Pepco – Europe’s fastest-growing retail chain – is introducing a new visual concept and arrangement of stores and expanding product offerings. The first Polish Pepco seats in the all-new version, which includes all the changes, have already been opened in Wroclaw on a trial basis.
The changes at Pepco are a project that takes place before a detailed analysis of the needs of both in-store shoppers and interested customers. The new stores can be visited in Wroclaw, and after the trial phase, the selected changes will be gradually applied in other places.
– Millions of customers visit our stores all over Europe, performing more than 20 million transactions every month. By meeting their needs, we also want to attract those who do not come to us regularly, we are changing and adapting to new market expectations. We have overhauled our Wroclaw stores and collected all possible changes. Among other things, we changed the layout of the surface, introduced easier navigation and increased the exhibition area, while expanding the product offer itself. The project is remarkable for its implementation – in a matter of weeks, we changed 16 stores without closing and introduced all the changes we wanted to test at once – says Peter Corek, European Director of Pepco Investment and Expansion.
More space and more products at Pepco
Sales in modernized Pepco stores increased by an average of 12%, among others, due to reduced storage space and reduced number of supply rooms. This allowed us to demonstrate the full range of the chain, which means an increase of an average of 22% in the number of products offered, including organic cotton clothes, Cardio Bunny sportswear, creative toys for children, home. furniture and accessories, for example, .Japandi collection or Peter Cook pots and pans.
All stores in Wroclaw have new furniture, communications and design that allow you to shop more intuitively and comfortably. The cash register has a small furniture design, which can help people standing in line to complete their purchases. Space was also used, for example, on poles with shelves and wall panels to display small accessories. As part of the changes, new baskets and work clothes were introduced, and shops were modernized. Social rooms have been reconstructed, modernized and equipped for employees to take breaks and meetings in more comfortable conditions.
New stores with new logo
Shops in Wroclaw have also been rebranded. There are many visual changes that can be seen in the entrance, display case, navigation, price communication and product categories.
– The new Pepco stores have undergone an amazing metamorphosis, but also visually. One of the key elements of this change is our logo, which is more modern and creates a new brand identity. It is associated with a family brand, caring, close and following the latest trends. The heart of the logo reflects our relationship with our customers, our sense of pride in the family values we have nurtured in our homes and want to take care of as a company, ”added Agnieszka Olejniczak, Marketing Director of Pepco.
The new store format was introduced in the spring in 16 stores of the network in Wroclaw. Some of the solutions in this project are already being implemented in each newly opened Pepco, while others are still being tested and consulted with customers. Their results will determine the date and form of subsequent application elsewhere. At the same time, the network continues to expand dynamically throughout Europe. Pepco currently operates in 15 countries and plans to open its first stores in Germany and Greece this year.
Pepco offers clothing for the whole family and household items. The network has about 2,700 branches in 15 European countries: from Estonia to Italy and from Spain to Bulgaria, as well as more than 1,100 stores in Poland. The brand’s motto is “Feel the quality, love the price”. Every month, customers who visit Pepco stores carry out 20 million transactions. The network currently employs more than 22,000 people, including more than 800 at its headquarters in Poznan.