TOPIC 09:

Request for Proposal (RFP)

Project Name:
Improving Store Layout and Customer Experience at Co.op Mart

RFP Release Date:

[Insert Date]

Proposal Submission Deadline:

[Insert Date]

1. Background

Co.op Mart is a leader in Vietnam’s retail market, known for its wide variety of
consumer goods, groceries, and fresh produce. As part of its commitment to
improving the customer experience, Co.op Mart aims to enhance the efficiency of
its store layouts and increase customer satisfaction by introducing data-driven
methods and advanced technology. This project focuses on optimizing the layout
and flow of traffic within the store, improving product placement, and utilizing
technology such as heat maps and customer flow analytics to gain deep insights
into shopper behavior and preferences.

2. Project Objectives

The key objectives of the project are as follows:

 Evaluate the Current Store Layout: Conduct a comprehensive evaluation

of existing store layouts, identifying inefficiencies in terms of customer
navigation, product visibility, and bottlenecks that impact the shopping
experience.
 Optimize Product Placement: Use data and technology to inform decisions
about the best placement of products within the store. The goal is to improve
accessibility to high-demand products, promote impulse buying, and
enhance overall product visibility.

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  Enhance the In-Store Experience: Focus on improving customer flow and
interaction with various in-store touchpoints. This includes optimizing
checkouts, reducing congestion, and ensuring that customers can quickly and
easily find what they need.
 Leverage Advanced Technology: Utilize heat maps and customer flow
analytics to better understand shopper movement patterns. These tools will
provide real-time data on where customers spend the most time and which
areas of the store are underutilized.

3. Scope of Work

The scope of work is divided into several critical tasks that will ensure a
comprehensive approach to store layout and customer experience optimization:

3.1. Current Store Layout Evaluation

The first step is to assess the current layout of Co.op Mart stores. This will involve:

 Site Visits: Conduct in-person assessments at multiple Co.op Mart locations

to observe customer behavior, product placement, and store layout.
 Bottleneck Analysis: Identify areas where customer flow is interrupted,
such as crowded aisles, poorly placed displays, or congested checkout zones.
 Product Placement Effectiveness: Review the effectiveness of the current
product placement strategy. For example, are high-margin products
positioned in high-traffic areas? Are frequently purchased products easy to
locate?
 Customer Feedback Surveys: Collect direct customer feedback on the
shopping experience, focusing on navigation ease, product accessibility, and
overall satisfaction with the store layout.

3.2. Customer Behavior Analysis Using Technology

Technology will play a crucial role in understanding how customers move and
interact with the store layout:

 Heat Maps: Implement heat mapping tools to visualize high-traffic and

low-traffic areas. This data will highlight where customers tend to spend the
most time and areas that are often ignored.

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 o Key Metrics: Track dwell times, the number of customers passing
through certain zones, and engagement with promotional displays.
 Customer Flow Analysis: Use tools to analyze how customers move
throughout the store. This involves tracking the most common paths
customers take and identifying any obstacles that slow them down.
o Aisle Design Optimization: Analyze whether the current layout
promotes smooth navigation or whether changes in aisle width and
positioning are needed to enhance the flow.
 Checkout Process Analysis: Review the customer journey through the
checkout process, looking at how queue management and POS placement
impact the shopping experience.

3.3. Store Layout Redesign

Based on the insights gathered from the evaluation and analysis, the project will
focus on designing a new layout that maximizes space, improves customer
experience, and increases sales:

 Product Placement Strategy:

o Impulse Buys: Place high-margin or impulse products near checkouts
or in high-traffic zones to encourage spontaneous purchases.
o Product Clustering: Group complementary items together to
simplify shopping. For example, placing bakery products next to dairy
items can boost sales for both categories.
o Cross-Selling Opportunities: Ensure that frequently purchased
products are placed in a way that encourages cross-selling. For
example, if a customer is purchasing pasta, the layout should ensure
easy access to sauces or cheese.
 Aisle Configuration:
o Aisle Width and Navigation: Redesign aisles to reduce bottlenecks.
This includes widening aisles in high-traffic areas and ensuring that
promotional displays do not block the flow of traffic.
o Zoning and Clustering: Segment the store into zones for different
product categories. This will make it easier for customers to navigate
and find products without backtracking.
 Improved Customer Journey:
o Path Optimization: Ensure a logical customer journey from entry to
exit. Create a layout that naturally leads customers through the store in
a way that increases exposure to high-margin products.

