Kafkas
Redefining the Chain’s Success.
Kafkas, the leading Greek chain of electrical equipment and energy solutions, needed a new concept that would ensure further success, stress a clear positioning and differentiation, and enhance customer experience.
Kafkas had established itself as the leading Greek chain of electrical equipment and energy solutions — but the challenge was strategic: how to secure further success, stress a clear market positioning and differentiation, and substantially enhance the customer experience. The existing store format could not adequately showcase a very wide product mix and services, nor could it deliver a multi-segment customer journey. The brand needed to move beyond being a product retailer and solidify its status as a complete solution provider — a true expert — setting industry standards that would reinforce its leading position for years to come.
STIRIXIS Group redefined Kafkas’ brand identity and crafted a complete rebranding strategy and market positioning analysis to reflect the vision of becoming the undoubted market leader. The concept strategy and design delivered holistic answers to complex challenges: proper display of a wide product mix, store functionality, and multi-segment customer journey. Circular service booths enhanced collaboration and personalised service. Technology was successfully integrated and in-store communication was radically redesigned. The new flow converted storage into retail area, maximising the selling floor and driving customer engagement.
The new retail concept delivered a unique in-store experience, leading to higher customer turnover, longer store exploration, and better commercial results. An impressive environment with innovative active customer service and a radically changed customer flow raised the industry standard. The project was recognised with a European Property Awards 2015–2016 commendation. The concept, as developed and implemented, projects an overall image of modernity, technology and innovation, while the environmental graphics and colour code create an airy, friendly ambience where customers enjoy a unique shopping experience.
Kafkas Chain of Stores · Retail · Greece · 2017
Leading electrical equipment chain · Brand repositioning · Award-winning
Services
Concept Strategy
Concept Design
Concept Execution
Prosperity Delivered.
Our team redefined Kafkas’ visual identity and crafted a holistic rebranding strategy and market positioning analysis to reflect its vision of becoming an undoubted market leader. The retail chain of stores elevated our client’s status from a product retailer to a complete solution provider, a true expert.
The Testimonial
“Having decided to proceed with the Kafkas concept 2020 we had to choose a business consultant that could capture our brand strategy and translate it in terms of a facility that would be both impressive and functional. The task of the concept store was challenging because we set to make a radical change in the store experience and raise the industry standards to a level that would solidify our leading position in the years to come. The outcome fully justified our choice of STIRIXIS Group. The new concept, as developed and implemented, projects an overall image of modernity, technology and innovation whereas the environmental graphics and the color code used, conveys an airy and friendly ambience where customers enjoy a unique shopping experience. In this process, STIRIXIS Group quickly came to grips with our strategic and operational priorities and considerations and went on to provide us with fresh ideas and solutions. They worked smoothly and effectively with our people to create something that we are all proud to sign.”
— Antonis Zontos, CEO, Kafkas SA