Enterprise IG wins Romanian store brief

Enterprise IG is to overhaul the store environments of Romanian electrical retailer DoMo, after winning a three-way pitch for the contract in June.

DoMo operates 108 stores throughout the country. Last month, it earmarked €7.5m (£5.2m) this year for expansion and development plans. The company is set to increase its presence in the local market and also intends to expand its stores internationally.

Enterprise IG begins work this week on a brief to ‘modernise and soften’ the current store design, focusing on issues of customer journey and interaction.

It will work in collaboration with local brand consultancy Brandient, with which it pitched last month against one British and one Romanian consultancy.

‘The challenge of working in Eastern Europe is to get under the skin of the place, as it is not an area that we have a lot of experience in,’ says Enterprise IG group marketing director Robin Kadrnka.

‘Partnering with Brandient on the DoMo project helps to alleviate some of the worries of working in this market,’ she adds.

Brandient will provide local knowledge and strategic skills, with Enterprise IG offering design capabilities.

‘DoMo’s store estate is fragmented and old-fashioned, and it wants to be a retailer that can deliver a whole brand experience. Our role is to look at how to articulate that and bring it to life,’ says Kadrnka.

The appointment builds on Enterprise’s retail work in Eastern Europe: the group has already designed environments for Oskar Mobil, the Czech Republic mobile phone operator acquired by Vodafone in May. Following the acquisition, Oskar branding will gradually be replaced by Vodafone’s identity, with London consultancy The Farm working on brand guidelines for this transition.

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