’

Reputation... Behaviour ... ‘What people say about you’

= experience

Now marketing, communication and experience are totally integrated

Who is talking to who?... Who is listening?

Who is targeting who?

What is Branding?... Definitions

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“A brand is the sum of all conversations happening

around the brand”

Social Media Challenge

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Social Media Challenge Creating a ‘joined up’ social media strategy

•RussiaissecondplaceinEuropeintermsofInternetaccess. •57million Russians use Internet at least once a month (43% audience increase in last 2 years)

•22millionusersaccessInternetviatheirmobilephones.


‘Apps are the new high street’

• Russia is in the first place in Europe in terms of Internet access.• 22 million users access Internet via their mobile phones.

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Brand Touchpoints

Products

PeopleTechnology

Branding = The Brand Experience

Place

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“Building a great experience is everyone’s responsibility

and nobody’s job”

Brand Experience Challenge

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• Shopping centres

• Hypermarkets

• Supermarkets

• Convenience stores

• Discounters

• Online

“MULTI CHANNEL”

Shopping Modes - Formats

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Aligning experiences... Human.. Physical... Digital

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Asset Management - Brand Touchpoints

Rethinking opportunities ... Reinventing experiences

Asset Management … Brand Touchpoints

Equity

Income

word of mouth, sms…

adver>sing, direct marke>ng

web site, social media

promo>onal publicity

posters, street signs …

collateral …

bags, cards, leaflets

assurance, memories

reminders, triggers,

aier service …

customer journey…

an>cipa>on … moments of truth

first vistas, approach, process,

layout, environment, products,

staff, facili>es, exit experience …

Managing the Process – Physical … Human … Technical

coordina%on … consistency … control …

Brand Touchpoints

Awareness Promise

Customer Journey Visit

A]erglow Sa%sfac%on

Image and Reputa%on Brand Equity Income / Value

‘crea%ng desire’

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Asset Management - Brand Touchpoints

Rethinking opportunities ... Reinventing experiences

Asset Management … Brand Touchpoints

Equity

Income

word of mouth, sms…

adver>sing, direct marke>ng

web site, social media

promo>onal publicity

posters, street signs …

collateral …

bags, cards, leaflets

assurance, memories

reminders, triggers,

aier service …

customer journey…

an>cipa>on … moments of truth

first vistas, approach, process,

layout, environment, products,

staff, facili>es, exit experience …

Managing the Process – Physical … Human … Technical

coordina%on … consistency … control …

Brand Touchpoints

Awareness Promise

Customer Journey Visit

A]erglow Sa%sfac%on

Image and Reputa%on Brand Equity Income / Value

‘crea%ng desire’

Brand Experience

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Touchpoint Synergy Food Retail

‘Customer Journey’Identifying opportunities… Solutions

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Touchpoint Synergy People

‘Our people make the difference’

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The ‘Russian’ Market

Moscow... Cities... Regions... Ukraine... Kazakhstan...

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RUSSIAN FEDERATION - FACTS:

Population: 142.9 million (UN, 2010)

160 ethnic groups

83 federal entities: republics, regions, autonomies

Area: 17,075,400 km²

Moscow – largest city in Europe

“Millionniki” – 13 regional capitals (population 1m+)

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Moscow

Moscow - 12m+ population

20 years building programme

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Consumer Boom... Pre Financial Crisis

30 years in 3 years… retail market revolution

fast-track development - from open markets to modern retailinternational retailers vs fast-developing locals

Emergence of affluent middle class - conspicuous consumption!

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Post Crisis... Getting back on track

2009A dose of reality - tough times - consumers and retailers in survival mode

2010Market consolidation - the big get bigger

Russia is the biggest retail market in Europe... ...

Consumers sharper & more demanding - want it now... better... cheaper

Retailers and developers more cautious

2011Confidence returns - ‘a second renaissance in retail’

201270% of retailers predict pre-crisis sales levels by Dec 2011

Retail rents increased by 10-15%

Supply shortage (1% increase in the last 5 years!)

