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New, more attractive, and efficient business concept
Challenge
TOUS, a family company that designs and manufactures jewelry and whose brand is recognized worldwide, commissions KISS Retail to define its retail concept for the future.
It was a question of innovating the concept store. An important challenge considering that it was precisely Tous who at the end of the 80's revolutionized the jewelry sector with an innovative commercial concept that brought jewelry closer to a wider target and made the sector more dynamic.
Solutions
Exhaustive analysis of the business, sales, stocks, and margins, as well as the impact of seasonality and customer flow.
Point-of-sale research to understand the customer experience as well as employee procedures during the entire sales process
KISS Retail proposed a new sales strategy for TOUS, whose major changes were a free visit circuit with an exhibition of the assortment at sight and organized by collections, eliminating the traditional tables where until then the jewels were served and stocked.
Results
The new TOUS store concept optimized the assortment, changing the way it is managed and displayed in the store, now totally visible and segmented by collections and prices to facilitate the customer's purchasing process.
The concept of a more open and closer jewelry store increases customer traffic, the capacity to serve them and sales.
TOUS is now a more commercial and aspirational store, which attracts a greater number of customers inside, and with a new service process that speeds up sales by reducing queues in periods of high customer traffic.