Spencer’s Retail Checks Out With a Win

 

vmrd design awards spencers


March 2014

A Major Honour for a Mighty Store

 
The 7th annual edition of the VMRD Retail Design Awards, held earlier this year in Mumbai, India, was yet another tribute to the best in retail design and visual merchandising. The competition was close and nominees were plenty, but Spencer’s managed to snatch the crowning glory in the Hypermarket category for its recently re-launched store at Axis Mall in Kolkata.

Retail reinvention is a tricky task – it requires a strong brand capable of retaining its core essence while adapting to consumer behaviour and differentiating itself in the market.  Spencer’s has always stood for quality and service, especially in their food and grocery offering. They wanted to extend this platform with a larger global gourmet offering, and deliver a best-in-class environment to match it.

The challenge was to create a refreshed experience that would reinforce Spencer’s food-first positioning, but also elevate other departments like Fashion and Beauty. The idea that drove Perennial’s solution was to guide customers through zones, each with its own focal hub, to break up the shopping journey and establish moments of enjoyment and indulgence.

We applied this thinking to several key elements within the Hypermarket environment. An Epicuisine section was created to showcase gourmet cuisines from around the globe, including both ready-to-eat and ready-to-cook meal solutions. In the Personal Care department, the beauty section received a new makeover zone, becoming a hotspot for Spencer’s target female consumer. The area was conceptualized to provide a 360-degree beauty experience, featuring a wide variety of brands, testers, and ample space to try products and explore the offer. In Fashion, a focal hub was designed to form the heart of the department, with change rooms encircling a central seating area to make shoppers comfortable. Throughout the store, consideration was given to making the environment easier to navigate, which we achieved through wider aisles, colour-coded departments, and enhanced wayfinding signage.

The new and improved Spencer’s Hypermarket has been a resounding success, with three stores completed and more being rolled out in the future. Congratulations to Spencer’s and all who had a hand in bringing this vision to life!