The concept for the new Expert 2010 formula illuminates the attraction of the Expertgroep’s distinctive quality and boosts its visibility to the consumer.
In a market in which the competition between mega-suppliers is mainly based on the range and price of the products, the power of Expert lies in the fact that it combines a wide product range (emphasising the middle and higher segments), a decent price, and excellent service. The latter - most distinctive - factor, will be at the heart of the new formula. This will be reflected in the promise that will be communicated in-store and also have its place in the communication to the mass media. It therefore comes as no surprise that “Service first” was the working title of the concept development process.
The above formula also emphasises that Expert is not just an interesting supplier from a promotions point of view, but also from an innovative point of view. After all, nowadays customers are not only interested in the price; they also want to see the latest state-of-the-art products. This is facilitated by the window display concept.
In the shop itself, the focus lies more on solutions, and a more personal “tone of voice” with accompanying visuals is used to realise an up-to-date and personal ambience. At the core of this lies the reception, which communicates “service first” and is surrounded by things the consumer can do and experience: tables with special product presentations, internet access points, a sofa that provides the opportunity to relax and try out different kinds of television, etc. In short: a shop with personality, in which the customer takes centre stage.
The look of the new product range pyramid will be updated, avoiding excessive volumes and placing accents at both segment and shelf level. Furthermore, in-store communication has been completely restructured and made more accessible, focusing more on added value and the quality of use and less on product specifications. It has become more of an experience, with more communications that are based upon the customer’s needs. The result will be tested in the pilot store in Houten and will be rolled out once any necessary fine tuning has been completed.