В рамках проекта по ребрендингу крупнейшей сети «кибермакетов» «Юлмарт» нами была разработана и внедрена концепция интерьера с логичной, продуманной системой навигации. Юлмарт — это один из ярких примеров «неполочных» магазинов, где покупки совершаются онлайн.
«" Real shopping in digital world" - the way the cybermarket`s slogan sounds. In order the retail chain continues to develop "the real shopping" should become comfortable and exciting. The task that Brandson faced was development and implementation of interior conception for one of flagship stores. New "Ulmart" is situated in one of the city`s dormitory districts, in separate building, in the place with high shopping traffic. In following the interior conception will be circulated: the interior will become unified as for large salespoint and for pickup points (outpost).
To control customer flows to accelerate the choise process and optimize customer management the shop premises is zonated. Zones are divided in two groups: of the action and of the waiting. Every zone is connected with definite buying stage or preparation for it, possesses definite functional characteristics.Positioning of zones is determined by specialities of particular space but is subjected by unified all-pervading principle.
Все зоны условно распределены
на две группы:
There are information desks situated In the entrance group that inform visitors about color code adopted in "Ulmart" and about navigation specialities.
Zone of choise - the space where the buyer is involved in the process in the most active way. It takes the central position in the shop, here clients spend the biggest part of the time. According to the principle of colour code this zone is highlighted with red-orange colour and is limelighted. As the buyers are different in mode of behavior and in competency the zone of choise is strictly divided in three autonomous zones: the zone of basic choise, the zone of express-choise and the zone of instruction.
The zone of express-choise is intended for visitors who have already made up their mind what to buy. As a rule they spend a few part of time in the retail space. They are the most competent customers, they use terminal server. Herewith every zone has its own corporate gradient matching the colour cheme of corporate identity.
The zone of instruction (or learning) is intended for first-time buyers. The have difficulties with the choise and they are not familiar with the shop`s assortment and characteristics of goods. They appreciate the psyhological comfort, that`s why the zone is cabinned off. Besides, the zone of instruction (or learning) is intended for buyers with children. The territory for children is also cabinned off with half partition that provides visual control for the child.
The cash operating unit is sutuated in the pay zone behind the stationary modul pillar stand. The cashdesks are situated in niche; plasma displays are set above the pillar stand for translation of advertising and information videos. The length of pillar stand is ranging depending on the number of cashdesks. The standart cashdesks are supplemented automatically.
Стандартные кассы дополняются автоматическими.
The credit zone is sutuated on buyer`s line of march from the zone of choise to the pay zone and is cabinned off by the wall or by the partition. These are places for banks that issue credits for buying goods in the cybermarket`s territory. The zone includes from two till four sections. Credit sections have tables with bevelled corners so they are interfaced in one line on the part of staff and on the side of customer they have ledges separating one section from the other. In the lower part of work tables on the side of the retail space there are boxes required by design for advertising posters. The front glass door is being opened for change.
The zone where the buyers get their goods - the second in terms of customer`s traffic volume. It is highlighted with the turquoise blue colour. The ceiling is dropped, above the aperture there are fixed screens translating information about moving the queuing system (such screens are also placed on columns, that`s why buyers can control their moving from one point of retail space to another).
In the checking zone buyers can test the purchased good and, moreover, to expend its functional possibilities. There are three pillar stands are set: a pillar stand for cheking large-sized goods (plasma displays etc.), a pillar stand for making setting (preparation a good for exploitation, consultants` advices), a pillar stand for "U-tuning"..
В зоне проверки устанавливается стойка сервиса
The attention of buyers in zones of waiting is distracted. Here they wait for their queue, completing the process of registration or of checking a good, rest, get additional information, drink coffee. Therefore the comfort and coziness are important for them, here they pay more attention to the interior.
Зона предназначена для детей дошкольного и младшего школьного возраста, чьи родители заняты выбором товаров. Она визуально контролируется из зоны выбора и зоны изучения, отделяясь от последней невысокой декоративной перегородкой. Здесь есть детский стол и стулья, стеллаж для игрушек, телевизор с игровой приставкой. В распоряжении маленьких посетителей «Юлмарт» — фломастеры, карандаши, раскраски, простые игрушки и настольные игры, а также электронные устройства (детские планшеты с развивающими играми и другие товары из ассортимента кибермаркета).
Principles of zonation and design rules for the shop are expounded detailed in a concept book made by agency. It will simplify in a great measure the work of contractors collaborating with the retail chain "Ulmart". In particular, these principles are also expanded on "Ulmart Outpost" - points of booking and points of issues on repayment differing by more compact size.
«"Ulmart" tends to expand the geographic footprint and work for mainstream audience, to become a synonym of format combining the online-shopping and shopping in the shop.