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Challenge

Base, one of the main buying groups for sports stores, hires KISS Retail to optimize and relaunch its store concept.

Re-evolving the category of sports shops for the Base purchasing center:

Create a more relevant store format in the market and more attractive for the current and potential customer.

Generate more sales and more profitability.

Solutions

In-depth research of the business and customer journeys of a representative sample of Base associates.

Segmentation of the clientele and premises. Optimization of the range and reduction of product categories on display in stores according to size and location.

Brand repositioning and new visual merchandising.

New methodology for merchandise managing and planning based on Category Management.

The customer loyalty strategy was also defined.

Results

New store format more relevant in each location.

The significant reduction in assortment and in-store stocks had several incredibly positive impacts on the business:

  • presenting the merchandise in a much more attractive way, with a new visual merchandising segmented by consumer profiles and needs, generated higher sales.
  • the businessmen who implemented the changes withstood the onslaught of the consumer crisis much better.
  • better assortment management and business performance.

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