Page 34 - February 2022

RLI RETAIL INSIGHT
Transform

Existing Formats

Rather than commissioning new store concepts, an increasing number
of retailers are looking at how they can adapt existing formats. Ian
Johnston, Founder of Quinine Design discusses why transforming an
existing retail format might be a better idea than starting from scratch.

etailers and brands the world over are trying to adapt to the 3. Using an objective eye to see more clearly - You can’t read the label
rapidly changing world around us. There are severe disruptions all from inside the jar. A retail experience audit by an external agency gives you
Rplaying out at once, from the growth of online to supply chain and an independent, impartial expert opinion on your current retail experience.
recruitment issues. These and many other factors are feeding uncertainty in 4. Building confidence and togetherness - Knowing where you are builds
an increasingly complex landscape. assurance and alignment between internal teams and key stakeholders. A
Historically, retail doesn’t sit and wait. The industry responds, reacts and retail experience audit provides documentation and analysis (the tools) to
picks up the pieces. help you articulate challenges and opportunities to your wider business,
Recent technological transformation and changing consumer demands so you can win over people who may not understand the value of design
have driven many retailers to explore new retail formats. It’s easy to thinking. This holistic view can help you to secure future budgets and plan.
understand the allure. A fresh, new format can inspire, boost your brand, 5. Finding out whether your format is future proofed - Colleagues in
your bottom line and possibly even make the world a slightly better place. product or service development have asked you to deliver a new offer
We get it. We love working with teams to create new retail formats. within the existing store format. Where do you find space? What has to
In good times, exploring new, alternative formats in different locations is move, what has to flex, and what gets left out? A retail experience audit
considered a good strategy. However, when times are tough, businesses looks at how current formats can be future-proofed to accommodate
tend to think long and hard before deciding on their next steps. myriad eventualities.
While businesses adjust to digital transformation and omni-channel 6. Prioritising interventions - New formats are expensive and take
selling, their retail teams are desperately trying to figure out what this means considerable time to develop and implement. Sometimes you just don’t
for physical stores and the wider retail estate. In a rapidly changing climate, have that timeframe or budget. A retail experience audit recommends a
creating an operational model that works for the 21st century seems the variety of low, medium and high-level design interventions that can have
most critical part of the agenda. An entirely new format may not make immediate or future impact on your existing format.
strategic or commercial sense. 7. Assessing how your brand promise is brought to life - When your brand
Increasingly, clients are asking us for recommendations on how to adapt has a refresh, it’s essential to update in-store branded moments. With a
and transform their existing stores to make them more relevant, compelling renewed purpose, your existing stores should be a beacon for the brand. This
and able to deal with the changes happening within their businesses. could be just a new colour palette, logo, or refined brand promise. A retail
Transforming existing stores to… experience audit explores how these can be brought to life in existing stores.
• Align customers’ in-store and online journeys 8. Identifying how your format fits with the estate strategy - Too often, new
• Broaden the service offering (to include product care, repairs etc.) formats don’t address the broader picture. They need to be value-designed
• Accommodate new product categories or brands and suitable for rollout. Retail experience audits identify key elements that
• Integrate digital touchpoints underpin the design vision and make effective recommendations that don’t
• Accommodate express journeys (return and click-and-collect) detract from the overall in-store experience.
• Add in self-serve touchpoints Creating a new retail format can make life easier. But life isn’t that
• Remove cash desks to facilitate ubiquitous transactions/consultations simple anymore. In today’s climate, transforming your existing format may
with mobile POS systems be a more viable alternative, with the potential to bring great value to the
...and many more unique needs that existing stores require to be business, brand, customers and staff.
upgraded so that they’re ready to face the new retail landscape. But, in Expand the capabilities of your existing format, strengthen its operations,
order to understand where you are going, you first need to understand improve the overall look and feel, and ultimately you will create a better
where you are now. customer experience and increase your ROI.
We always start with a Quinine retail experience audit, we tailor them to Never underestimate the power of design thinking and the retail
suit each business’ needs. We look at what’s working well, what could work experience audit. These irresistible forces can transform perceived
harder and where the gaps and opportunities are. This provides clients with obstacles into clear pathways and greater opportunities.
prioritised, strategic and tactical recommendations for the short, medium
and long-term as they drive towards their future objectives.
Adopting a holistic view, approaching every challenge through the
lenses of business, brand, customers and staff, means we can help clients
understand the value and impact of transforming an existing format versus
designing an entirely new format.
Here are some key areas where a retail experience audit can help you:
1. Identifying exactly what you have to work with - Your gut instinct is one
thing, but you need external validation. You and your team may have spent
years developing the current format and are so involved they find it difficult
(if not impossible) to identify issues and opportunities. A retail experience
audit helps you understand your current position.
2. Knowing the ‘why’ as well as the ‘what’ - The business has identified an
issue using traditional retail metrics. This could be declining footfall, falling
sales or low customer engagement - however, they haven’t found out why
these results are happening. To understand what (design recommendations)
to prescribe, you must understand the causes, not just the symptoms. A
retail experience audit dives deep to explore why these problems exist.

34 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2022