The Challenge

Coppel is a Mexican department store chain operating 1,500 locations targeting the value-minded shopper. In an effort to strengthen the relevance of their brand in a rapidly changing market, Watt was tasked with evolving the Coppel brand and redesigning the customer experience to better meet the changing needs and preferences of Mexican consumers.

The Approach

  • Our strategy team undertook an extensive discovery process to identify opportunities for optimization and evolution.
  • An analysis of business performance and modeling identified business drivers and future potential, and an evaluation of the current competitive landscape and market trends guided the refinement of Coppel’s brand postioning.
  • Extensive audits of Coppel’s in-store experience were conducted assessing all customer-facing touchpoints, product assortments in each department, and merchandising and in-store messaging.
  • Findings were benchmarked against best practice norms and desired shopper expectations to determine the best way forward for the brand and the evolution of the store experience.

Our merchandising concept for Coppel was created with the purpose of building inspiration for shoppers, incorporating mechanics that tie in the brand, and using calendarized events to create anticipation and urgency for purchasing.

Promotions used large scale messaging and cohesive visual themes to interrupt shoppers passing by stores, and to provide strong support to the offer. Themed colours were used throughout store windows, and colour blocking was used in key merchandising focal points throughout the store to reinforce the proposition and build awareness. These themes also educated shoppers on Coppel’s wide coverage of apparel, home and electrical products, and increased the number of diverse departments patronized by shoppers.

The Outcome

The new vision for Coppel has led to significant improvements in business results, improvements in brand KPIs, and a shopper preference for remodeled stores, which has fuelled the continued expansion of the new format Coppel stores.

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