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15-16m credit card users out of 90m economically active population

Broadband penetration - 65% of the population E-commerce transactions doubling each year

Modern Russia

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Infrastracture - Logistics Challenge

Issues - security... logistics... distances... border controls

Major international Russian operations forcing logistics development ....local resourcing... quality supply chain networks

Multichannel growth demands

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Brand Vision - Market opportunity... - Aims... Audiences

What - The offer? Products... Services... People

How - How will it be delivered? Media... Formats... Multichannel

Why - Why will it succeed? - Differentiation attributes - Added value - Rational... Emotional

Brand Creation - Brand Strategy

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Brand CreationSome case studies

SCG London Page 24About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Retail: 36.6: Pharmacy ChainRetail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing

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Retail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing


Retail: 36.6: Pharmacy ChainRetail – 36.6 - Pharmacy Retail Brand Chain Development. Brand Identity, store design, graphics & communications, marketing

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Retail – Clover & Co - Farm Stores Naming, Brand Identity, store design, graphics & communications, packaging

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About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Retail: Clover & Co: Natural food store

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Retail – Winelab - Wine & Spirits Supermarket Brand Identity, store design, graphics & communications


Retail: Winelab: Alcoholic Beverage Hypermarket


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Retail: Winelab: Alcoholic Beverage Hypermarket

RETAIL DESIGN PRESENTATION BY SCG LONDON | SYNERGY GROUP | PAGE 33


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Аксонометрия

дегустацииосновной вход

входная зона

разливное пиво и вино, бэк офис

винный отдел

основной атриум

зона промо

шахта лифта

зона ожидания

folded metal panel entrance arch - semimatt powder coat finish

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Retail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing

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Retail: Depstor: Fashion chainRetail – Depstor.com - Young Fashion Store Naming, Brand Identity, store design, graphics & communications, marketing

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MTR BRAND PROPOSITION . MARCH 2010 . PAGE 25

MTR - Brand Plan

Ж

M

Window

Window

кассы

Женские примерочные

Мужские примерочные

Motop 11%

Mavi 4%

Tom Taylor 9.5%

Tom Taylor 9.5%

Greytone 4.5%

Greytone 4.5%

Buyung 4.5%

Buyung 4.5%

Lounge

Innovation area

Madonna 9%

Kenvelo 9%

Kenvelo 9%

Broadway 6.5%

Broadway 6.5%

Планированеи согласно брендов

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Retail – Decorona - Homes & Gardens Brand Identity, store design, graphics & communications, marketing

123242, Êàïðàíîâà, ä.3, ñòð.1Ò: +7 (495) 777-01-04, äîá. 123

F: +7 (495) 777-01-06 www.decorona.ru


F: +7 (495) 777-01-06 www.decorona.ru

Corporate Business Card

Text: Avant Garde CCT Regular 6ptPantone: 2623 C

Text: Avant Garde CCT Bold 6ptPantone: 2623 C

44

.5 m

m

40.8 mm

86 mm

10.5

mm


F: +7 (495) 777-01-06 www.decorona.ru


F: +7 (495) 777-01-06 www.decorona.ru

Corporate Business Card

Text: Avant Garde CCT Regular 6ptPantone: 2623 C

Text: Avant Garde CCT Bold 6ptPantone: 2623 C

44

.5 m

m

40.8 mm

86 mm

10.5

mm

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All catalogue prices are maximum prices valid until 22 July 2012 (prices are subject to any alteration in VAT) www.decorona.ru

2012

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B.V.2012 110235

2012

All catalogue prices are maximum prices valid until 22 July 2012 For directions and opening times of your local DECORONA store, visit our web at www.decorona.ru

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home page

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Retail – Mall Street - Online Retailer Brand identity, web design, graphics, communications, packagingPackaging tape

Box Carrier bags

PACKAGING 3

SERGEYIVAN

OVA

Navy blue workewear (eg. Dickies)

Name tag and lanyard

Promotional accessoriesCaps and T-shirts/Polo shirtswith service and promotional

messages and grahics

UNIFORMS 5

Packaging tape

Box Carrier bags

PACKAGING 3

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АССОЦИАЦИЯ КОМПАНИЙ ИНТЕРНЕТ ТОРГОВЛИАКИТ



Retail – AKIT - Association of Internet Trade Brand Identity, communications, website

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Retail – AKIT - Association of Internet Trade Brand Identity, communications, website

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Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing

Kaleidoscope, Moscow

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Kaleidoscope – Marketing & Communication Strategy

Always New. Always Different


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Kaleidoscope, Moscow … Media Real Estate – Kaleidoscope - Shopping Centre Brand Identity, brand positioning, communications, signage, centre design (interior/exterior), website, marketing

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Kaleidoscope, Moscow … Marke>ng


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Kaleidoscope, Moscow … Brand Characters

Kaleidoscope, Moscow … Brand Characters


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Rebranding Challenges and Opportunitites

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once more…

afresh…

anew…

re accustom…

re activate…

BrandingRe

- image and reputation

- creating an added value perception

- differentiation

- memorability

- signalling change

What is Rebranding?... Definitions

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Signalling change - Cosmetic or Real?

