British American Tobacco Japan asked us to help their trade marketing team explore the opportunities for improving sales and making the present tobacconist area in Ito-Yokado a destination shop.
To better assess, we performed an initial site survey and made some shopper observations. Our findings revealed that the location of the tobacco zone made for poor visibility. Additionally, the retail fixtures employed were more suited to a convenience store, and made navigating the range of available products very challenging. Needless to say that sales could be improved.
Our concept proposed new visual merchandising techniques typical of the cosmetic category. Using graphics and product in combination to generate better visibility and interest, and an illuminated product range display that halo’s the products. Similar to the jewelery retailing. Lastly, the fixtures were designed to accommodate magazines, newspapers and mints to provide incremental sales.