UNDERGRADUATE DESIGN PROJECT
DESIGN THESIS 2017 RETAIL DESIGN FOR ARCHIES
Project By: Aniruddha Mahanta Sponsored By: Firstouch Solutions Pvt. Ltd., New Delhi 1
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UNDERGRADUATE DESIGN PROJECT
Title: Retail Design for Archies Sponsored By, Firstouch Solutions Pvt. Ltd., New Delhi Student: Aniruddha Mahanta ID No.: UA1317008 Industry Guide Mr. Ajay Gupta Institute Guide Prof. Kishori Dalwadi Product Design 2013-2017 School of Industrial Design
UNITEDWORLD INSTITUTE OF DESIGN AHMEDABAD School of Industrial Design
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PREFACE At UID, all the final year students are required to undertake a Graduation Project which is a six months full scale design project in the industry. The student gains industry experience during the course of this project and builds his/her creative confidence to work as a design professional. This experience gives the student an opportunity to learn about an organization’s work culture, management and other skills reuired by a designer to manage timelines, pitch ideas, concepts to concerned colleagues and clients. The student experiences how a number of projects are handled at a time, the stage by stage progress of a project and how a fitting solution is delivered to the client. While working in the industry, the student gets a chance to test his/her learnings and realize their strengths and weaknesses. My Graduation Project was sponsored by Firstouch Solutions in New Delhi for six months from February to July 2017.
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ACKNOWLEDGEMENTS The entire team at Firstouch Solutions showed immense love and support throughout the six months and made me feel a part of their own. Their contribution was not just limited to my projects but to my overall understanding of how the industry works. I am grateful to Mr. Ajay Gupta for giving me the opportunity to work with Firstouch Solutions and gain hands-on experience in a new area of design. I thank him for sharing his experience with me and for trusting me with numerous live projects for note-worthy clients. I am glad that the entire team of Firstouch Solutions treated me as an employee rather than just an intern. I thank Mr Sunil Tyagi of Noun Design for introducing me to all the behind the scenes action of project executions, Mumtaz and Deepak for taking me through production and site-work, Rohit for adding to my experience. I am also grateful to Ms. Jyoti Budhiraja, Graphic Designer, Delhi for helping me out in the second phase of my project and for her contribution in the same. I would also like to thank Prof. Kishori Dalwadi, my internal mentor, for guiding me through this project and Varshin Sir for his inputs on making the model. My family and friends in Delhi for all their love and support and for inspiring me in so many ways.
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CONTENTS 7
INTRODUCTION About Me About the Institute About Firstouch Solutions Synopsis
DEFINE 8 10 12 14
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16 17 19 20
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33 35 41 48 51
WAY FORWARD Design Proposals Appendix Bibliography Image References
99 122 123 125
DEVELOP Shift to a Trendy Archies Layout and Space Planning Fixture Designs Finalised Designs
53 59 63 72
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DISCOVER Understanding Retail Design Understanding Archies Understanding Today’s Gifting Market Research Methodology
The Current Retail Scenario Defining Today’s Consumers Questionnare Findings Challenges faced by Archies Framing The Design Challenge
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PROJECT OUTLINE Client Brief Project Approach & Overview Timeline as Planned Timeline as Happened
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DELIVER 22 28 30 31
Material Study Prototyping Prefabrication Finishing and Packaging Setup and Final Assembly Execution
87 88 89 91 92 93
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INTRODUCTION This section sets the background of the document, putting in place its purpose and context. An overview of the sponsor company and personal expectations from the journey have been documented in this section.
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ABOUT ME Hi! I am Aniruddha. People are the biggest motivators for me in design. To me, working on different areas is really exciting as we get to learn much more than just designing coming up with innovative design solutions. Growing from projects not only as a designer, but also as an individual,has been one of the best gifts this field has given me. My major areas of interest include System Design, Consumer products, Interaction Design, User Experience etc. For my Graduation Project, I wanted to work in a multi-disciplinary design company and experience the tehnicalities of various stages of design. I was also looking forward to explore new avenues of Industrial Design so that I get acquainted with the current trends of the industry. I was fortunate enough to land at Firstouch Solutions Pvt. Ltd. who are one of India’s most reputed Retail and Exhibition Design companies working on a wide range of design applications and are fore-runners in the design and manufacturing of Interactive Kiosks, Retail and Exhibition Design areas. Having an in-house factory helped me look closely at the manufacturing of my designs. I have documented my entire journey here and I hope you will take away something after going through it.
