O'Key; From discount to premium in five months

An upgraded shop in a luxury shopping centre

Customer

O'Key

Industry

Food

Concept

Shop concept, shelvings, lighting, checkout arena, entrances and exits

Country

Russia

The challenge

O’Key is one of the biggest retail chains in Russia with around 160 stores, mainly modern hypermarkets but also express supermarkets and discount stores. O’Key was operating a discount store in the luxury Galeria shopping centre in St Petersburg. The centre’s owners felt that the store was out of place and they issued an ultimatum: upgrade the store or leave the premises!

Elena Belova at ITAB Shop Concept was contacted. She was told something a client had never told her before: “We have 10,000 customers in the store every day but we want to reduce that number by half. There are long queues. Most of them buy a few cheap products, a Coke and a packet of cigarettes. We need a different type of customer in the store.”

The challenge was to reduce the number of customers, make each customer buy more products and more expensive products and create a premium store.

The solution

The new concept involved a complete facelift for the entire 1,700 m2 store. New departments were added for fresh fish and wines and spirits. The store was repainted, the fixtures were replaced and all the lighting was exchanged to create lighting appropriate to a premium store.

The entrances and exits needed to be larger. They were given a much-needed upgrade and made to look welcoming. To give customers the opportunity to choose between a traditional till or self-service, the checkout area was fitted with new self-service checkouts.

“ We thought that if we reduced the number of staffed tills, we would alienate the customers. But the opposite turned out to be true. “

The result

The store underwent a complete transformation from a discount store with hard lighting and products displayed on pallets to an appealing store in which each product is highlighted by the gentle new lighting. During the design process, ITAB Shop Concept in Russia, the UK and Finland worked together to create the right modern, Western European feel. Just five months after the first design drawings were presented, O’Key opened their new store in Galeria. 

Project group 

ITAB Shop Concept Russia,  ITAB Shop Concept UK, ITAB Shop Concept Finland 

Contact

ITAB Shop Concept Russia, Elena Belova, Managing Director

Products/Solutions

A customised store concept, including a new entrance, shelves and displays, lighting, a new checkout area with traditional tills and self-scan tills and a new exit.

References

View all cases
  • All
  • DIY/Home improvement
  • Electronics
  • Fashion
  • Groceries
  • Pharmacy
  • Food
  • Non-food
  • Other

A place where shopping becomes a real experience

Differential coffee experience increased sales with 40%

Sustainable redesign of store concept

Morrisons is reducing shrinkage via frictionless smartgate solution

Complete delivery for indoor and outdoor project

Digital eye-catching flagship stores

100 years of personal care

Incredible store experience with a slim budget

Hunter Douglas is showing its many shades

Optimized brand in a limited time frame and space

Globus – a fresh store concept in Czech

The 50 000-spotlight change gave a "green" result

Tele2’s store concept is passionate and welcoming – just like Tele2

"Betti" Pharmacy

"Polverini" Pharmacy

"Medaglie D’oro" Pharmacy

Polestar’s first Spaces

To tell a story with the right lighting

Sustainable lighting at Galeries Lafayette Istanbul

Do-it-yourself with a twist

New store to live for - Edeka Schubert

Self-service units frees up staff at Budgens

Mediterranean feeling at Carrefour in Qatar

The missing touch - Expert Somma

Hallo Jumbo!

Dixon's - A floating flagship store

Showcasing dazzlingly beautiful leather goods - Smythson

Say “Halo” to Corona - Dixon's

Argos digital concept store enhanced by ITAB Prolight

Lighting high and low! Carpetright

Lighting fit for a queen at John Bell & Croyden

A brilliant café concept at Costa Coffee CZ

Improved product flow and accuracy at B&Q

A queue system that meets the requirements

Automatic gates with good flow at Morrisons

Fast, friendly and easy checkout at Asda

O'Key; From discount to premium in five months

A new design doubled Deli De Lucas food sales

Riverdale Shop in Shop

Asia meets Europe at Owndays

Successful global roll out for Total

To get ING's bank customers to try online services

Albert Heijn meets new demand patterns

Design enhancement for Morres Wonen design department

Got questions?

Neem gerust contact met ons op als u vragen heeft, informatie wenst of wilt dat een vertegenwoordiger contact met u opneemt.

Or you can reach us at:

+ 31 73 646 62 22

Email us