Ireland, Dublin Retail Stores 2018

Ireland, Dublin
Retail Stores Worth visiting-2018

Table of Contents
Introduction ................................................................................................................................................. 1
1 Dunnes Stores ...................................................................................................................................... 2
2 Musgrave’s SuperValu ....................................................................................................................... 9
3 Penneys Primark ............................................................................................................................... 16
4 Eason & Son ...................................................................................................................................... 20
5 Woodies -Grafton Group Plc ........................................................................................................... 25
6 Life Style Sports ................................................................................................................................ 31
7 Carrolls Irish Gifts ............................................................................................................................ 35
8 Søstrene Grene .................................................................................................................................. 38
9 Lidl, Ireland ....................................................................................................................................... 40
10 Tesco ................................................................................................................................................... 44
References .................................................................................................................................................. 46
Introduction
Irish retail sector accounts for 12 % of Ireland gross domestic product (GDP) with a sale of £30
billion per year. It is a critical sector employing over 280,000 people and the country’s biggest
private sector employer. This sector is significant as it drives economic growth, employability and
backs up dynamic communities across Ireland.
Retail is Ireland’s largest domestic industry which contributes £7 billion, 23 % of the state tax
revenues. It is a highly competitive industry which is evident from gaps between retail sales value
and volume. Currently, it is changing fast and becoming further competitive due to changing
consumer expectations, technology growth and changing consumer shopping behaviours. (Retail
Ireland Ibec, 2018)
Source: Irish Retail and Consumer Report 2018 | PwC Ireland
Academic Research Amit Kumar Garg 1

1 Dunnes Stores
Source: Google Image

Key facts about the retailer
Dunnes Stores is the largest Irish-owned supermarket retailer in the Northern Ireland (NI) and
Republic of Ireland (RoI) supermarket segment. The company opened its first RoI store in 1944
and first entered the NI market in 1971. It employs around 15,000 people and has a total of 136
stores, Republic of Ireland (114), Northern Ireland (17) and Spain (5). The company is a major
retailer of food, clothing and homeware.
In 2017, the company’s revenues totalled £113.43m in the 53-week period to the end of December
29, 2017, last compared to revenues of £99.85m in the prior 47-week period. In 2018 Dunnes
Stores will shut down all of its stores in England and Scotland (“Dunnes’ UK unit suffers £23m
loss - Independent.ie,” n.d.)

Reason for selection
It is the oldest, family run successful, privately owned Irish company, which is part of the fabric
of Irish life for over 70 years. A combination of food, fashion, textiles and homewares provides a
unique offering; all under one roof, making Dunnes Stores stand out in the industry.
The store concept
Dunnes Stores positions itself as a high quality fresh food supermarket. It is an Irish company so
many shoppers are willing to spend a little extra for getting a comparatively higher quality product.
Store Environment
Dunnes Stores, food market, is at the lower ground of Stephen's Green Shopping Centre. It has
eye-catching display of fresh fruit and vegetables at the entrance. At the right side of the entrance
it serves fresh food brands such as Café Sol, Baxter & Greene and James Whelan Butchers,
offering delicious food at a reasonable price. Customers can enjoy food in the emotionally pleasant
environment of the store. The store has shop in shop of Sheridans Cheese Mongers, offering a
great range of cheese, olives and lots more at the store entrance to create excitement, thus
encouraging shoppers to go further into the retail space.
Dunnes Store entrance Sheridans Cheese mongers

Merchandise Presentation
Fruit and vegetable at the first of the fresh section is closely followed by meat and dairy items for
quick and easy meal planning. This highly valuable space seems sponsored by the manufacturers
and brands positioned in store as weekly offers.
The store uses the retail prime space to promote special offers of its own brand line Simply Better
Collection, which might carry a higher margin and is less easy to compare like-for-like on price.
Dunnes Stores:Simply Better Collection

Bargain offers, and ready-to-eat snacks are placed on the central aisle, directly opposite to the
entrance so shoppers can spot them easily. To promote healthy eating, it uses large points of sale
and spacious aisles for grocery promotions.
The priciest products in food and non-food category like Milano and Dove are placed on the
highest shelve that is "top shelf." Own brand Simply Better food product, private label shower
gel is placed to the right of the national premium brands. Lower shelves contain "destination"
products, by Cadbury and Palmolive that shoppers seek out and purchase regardless of price or
promotion.
Food Category Non-Food Category

At checkout, the store is promoting confectionary lines and high-margin-yielding women’s
magazines, so customers pick up them while waiting in line.
Online retailing
Dunnes offers apparel and homewares online shopping along with click-and-collect and home
delivery options.
Product Mix
Dunnes stocks a typical range of tiered good, better and best product lines under both brand and
private label, as well as counters for butchery, bakery etc. in store. It works with Irish suppliers to
ensure a selection of branded artisan products on the shelf and private label range that mentions
the Irish supplier.
• Savida, Centered and Gallery are in-house labels and ‘St Bernard’ brand founded in 1956
is the leader in own-brand sales.

