Coppel

Mexico

For over 30 years, value-conscious consumers in Mexico turned to Coppel department stores for savings, but rising competition from online discount retailers and new brick-and-mortar players in the space began to erode its customer base.

Watt’s store redesign reenergized the brand, drawing shoppers back with inspiring merchandise displays, calendar-driven events, and a revitalized in-store experience. An updated visual signage approach, clear wayfinding, and bold colour-blocked focal points throughout the store reinforced Coppel’s core value proposition and newfound energy and relevance.

Coppel’s revitalized branding and store design were game changers. Improvements to brand KPIs combined with a strong shopper preference for the remodeled stores fuelled an expansion of the new format across Coppel’s chain of 1,500 stores.