Introduction / Aspiration
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Introduction / About UID
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ABOUT UID UNITEDWORLD INSTITUTE OF DESIGN AHMEDABAD Unitedworld Institute of Design (UID) is a private educational institute in India, established in 2012 under the Unitedworld Group.
Institute Guide
Unitedworld Institute of Design (UID) is one of the premier Design institutes of India. The institute aims to create globally sought–after professionals who can exhibit their creativity and trigger novel trends. UID’s pursuit for excellence has made its name shine with an extraordinary record of success in a short span. UID offers a diverse range of Bachelors and Masters courses in the fields of Visual Communication, Animation & Motion Graphics, Game Design, Product Design, Automobile & Transportation Design, Fashion Design, Lifestyle Accessory Design and Interior Design. These programs are designed with strong professional emphasis and in close partnership with the industry. ABOUT THE MENTOR I am grateful to have Prof. Kishori Dalwadi as my Institute mentor who is an expert in Architecture and Spatial Design. She started her architectural career with ‘Sangath’, Ahmedabad. Later, she was associated at Vastu Shilpa Foundation, as a research associate for “Elements of Space Making”– one of the books Kishori, has got to her credit, with author Yatin Pandya. During her professional career, she was associate architect for “Interior-renovation of few cells at IIM campus, Ahmedabad and execution of projects under Gujarat Tourism.
Prof. Kishori Dalwadi Interior Design Graduation in Architecture, D.C.Patel, School of Architecture, Vallabh Vidyanagar
Her valuable feedback and enthusiastic nature helped me soar in my project.
Introduction / About UID
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Introduction / About Firstouch Solutions
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ABOUT FIRSTOUCH SOLUTIONS Firstouch Solutions Pvt. Ltd. specializes in creating unique CUSTOMER EXPERIENCE consistently across different retail and experience formats. For the last 10 years Firstouch Solutions has been involved with many Indian and International brands in bringing them closer to customers. It is one of India’s most leading design companies involved in Retail Design and Planning, Retail Rollouts, Exhibition Design and Interactive Digital Solutions. Firstouch is backed by a A full-fledged 25000 sqft. Workshop for Plastic, Metal and Wood capable of high precision prototyping and production, and a workforce experienced in converting ideas to reality.
Industry Guide
Its nationwide network and own workshop was developed over the last 10 years to cater to the expansion plans of the modern branded retail and exhibitions. Over last 7 years Firstouch has rolled out more than 600 stores, 3000 shop in shops and more than 5000 POS merchandize systems with clients as varied in products as in countries. Plus they have executed more than 100 shows with 400 stands. ABOUT THE MENTOR At the core is a multi-disciplinary team led by Mr. Ajay Gupta, PG Product Design, National Institute of Design, Ahmedabad. After working He spearheads the creative team comprising of Retail & Exhibition Designers, Product Designers, Graphic Designers, Architects, Interior Designers and Digital Media Planners. I consider it my honour to work for such a professional company. I have gained immensely from my experience at Firstouch Solutions.
Introduction / About Firstouch Solutions
Ajay Gupta Founder Director & Principal Designer B. Tech - Delhi College of Engg., Delhi PG design - National Institute of Design, Ahmedabad
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SYNOPSIS This project is a live industry project for Archies Limited, an India-based company founded on 1981 and is engaged in the manufacture of paper and paper products and retail sale of other goods in stores. The Company operates in approximately 300 outlets in around 16 states and in approximately 70 cities. The Company has approximately 300 franchise outlets in India and across the world. Archies had been operating mostly through its own outlets. Emphasis on Greeting cards and in-house made products in retail stores stretched for too long, while the world moved to E greetings, and other options. The brand which grew very steadily in 80s and 90s, gradually stagnated in the 21st century, and now desperately needs a re-positioning and a relook at Retail experience. On one hand, space is a constraint, on the other, User Expectation is changing as well as increasing. The gap between offerings and expectations is also widening. The document contains the Design Process that went into arriving at the concepts. As a Design Thesis Project my goal was to understand how the Retail experience can be modulated to change with times, while the old brand values are used to maximize retail potential. At the same time, I wanted to create a system where modularity of the stores and re-use of materials are also looked at so that the project serves as a Road map to renovate old stores. I wanted to understand and explore new ways of customer experience to derive meaningful solutions that will bring about some freshness to Archies.