• Targeted for high-end market Dunnes Stores “Simply Better Collection” has been
recognized for excellence at the Private Label Manufacturers Association (PLMA’s) and
have been very effective in increasing sales.
• Products like cold press juice drinks, new bread, variety of fish and cakes positions Dunnes
as a fresh and high-quality food outlet, thus creating the perception that the store is a food
connoisseur.
Marketing approach
Dunnes promotes its Irish heritage in its marketing, thus appealing more to consumers who want
to support Irish companies. The guiding principle of the company is to provide its customers with
a choice of “good quality products at competitive prices”. This principle is reflected in the
company’s slogan ‘Simply Better Value’.
• Sales promotions: Regular in-store sales promotions, like Shop & Save, €10 off on your
Grocery Shop when you spend €50, VALUE club card offers like €8 off and more not only
drives more sales each time but also ensures customers are shopping in Dunnes every week.
• Direct marketing: Dunnes sends coupons through impressive post letters every few months to
directly engage with the customers. It serves as a reminder to the customer to visit the store
through incentivization.
• Content Marketing: It releases weekly booklets, price booklet of general food recipe,7 healthy
recipes booklet and even sponsors TV shows to help people to lose weight which helps it to
engage customers regularly.
• Celebrity Endorsement: It utilizes celebrities and famous local faces like Paul Galvin, the
Kerry footballer, for portraying high-quality products image, helping it to move towards
becoming a high-end supermarket intent on selling the highest quality goods (“7 Spells of
marketing magic that transformed Dunnes Stores,” n.d.)

Growth platforms
Dunnes Stores, is investing in internet strategy and will launch online grocery in the future.
The company is further building on its reputation of quality within both its grocery and
apparel departments. It continues to offer value-based products with following upmarket
strategy for larger stores offering grocery to apparel, footwear departments and homewares.
(Euromonitor International, 2017) Under retail transformation, Dunnes will expand and revamp
some of the existing stores like Sandyford’s Beacon South Quarter, Ballyvolane in Cork. It plans
to introduce restaurants & cafés in existing stores with a shop in shop concept. (“A Dunnes Stores
‘retail transformation’ project in south Dublin has hit a snag,” n.d.)

2 Musgrave’s SuperValu

SuperValu is Ireland’s most famous supermarket chain, owned by largest private company
Musgrave Group, operating across both North Ireland (NI) and Rest of Ireland (RoI)market.
SuperValu is Ireland’s largest grocery and food distributor with total 253 stores, 217 stores in RoI
and 36 in North Ireland (NI). SuperValu employs around 15,000 people across the Island of Ireland
(IoI) with a retail sales of £2.9 billion for the year 2017. (La & Foods, n.d.)
SuperValu key competitors are Tesco Ireland, Dunnes Stores, German Discounters Lidl and Aldi.
SuperValu accounted for a market share of 21.4 %, Tesco Ireland 21.5 % Dunnes Stores 22.1 %
and the German discounters Lidl and Aldi 11.7 % and 11.8 % respectively and others 11.5% during
12-week period ending 7 October 2018 (“Grocery Market Share - Kantar Worldpanel,” n.d.)
Musgrave focuses on four areas; sustaining food leadership, building valuable omnichannel, better
brands with local business and communities partnership and developing a growth environment for
talented people to grow as a preferred destination to work. (Financial highlights Retail sales €5.1
billion, n.d.)

Musgrave business feeds 1 in 3 people in Ireland and is a significant contributor to Ireland’s

economy. Moreover, it is Ireland’s top company, owned by family shareholders and colleagues, in
food retailing and wholesale business. It is engaged with and have long-term commitment to
independent and business communities and is committed to sustainability. (“About us | Musgrave
Group,” n.d.)
The store concept
Musgrave Group’s store development is flawless which helps them to drive future expansions. It
buys and acquires stores and develops them as SuperValu retail store and later contracts through
franchise agreements to individual retailers. Musgrave will buy and operate the store until they
appoint some new owner. (“SuperValu,” n.d.)
Store Environment
SuperValu Talbot Street’s store owners, Eddie Kane and Dan McCartney, won Best Small
SuperValu Store Award of 2018. SuperValu store, which received a major revamp, last year, now
offers a salad station, fresh food to go and a Frank and Honest coffee counter. It offers plenty of
choice between cold and hot food. Its Burrito bar is one of its unique features which stand out,
even Frank and Honest coffee have set up its own coffee dock with a seating, so people can have
their coffee to go or sit and relax with some of its cakes.

SuperValu’s entrance, eye-catching outdoor sign display, encourages customers to enter the
store. Cleanliness and tidiness of the store makes customers feel welcome and encourages themto
go further and explore the store.
Fruit and vegetables are placed at the beginning of the fresh section, with meat and dairy items
close by, for quick and easy meal planning.

Visually arresting signs and POS displays are placed on the right-hand side of a store. To promote
healthy eating, it uses large points of sale and spacious aisles for grocery promotions, so customers
can easily pick up some grocery.

