The ideal shop

• Meeting with the retailer and briefing on the shop
  
• Preparation of moderation tools: updating and printing of moderation and activity tools, preparation of image bank of shop types (markets, corner shops, shared outlets, showrooms, trade show or exhibition, store, Christmas market, pop-up shop, online shop, etc.) and shop interiors (print images of shapes, textures, layouts, etc.).
• Arrange catering: provide drinks and food in accordance with the number of participants
  
• Recruitment and briefing of supervisory team.
• Invite users according to profile type, from retailer's target customers
  

The participants are invited to complete a profile sheet ('Customer profile - Concept test' worksheet) with their details

Presentation of the shop, workshop programme and objectives, by the moderator

The participants are invited to provide their own definition of the retail concept in question (for example, delicatessen, bakery, etc.) and the values it should convey, by responding as a group to the following four questions: -A 'retail concept' (e.g. delicatessen) is not ...? -A 'retail concept' (e.g. delicatessen) is ...? -A 'retail concept' (e.g. delicatessen) could also be ...? What other ideas/services could it offer? -What values should the 'retail concept' (e.g. delicatessen) convey? -Un « Concept commercial » (ex : l’épicerie fine) » ce n ‘est pas ? -Un « Concept commercial » (ex : l’épicerie fine) » c’est ? -Un « Concept commercial » (ex : l’épicerie fine) » ça pourrait être aussi ? Quels services/idées supplémentaires pourraient-ils y avoir en plus ? -Quelles valeurs doit véhiculer le « Concept commercial » (ex : l’épicerie fine) ?

• The participants write their answers on Post-it notes
  
• The moderator reads the suggestion aloud and displays it in the area provided for this purpose.
  

The participants are invited to suggest the best means of communication to be informed of the existence of the retail outlet. They answer the following questions as a group: - 'How could you have found out about the shop? - Through what media? - Where?'

• The participants write their answers on Post-it notes
  
• The moderator reads the suggestion aloud and displays it in the area provided for this purpose.
  
  
  

• Where to set up (5 mins)? On a map of the area in question (town), the participants indicate individually where the shop should be opened and why ('Location map' worksheet)
• What type of set-up? (10 mins)
  -Each participant chooses a 'set-up type' image card and explains the reasons for his choice
  -The assistant makes a note of the responses
  

The participants are invited to respond to questions about the ideal purchasing experience at the outlet

• The moderator leads the activity based on the following questions, the ideal outlet design ('My ideal shop' worksheet) and the 'Inside the shop' image bank.
  - How do participants describe the ideal shop window?
  - What information should the vendor communicate?
  - What signposting, product provision, merchandising? What ambiance?
  - What product information?
• The participants write their answers on Post-it notes
• The moderator reads the suggestion aloud and displays it in the area provided for this purpose.
  
  

The participants are invited to express their views on the services they would like to see developed in the shop

• They complete, individually, points 1 and 2 on the 'After-sales communication and service' worksheet
  
  
  

This point will be covered if participants have not referred to it previously as a core or 'extra' service. What do participants expect in terms of after-sales service in a delicatessen?

• They complete, individually, point 3 on the 'After-sales communication and service' worksheet

The participants are invited to reflect on the regular communication they would like to receive from the shop

• They complete, individually, point 4 on the 'After-sales communication and service' worksheet
  

• Send the report on the workshop to the participants and the retailer
  
• Send a satisfaction survey to the participants ('Satisfaction survey' worksheet)
• Optional: Produce an article about the workshop