Introduction / Synopsis
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PROJECT OUTLINE This section forms the context of the project with brief explanation on the approach and process followed. It also contains my timeline as planned for the execution of this project and the timeline as it actually happened.
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CLIENT BRIEF Design an Archies retail store with a new design language. The new Retail would be resurrected as a destination for gift purchase in India. • This concept will entail showcasing the entire range of gifts to Target Group 5 to 60 years. The Brand has to appeal to the 1st, 2nd and 3rd generations at the same time! • The new Retail should present an exciting experience which means it will give the consumer an opportunity to interact and engage with the products in new ways. • A unique branding and communication system will be developed for such spaces. Especially for spaces where height of ceiling is beyond 8 ft. • The Design will include Layout planning, Mood board creation, New Material identification, defining customer flow patterns, new Interaction ideas, and developing overall Identity. • The Design will be determining and detailing plan for various layouts and formats as mentioned earlier. The spaces such as square, L-shaped, High street, Mall based – all scenarios will be considered before developing the final guidelines. • Lighting, Flooring, Ceiling, Wall, Display Fixtures and Graphics will also be offering unique experience and flexibility. The emphasis will be on modularity so that scale can be achieved. • Interactive technologies such as Touch-screen or IPad Devices will also be considered for better customer engagement. • The Design will be conceptualized and finalized as detail guidelines.
Project Outline / Client Brief
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PROJECT OVERVIEW AND APPROACH WHAT? Retail Design is beyond just creating a good-looking store with aesthetically pleasing displays, retail store design is a well-thought-out strategy to set up a store in a certain way to optimize space and sales. Archies already has a strong position in retail design with approximately 300 outlets in around 16 states and in approximately 70 cities. The Company has approximately 300 franchise outlets in India and across the world. WHY? Good retail design presents a business’s physical space in the best possible way in order to maximize sales. Consumers are more likely to engage if they enjoy your space and can easily find what they came for. In many ways, a store is a business’s best advertisement because it can draw consumers fully into the brand experience. Archies grew very steadily in 80s and 90s but gradually stagnated in 21st century, and now desperately needs a re-positioning and a relook at Retail experience. HOW? After understanding the brief and further discussions in the company, we decided to approach the project by developing a new identity for the brand which transforms the preception and experience of today’s consumers about the brand. We will try to see how the Retail experience can be modulated to change with times, while the old brand values are used to maximize retail potential, at the same time, creating a system where modularity and standardization can be achieved.
Project Outline / Project Overview And Approach
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PROCESS I chose to follow this design process for my project to help me put my design challenge in human centred terms and connect the dots throughout the process. References have also been taken from IDEO’s Design Process kit.
THE 4D APPROACH Diverging
DISCOVER Insight into the problem
Converging
DEFINE The area to focus upon
Diverging
Converging
DEVELOP Potential solutions
DELIVER Solutions that work
The four phases are: • Discover /Research— insight into the problem (diverging) • Define/Synthesis — the area to focus upon (converging) • Develop/ Ideation— potential solutions (diverging) • Deliver /Implementation— solutions that work (converging) Phases of this process are either diverging or converging. During a diverging phase, you try to open up as much as possible without limiting yourself, whereas a converging phase focuses on condensing and narrowing your findings or ideas.