Confectionary lines and other high margin products like alcohol and tobacco are placed near
checkouts so that customers pick up them while waiting in line.
Online retailing
Image source: SuperValu website
SuperValu Online shopping app on Android and iPhone, is available for home delivery and click
& collect. Republic of Ireland customers can order, make payments, collect real reward points and
redeem. With e-shops, online shopping portal customers can earn SuperValu Real Rewards while

shopping with more than 100 online brands like eBay, Expedia and Eason. (“Building better brands
| Musgrave Group,” n.d.)
Product mix
SuperValu promotes local producers through Food Academy programme. It not only provides
shelf space opportunity but also advises local producers for retail and marketing and promotes
entrepreneurship. 75 % of products are sourced or produced from local companies and more than
300 products sourced through Food Academy Programme. (“Food Academy - SuperValu,” n.d.)
It serves different types of customers with three product ranges with over 1900 own brand
products (“Our SuperValu Product Ranges - SuperValu,” n.d.)
1. Daily basics range for entry level price points
2. SuperValu Range; All essential products for shopper’s everyday living and cooking needs
3. SuperValu Signature Tastes; premium range reveals the best for Irish Tastes.
Marketing approach
SuperValu shopping brand essence Real Food Real People’ brought to customers as value for
money with superior quality fresh food selection, excellent range, exceptional quality and hygiene
standards with local ownership and active community involvement. (“Real Food, Real People -
SuperValu,” n.d.)
It is positioned as an everyday-low-price supermarket, promising value for money. It sells and

promotes products with regular local promotions and special offers across stores, online and
leverage In-store expert for wine, bakery, baby, butcher, fruit and vegetables. Most of the
promotions use slogans like “Serving the community”, and taglines like “Real Food, Real People”
showing its focus on the local community.

Growth platforms
Musgrave group is implementing strategic and tactical digital innovation in delivering sales and
growth. In 2018 SuperValu will be opening three new stores and 50 revamps across stores and
improving store designs.
• Redefining convenience and delivering the best value through a blend of better customer
service and healthier and nutritious grab-and-go ranges quality fresh products.
• Supervalu will be strengthening membership of 1.1 million people through Real Rewards
loyalty programme which will drive sales. (“SuperValu to Open Three New Stores and
Create 210 Jobs in 2018 - SuperValu,” n.d.)
• Continuous innovation through digital transformation, enabling technology across stores
for personalising online shopping experience, enabling digital vouchers and leveraging
social media for health campaigns.

3 Penneys Primark
Source; Company website Store O'Connell Street, Dublin 1, Ireland

Arthur Ryan is the founder, chairman, and former chief executive of Primark. Primark was first
established in Dublin in 1969 trading under the name ‘Penneys’. Associated British Foods (ABF)
is the parent company of Primark, one of the strongest brands of the group which is diversified
into international food, ingredients and retail group. (“Primark - Primania,” n.d.) Primark has won
several accolades for its efficient supply chain management. In September 2017, Primark won
three awards at Hermes Retail Week Supply Chain Awards in London under three categories
including, Supply Chain Project Award, the Sustainability Award and the overall ‘Grand Prix’
Award. Such recognition at international levels strengthen the group and its companies’ brand
name and create goodwill in the eyes of the customers.
• It operates over 315 stores in eleven countries: the UK, Republic of Ireland, Spain,
Portugal, Germany, the Netherlands, Belgium, Austria, France, Italy and the US.
• It has 38 Penney’s in RoI with nine stores based in NI.
• Primark registered sales of GBP 7,053 million in FY 2017, an increase of 12% over FY
2016. (“Associated British Foods Plc SWOT Analysis.: EBSCOhost,” n.d.)
The company has an effective supply chain, bringing together manufacturing units in China, India,
Turkey, Bangladesh and other countries, with retail outlets in Ireland, the UK and other parts of
Europe.

Reason for selection: Well-known Irish company with a proved value fashion retailer’s brand
image.
The store concept
Primark value retail format in all its stores and offers fashionable product lines at affordable prices
while maintaining ethical manufacturing standards. The brand identity, the logo of the brand is
very simple.
Brand Essence: ‘Primark offers customers quality, up-to-the-minute designs at value-for-money

prices’ ABF (2013).
Brand Values
• It provides good quality products to its customers in an exciting, fashionable and fun store
environment.
• It strives to take care of its employees, be good neighbours, and foster ethical business
relationships (Primark, 2014).
• It provides a diverse product range to cater for a range of different markets (baby, kids,
women’s and men’s clothing, home accessories, beauty products and confectionery).
Product mix
Primark’s target customer is fashion-conscious and wants value for money. It offers value for
money by, sourcing products efficiently, making clothes with simpler designs, using local fabrics

and trims, focusing on the most popular sizes, buying in volume and not spending heavily on
advertising.
Primark specializes in fast fashion low-priced clothes, footwear and accessories for men, women,
lingerie, children and babies under its brand. The company also offers a range of homeware, beauty
products and confectionery. (“Primark - Primania,” n.d.)
Primark focuses on simple and wearable design for all, rather than representing repeated new
collections. Its strength is in its product quality and price. It also provides clothes for all ages and
sexes in its stores. It has a great diversity of the product from clothing and accessories for different
seasons to lifestyle goods and beauty products. Such a variety of affordable and quality products
brings more and more loyal customers to Primark.
Marketing approach
Primark, target audience is the young, fashion-conscious under 35s. One of its most successful
marketing strategies is maintaining the cheap price. It focuses on high sales volumes rather than
retail margin. It offers customers high-quality commercial fashion at value for money prices; put
simply, “Amazing Fashion, Amazing Prices”.
Even if the brand is getting more and more known, we do not often see the brand communicates
on TV, radio or the Internet; it is a quite discreet brand. It minimizes advertising and relies on word
of mouth generated by its social media strategy as it gets customers through social media- post on
Facebook, Instagram, Twitter, Google+ Pinterest and website.
Primark uses social media activities to influence the buying behaviour of its Irish female customers
through scarcity strategy. The use of scarcity allows customers to feel a sense of exclusivity. This
exclusivity encourages customers to express their purchases on social media, to share their success
of obtaining a hard to access product. It builds hype around the product and in turn influences
buying behaviour.

