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Creation of the commercial concept and private brand
Challenge
Jardinarium, the first buying group for garden centers in Spain, turns to KISS Retail to create a store model that will improve the competitiveness of its members.
To define the commercial concept for its future application in Jardinarium's associated garden centers.
To define the positioning of the competitive concept and its retail mix strategy to gain competitiveness.
Solutions
Market and purchasing habits research, where various types of customers and needs are identified.
Complete analysis of the business of a sample of gardens associated with Jardinarium, where best practices are detected as well as areas for improvement, both in the management and optimization of the assortment and stocks, as well as in the profitability of the exhibition.
Definition of the positioning and its retail mix according to the different customer typologies identified: layout, visit circuit, product categories and exhibition spaces to maximize commercial attractiveness and productivity/m2. Recommendation and strategy of private own brand.
Results
Better knowledge of the different customer profiles and their buying motivations, allow Jardinarium to buy according to their expectations, being more efficient.
An attractive and inspiring commercial concept for the customer, "Your space of nature and inspiration". An efficient and attractive business model for the entrepreneur by significantly improving its profitability.
The application of the store model, which has been studied and tested to adapt it to the centers, means double-digit growth in relation to the evolution of the market.