Project Outline / Project Overview And Approach
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TIMELINE AS PLANNED Graduation Project Title: Retail Store Design for Archies
Discover Past experiences / systems thinking, study of subject, analysis
Aniruddha Mahanta Product Design, Sem 8 Unitedworld Institute of Design
Initial Research Systems Overview, Environment Study, Market Research, User Research Secondary Research (Internet) Define Extensive research, Scenario building, scope, target audience, inferences, data categorization Develop Brainstorming, generating ideas, defining design direction, sketching, shortlisting ideas, making 3d renders
Deliver Concept detailing, prototyping, manufacturing, final assembly Documentation photos, project report, presentation, formalities etc.
Last week of April
1st week of May
2nd week of May
Project Outline / Timeline As Planned
3rd week of May
Last week of May
3rd week of June
2nd week of July
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TIMELINE AS EXECUTED Deliver
Documentation
Discover
Define
Develop
Past experiences,
Extensive research,
Brainstorming,
Concept detailing,
Photos,
Systems thinking,
Scenario building,
Generating ideas,
Prototyping,
Project report,
Study of subject,
Scope,
Defining design direction,
Manufacturing,
Presentation,
Analysis of the subject
Target audience,
Final assembly
Formalities,
Conceptualisation, Systems Overview,
Inferences,
Way Forward Shortlisting ideas,
Environment Study,
Data categorization Making 3d renders
Market Research, User Research Secondary Research (Internet)
Early May
Mid May
June
July
August
These were the phases where the project got delayed as a lot of details were figured out later and improvisations were done after receiving the feedback from the client. The sitework took longer than expected due to some issues with the contractor. There was also a delay in the manufacturing of hardware by third party vendors.
Project Outline / Timeline As Executed
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DISCOVER This part outlines the initial understanding of the design challenge and stakeholders along with research planning and methodology.
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UNDERSTANDING RETAIL DESIGN INTRODUCTION Retail design is about designing spaces to facilitate the selling of goods. It is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail design is a very specialized discipline of design which incorporates elements of architecture, interior design, product design, graphic design, ergonomics, and advertising. It is in heavy demands in today’s scenario because the primary purpose of retail space is to stock and sell product to consumers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience for the consumer.
Discover / Understanding Retail Design
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IMPORTANCE OF RETAIL DESIGN We might have noticed how some stores have a certain appeal that makes us want to spend time there, while others are either forgettable or downright depressing? That feeling comes from a combination of internal culture and retail design. Even when the staff has their hands full, a store should have the ability to engage customers and sell itself. In many ways, a store is a business’s best advertisement because it can draw consumers fully into the brand experience. Think about brands like Apple and Royal Enfield: when you’re in their space, you viscerally feel what they’re all about. They may be selling a product or service with functionality similar to other brands, but beyond that they’re selling an experience, a mindset and a feeling. When retail design differentiates one brand from others in the same industry, it can create a competitive advantage.
Designing engaging spaces for customer experience to make them feel what the brand is all about.
Apple Store
Discover / Understanding Retail Design
Royal Enfield Store
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ELEMENTS & PRINCIPLES OF RETAIL DESIGN As customers become increasingly promiscuous and disloyal when it comes to where they shop, retailers need to think of new and innovative ways to recapture lost consumers. Even in the digital age, the bricks-and-mortar store remains one of the best ways for retailers to attract customers and stand out from their competition. So I studied the various principles of Retail Design for my project. 1. Facade and Visual Merchandising Shop windows are the eyes of a retail store or shop and should tell a story that is carried through into a physical space. Through striking window displays, either themed ones or with eye-catching external technology, retail stores can attempt to capture the attention of passing shoppers. Also, an alluring, interesting facade makes buyers wonder about your products and anticipate what they’ll find.
Show window
Discover / Understanding Retail Design
Facade
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2. The Decompression Zone According to research by Paco Underhill, the first few feet within a store are where customers adjust to the new space. This means that, more often than not, the majority of products placed right by the store entrance are largely ignored and often forgotten about. To make the most of the decompression zone, designers should look to using lighting, flooring, textures and materials that contrast with the outside environment. This shift alerts customers to the changing environment and helps them pay attention to the first products they encounter. 3. Wayfinding and customer journey Brands should lead customers around a path that increases dwell time and leverages sales. Modern consumers are extremely busy and have a tendency to shop in a hurry. It is the job of retail design to slow down this journey and increase dwell time in the store. Brands and retailers should consider the path they want their customers to take around the store, and assess how merchandising, point of sale, and wayfinding techniques can be employed to aid this journey.