Growth platforms
Primark continued with its store and selling space expansion strategy in FY2017 as well by
opening 30 stores and 1.5 million sq. ft. of selling space across nine countries and by the end of
fiscal year, it was operating 345 stores. (“Associated British Foods Plc SWOT Analysis.:
EBSCOhost,” n.d.)

4 Eason & Son
Image source; Google; Eason flagship store at O’Connell Street in Dublin, Ireland
Eason & Son is Ireland’s leading book and stationery retailer involved in the wholesale,
distribution and retail of books, newspapers, magazines, stationery and cards. The company was
originally founded in 1819 as Johnston & Co. In 1886 Charles Eason and his son acquired the
business. Today, Eason and Son have total 62 outlets in both the in Republic of Ireland and
Northern Ireland.
Eason’s group turnover in the 52 weeks ending January 2018 was €137 million while its net loss
was €3.9 million. Eason’s e-commerce revenues were about €7 million, which makes its online
shop the second biggest revenue generating store in the group behind its flagship outlet at
O’Connell Street in Dublin.

Leading and Ireland’s oldest book and stationery retailer, which has a 40% share of the bookselling
market in the country. Books, newspapers and stationery growth was positive year-on-year, both
volume and value performance, throughout the 2nd quarter ending August 2018. Overall, the
category was up 7.0% in value terms and up 5.9% in volume terms, versus Q2 last year. (Retail
Ireland Monitor Sun shines on retail sales in Q2, 2018)
The store concept
The extensive flagship store at O’Connell Street in Dublin with four shopping floors, reading areas
and the Muse Café contributing to a relaxed environment.
Store Environment
• The store looks good with wooden floors, slick grey tables and fresh lighting, and to add a
sprinkle of retail theatre.
• This retail space is enticing and interactive with green colour, bold signage, and innovative
designs, stores create an immersive environment that reinforces brand advocacy.

• This retail store design positively impacts customer experience and create value.
• Store design provides utilitarian benefits as shoppers can locate and purchase products in
an efficient and timely manner with minimum hassle.
Image source; Google
Merchandise placement is neat and organized to make it easy for the customer to shop. Modern
consumers are extremely busy and tend to shop in a hurry, by placing these large, eye-catching
displays, the store slows down the customer journey in the store and encourage them to go further
into space.

Online Retailing
Easons.com is the online presence of Eason, Ireland's best online book and eBook shop. It offers
free delivery anywhere in Ireland and the UK for orders over €10 and a huge range of titles. The
website provides the great value and service central to the Eason brand, nationally and
internationally. It enables people from all over the world to purchase Irish books not always
available to them locally. In 2012, Easons.com won the Retail Excellence Ireland award for
National Website of the Year.
Product mix
Easons.com is a trusted source for books, stationery, and more. It has an extensive range of books,
newspapers, magazines, greeting cards, and stationery. Some shops also stock music, video,
DVD’s, toys, and computer accessories. Core categories are particularly books and magazines. It
offers nearly 2 million products, including books, e-books, stationery, games and magazines.

Marketing approach
Easons is majorly using email marketing for customer-driven email & omni-channel marketing.
Easons.com uses email channel by infusing content with AI-driven recommendations and
automated two-way customer engagement campaigns.
Growth platforms
It plans to sell 13 properties in the Republic to generate a €60 million for shareholders by mid-
2020. Invest €20 million capital into its retail business, which is being established as a separate
legal entity. (“Eason posts revenue boost in Republic but operations in North still struggling,” n.d.)

5 Woodies -Grafton Group Plc
Image Source; Google Woodie’s, Dublin Industrial Estate, Glasnevin, Dublin 11, Ireland
Woodie’s DIY Limited is a 100% Irish owned DIY and home improvement retailing company and
a subsidiary of Grafton Group plc. The group is also the market leader in the steel stockholding
sector in Ireland and has specialist builders' merchants business in the UK.
Woodie’s began its life in 1988 with its first store in Walkinstown under the guise of ‘Pay Less
DIY’. In 1989 ‘Pay Less DIY’ was bought by the Grafton Group and rebranded as Woodie’s DIY.
Online revenue of the company is growing fast and more than doubled in the first half of this year
2018. As per the company’s 2017 annual report, retail revenue was up 14.8% to £180.4m.
Woodie’s main competitors are B&Q and Homebase and independent retailers.
Reason for selection: It is the market leader in Ireland with thirty-five branches nationwide.
Product Mix
It stocks over 30,000 products and has built a reputation of offering the most comprehensive range
of quality products for every area of your home and gardening at superb value-for-money prices.
• It offers an extensive range of DIY products, Paints, Lighting, Homestyle, Housewares,

Bathroom Accessories, Building, Gardening products and Fitted Kitchens.

