Flagship Store in Bay Central Offers Customers a New Experience with ODG's Visual Platforms that Underpin 7-Eleven's Brand Identity

ODG, the award winning global retail consultancy agency, has delivered an innovative in-store communication and wayfinding identity for Seven Emirates Investment LLC, the local licensee of the global 7-Eleven brand across the UAE, at its flagship store in Bay Central, Business Bay, Dubai.

7-Eleven, the largest convenience store chain in the world, offers a comprehensive range of products and services through its outlets in the UAE set in convenient locations. ODG was appointed to enhance the customer experience through creative and innovative instore communication and wayfinding concepts.

ODG’s task was to create visual platforms that highlight the brand essence and diversity of products in-store at 7-Eleven while ensuring a consistent look and feel, despite the rather compact environment of the outlet.

ODG delivered four levels of in-store communications – at store, product category, shelving and product levels – to enhance ease of customer navigation, product selection and sales conversion. Permanent communciations channels were also created that showcase all the services offered by 7-Eleven including its 24x7 operations, laundry, bill payment facility and home delivery.

Speaking about the project, Hugo Vanderschaegh - General Manager at ODG said, “7-Eleven is a globally recognized brand and our work in partnership with Seven Emirates Investments LLC, has helped transform the customer experience at  the Bay Square store in Dubai. For our in-store communciations and wayfinding approach, we focused on the brand philosophy of 7-Eleven, which is to offer comprehensive convenience, day and night. This was the key factor to be communicated through our work. Our shopper insights and intelligence division within the agency developed the concept to allow for a seamless customer journey that will drive footfall and sales, and above all, ensure a relaxed and easy shopping experience.”

As part of the project, ODG also created promotional support to communicate the various promotions and activations to creatively animate the store during festive/seasonal occasions. With a consistent look and feel, an impactful communication platform and clearer in-store navigation, the 7-Eleven Bay Central outlet will serve as a model to be replicated across all current and upcoming stores.

Christophe Noblet – General Manager at Seven Emirates Investments LLC added: “ODG’s reputation as retail design specialists is evident in the creative in-store communication and wayfinding design that has been delivered at our Bay Square store. It reflects what we are all about – being closer to customers, offering them all convenience services under one roof, around-the-clock. We are committed to offering our customers a ‘one-stop shop’ seamless experience and with the new look and feel brought by ODG, we’ll be able to attract a broader customer base.”

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About ODG
ODG is a global retail consultancy agency headquartered in Dubai, United Arab Emirates, with offices in Hong Kong and Singapore and more than 60 associates.

A multicultural and decentralized group, ODG delivers work in more than 25 countries through its network. ODG offers a broad range of services for the retail industry and provides consultancy across the entire shopper journey including: digital solutions, in-store media, retail master planning, store branding, architectural concepts, category management, merchandising and activations.

ODG works with brands, retailers, malls, real estate developers with a strong focus on travel retail, duty free channel, high footfall commercial areas, F&B outlets and operators.

For further information contact:
Adi Elaouad    
adil@limelightprme.com    
+971565053480

© Press Release 2017