Leading Icelandic convenience chain 10-11 is overhauling its store design in a bid to increase basket size and drive sales.
The move follows the sale of the business by Arion Bank to local entrepreneur Árni Pétur Jónsson in 2011.
10-11 has appointed retail design and branding agency M Worldwide to develop a new retail strategy for the brand including the customer experience, store environment and packaging for stores in Iceland.
The first new store format will be trialled at a large store in Lagmuli, Iceland, in early 2012; with a view to rolling out elements of the design in other stores thereafter.
10-11 dominates the convenience market in Iceland. Its shops are open 24-7 and are reported to be central to people’s everyday shopping needs.
New aspects of the chain’s retail strategy include how to make the most of promotional offers in-store; range development such as food-to-go; packaging and 10-11 shopping bags; plus presentation of fresh food categories.
Jónsson, CEO at 10-11, said: “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.”
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 to move our 2004 work forward to create the next generation 10-11 convenience store concept.”