As with most retail environmental design projects we conduct, the first phase of the project involved evaluation & refinement of the brand’s current positioning; understanding the values, needs & lifestyles of target shoppers and calibrating the revenue potential of the new retail experience provided by the design process.
- The design concept was focused on ensuring that Market 32’s proposition be clearly communicated to shoppers throughout the store, from its external appearance to in-store merchandising, and even the uniforms worn by sales associates.
- What was unique about this process was Price Chopper’s comprehensive rebranding of its new stores, which not only encompassed a whole new look and feel but a new brand name for new and returning shoppers to experience. The re-branding also needed to ensure that elements common to both new build stores and existing stores were able to integrate with the brand proposition of each.
- To effectively communicate Market 32’s brand promise, our creative team built an integrated signage program detailing “32 Reasons” to love Market 32, a collection of statements featured prominently in the store interiors that explain the brand’s values, behaviours and promises to both their shoppers and the communities they serve.
The frozen food department was rotated 90 degrees and shortened to present segmented categories. Non-food products were merchandised in a separate area to communicate volume and value.
Our design & strategy teams worked closely to ensure that the design of the first iteration of the store revealed its new brand promise. As part of the design, the team considered all functional elements, from shoppers’ journey through the store and the elements that would entice and educate throughout, to the role each department played in creating the new brand proposition. Fixtures and fittings were chosen not only based on their fit with the brand’s promise but also to ensure they were the most cost-effective way to build a shopping experience in sync with the brand’s vision.
Stores are organized as a collection of experiences, each designed to respond to customer needs in that category.
Produce and perishable goods were positioned as a centralized Marketplace, with specialists in the Deli, Food Service areas, Bakery and Meat & Seafood departments, framing a collection of meandering produce presentations. The centre of the store was reduced in overall size, with long aisles minimized by incorporation of special features like specialty wine areas, a locally sourced products shop, and “Signature” zones that feature unique product assortments.
To further align the brand’s values, the Pharmacy was expanded to include labs and medical/health services. These initiatives were undertaken carefully, ensuring that they respected the operational costs and considerations that underpinned the success of the business.
For the store exterior, a key component of the design strategy was to create a façade that was adaptable to different store formats in differing locations, and to harmonize the look and feel of Market 32 stores. Our design team’s solution was to create a solid anchor at the store entrance point made of local materials. This anchor gave clear visual brand cues, where previously these had been absent, and tied each Market 32 location more closely to the location it served.
To effectively communicate Market 32’s brand promise, our creative team built an integrated signage program detailing “32 Reasons” to love Market 32, a collection of statements featured prominently in the store interiors that explain the brand’s values, behaviours and promises to both their shoppers and the communities they serve.
Throughout the rollout program for Market 32 stores, remodelled or new stores continue to outperform the former Price Chopper brand stores, resulting in increased revenue, as well as significant improvements in visit frequency and customer satisfaction with the stores and brand image.