Discover / Understanding Retail Design
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4. Interactive, Immersive, Experiential With an increasing number of shoppers turning to e-commerce to purchase products, brands need to make their retail spaces enticing and interactive. Retail design allows brands the opportunity to be bold with their spaces and attract customers in an entirely new way. Through clever colour choices, bold signage, innovative designs, seamless digital integration, interactivity and a digitally focused design, stores have the potential to create an immersive environment that reinforces brand advocacy and keeps customers coming back to the store.
5. Lighting Lighting creates ambience, builds atmosphere, and helps to showcase products in the best possible way. Brands should consider how to implement the best lighting in key locations and innovative ways to add to their retail experience. 6. Layout and Shop Space Busy, over-crowded retail environments can give the impression that products are of a lesser quality. Instead, it is vital that there are gaps in the store design to allow customers the space to think and move freely around the store. A well-organized store is one that makes customers feel safe and comfortable, and is structured so that they can get what they need without wasting time.
Discover / Understanding Retail Design
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7. Flexibility and Seasonality One of the biggest challenges for retailers is flexibility within a store. The retail design of a store needs to allow for maximum flexibility and seasonality. This means product displays that can easily be added to or reduced down to cater to changing products, window displays that can easily be switched in and out, and signage and displays that can be regularly updated. 8. Hero Product Presentation A great retail design includes unique and memorable product presentation. Retail designers should learn exactly what their customers want to buy, how to appeal to them, and where in a store they would look for it. By showcasing products in new, inventive and eye-catching ways; brands can maximise the space available, even if the rest of the design in-store is simplistic. Ultimately, a good retail design should make the product a hero and not the display fixtures.
Discover / Understanding Retail Design
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UNDERSTANDING ARCHIES INTRODUCTION Archies Limited is India’s market leader in the social expression industry with over 60% market share in the organized sector. It has grown from a cardsonly company to a complete social expressions company. This Company has grown with the spread of modern culture, increasing urbanization and improving standard of living. Adorability and sentiment drive its brand appeal to all age groups and demographics. Archies has enormous ranges which have established exemplary mastery over its large network of distributors, retailers and franchisees. This Company is consciously targeting malls and other prime retail space for opening its own stores. Archies Limited currently operates 230+ exclusive outlets in 15 states 66 cities and nearly 300 franchise outlets across India and neighboring countries.
Discover / Understanding Archies
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PRODUCT RANGE AND COLLECTIONS Archies Limited offers an endearing and endless variety of gift items including greeting cards, perfumes, chocolates, stationery essentials, mugs, soft toys and much more, for both him and her. Over the years, Archies has brought to India some of the world’s most famous gifting brands, such as Garfield, Smiley World, Cow Parade and Hallmark.
Their gift categories are: • Accessories
• Chocolates
• Combos & Hampers
• Mugs & Sippers
• Home Decor
• Bar Accessories
• Soft Toys
• Jewellery
• Kithcen & Dining
• Balloon Bouquets
• Watches
• Fragnances
• Personalized Gifts
• Stationery
• Clocks
• kids World
• Gifts for Him
• Gifts for Her
• Note Cosmetics
• Desi Archies
Here’s a glimpse of their exclusive gifts collection: • Valentine Gifts
• Birthday Gifts
• Anniversary Gifts
• Greeting Cards
• Sorry Gifts
• Thank You Gifts
• Get Well Soon Gifts
• Congratulations Gifts
• Corporate Gifts
• Personalized Gifts etc.
Discover / Understanding Archies
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UNDERSTANDING TODAY’S GIFTING MARKET GIFTING SCENARIO IN INDIA India is one of the most hospitable and socialising countries in the world, where gifting is part of its culture, heritage & social customs. Be it business or personal occasions, India and Indians are amongst the most passionate people about giving and receiving gifts. According to Technopak, India’s leading Management Consultants, the total size of Indian corporate & personal gifting market put together is about 250,000 crore today. Of this, corporate gifting market in India is estimated to be 12,000 crore and is growing at over 200% per annum.
