Centrificus

New Retail Concept Development / Implementation


Experience #1 - Develop and rollout a new small-store retail concept called Unleashed
by Petco

Category

New Retail Concept Development and Implementation

Problem

Productive retail sites are increasingly difficult to find and smaller competition is fierce

Solution

Create, test, and rollout a new small-store retail pet supply store concept called Unleashed
by Petco

Scope of Work

Working with Petco leadership, cross departmental teams, and external consultants we
created a new brand and a new experience. We developed and tested multiple
concepts and designs with focus groups; managed our way through the complexity
of settling into a single concept and name; navigated interests across
divergent groups of stakeholders, the Senior Executive Committee, and ultimately
the Board of Directors. We optimized and rationalized the Petco product
assortment and tested everyday low pricing; sourced new and unique products for
sale; created a clean and simple visual merchandising approach that included
all new signage, fixtures, pet food freezers and coolers, custom POS
configurations and cash wraps, treat bars, litter bins, light boxes, a
community center, pet fountains, and an electronic information resource center.
We enhanced sourcing, aptitude testing, and training processes that resulted in
new nutrition certification for all associates. The concept implemented new and
cutting edge local marketing strategies leveraging; exciting weekend community
events; constant-touch loyalty marketing; a new website, and social media. We
continuously improved new store setup and in-store operational processes
including the development of a comprehensive critical path and backroom
receiving and inventory replenishment best practices.

Time to Completion

From soft concept to implementation we opened the flagship store in 8 months and 25
more stores in 7 test markets the following year. (100+ stores and a $100M+ run
rate in 2014)

Experience #2 – Build visionary big-box indoor backyard design center with full size pools, spas, barbecue islands, and backyard vignettes

Category

New Retail Concept Development and Implementation

Problem

Client wants to sell complete backyards with landscaping, pools, spas, BBQ islands, and patio furniture in a Big-Box setting

Solution

Design, and build 37,000/sf indoor backyard design center with full size pools, spas, barbecue islands, and backyard vignettes

Scope of Work

Evaluate potential locations, help review and negotiate lease with $650k tenant
improvement allowance, select architect and builder, review and adjust designs,
design lighting automations, coordinate and act as lead with builder, manage
permit process, manage TI reimbursements.
Design 4 themed backyards with full size pools, grotto spa, swim spa,
live plants, and giant backlit vinyl images. Develop contractor partnerships to
offset $200k in costs, select architect and builder, and manage construction
and touchy indoor swimming pool construction permit.  Develop consumer
financing secured and unsecured 10,15, 20, and 30 year options which resulted
in offering a $55k complete backyard package for $449/month.

Time to Completion

14 months

Experience #3 – Lead Petco store expansion into Puerto Rico

Category

International Expansion – Puerto Rico

Problem

Competition is doing well in Puerto Rico and gaining market share

Solution

Accelerate expansion plans and enter Puerto Rico by the end of the year

Scope of Work

As Program Manager, lead 100 person, 23 department effort to open the first
international big-box Petco stores in Puerto Rico. Researched cultural, regulatory, and tax
implications, developed local real estate and site selection process, sourced
local consultants, attorneys, contractors, and vendors, developed relations and
partnerships with governmental agencies, officials, and dignitaries, identified
and complied with unique labor, employment, benefit, and tax requirements,
outsourced Human Resource, Payroll, and Benefit functions, accommodated Spanish
language and Puerto Rico specific dialect considerations, developed local
marketing strategies and tactics specific to Puerto Rico, translated store
signage, recruiting, training documents, and selected policies and procedures,
managed all consulting relationships and activities.

Time to Completion

Real Estate site selection to Grand Opening in 11 months