Page 13 - Sphere No.21 (Mar 2008)

SPHERE 11
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Why retail revamps are so important
By Marc Redvers
N THE HIGHLY competitive world of modern retail, trends and tastes change at an astonishingly
fast pace; storefronts, interior layouts and product displays have to meet the expectations of in-
creasingly demanding and discerning customers. Which is why makeovers have grown to become
such a vital part of contemporary retail: reacting quickly and effectively to the often subtle shifts in
customer expectations is essential for chains that want to retain market leadership.
Major revamps by A S Watson-owned stores in Europe and Asia have seen the employment of
creative new ideas to come up with eye-catching store frontages that instantly hit the spot with 21st century
shoppers. Innovative touches for interior displays have ensured that browsing is a comfortable experience in
a familiar yet stimulating environment. In Europe, Superdrug, Kruidvat, Trekpleister, Marionnaud and ICI
PARIS XL have all recently unveiled new looks that have been positively received by the market. Meanwhile, in
Hong Kong, FORTRESS and Watsons HK both introduced new concept stores in the past several months.
“One of the key themes we wanted to instill in all the stores across the board is a comfortable ambience in
which our customers can enjoy their shopping trip, purchase products that suit their needs, and leave happy. That
way, they will keep coming back to our stores,” says Dominic Lai, Group Managing Director of A S Watson Group.
“After shopping in the same store for several years, shoppers may feel that the stores are stale or ordinary, especially
as other retailers continue to innovate. Thus, the store refurbishment programme’s mission was to create a modern,
trendy and refreshing look.
“Customers have growing expectations. They look for an overall pleasant shopping experience with a wide selection
of the latest products displayed in an easy to find way, with helpful and knowledgeable sales staff available if needed.
Quality and value for money are always key. Shopping is a form of entertainment, and we want to make our stores both
practical and enjoyable.”
The retailers have not been afraid to employ non-traditional techniques to stay
sharp and fresh. The Marionnaud chain brought in a renowned French designer,
Philippe Kauffmann, who originally studied art and sociology and began his career
in cinema and music before moving into architecture and design. Mr Kauffmann
has always had eclectic taste, taking on a diverse range of projects that have included
creating a new look for renowned
fashion company Chanel and up-
grading a French racetrack.
MAG
BEFORE
AFTER
BEFORE
I
Marionnaud has
changed its image to
create a modern, trendy
and refreshing look.