Case Study
Woodman's
121 Main Street | Essex, MA 01929 | www.woodmans.com
Place
Woodman's, a famous seafood restaurant in Essex, Massachusetts, is renowned for its award winning cuisine and the invention of the fried clam 85 years ago by Lawrence “Chubby” Woodman.
Mission
Our assignment was to assess the viability of a new retail store that would operate in conjunction with this seafood "in the rough" restaurant. The retail store concept required our team to create a store business plan and actually bring the new shop to a successful opening. The shop was designed to enhance and brand the Woodman's dining experience as well as to create significant additional revenue. It includes an eclectic assortment of products that convey the same historical, summer-time, family feel of the restaurant.
Tactics
After taking into account the restaurant's level of business, current brand positioning and history, our retail consultants developed a cost/benefit analysis to measure the viability and strategy for a Woodman's gift shop. In order to continue to portray Woodman's light-hearted vacation-destination feel, Retail Concepts designed and supervised the construction of a free-standing building to look like a "summer clam shack". Through the use of custom fixtures, signage, merchandise, and graphics, customers were enticed to explore and shop within the gift store. Also, a painted map of the North Shore was created that began on the exterior and led right up to the cash register.
The merchandise was of special interest: the Retail Concepts team worked to develop merchandise that truly captured the Woodman's dining experience, including work from area artisans, custom shirts, Frisbees, hats, beach towels, and food products with custom designed Woodman's related features. All packaging, hangtags, tickets, and graphics were coordinated with the merchandise to bring the entire vision together.
Results
The Shop at Woodman's" project was brought to life through the successful conceptualization, design and retail merchandising guided by Retail Concepts. Sales volume at the shop has exceeded its owners' expectations and continues to serve as a great marketing tool for the restaurant.
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