about me and my work

1. retailmind
If I had asked people what
they wanted, they would
have said faster horses.
Henry Ford
„
Success

2. retailmind
„retail mind offers coach-minded
consulting from a network of experts“
About retail mind
About the founder:
Andreas Feldenkirchen is working as an independent consultant since 2005 and
founded the boutique consulting company retail mind in 2011 .
Until 2012 Andreas was co-founder and managing director and buyer of the
„feldenkirchen“ stores in Hamburg, Germany (4 stores). During his more than 20
years in retail he also worked at IPURI as German retail director and was trained at
Ralph Lauren in sales and store management. In 2005 Andreas also co-founded a
wholesale agency which is distributing and representing international designer
fashion
In his work he combines tools from business coaching, design thinking and business
modeling and applies these methods to develop innovative retail concepts for an fast
and everchanging market.
His education includes economic studies at the University of Hamburg. He is a
certified business coach.
Andreas works with all kind of companies in retail, which are willing to innovate. His
visionary thinking and holistic approach towards retail makes him a valuable dialog
partner for CEOs, retail managers and buyers.
Get in contact:
retail mind | Andras Feldenkirchen
Poststrasse 14-16
20354 Hamburg |Germany
+49 151 24 13 5444
af@retail-mind.de
@retail_mind
retail-mind.de
•New Business Modeling
•Omnichannel development
•Merchandising / Visual Merchandising
•Product Management / Category
Management
•Store Process Development
•Product development / Private Label
Strategy
•Leadership / Coaching
We are retail operation specialists who have a deep knowledge of the retail industry and a „hands-on“ approach.
retail mind specializes in the development and delivery of customized retail strategies. Areas of work include:

3. retailmind
What we do
We create winning strategies for retailers
Performance - Optimize
strategies, concepts, processes
and programs
Customer Experience - Align
strategy and positioning
with execution
Concepts - Develop innovative
concepts, prototypes and
programs
Coaching - Empowering the
Team to reach new goals
envisioning the future
Customer
Focus

4. retailmind
What is? What works?What wows?What if?
Work Process
Take it to the
marketplace
Envision the
future
Make the
choices
What we do •Identify and study all
related business processes
•Exploring the reality
•Detect individual
competencies
•Discover competitive
position
•Create vision steering team
•Develop path to market
strategy
•Define resources for growth
•Develop competitive
differentiation
•Form concepts
•Define anchors
•Identify and prioritize
successful concepts and
processes
•Calculating and testing
assumptions
•Choosing Best Option
•Determine critical points
•Exploring unknown
possibilites
•Conduct teams and
resources
•Develop Processes and
Guides
•Training and coaching
Sales Team and backoffice
Results „Retail Brief“:
Analysis of current situation
in 5 points:
Product, Store, Team,
Communication and
Operations.
Rough Proposal for the next
steps in each area (Action
Plan)
„Retail Criteria“:
Concise requirements
document to outline the
processes, category
management and product
merchandise, based on
identified consumer groups
and market opportunities
„Retail Concept Pitch“:
Different Retail Models
developed and visualized.
Internal Pitch of these
Concepts
(Prototyping of Processes)
(Prototype of Store)
„Retail Project Plan“:
In detail with milestones,
assignments of duties and
deadlines on deliverables.
Goal:
Opening of first store
Tools we use •Questionnaire
•Store Check
•Interviews
•Journey Mapping
•Value Chain Analysis
•Personas
•Scenarios
•Brainstorming
•Concept Development
•Business Modeling
•Assumption Testing
•Process Maps
•Concept Testing (virtual)
•Prototyping
•Sandbox
•Co-Creating
(all disciplines)
•Launch Guide
•Road mapping
Identify the
present

5. retailmind
Customers built relationships with your brand as they
continue to discover new options, explore their needs,
make purchases, and engage with the product experience
and their peers. Many encounters happen in a physical
store.
Building a Relationship with your customer

6. retailmind
Tool: STORECHECK
Products
Assortment
Social
Points
Check
OutEntrance
In Store
Signage
Overall impression
Service
delivered
Store Front
ExteriorLocation
Store
Interior
Team
Store
Operations
Merchandising
After
Sale
Communication
Concept
Goods
Receipt
The Storecheck is our fundamental tool to receive information about the current state of a companies effort to
create customer experience. The store is the most important touchpoint where a brand receives direct feedback
from its customers.
Success

7. retailmind
Increasing competitive pressure, technological advance,
constant innovation, changing social values and a
continuously rising power of the consumer are forcing
retailers more and more to challenge and change their
business models, to develop new business models or
even to liquidate existing ones.
The Need for new Business models

8. retailmind
Your
Business
Model
customer
needs
technological
change
social
environment
competition
legal
environment
5 Factors of Influence

9. retailmind
Customer Journey
Consumers are changing the way they research and buy
products and retailers have to respond. As the journey is
more a circular process and the consumer seizes control,
retailers need to create brandawareness in each phase,
before - during and after the purchase.

10. retailmind
Post purchase experience
Active evaluation
Loyalty Loop
ongoing exposure
Moment of
purchase
Information gathering, shopping
Inital
consideration
set
Trigger
Point
Your brands relationship with the
customer begins when the product
is purchased
Consumer Decision Journey
based on McKinsey Model of a customer journey: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

11. retailmind
Pre-Store
Planning
En Route
In Store
At
Checkout
Post
Purchase
sharing experience
rebates Location based
Promotions
Coupon
Store locator
Product research
warranty tracking
electronic receipt
linebusting
loyalty programs
coupon redemption
mobile payments Check-In
Product research
Price Comparison
Barcode Scanning
Product finder
Tool: DIGITAL CUSTOMER JOURNEY

12. retailmind
Product
Products have always been important in peoples lives. Most
of the stuff we own and talk about is stuff we have
purchased. There is a deep and profound relationship
between people and a lot of their stuff. But Products also
means service and fulfilment - on all touchpoints during the
customer journey.

13. retailmind
Product Lifecycle Management
Demand
Merchandise
Planning
Collection
Assortment
Panning
Product Data
Managment
Supplier
Collaboration
Performance
Management
workflow and event
managment
Capacity sharing
order tracking
PLM
Sales
Omnichannel
Design
Collection
Development
Supplier and
Manufacturers
Stores
e-commerce,
mobile
(channels)
Collection Framework
Margin, Cost
Target Setting
Collection
Strategy
Assortment and
Items Plan
Setting
Sampling and PrototypingProduct Specs
Co-Development
In-Season Sales and KPI‘s

14. retailmind
Thank You!
You can follow me on twitter @retail_mind or you can copy
and distribute this presentation or you can
hire us to become the envy of your competitors.
Andreas Feldenkirchen
+49 151 24 135444
af@retail-mind.de
Success