• It is one of the leading destinations for paint sales in the country but also sells other
categories: decorative, DIY, power tools, hand tools, plumbing accessories, and
ironmongery to mention a few.
• Christmas trees and decorations are also a critical part of the Woodie’s offering and it has
gained considerable brand ‘fame’ for this category.
• Kitchen and bathrooms category.
• Environment friendly products including energy-saving lamps, solar garden lights and
composters for recycling garden and household waste.
• The merchandising branches sell condensing boilers which reduce demand for fossil fuels,
energy-saving insulation materials and controlled ventilation systems.(“Sustainable
Products – Grafton Group plc,” n.d.)

The store concept
Store environment, the store entrance, exit, lighting, colours, signs and symbols as well as layout
and fixtures create an emotionally pleasant environment. Customers spend more time browsing
the products which, consequently, may refer to an increased number of items bought. Woodie’s
has ‘friendlier’ features such as entrance and exit signs are replaced with words ‘hello’ and
‘goodbye’.
Products that are on promotion are placed strategically to maximise sales. Bargain offers are placed
directly opposite to the entrance so shoppers can spot them easily.

In-store customer communication;
The most profitable impulse buys and special offers are placed on end caps. The store is designed
to ensure customers pass as many ends as possible to increase further sales.
Online Retailing
Woodies.ie is online shopping store access to over 30,000 products online offering a vast array of
product in DIY & Decorating, Building, Gardening, stylish Furniture & Homestyle product,
Homewares and even Partyzone product.

• Woodie's website has some excellent content for the "Inspiration" section. This area of the
website gives tips, advice and ideas to inspire your next DIY project. Featured blogger,
Leonie Cornelius, provides step-by-step guides to help for the DIY project, as well as a list
of required materials.
• Woodie's website the Tips & Advice section provides excellent tutorials and videos to help
customers with home improvement and DIY projects.
• Click and Collect to allow free in-store pickup, displaying all store locations on Google
maps, with information on a real distance from customer billing address to store. Utilising
the availability of stock across 32 Woodie’s store locations, Click & Collect allows
customers to check the availability of products, pay for their order online and then collect
their order once it is ready in store. For further convenience, the customer can simply click
"Use my location", and the website will automatically display the store closest to the
current location. If an item is not in stock in the location selected, they can view availability
at alternative branches.
Marketing approach
Woodie’s core target customers are ‘Quality Planner’ homeowners. A segment classified by their
behaviours and attitudes to DIY, home and Gardens. This customer segment is quality and service
driven and represents 32% of the market value. Woodie’s use TV Advert and showcase a wide
variety of DIY projects throughout Ireland through videos. Video-driven sales enables customers
to purchase multiple products after watching a video, directly from the video page.
Social Media
Woodie’s also cater for all other customer segments in stores and actively engages these segments
on social sites (Facebook, Twitter, Pinterest). Social media continues to be an integral part of
ongoing marketing programmes. The business has over 94,000 Facebook likes and almost 8,000
Twitter followers. The use of social media is enabling Woodie’s to engage with customers and
gain insights into their shopping habits and preferences.

Sponsorships
Woodie’s has been involved in various sponsorships including Shamrock Rovers, Athletics
Ireland, Bloom and Super Garden and event sponsoring like Woodie’s DIY Irish Indoor Athletic
Championships.
Growth platform
Woodie's is the biggest chain of DIY retail Superstores in Ireland and have ambitious plans. It is
renovating more stores and replacing high racking (shelves) to more approachable lower shelving
units. Retailing Growth Strategy (Annual Report 2017)
• Maintaining Woodie’s clear market leadership position and strong brand recognition.
• Focusing on core strengths in the DIY, Home and Garden categories.
• Utilising spare capacity in the branch network to increase revenue, operating margin and
return on capital employed.
Taking inspiration from the Apple Company, it will change how it targets different customers and
the way it sells to female shoppers. It plans to turn its retail estate into more of an ‘experience’ and
destination and thus introducing changes to its in-store experience. (“Woodie’s is revamping its
stores as part of an Apple-inspired reboot,” n.d.)

6 Life Style Sports
Life Style Sports is 100% Irish owned and biggest sports retailer so far in Ireland with 54 stores
nationwide including online lifestylesports.com and over 14 million people shopping in the year.
Owned by the Stafford Group, leaders in sports performance and sports style footwear and over
800 social, inspirational and fearless team members who eat, dream and sleep sports and fashion
retail. It is the exclusive retail partner of Munster and Leinster Rugby. It has multichannel retail
operations; sportswear and sports-inspired fashion with flagship store on Grafton Street, Mary
Street & Dundrum.
Currently, Lifestyle Sports faces competition from Mike Ashley’s Sports Direct, which also owns
the Heatons fashion chain in the Republic and the North. Life Style Sports breaks the €100m sales
barrier for first time in February 2018.

Life Style Sports is 100 % Irish and a leading sports retailer for Football, Running, Women’s and
Men’s Fitness, Rugby, Sports Inspired Fashion and GAA.
The store concept
Life style sports at Grafton Street, has powerful retail window design to capture the attention of
passers-by. The store has eye-catching display of fashion apparels, footwear and accessories at the
entrance, right side it has entry for first floor women’s studio and official merchandise section.
The store focuses on the shopping experience, stimulating and entertaining the customer
throughout their visit to the store. Walls have been used to great effect both on the perimeter and
center floor. Nike digital display walls and store lighting, colors, signs and symbols and fixtures
create emotionally pleasant environment in store. Staff armed with iPads helps shoppers order
online or find stock with self-check kiosk technology as part of in-store experience.

