What are the keys to successful merchandising?
DESIGN - Feb 28, 2019
The appearance of self-service in points of sale has shaken up the retail game. Merchandising is no longer defined exclusively by the specific, thoughtful organisation of products in a given space. Up until now, retail outlets have been planned and designed using Charles H. Kepner's '5 Rs' rule. 'Finding the Right product, in the Right place, at the Right time, at the Right price and in the Right quantity' are essential criteria to consider when it comes to improving the customer experience. In order to enhance this experience, he also added the 'Right communication'.
As part of the collaborative relationship between the CBA agency and Alinéa, the subtle management of light in the customer journey within the concept store was a vital element in designing the different spaces.
Light is often neglected, for budgetary reasons, when redesigning retail outlets. Yet light is an inherent aspect of merchandising. It can be approached in a very simple way, to create a fantastic effect with the right budget. Light design can help steer customers through their journey and manage footflow in the store
The French brand, whose Mediterranean personality is evolving around furniture and decorative homeware, has embarked on a daring project to transform the brand: respositioning, a change of visual identity, a total overhaul of their offering, and the launch of a new website. The retail outlets have also been totally reinvented. In less than 2 years, Alinéa has experienced a real renaissance.
The new concept store with a surface area of more than 7,000 m2 was launched in November 2018 in Bordeaux Mérignac. This is about much more than rearranging the products on offer. A free-flowing, carefully designed journey has been created to help customers with their furnishing and interior design plans. This space has been organised around 4 different worlds and 5 boutiques. Emotion is right at the heart of this customer journey, which encourages lingering and inspiration. CBA designed a versatile, adjustable and practical toolbox to respond to all the needs of Alinéa's merchandising team and its customers' expectations.
Within the context of its overall mission, CBA also created a boutique restaurant that is totally connected to its interiors concept. The look and feel are inspired by the Mediterranean lifestyle, giving a new twist to codes and materials such as terra cotta and tiling. All the furniture is sourced directly from the boutiques, breaking down any barriers with the store.