Gamma is the dominant market leader in the Dutch DIY segment. An established ‘iconic’ brand, focused primarily on the constructive side of DIY. Our challenge was to revitalise the iconic Gamma brand and to create a store experience which reflects the shift in the sector towards decorative products, where women are frequently the key decision makers.

The 10,000m2 flagship store in Amsterdam opened in July 09, with two further pilots completed in Autumn 09. Following very positive customer research and sales results there are plans to roll-out the new concept nationally during the course of 2010. As part of this plan, in-store communication in all 180 stores will be updated.A key part of our briefing was that the roll-out should be ‘cost neutral’. By using the existing skeleton as a starting point and focusing on creating landmarks, improving product display and introducing a new communication hierarchy, we have been able to get very close to a ‘cost neutral’ solution whilst retaining visual impact.

For a 40 year old #1 mainstream brand the figures made quit a jump.

The new shop was given an 7,8 (out of a possible 10) as overall rating by visitors and this a 20% improvement.

The average time spent in store and the sales slip amount have risen. The gross margin improved by more than 10% through the shift towards more decorative products and the decrease in share of turnover of products in promotion.