A store design for a new chain of Gadget Stores in Bangalore, 5th Gear

1. By
A store design concept presentation for
New Vogue Ventures

2. Objective
Objective
• To design a youth centric gadget store to
connect with the target audience

3. Categories
Store Offerings
Categories
1 Mobile
2A Computing
2B Laptops and AIO
2C Apple
2D Tablets
3
3A Optics
3B Camera
3C Lenses
3D Binocular
3E Accessories
4 Gaming
5 Projectors
6 Music Docs
8 Mobile VAS
9 Software
10 Bags
11 Personal Care

4. Brand Essence
Objective
Stay Tuned

5. Target Audience
Objective
• School/College Going
• Young Executives

6. Message to be Conveyed
Objective
• You can explore a wide range
• Comfortable Friendly environment, it is your
own turf…a very known territory
• Experience the product usage
• Get the best and the latest(stay tuned)
• Competitive Pricing…(% value customer rising
from 39 to 54)….practically youth are value
customers

7. What are the TA characteristics
• Value…looking for deals
• Has lot of time to go shop hopping…hunting
for bargains
• Searches information on web and other
sources
• Gives a lot of weightage to peer advice

8. Options
Objective
• E-commerce
• Regular MBO…non specialized
• Brand Stores
• High-end retail like Croma

9. Options- Challenges
Objective
• E-commerce ---no physical evidence,
pilferages but informative
• Regular MBO…non specialized---most of the
time no touch and feel, no range and can not
educate the customer as a guide but can be
price warriors
– They offer the simplest buying,good penetration
therefore cater to maximum share of sales
– Instant Decision to close sales

10. Options- Challenges
Objective
• Brand Stores –low reach/penetration,high SP,
good product experience and brand
knowledge but poor category knowledge.
• High-end retail like Croma..they have width
and depth in categories at times problem of
plenty, confusing layouts, brand trained staff,
does not have much category knowledge
– They can intimidate many young people

11. Store design essentials
HOW DO WE FILL THE GAP

12. Design Imperatives
Objective
• Keep the design simple and clutter free
– This brings down costs by cutting on material wastage and production time
– Straight cuts for maximum space utilization
– No overpowering structures, interiors heavy
lighting to intimidate the customer…
• It is “Welcome All”
• It is “not expensive”

13. Design Imperatives
Objective
• To provide for experience and demo in
categories
• Space for visibility for brands in categories

14. Design Imperatives-Sales Centric
Objective
• Open products
• Maximising space for product display (More
Display more sales
• Provision for accessory display in various
categories to aid higher margins

15. Design Imperatives-Brand Experience
Objective
• Convenient
• Comfortable
• Welcoming
• Hangout
• Informative
• Competitively Priced
• Socially Active

16. Store Design Strategy
INVITE…EXPOSE…GUIDE…CONNECT…

17. INVITE

18. Attractive Store Front
Manifestation
– Dress up with gadgets
– Show Window with Mannequins
wearing/displaying gadgets in interesting
setting..The VM needs to change every season
– Loud signage
* To be presented in full once the store brand name creative is available

19. EXPOSE

20. Category Way

21. Category Design
• Each Category Design to accommodate the
buying behavior and process for example a
DSLR shopper will have a different buying
drivers from a Tablet or a projector shopper
• All categories to be integrated to form a
capsuled store look

22. Examples
• Laptops: I need it everywhere
• Mobiles: Need to touch and connect
• Optics: Try your skills and check
• Projectors: Demo
• Gaming: Play to see it

23. The Store Design

33. GUIDE

34. Guide
Objective
• No matter how informed and educated we
are,we love to hear from the salesperson
• One of the most important factors in shopping
experience
• Research has proven that the store that aids in
informed purchase tends to have more
customer loyalty

35. CONNECT

36. @Connect
Objective
• In-store Events
• Sponsored events
• Website
• Social Media
– Facebook….most critical
– Twitter etc

37. Facebook Kiosk
• Creating FB Events
• FB Likes for viral effect
• FB Photobooths