Customer-centricity propels strategic replan of ADNOC flagship store

In a bid to enhance profitability per square meter, ADNOC embarked on an ambitious redesign of their flagship store, in partnership with Shopworks. Our comprehensive approach harnessed sector benchmarking, sales data analysis, and customer observation to establish a new direction for the store.

Thorough market benchmarking compared the current ADNOC offer with leading global competitors in the roadside retail, coffee and quick service restaurant sectors. This exercise helped to validate (and disprove!) internal assumptions and injected fresh ideas into our strategy, particularly around enhanced food and beverage offerings.

Sales data analysis revealed an opportunity to streamline the ADNOC product range significantly – by delisting 28% of SKUs, we demonstrated that it would be possible to free up valuable space without compromising on sales. This led to a confirmed strategy to innovate within the newly available 45.5 square meters on the shop floor.

Customer observations played a crucial role, identifying key footfall drivers in the flagship offer, such as the barista coffee and food service counter and ATM. Leveraging these insights, we proposed a revised floor plan to optimise customer journeys and increase customer engagement, using proven planning principles that address both physiological and psychological shopper needs.

Launched with a revised category strategy that aligns with ADNOC’s insights and CRM data, the new store plan now promotes a dynamic mix of ultra-fresh, ready-to-eat, and ready-to-heat offerings, with a focus on fresh coffee, bakery items and a deli counter. An innovation space within the food and beverage counter allows for the testing of new concepts, ensuring continuous adaptation and relevance.

The store concept was designed to significantly boost sales and customer satisfaction by creating a more engaging, efficient, and responsive shopping environment.

This project highlights Shopworks’ proficiency in retail optimisation, emphasising the crucial roles of meticulous floor planning and thorough data analysis in the retail design and development process.