Can be a catalyst for real change ... in attitudes, performance, quality, value...

Rebranding is not just new lipstick ...

What is Rebranding?... Definitions

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Change but no change’... Maintain heritage... Refine/Refocus...

Issues... Credibility... Impact... Cost...

Implications... = Operations, people, competition...

Levels of development and change need to reflect

Brand Vision, Resources and Target Market realities.

‘New name/New brand’... Complete change

From

To

How much? Who for? - Rebranding Strategy

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Rebranding Some case studies

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1994 2004

New concept�logo

New concept... Logo

1994

2004

1994 2004

New concept�logo

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New concept�entrance

Before After

Khimki

New concept... Entrance

Before After

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New concept... Service DeskNew concept�Service desk

Before AfterBefore After

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ЭЛЕМЕНТЫ ФАСАДА EXTERIOR ELEMENTS

СтелыTotems

Размеры и строениеDimensions and construction

4.3

Здесь приводится руководство строения двух вариантов стел. Первая – пять метров высотой с приветствием и вторая 2.5 м стела при входе в магазин.

Важно, чтобы все изобразительные элементы оформлялись брэндом «Старика Хоттабыча» последовательно.

Illustrated on this page are the construction guides for two example exterior totems. The first is a 5m high welcome totem and the second a 2.5m entrance totem.

It is essential all artworks follow this style guide to carry the Starik Hottabych identity in a consistent manner.

СТАРИК ХОТТАБЫЧ РУКОВОДСТВО К БРЭНДУ МАЙ 04STARIK HOTTABYCH BRAND GUIDELINES MAY 04

Часы работыпонедельниквторниксредачетвертпятницасубботавоскресенье

00 - 0000 - 0000 - 0000 - 0000 - 0000 - 0000 - 00

Часы работыпонедельниквторниксредачетвертпятницасубботавоскресенье

00 - 0000 - 0000 - 0000 - 0000 - 0000 - 0000 - 00

добропожаловать!

добро пожаловать!

200mm

400mm

1100mm

140mm

160mm

120mm100mm

100mm

100mm

1500mm

5m

500mm

490mm

130mm

60mm

2.5m

200mm

680mm

700mm

480mm

320mm

60mm60mm

80mm 80mm1520mm 50mm 50mm1600mm

Стэнд для рекламы в формате А2A2 Poster Box

Заголовок Helios Вold, текст: Helios Light, Пантон 188, левое центрированиеHeading: Helios BoldText: Helios LightPantone 188aligned left

Helios Regular, Белый, центрированиеHelios RegularWhite, aligned centre

Helios Regular, Пантон 188, центрированиеHelios RegularPantone 188, aligned centre

Заголовок: Helios Вold, Текст: Helios Light, белый, левое центрированиеHeading: Helios BoldText: Helios LightWhite, aligned left

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X5 Perekrestok

Before After


Retail: Green Perekrestok: Supermarket and convenience chainGreen Perekrestok

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Retail: Green Perekrestok: Supermarket and convenience chainGreen Perekrestok

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Green Perekrestok

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Retail: Blue Perekrestok: Supermarket and convenience chain


Retail: Blue Perekrestok: Supermarket and convenience chainBlue Perekrestok

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Retail: Express Perekrestok: Supermarket and convenience chainYellow Perekrestok

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Retail: Azbuka Vkusa: Fine food supermarketRetail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising





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Retail – Azbuka Vkusa - Premium City Supermarket Brand Identity, store design, graphics, department concepts & merchandising

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Retail – Econika - Fashion Shoe Retailer Brand Identity, store design, graphics, communications, merchandising

Before After

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Retail: Econika: Shoe store chain

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Retail: Econika: Shoe store chain

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Retail - Fashion Galaxy - Fashion Shoe Retailer Brand Identity, Store Design, Graphics, Communications & Merchandising

Before

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After


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Fashion Galaxy Page 20

Press Advertising - Magazine (Double Spread)

WINTERSEASON

2012

www.fashiongalaxy.ru

Магазины в Москве:ГУМ, Красная площадь, 3, тел 7 495 620 30 17Атриум, Земляной Вал, 33, тел 7 495 97014 28

Европейский, пл. Киевского вокзала, 2, 1 этаж, тел 7 495 228 27 62

Магазин в Петербурге:Галерея, Лиговский пр., 30, тел 7 812 677 36 18

DKNY Black Boots : 90.00p

Легкой походкой к мечте

PRESS ADVERTISING

The examples shown illustrate promotionalpress styles. The magazine utilise the brandgraphic colour band and typographic style whilst allowing for different photographic styles and which are unique to thepromotional campaign.The corporate typeface ChaletE is used for all text and messages as shown.Use the examples shown as a guideline when designing.

