Annual Report 2009 - Ecco

A brand new ECCO experience
As a global shoe retailer, ECCO finds it important
to listen to feedback from consumers all
over the world when developing a new store
concept. And that is exactly what ECCO did
in 2009.
ECCO’s new store concept started with a
comprehensive survey in which ECCO asked
over 5,000 consumers worldwide about their
experience with ECCO.
Some of the topics in the survey were, for
example, presentation of the shoes, store
navigation, shoe displays and window
displays, the level of staff service and,
finally, suggested improvements.
The consumers’ answers have been used
to develop a trial concept that was introduced
in a new store in Singapore in October.
ECCO will use the experiences from this
store and fine-tune the concept to introduce
additional pilot stores.
In general, ECCO’s new store concept is
characterised by materials and colours that
The consumers’ answers have been used to develop a trial concept that was introduced in a new store in Singapore in October.
ECCO will use the experiences from this store and fine-tune the concept to introduce additional pilot stores.
enhance the ECCO brand identity and its
Scandinavian roots. It includes an improved
lighting concept, as well as new music and
ECCO TV. The middle section of the floor is
covered by a visual runway of grey tiles that
both welcomes the consumer into the store
and draws them to the feature wall located at
the back.
The lessons learned from the pilot stores will
be used to determine the final store concept
in 2010, which will then be implemented in
ECCO stores all over the world.
ECCO’s Annual Report 2009 / A brand new ECCO experience 19