The new store concept of Runnersworld is all about enabling you to run responsibly. For instance, you can take a running/gait analysis, receive advice on how to improve your running technique, and you can make an appointment with a physiotherapist that can tell you everything about sport rehabilitation and injury prevention. The store, based on the edge of the Amsterdamse Bos, is the place to be for all runners, from beginners to professionals. To create the new store concept of Runnersworld, we went through the complete process. First Crossmarks carried out an extensive analysis. Relevant trends and developments have been examined and different international retail concepts were reviewed for inspiration. To also get inspiration from outside the sports branch, a retail tour was organised in Amsterdam, where we looked behind the curtains of retailers in fashion and food branches. During interactive co-creation sessions with employees from the head office and franchisers, the step was made to the renewed store concept. The new store concept of Runnersworld led to a 20% rise in turnover for the Amsterdam store and a 40% increase in Rotterdam, where the concept has been optimalised.
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