Paddy Power

Stillorgan, Co. Dublin

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CASE STUDY

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The Brief: 

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Create a bookmakers of the future which:

• kept the Paddy Power customer central to the journey throughout the store

• appealed to a much broader demographic which included their existing loyal customers but also attracted walk in trade and online customers – with an increased focus on women

• would be flexible enough to be used in both large and small stores

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The Solution:

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We spent time with the team understanding the demographics of the Paddy Power consumer, how did he/she navigate around the store and what was the optimum flow.

 

We developed a totally new store layout, brand expression, lighting, flooring and a palette of materials and finishes that brought the brand to life in a more contemporary setting.​ We created a modular structure which could be applied to stores ranging from 600sq ft in size upwards. We simplified the key product areas into primary, secondary and tertiary through the use of colour and zones and driven by sightlines which made each area identifiable for both the most seasoned punter to the betting novice.

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We introduced new innovative ideas to appeal to a more technological savvy customer including customer interactive ipad displays, newspaper lightboxes. We developed a more accessible,  user friendly and modular betting slip and point of sale dispensing system, manufactured in a light acrylic material– making it easy to install in any size store.

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We designed and project managed the task from initial concept development through to store opening.

 

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