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10-11 chain in Iceland to be revamped by M Worldwide


By The Drum Team, Editorial

January 17, 2012 | 2 min read

The chain of 10-11 convenience stores based in Iceland has appointed branding agency M Worldwide to handle its revamp, which will include developing the retail strategy, customer experience, store environment and some packaging.

M Worldwide will review everything to do with the retail strategy, customer experience and store environment in order to increase basket size and drive sales.

The agency will look at how the stores can make the most of promotional offers in-store, and will advise on range development and offers such as “food to go”, packaging for specific products and the 10-11 bags and presentation of fresh food categories.

David Martin, co-managing partner at M Worldwide, said: “While frequency and number of visits remains high, 10-11’s once edgy and energetic positioning has become less so in customers’ minds. This is a fantastic opportunity move our 2004 work forward to create the next generation 10-11 convenience store concept.”

The solution is due to initially be trialled at a large store in Lagmuli, Iceland in early 2012 with a view to rolling out the elements in other stores after that.

Árni Pétur Jónsson, CEO at 10-11, added: “As 10-11 heads into a new era with new ownership, so too should our offer and environments. M Worldwide’s customer-centric approach is just the thing we need to stay firmly in the hearts and minds of our shoppers.”

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