CHANGING TRENDS • The evolution of the Indian customer has played a key role in bringing about this change, as this customer has both the willingness and the ability to pay for innovative products. • The surge in economic growth, rising disposable incomes and aspirations, increasing exposure to global trends, and long distance gifting are some of the factors bringing about this shift towards premium upgrades. • At the same time, personal gifting is on the rise and an ever-higher number of occasions are being added to the tally which includes not only anniversaries and birthdays, but also such ones as Valentine’s day, Father’s day, and Mother’s day, among a long list. People are also willing to do self indulgence these days. • The consumers of today want a touch of style, uniqueness, and personalization in their gift items, in order to match their status.
Discover / Understanding Today’s Gifitng Market
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RESEARCH METHODOLOGY QUALITATIVE AND QUANTITATIVE RESEARCH Qualitative research was done initially to understand the challenges faced by Archies in today’s gifting market and to identify problems in the existing retail design. I used it to gain an understanding of underlying reasons, opinions, and motivations. It helps to develop ideas or hypotheses for potential quantitative research. Then I did quantitative research to get an insight on how the consumers think and identify their expectations and needs. It was useful to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population. RESEARCH TOOLS
Learning from People
Secondary Research
Analogous Inspiration
• Individual Interviews
• Literature Review
Studying similar behaviour/activities in different contexts.
Conducted with the store staff and the customers present in different Archies stores.
• Field Research/In context immersion
Studying existing literature and internet resources. They have proved to be a helpful source to verify certain insights gained from primary research as well as for certain guidelines regarding my design.
Visiting other stores selling similar products and observing the behaviour of the customers.
• Online User Surveys An online survey was floated to verify customer’s needs.
• Stakeholder Interviews Meeting with Mr. Ranganathan, CEO of Archies to understand what the company really needs. Discover / Research Methodology
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DEFINE In this section, I have articulated meaningful insights and actionables from raw observations, target user groups, user surveys etc to make sense of all that I learned from the design research. I organized all the information to find challenges and problems currently faced by Archies. All these insights generated exciting design opportunities that formed the basis of my ideation.
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THE CURRENT RETAIL SCENARIO Despite being the market leaders in the Social Expression industry with over 60 percent market share in the organised sector, Archies faces stiff competition from various upcoming brands who are rising fast.
Define / The Current Retail Scenario
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CASE STUDY OF CHUMBAK CHUMBAK = MAGNET Chumbak – the design led lifestyle company has been a plush synonym for the quirky designs, vibrant accessories and souvenirs. • Narrating Stories Doing away with the quintessential fittings and fixtures done in moderate color contrast, Chumbak has always aimed at narrating stories through its retail outlets.
• Consistency Pays attention to the smallest details in the look and feel of the space so that the customers find the same experience in all the stores across India.
• Lighting The store brings to life the vibrancy and cheer associated with Chumbak with eclectic premium units. Daylight lighting is used all over the store to make it as bright as possible. Focus lights have been used to highlight a variety of products and general lighting has been considered to enhance browsing inside the store.
• Theme A store that is memorable, contemporary and allows the brand to house an array of products. Elements used could leave the customers enthralled and encourage browsing. The idea was to ensure that the store resonated a happy feeling associated with the brand.
• Flooring The flooring has been customised to create zones in the store based on the merchandise.
• Fixtures The fixtures are simple and effective following an open and modular design for various products to display a flexible story. Define / The Current Retail Scenario
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DEFINING TODAY’S CONSUMERS THE GEN Z • Age: 15 To 25 yrs • Life journey: High School - College - First Job • Less on cash, High on time. • More of an IMPULSIVE buyer than a PLANNED one. • Shop at cheaper markets, but high on branded purchase. • More purchase in MOMENT and OCCASSION categories – Birthdays, Valentines, Farewells, Graduation, etc. • Look forward to an EXPRESSIVE category to create a different impression on recipient and peer group. • Don’t mind purchasing for SELF INDULGENCE within budget. • Generally in a relationship, so partner’s opinion matters. • They account for 62% of the customers and are frequent visitors. • Prefer quirky and personalised articles. • Frequent visitors of malls rather than street stores.
