As part of its Store of The Future retail estate
refresh programme, Homebase has unveiled the blueprint for its DIY store
concept, designed by integrated brand communications agency Refinery.
The result of in-depth research designed help to
future-proof the DIY shopping experience at Homebase, the new DIY zone includes
new interactive screens to deliver more help and guidance for customers; a Demo
Zone for customers to interact with new products and try out latest innovations
in the market; new and updated display fixtures to improve merchandising for
key product categories; stand-out signage to aid navigation around the
department and improved sight lines; and impactful POS that supports ongoing
key promotions and brands. The inaugural design has been created in
Homebase’s Worcester store.
Jim Barron, Refinery director, said: “The new
concept has been created to be more inspirational and engaging – generating
greater customer engagement with impactful new features across displays, POS
and packaging design. The project spanned strategy for communications, creation
of the overall look and feel, right down to packaging and video and film. The
feedback has been so positive from customers and store staff, we’ve now been
tasked with other areas of the store and additional projects.”
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