G Plan launch Ultimate Retail Experience
G Plan, the historic furniture manufacturer, is set to roll out a new retail concept to its stores nationwide this Spring following a successful trial at park Furnishers in Bristol.
Dubbed the Ultimate Retail Experience it sees shop floors redesigned to encourage shopper interaction with products.
Retail specialists the Market Creative were brought on board to design new store layouts, guiding bargain through the selection process through a choice suite of supporting materials.
Innovations include a “sit test” which helps potential customers gauge comfort and commit to purchase, serving to complement other ideas such as enclosed room sets which enable customers to envisage how furniture will look in their homes.
A “dwell drea” employs graphic montages and brochures slotted into relaxation areas to increase customer dwell time and evoke brand heritage, a feature tests proved was of particular interest to males who swot up on company history while their partners try out the furniture.
All of this serves to “make it easy” for the customer by providing product specifications and information on how and where individual furniture was made through postcards, product swing tags and graphic pods.
This was borne out of extensive market research by Creative who mapped customer behaviour and routes through stores prior to developing their brand strategy.
The Ultimate Retail Experience will be unveiled to retailers at the Interiors 2010 exhibition running from 24 to 27 January.
The Market Creative has G Plan, Moben Sharps Dolphin, SSL International, Britax Romer, Bounty and leading bakery GH Sheldon among its clients.