Define / Defining Today’s Consumers
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THE ASPIRANT • Age: 25 To 35 yrs • College Hangover slowly going away. • Life journey - First Job to family • Too many things demanding attention – House, car / motorcycle, marriage, Rent / EMI, Career, Friends, Parents • Time is short but Money is not. So they can spend more. • Quality and Brand matter. • More purchase in MOMENT and OCCASSION categories – Birthdays, Valentines, Festivals, Graduation, etc. • Look forward to EXPRESSIVE and HOME DECOR categories. • Don’t mind purchasing for SELF INDULGENCE within budget. • Soft toys start with kid coming into family. • This is the second largest category, 17% of customers and has BIGGER potential in today’s gifiting scenario. • Prefer quality products for a good deal. • Buys gifts with more emotional value. • They are the old patrons who are slowly moving away from Archies as they have other attractive options. Define / Defining Today’s Consumers
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THE ANCHORED • Age: 35 To 50 yrs • Settled to some level of growth. • Life journey - start to complete family • Wanting to spend more time with Friends, Travel, Experience. • Balance of time and Money. • Quality and Brand matter more. • More purchase in OCCASION, HOME DECOR, INDULGENCE categories. • More focus on aesthetics. • Move to more expensive Brands. • Ticket size is high as SELF IMAGE is important. • High on packaging and presentation. • This segment accounts for 12% of the total customers. They tend to explore other avenues. • A difficult walk-in customer in but willing to spend for the right product.
Define / Defining Today’s Consumers
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THE CONTENTED • Age: 50 To 65 yrs • Focus more on inner satisfaction and contentedness • Life is usually satisfying, tranquil. • Want to spend more time with friends, family, travel, experience. • Balance of time and Money. • Quality and Brand matter more. • More purchase in OCCASION, HOME DECOR, INDULGENCE categories. • Move to more expensive Brands. • Ticket size is high as SELF IMAGE is important. • High on Packaging and presentation. • This segment accounts for 9% of the total customers. • Can be stereotypical, have a traditional way of thinking. • A difficult walk-in customer in but willing to spend for the right product.
Define / Defining Today’s Consumers
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THEIR SHOPPING CONTEXT MALL
STREET
• More PLANNED than IMPULSE purchase.
• More IMPULSE buying than PLANNED as the shopper is already moving around in the mall.
• Less TIME to Decide, as commute, Parking takes time. • Buyers spend more time to choose. • Purchase more in Moment and Occasion category and Packaging.
• Purchase for INDULGENCE common.
• TICKET SIZE small to Medium.
• TICKET SIZE can be bigger. BRAND is important.
• It is more of a neighborhood store image.
• As various Target Groups of users come to malls, the stores can be positioned as a complete store for Indulgences. So the OCCASION, PERSONAL, HOME DECOR, SOFT TOYS categories to be stronger.
• Brand visibility and Recall is very high. So signage should be strong. • The original store image since 80s. Define / Defining Today’s Consumers
• Malls are today’s shopping destination as buyer’s get a complete experience. 39
TARGET GROUPS • Focus customers will be the 18-25 age group. • Potential customer group is the 25-35 age group. • Important customer groups from Ticket Size are 35-50 years and 50-65 years.
Define / Defining Today’s Consumers
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hea 1524
njana Mahanta
neet
16.7%
QUESTIONNAIRE FINDINGS
12.3% 8.8%
isha
2535 3550 5065
enky
A survey was conducted to capture the needs and expectations of the users. The sample size was 114 people from the target audience angeeta Jain of different age groups from across the country and other countries like Nepal62.3% where Archies is present. The sample comes from diverse backgrounds and occupations.
ther (10)
w old are you?
What is your gender?
responses
114 responses
AGE
GENDER
1524 16.7%
12.3% 8.8%
2535 3550
Male
responses
More
5065
62.3%
at is your gender?