First floor women’s studio and official merchandise section
Outdoor signage should be branded effectively to draw the customer in and help to convey the
experience that they can expect inside the store.
Product mix
Life Style Sports Key Concept; Women's Studio, Trainer Central, Trainer Central X Faster
Stronger and Juniors. It is the lead Fitness Partner for Nike and Adidas, the lead Football Partner,
for Adidas and Nike, the lead Running Partner, for Adidas, Nike and Asics. It has Under Armor,
especially exclusive Women’s fitness range, Adidas Originals, Nike Sportswear, Lacoste and
Timberland. In-store and online at LifeStyleSports.com, Life Style Sports offers the biggest and
best product range from top brands such Nike, Adidas Originals, Canterbury, Under Armour,
Asics, Puma and Converse to name but a few.
Marketing approach
Despite being nearly 40 years old, the brand’s three pillars of social connection, inspiration, and
fearlessness have kept Life Style Sports ahead of the curve in everything from spotting the latest
fashion trends to launching and marketing its online store.

7 Carrolls Irish Gifts
Carrolls Irish Gifts is a fully Irish owned company established in 1982 and is one of the leading
retailers of quality Irish clothing, jewelry, souvenirs and gift product. It is retailing Irish Gifts from
more than 30 years in business delivering the highest standards of customer service and a massive
range of top quality products at the best prices. It has total 18 stores in Ireland and is also one of
the largest retailers of official Guinness merchandise and official retailers of FAI international
soccer kits.
Product mix
It currently carries over 12,000 products across an extensive range of areas including, Irish themed
gifts and clothing, Irish jeweler, Aran knitwear clothing and accessories, music and dance,
confectionery, plush toys and kitchenware. It also stocks a selection of big Irish brands including
Guinness licensed product, Newbridge Silverware, Tipperary Crystal, FAI New Balance licensed
product, Genesis bronze wear, and Solvar Jewelry amongst others. It offers local product from
over 80 Irish suppliers. Its unrivalled expertise and positioning enables it to source a huge range
of products at the best prices with bespoke customizations.
The store concept
These 18 stores nationwide in prime high-street locations, employing 350 people and have further
expansion planned. The retail stores have won awards for National Store of the Year on two
occasions. The Carrolls Irish Gifts website has been shortlisted for Retail Excellence webstore of
the year 3 years in a row. Winning the coveted award in 2016.
Carroll's Irish Gifts stores are open 7 days a week, early till late and their services include free
instore WIFI, tax-free shopping and an International shipping service in all branches. The Carrolls
Irish Gifts works with many corporate customers helping them to provide top quality Irish themed
product.

CarrollsIrishGifts.com - Best in Class Online Service
It has a hugely successful online presence. Its dedicated on-line team has been providing the
Carrolls Irish Gifts unique shopping experience since 2003.All orders placed online through
website are delivered within days (worldwide) and are fully traceable from the time they leave
dispatch center, in Dublin's main shopping street, O'Connell Street, until they reach shoppers
address. It is an expert in local as well as international delivery and deliver to 164 countries around
the world.

8 Søstrene Grene
Søstrene Grene is an internationally-acclaimed, Danish retail chain that provides a wide variety of
aesthetic, but affordable, quality designs for home, festivities, kitchen and office. With a unique
store concept that aspires to tickle the senses, Søstrene Grene presents its commodities in a
wonderful world of colors and atmosphere to the sound of classical music. The stores are meant to
feel like little oases where the stressful routines of everyday life can be forgotten - even if just for
a moment.
Anna and Clara Grene, the two widely-travelled and somewhat contrasting sisters, are the heart of
the Danish brand as they co-operate to enrichen everyday life of customers through aesthetic
designs, creativity, joy, favorable prices and cozy experiences. While Anna, the ever-creative and
impulsive sister, finds beauty in even the smallest of items, Clara, the more grounded sister, creates
calm and order wherever she goes.
Today, the retail chain, which is run on franchise basis, has more than 100 stores in Denmark,
Norway, Sweden, Iceland, the Netherlands, Spain, France, Ireland, England, Germany, and Japan.
Søstrene Grene launched in Ireland two years ago and currently operates five outlets in the country:

two in Co Dublin and one in each of Athlone, Limerick and Cork.
Product mix
The stores offer a wide assortment of products for home and interior, kitchen, craft and DIY,
party items and gift wrapping, school and office, children and play, and items for the seasons.
With an ever-changing assortment and prices that are never higher than they need be, the
family-owned retailer wishes to create a wonderful world where finds can be made, and
creativity is encouraged.
The brand revolves around the story of the characters Anna and Clara Grene; two elderly
sisters who diligently work to create slight, bright differences to everyday life. The inspiration
for the sisters was found in the Grene family, meaning the family that founded Søstrene Grene
in 1973 and still own and run the organisation to this day.
Stores exclusively play classical music on their sound systems and stock everything from office
stationery, to gifts and kitchenware. About 40% of products are sourced in Europe while 20%
comes from China. The remainder is sourced from other locations. The company doesn’t operate
an e-commerce site and uses minimal packaging to entice customers to touch and feel products in-
store.

