Monday 10 Oct 2011
High street shopping needs to be more fun, interactive and engaging than ever before, to compete against the commodity big-box retailers and the web.
Superdrug's new store concept is a lively, fashionable and relevant environment, which enlivens the brand and compares favourably at every level, from the volume trader to the department store.
The new concept takes its cues from the fashion market, reflecting trends exploited by high-fashion multiples, rather than the direct competition. The required authority in pharmacy, health, and personal care is retained and enhanced, but a new layer of style and energy has been created to promote cosmetics, beauty and perfumery.
The sharp high-contrast palette and the clean spotlit space is the ideal backdrop to the brands and promotions on offer, and feels altogether more fashionable. The store retains its modularity and flexibility, but has a more singular identity than it ever had before. The store continues to carry a high density of stock, but appears more spacious and ordered.
Department treatments change as you move around the space, for more pace. The existing department names were rationalised and the store is segmented into new product zones. The typographical styles are inspired by a more fashion editorial design and the store directory at the front of the store is a bold statement about what Superdrug offers. The cash desk announces the brand name with impact, with less display and more clarity. The pharmacy department features a new design treatment. With its consulting room and waiting area, it is very much about service and rivalling its competitors in this market. Cosmetics hosts multiple brands in a clean crisp space, each encased in white gloss cladding to give the space more uniformity and a sense of glamour. Play tables encourage customers to dwell and try products before they buy, with assistance if required.
This is a modern, fresh and inviting space, and a key part of Superdrug's plan to get customers to re-assess the brand. This new concept was rolled out in a further ten locations and more stores will be overhauled by the end of the year.
Dalziel and Pow Design Consultants Ltd