Terminal.ru multichannel retail store design

The challenge

Our Moscow team was tasked by Terminal.ru to develop a multichannel retail format combining product demonstration, advice and impulse purchase opportunities around a functional but engaging on-line ordering facility.

The results

The retail concept developed by Shopworks has been implemented across Russia, having received positive feedback from both our client and their customers.

Designing a retail store for multichannel

Central to Terminal.ru retail proposition is the ability for customers to consult and order from their full online range using self-service kiosks. This is supported by a dedicated call centre to guide customers through product features and benefits as they browse the online range.

The retail layout developed by Shopworks reflects this by creating dedicated and clearly sign-posted zones in store all strategically located to support the online ordering terminals, at the heart of the retail concept.

These zones include impulse purchase units along the main customer flow, product configuration and technical support and product demonstration areas.

To support the new layout with effective signage and way-finding, Shopworks worked in collaboration with the client's in-house creative team to develop an in-store communication framework combining effective signage and zoning with the modern and energetic style of Terminla.ru's brand positioning.

Site application of the retail concept was facilitated by the delivery of a full set of brand and retail implementation guidelines and working drawings.

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