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 o Checkout Zone Optimization: Redesign checkout areas to ensure
shorter waiting times and smoother transitions from shopping to
payment.

3.4. In-Store Technology Integration

In-store technology will play a pivotal role in improving both customer navigation
and operational efficiency:

 Digital Signage: Install dynamic digital signage to guide customers around

the store, advertise promotions, and provide real-time information on
product availability. For example, digital displays near the entrance can
highlight deals on products in the back of the store, encouraging customers
to visit those areas.
 Interactive Maps and Mobile Navigation: Provide customers with mobile
apps or interactive in-store kiosks to help them locate products. These tools
can be personalized to show a shopper the fastest route to their desired
items.
 AI-Driven Product Recommendations: Integrate AI algorithms to analyze
customer purchase data and offer personalized recommendations in-store,
both via digital signage and mobile apps.

3.5. Testing and Validation

To ensure the effectiveness of the new layout and technology integrations, a pilot
phase will be executed:

 Pilot Store Selection: Select a few Co.op Mart locations for the initial
implementation of the new layout and technologies.
 Post-Implementation Data Gathering: Use heat maps and customer flow
analytics to monitor the impact of the changes. Track metrics such as sales
performance, customer satisfaction, and the average time spent in-store.
 Customer Feedback: Conduct surveys to gauge customer reactions to the
new layout and improvements in the shopping experience.
 Adjustments and Refinement: Make necessary adjustments to the layout
and technology integrations based on customer feedback and data analysis.

4. Deliverables

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  Current Layout Evaluation Report: Detailed assessment of the existing
store layout, including heat maps and customer flow analysis.
 Store Layout Redesign Plan: A comprehensive proposal outlining the new
store layout, product placement strategy, and recommendations for
improving customer flow.
 Technology Implementation Plan: A detailed strategy for integrating in-
store technologies such as heat maps, customer flow analysis, and digital
signage.
 Pilot Test Results: A report on the outcomes of the pilot implementation,
including data on sales, customer satisfaction, and customer flow
improvements.
 Final Recommendations: Final layout and technology integration plan,
refined based on pilot results.

5. Project Timeline

Milestone Completion Date

RFP Issued [Insert Date]
Proposals Due [Insert Date]
Vendor Selection [Insert Date]
Initial Evaluation and Data Gathering [Insert Date]
Technology Implementation [Insert Date]
Pilot Testing Completion [Insert Date]
Final Recommendations [Insert Date]
Full Implementation [Insert Date]

6. Proposal Submission Requirements

Proposals should include the following:

1. Company Profile: Information about your company, its relevant

experience, and key personnel.
2. Project Approach: Detailed explanation of your methodology for layout
evaluation, customer behavior analysis, and store redesign.
3. Technology Tools: List of the specific tools (heat maps, customer flow
analysis, etc.) and software platforms to be used in the project.
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 4. Team Structure: Information on the project team and their qualifications.
5. Timeline: A detailed timeline with key milestones and completion dates.
6. Cost Estimate: Breakdown of costs, including technology, labor, and
testing.
7. References: At least three references from past clients for whom similar
work has been done.

7. Evaluation Criteria

Proposals will be evaluated based on:

 Experience and Expertise (30%)

 Approach and Methodology (25%)
 Technology Solutions (20%)
 Cost (15%)
 Timeline (10%)

8. Contact Information

 Name: [Insert Contact Name]

 Title: [Insert Title]
 Email: [Insert Email Address]
 Phone: [Insert Phone Number]

9. Submission Guidelines

Submit proposals electronically in PDF format to [Insert Submission Email

Address] by [Insert Submission Deadline].

This detailed RFP aims to improve Co.op Mart’s store layout and customer
experience by leveraging advanced technology and data-driven insights.