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Consumer insights key to creating prototype with smart space allocation to maximize brand and ROI
DAYTON, OHIO— Retail brand consultancy, Interbrand Design Forum teamed with Michaels, the world's largest arts and crafts specialty retailer, to develop a new store prototype that transforms categories by creating a store-within-a-store experience in departments like jewelry-making, custom framing and scrapbooking.
By gathering consumer insights, the team identified a need for the store to have more personality and provide inspiration and fun throughout, but with an eye on the return on investment.
"The key was to balance in-store innovations with operations to find the financially productive opportunities that allow the retail brand experience to shine through," said Scott Jeffrey, chief creative officer, Interbrand Design Forum.
To do this, Interbrand Design Forum used its StoreBoard™ methodology to look at how space and capital could be allocated for maximum brand and financial return. This exercise freed up more space to celebrate the significant categories, and jumpstarted the process of improving organization of the store and its merchandise.
The team developed "the art of inspiration" as the design filter which led to a new layout, wayfinding program and adjacency plan that clearly showcase Michaels' expertise.
"We wanted to communicate creativity by using the products within the store to highlight key departments and tell the story," said Jeffrey. "This approach provides intuitive navigation and gives the store a distinctive branded personality."
The difference is dramatically apparent from the moment a customer steps into the store. The store is an open, modern design with wider aisles, warm colors, brighter lighting, 'inspiration kiosks' for project ideas and work spaces for customers to lay out an idea or design before purchasing.
An entry focal creates a gathering place for seasonal and trend items. Pulled from multiple departments, the display immediately inspires the shopper. From this vantage point the consumer has a clear view of the entire store and can quickly locate her destination.