Most of the local product retails are missing marketing opportunities, for value creation to increase their revenue, customer engagement and brand recognition by ignoring the unique integration of their geographical identity and brand value.  

Sponsored by Department of Business Development, Ministry of Commerce, the purpose of this project is to develop the prototype of ten local product retails in Thailand. The Cell Unit is the right-brain partnership proposing a creative concept, branded “Retransform” – Local Retail Experience Transformation. 

The Cell Unit, suggesting a missing opportunity of local product retails is customer experience in each unique location. Most of the local product retails follow the convenience store format, e.g. putting more shelves in row and maximizing product display on shelves. The Cell Unit suggested that each local retail must have its own uniqueness and story related to its geographical identification and business model. Local product retails need to be transformed, from standard convenience format to local experience creation. 

“The result of the local retail experience transformation is impressive, at least increasing sale revenue 15 percent after the transformation.“To achieve the requirements of this project, The Cell Unit was involving with retail experience knowledge development, local retail selection process, local retail experience design and local retail experience transformation. Regarding the retail experience knowledge development, the gamification approach was implemented to engage local retailers to learn and transform local retail experience. Ten local retails in four regions were selected. The retail customer experience was designed, such as retail zone planning, welcoming area, demonstration area, visual merchandizing display and retail furniture design. The result of the local retail experience transformation is impressive, at least increasing sale revenue 15 percent after the transformation.

TAG: Customer Experience, Gamification, Retail Transformation, Missing Opportunity