How to leverage retail branding to drive revenue
a step-by-step process
We were briefed to undertake the retail design and retail branding harmonization of Electrolux’ retail environments across South-East Asia. The brand’s retail presence was not competitive with other key market players such as Samsung and LG. Since the brand exists across a variety of store formats and different product categories – a scalable, logical and consistent execution was needed. Like this we supported the shopper journey in the space and aid the purchase process.
In this case study we showcase how a step-by-step retail design process was followed to develop a pilot store. Later we adapted to different sizes that would become the masters for a l roll-out and implementation across hundreds of stores in the region.
Step 1:
Retail Audits & Insight Generation
Following the briefing, an in-depth analysis took place where we reviewed several store environments as well as a recently launched flagship space that needed a bit more polishing. Several conclusions were made in a report back to the client and in a working session priorities and directions were agreed to.
Step 2:
Floor Plan Evaluation & Optimization
Step 3:
Retail Hierarchy Definition: Brand / Category / Product
From a commercial point of view, retail design executions had to take into account 3 levels of communication, each with different functions. In terms of retail branding, at brand level the task is to draw shoppers into the space. Here we combined brand equity elements and branded messages that evoke credibility, trust and quality. At a category level shoppers needed to be able to easily identify product categories to help find their way quickly. At a product level, clear benefit communication is essential, to help select the right product.
Step 4:
Pilot Space Set-Up
A pilot space was built to exact scale as a replica within the Electrolux office – to be able to easily involve all key stakeholders, see exact material, built quality and finish and allowed us to test best practices in an actual simulated environment. The pilot space allowed Electrolux to test various executions throughout the design process. We experimented with different materials, finish and lighting executions before agreeing to a final, optimal solution.
We developed detailed construction drawings and provided material boards to control the translation of design into reality.
Worked closely together
Our client service and creative teams worked closely together with builders and production teams, playing a very active role in quality control to ensure the execution of the design concepts were tightly managed.
The final pilot space was very successful
It was not only used as a physical reference at each design review moment, it also allowed local marketing teams from surrounding markets to come in, make their own comments and receive detailed training on the final retail execution.
Step 5:
Retail Adaptation / Roll-Out
An approved design was scaled to several size masters, for each picking actual store types for which solutions were developed by us.
Step 6:
POSM & Social Media Kits
A comprehensive POSM toolkit was created that contained all in-store graphics developed in a matching style and we also created an online toolkit for social media use as the shopper journey often involves online touchpoints where shoppers do their initial research.
Step 7: Retail Guidelines for SEA
A comprehensive set of retail design & retail branding guidelines was developed as a tool for various markets and production houses to undertake local roll-outs and do quality control checks.
Step 8:
Training & Implementation
A training session took place where regional marketing teams were introduced to the final retail concept. We trained them in how to make use of the guidelines and check finish and quality details.
To aid markets with local roll-outs we developed a simple and affordable 5-step retail design process – where our teams could come in whenever help was needed on key or critical spaces.
Frank Grüb
Marketing Director East Asia Electrolux
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I worked with Square44 on the launch of a regional retail design solution for Electrolux. Square44 came in and knew what they were doing. This team lives and breathes retail environment branding! They developed a comprehensive toolkit and guidelines that are facilitating a regional roll-out across a variety of store types and sizes. They even got into the nitty gritty, working with our local builders on detail and finish. It was a joy to work with them, they were extremely fast and responsive and they surely went the extra mile to get our solutions done as quickly as possible
Siriporn Uasrikongsuk (Jass)
Retail Shopper Marketing Manager – East Asia
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Having worked with various suppliers and agencies in the past I was very impressed with the quality and speed of the Square44 team. They showed great attention to finish and detail at the implementation stage and worked closely with various production houses patiently making sure work was done to high standards.
The team was extremely responsive and kept delivering work fast, even after quite a few long days and late nights! It was a great experience working with the team and I can highly recommend them on retail and branding projects.
If you want to learn more about the retail design process we follow, click here to check out our article on the same.
Inspired? Would you like to discuss how we can enhance the retail performance of your brands in terms of brand visibility and shopper navigation? to cut through the clutter of a busy category or a busy shelf? Get in touch here, to start a conversation today!