9 Lidl, Ireland
Lidl is a German-owned retailer that was established in the 1930s as a wholesale grocery retailer.
Today the company claims to be one of the largest retailers in Europe. With regards to Ireland,
Lidl entered the NI grocery market in 1999 with the opening of its first store in Cookstown, Co.
Tyrone. In 2000, Lidl expanded into RoI and as of 2016 operates 38 stores in NI and 156 stores in
RoI.
Despite its German origins, Lidl claims to be fully committed to NI through its partnership with
40 local farmers and suppliers. As noted on the company website, Lidl spends £85 million (€94
million) annually on local NI produce. Lidl’s local sourcing policy also applies in RoI, with the
company claiming to spend €700 million (£627 million) on local produce from over 200 Irish
farmers per year. A key strategy to Lidl's success is its relatively fast-moving lines, the majority
of which are own-label and are changed on a regular basis to gauge customer interest.

The store concept
Lidl predominantly sells private-label products and it keeps prices low by offering a limited
selection of items which it promotes through its slogan ‘Branded Quality is Cheaper’. Lidl is the
top retailer to do top-up shopping, with 49% of NI and 49% of RoI consumers stating they do their
top-up shopping in Lidl.
Store environment
At the entrance and checkout impulse purchase products categories like flowers, newspapers and
magazines were displayed. Fruit and vegetables at the first of the fresh section closely associated
with meat and dairy items for quick and easy meal planning. To promote healthy eating, they use
large points of sale and aisles display for grocery promotions, so customers can automatically pick
up some groceries. Placement of bargain offers on non-food products on the central aisles, directly
so shoppers can spot them easily. Dairy and bakery category at the end of the store so shopper
need to work through entire store for these essentials products. The most profitable impulse buys
and special offers are placed on end caps. Store is designed to ensure customers pass as many ends
as possible to increase further sales.

Product mix
While Lidl’s core product offering is grocery, the chain also offers household appliances, furniture
and clothing. Currently, Lidl does not offer online shopping or home delivery of grocery in Ireland.
It is proud to support Irish farmers and suppliers therefore 70% of products are sourced from within
Ireland.
Product range includes fresh food, grocery, healthy food and baby care to award-winning wines
and spirits. Weekly special offers for food and non-food products are carried out.
Marketing approach
Lidl was formerly a hard discounter but has successfully transitioned towards mainstream retailer
status, albeit with the emphasis on providing a low price. This is apparent in the company's
extensive expansion plans which extend to both sides of the border with a medium-term goal,
established in 2016, of opening an additional 60 outlets in NI and RoI over the three-year period
2016-18.
In addition to store expansion, Lidl has also invested heavily in its premium product ranges and its
fresh food offering in a bid to attract more affluent consumers in-store. Over recent years much of
the company's efforts have been dedicated to rolling out in-store bakeries across its UK and Irish
estate.

Growth platform
Lidl intends to increase its 154 stores to 200 within the next 5 years. It opened a new store at
Gulliver’s Retail Park, Santry and will reopen its Fortunes Town store, and additional 40 stores to
its Irish network in future. It is planning to introduce electric-car charging points at its new stores
and at major refurbishment projects. It is not only investing in store network but also building of
a new distribution center in Newbridge, Co Kildare, which will cost approximately €80m.
It focuses on local sourcing through Kick Start Supplier Development Programme. It had invested
over €200k in small and medium suppliers and more than 80 products are in store right now.

10 Tesco
Tesco, Thomas Street, Dublin Ireland
Tesco is a large supermarket chain from the UK which is amongst the market leaders in the UK
and Irish markets. The company employs around 15,000 people throughout IoI with a store
portfolio of 142 stores in RoI and around 50 in NI. Tesco’s Annual Report in 2016 reported that
the company had achieved £37.3 billion (€41.6 billion) in sales revenue and made a group
operating profit of £509.7 million (€568.9 billion) in the UK and Ireland.
The company’s strategy makes use of a mixed store portfolio with larger supermarket stores, such
as Tesco Superstores and Tesco Extra, which offer a larger portfolio of non-food products, as well
as filling stations and c-store formats such as Tesco Metro and Tesco Express. Tesco offers online
shopping, click-and-collect and home delivery options.
Q3 FY2018 saw the company report relatively strong performance in the UK and the Republic of
Ireland, with like-for-like sales growth of 2.3%.
Product mix
While Tesco’s core product offering is grocery, the chain also offers household appliances,
electricals, furniture, clothing, mobile phone services and banking services.

Marketing approach
Tesco occupies the market-leading position in both the UK and Ireland, so its positioning and
strategy is focused on serving the needs of the mass market and employs many different
positioning strategies to this end. This is reflected in its own-label strategy by which own-label
products are tiered to suit a ‘good-better-best’ model. In the case of Tesco; Everyday Value, Tesco,
Tesco Finest.
Although Tesco strives to be price-competitive with the other leading supermarkets, price does not
underpin its strategy to the same extent as Aldi or Lidl. Although both these competitors have
recognized the need to launch more premium product lines, thanks to Tesco’s size and purchasing
power, multiple pricing strategies are in place to capture different market segments.
Tesco is also trying to capture the value by having loyalty programs, membership cards and special
offers on its website. By being known as one of the low price online retailer, Tesco is also capturing
value through pricing.
Growth platform
Within the UK and Ireland, this has involved refocusing on the brand’s “Every Little Helps”
slogan. It is also resetting its price strategy in multiple markets, moving away from erratic price
promotions to a more consistent, everyday low-price position that enables it to compete more
effectively with the discounters.
A 30% reduction in SKUs in the UK and Ireland, and a similar cut in other European markets, will
simplify its offer at the same time as cutting costs (which can be passed onto the consumer) and is
in line with the brand strategy of taking Tesco back to basics.