5o% of spread with model & product image.

40% of spread with colour brand band with message, site addresses and website.

Logo section -logos must be white or gray and must be no bigger than 1/3 of Fashion Galaxy logo.


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Обзор оформления фасада

Существующие Форматы Фасадных вывесок М.Видео 2

Крышная Установка Вывеска Арендатора на Фасаде

Вывеска на Фасаде Отдельного Здания

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Обзор оформления фасада

М.Видео иерархия оформления 6

ЭЛЕКТРОНИКА NO DESCRIPTORГИПЕРМАРКЕТЭЛЕКТРОНИКИ АУДИО ВИДЕО БЫТОВАЯ ТЕХНИКА

ЭЛЕКТРОНИКА

на настоящий момент существует непоследовательность в использовании дескриптора

рекомендуемый универсальный вариант

На этой странице: мы рекомендуем использование единого варианта логотипа и дескриптора для оформления всех основных фасадов

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Retail: M.Video: Electrical and digitalM.Video - Concept

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Retail: M.Video: Electrical and digitalM.Video - Concept

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Smolenskiy Passage - Reconception

2009 - Challenge

Phased upgrading of a well-known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall.

2009

2012

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Smolenskiy Passage - Build on the name

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Smolenskiy Passage - Brand Message

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First floor plan option Anot to scale

Key

1 SCP banquette seating

2 Champagne bar with moveable screen

3 Champagne bar table seating with moveable screen

4 Info reception

5 Advertising

6 Graphic wall treatment

7 ATM

8 Parking ticket machine

9

10 Secondary promotion

11 Segis bench

12 Toilet wall graphic

13 Floor standing lamp

14 Big event / exhibition

SPW - 5001 Main totem directory

SPW - 5002 Freestanding - floor directory

SPW - 5003 Wall mounted - floor directory

SPW - 5004 Ceiling sign 1500x300 - directional

SPW - 5005 Wall/column 400x300 sign - directional

SPW - 5006 Wall / column 200x200 sign - directional

SPW - 5010 Info lectern

SPW - 5011 Business directory

Note

All furniture elements (including champagne bar) to be

moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

1

1

5

214

3

7

8

4

11

12

13

6

1

5 5 5

10

10

10

10

10

10

Smolenskiy Passage - New Planning

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Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

+8.400

+10.500

+12.600

+16.800

+4.200 +4.200 +4.200

+8.400

+12.600

+16.800

+20.400

+12.600

+8.400 +8.400

+12.600

+16.950

+15.700

+21.450

-4.950

+21.150

1600

+4.200

19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’

Fashion Studio‘Moscow’s premier designer collection’

1

2

3

4

2

1

3

4

4

3

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Smolenskiy Passage - Media touchpoints

SCG London Page 90

Smolenskiy Passage - Brand Touchpoints

Информационный столПластиковый световой короб на металлической основе.

Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.

Внутренняя подсветка белым светом (светодиоды).

Карманы для брошюр

Цвета представлены в Pantone и CMYK

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

402 EC

C 14M 2Y 100K 16

397 EC

1100mm

30

720mm

Магазины и рестораныРасположение и информация

700mm

1200mm

Basement Level 1 Level 2 Level 3 Level 4

1

2

34

5

6

7

14

15

1 2

3

4

5

7

891011

12

13

16

1718

19

20 21 2223

6242526

27

14

15

1 2

3

4

5

7

891011

12

13

16

1718

19

20 21 2223

6242526

27

1

2 - 4

5

6

7

8

9

15 16 - 18

19 20 22 21

10 11

12

14-13 23

24

25 26 -28

29

21 3

4

56

7

8

Info lectern directories

Note : All dimensions and details should be crossed

referenced and checked with technical drawings supplied

to contractors. All details should be confirmed with the

client prior to installation..

Info Lectern SPW - 5010

SCG London Page 91

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