E-Mart

The rebirth of Korea's largest retailer

E-Mart

E-Mart is the largest retailer in South Korea, with more than 120 big-box superstores across the peninsular country. With an eye toward a brand invention and format development, E-Mart engaged WD Partners and Prophet, E-Mart’s business, brand and strategy consultants, to create three specific retail concepts: Matrix, a consumer electronics store focused on urban millennials; E-Mart Traders, a discount store; and Molly’s Pet Shop, a highend pet store/pet hotel. This project is seen as a precursor to future development of E-Mart’s overall image and flagship big box store.

The project team’s approach focused on the whole customer experience—creating the overall look and feel, including branded graphics, wayfinding systems, signage for secondary services such as the café, customer service, and common spaces for each store. The team also advised E-Mart on product assortment, fixture design and merchandising — remaining engaged with the client through final artwork, fabrication and installation.

Results

  • WD completed the design, development and deployment of all three specialty retail stores in only two and a half months
  • Since the launch in November 2010, initial sales, customer interest and traffic have exceeded expectations
  • Sales figures at all stores are more than three times higher than what was planned

Matrix: Consumer electrics department

Molly’s Pet Shop: Pet store, pet cafe and pet hotel

Traders: bulk discount department

“In the final phase of this project we thought we were looking at two to three more weeks of work until completion and the Korean team on the ground pulled it off in four to five days, their collaboration was incredible.”

Lee Peterson
EVP, Brand, Strategy & Design
WD Partners

Team

WD Partners
Lee Peterson, Executive Vice President, Brand, Strategy & Design
John Miologos, Executive Vice President, Architecture & Engineering
Allison Westrick, Executive Director, Brand, Strategy & Design
Chad Niehaus, Creative Director, Brand, Strategy & Design

Shinsegae Corporation — E-Mart
Chung Yong-Jin, Vice-Chairman & CEO
Choi Byung-Ryul, President

Prophet
Peter Dixon, Senior Partner, Creative Director
Andres Nicholls, Associate Partner
Jay Miliken, Partner, Brand Strategy
Alan Casey, Engagement Manager

McMillan Doolittle
Neil Stern, Senior Partner

E-Mart

E-Mart

E-Mart

E-Mart

E-Mart

E-Mart

E-Mart

E-Mart

E-Mart

Please visit wdpartners.com/work for more information.

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