References
7 Spells of marketing magic that transformed Dunnes Stores. (n.d.). Retrieved November 2,
2018, from http://bxtvisuals.com/dunnes-stores-marketing/
A Dunnes Stores “retail transformation” project in south Dublin has hit a snag. (n.d.). Retrieved
November 1, 2018, from https://www.thejournal.ie/dunnes-beacon-south-quarter-sandyford-
2-4123993-Jul2018/
About us | Musgrave Group. (n.d.). Retrieved October 20, 2018, from
https://www.musgravegroup.com/about-us/
Associated British Foods Plc SWOT Analysis.: EBSCOhost. (n.d.). Retrieved November 2,
2018, from http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=c2d928bb-
3236-451e-8ba9-a3bd3cc5bbcb%40sessionmgr104
Building better brands | Musgrave Group. (n.d.). Retrieved October 21, 2018, from
https://www.musgravegroup.com/about-us/building-better-brands/
Dunnes’ UK unit suffers £23m loss - Independent.ie. (n.d.). Retrieved November 1, 2018, from
https://www.independent.ie/business/irish/dunnes-uk-unit-suffers-23m-loss-37362455.html
Eason posts revenue boost in Republic but operations in North still struggling. (n.d.). Retrieved
November 3, 2018, from https://www.irishtimes.com/business/retail-and-services/eason-
posts-revenue-boost-in-republic-but-operations-in-north-still-struggling-1.3614328
Euromonitor International. (2017). Analysis | Passport. Retrieved November 1, 2018, from
https://www.portal.euromonitor.com/portal/analysis/tab
Financial highlights Retail sales €5.1 billion. (n.d.). Retrieved from
https://www.musgravegroup.com/wp-content/uploads/2017/07/Musgrave_Key-
Facts_2017.pdf
Food Academy - SuperValu. (n.d.). Retrieved October 21, 2018, from https://supervalu.ie/real-
people/food-academy-programme
Grocery Market Share - Kantar Worldpanel. (n.d.). Retrieved October 22, 2018, from
https://www.kantarworldpanel.com/ie/grocery-market-share/ireland
La, S. T., & Foods, R. (n.d.). Musgrave Group Annual Report & Review 2017. Retrieved
from https://annualreport.musgravegroup.com/jjhwrer/wp-
content/uploads/2018/06/Musgrave_Annual_Report-for-
2017.pdf?utm_source=annualreport&utm_medium=downloads
Our SuperValu Product Ranges - SuperValu. (n.d.). Retrieved October 21, 2018, from
https://supervalu.ie/about/food-safety-quality/our-supervalu-product-ranges
Primark - Primania. (n.d.). Retrieved November 2, 2018, from
https://www.primark.com/en/primania
Real Food, Real People - SuperValu. (n.d.). Retrieved October 21, 2018, from
https://supervalu.ie/about/our-people
Retail Ireland Ibec. (2018). Shaping the future of Irish retail 2020 A strategy developed by Retail
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Retail Ireland Monitor Sun shines on retail sales in Q2. (2018). Retrieved from
https://www.ibec.ie/IBEC/Press/PressPublicationsdoclib3.nsf/vPages/Newsroom~heatwave
-brings-mixed-results-to-irish-retail-sector-13-08-
2018/$file/Retail+Ireland+Monitor+Q2+2018.pdf
SuperValu. (n.d.). Retrieved October 21, 2018, from http://www.kavanaghgroup.ie/store-
locations/supervalu.99.html
SuperValu to Open Three New Stores and Create 210 Jobs in 2018 - SuperValu. (n.d.). Retrieved
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Ireland, Dublin Retail Stores 2018

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Ireland, Dublin

Retail Stores Worth visiting-2018

1 Dunnes Stores ...................................................................................................................................... 2

2 Musgrave’s SuperValu ....................................................................................................................... 9

3 Penneys Primark ............................................................................................................................... 16

4 Eason & Son ...................................................................................................................................... 20

5 Woodies -Grafton Group Plc ........................................................................................................... 25

6 Life Style Sports ................................................................................................................................ 31

7 Carrolls Irish Gifts ............................................................................................................................ 35

8 Søstrene Grene .................................................................................................................................. 38

9 Lidl, Ireland ....................................................................................................................................... 40

Source: Irish Retail and Consumer Report 2018 | PwC Ireland

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Source: Google Image

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The store concept

Dunnes Store entrance Sheridans Cheese mongers

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Dunnes Stores:Simply Better Collection

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Food Category Non-Food Category

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Source: Google Image

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Musgrave business feeds 1 in 3 people in Ireland and is a significant contributor to Ireland’s

The store concept

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Image source: SuperValu website

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It is positioned as an everyday-low-price supermarket, promising value for money. It sells and

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Source; Company website Store O'Connell Street, Dublin 1, Ireland

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The store concept

Brand Essence: ‘Primark offers customers quality, up-to-the-minute designs at value-for-money

Source: Google Image

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Key facts about the retailer

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The store concept

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Image source; Google

Source: Google Image

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Key facts about the retailer