Page 11 - SC2 example

STOKKESTOKKE 11

STOKKE PERFECT STORE

DEFINITIONS

Perfect Store – Category: The following 6 Questions need to be answered by each Category.

Area Definition References

1. Place Stokke products placed in a prominent position compared to ‘defined competitors’ &
generally within each category or presented together as a collection depending on See slide 12
the store concept. ‘Defined competitors in
* Exception: FlexiBath & MyCarrier should always have their primary placement XX market’
within the category and a potential secondary placement in the collection area
2. Space Specified number of product configurations available in the store. See slide 13
‘Minimum Space
Requirements’
By Category 3. Relative Space Minimum on par with named competitors – measured by square meters. See slide 12

‘Defined competitors in
XX market’

Products displayed according to Retail Visual Guidelines. Most adequate display,
4. Display
however not necessarily a Stokke display. Part of Retail Visual
®
guidelines
5. Branding/ Branding visible of the Stokke area for the category or branded area from at least
®
Distance Visibility 10 meters distance seen from the main traffic flow direction.
6. Concept Concept communication is placed according to guidelines. See slides 14-16
Communication ‘Concept
Communication’