Female
63.2%
36.8%
What is your occupation? https://docs.google.com/forms/d/1sVolCGYF8mM8xGdrFekXw7TFb5Xl5_G9Fv3MkqG5To/edit#responses
Define / Questionnare Findings
Male
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6/30/2017
Archies Brand Identity Google Forms
What do you usually gift to others? MOST PURCHASED GIFTS 114 responses
Cards Chocolates Toys & games Handmade gifts Accessories Home decor stuff Books Personal use it… Something tha… Eatables. Books and dep… clothes, watch… Books and sta… Depends upon… Novel Clothes and bir… Books, gift vo… Soft toys saffron tea 0
34 (29.8%)
52 (45.6%)
19 (16.7%) 34 (29.8%)
2 (1.8%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 5
57 (50%) 58 (50.9%)
10
15
20
25
30
35
40
45
50
55
60
MOST EXCITING THING ABOUT BUYING GIFTS What excites you the most while shopping for gifts? (Having so many options, ambience, you end up buying something for yourself as well because everything is Hampers so cool, the fact that you have everything under one roof? Could• Gift be anything…) 86 responses
Everything under one roof (2) Hamper that meets the theme or personality or occasion (2) Matching the gift with the occassion (2) Everything around is overly expressive Cute delicate stuff The options a store provides
Define / Questionnare Findings quality, presentation and cost effective
More • Expressive things all around • Finding exactly what they were looking for • Good presentation of the products • Having a lot of options • Good ambience • End up buying something for themselves as well. • Quirky and unique • Bright and colourful environment • Having everything under one roof • Finding something better while searching for something else
42
What does an Archies store mean to you?
WHAT IS ARCHIES FOR THEM? 114 responses
87 (76.3%)
Gift shop Card shop
51 (44.7%) 17 (14.9%)
Personal shopp… nothing much
1 (0.9%)
should have al…
1 (0.9%)
A store that sell…
1 (0.9%)
Don't go to Arch…
1 (0.9%)
Stationary items
1 (0.9%)
It's like this king…
1 (0.9%)
i don't know act…
1 (0.9%)
0
10
20
30
40
50
60
70
80
90
ORDER OF OCCASIONS WHEN GIFTS ARE BOUGHT THE MOST
What do you usually buy from Archies? 114 responses
Cards (24) https://docs.google.com/forms/d/1sVolCGYF8mM8xGdrFekXw7TFb5Xl5_G9Fv3MkqG5To/edit#responses
Birthdays Define / Questionnare Findings
Valentines Day
Farewells
10/18
Friendship Day, Teachers Day etc
Weddings & Anniversaries
Festivals & Occasions
43
Birthday cards.
InPAST the past 3 months where have you seen heardABOUT aboutARCHIES? Archies? IN THE 3 MONTHS WHERE HAVE THEY SEEN ORor HEARD
In the past 3 months where have you seen or heard about Archies?
114 responses
114 responses 12 (10.5%)
Social media
Tv commercial
12 (10.5%)
Social media
2 (1.8%)
Newspaper/ ma…
2 (1.8%)
Newspaper/ ma…
0 (0%)
Tv commercial
At a mall/on a st…
At a mall/on a st…
Nowhere 0
10
0 (0%)
71 (62.3%) 71 (62.3%)
37 (32.5%)
Nowhere 30 40
20
50
0
60
10
37 (32.5%)
70
20
More
30
40
50
60
70
More
How likely would you recommend Archies to your family or friends? 114 responses How likely OF would recommend to your family or friends? IN A SCALE 1-10,you HOW LIKELY WILLArchies THEY RECOMMEND ARCHIES TO OTHERS? 114 responses
23 (20.2%)
20
20 (17.5%)
23 (20.2%)
20 9 (7.9%)
10 4 (3.5%)
0
16 (14%)
2 (1.8%)
1
Define / Questionnare Findings
2
4 (3.5%)
4
0
5
2 (1.8%) 6
1
23 (20.2%) 16 (14%)
4 (3.5%)
9 (7.9%)
4 (3.5%) 7
2
20 (17.5%)
9 (7.9%)
9 (7.9%)
10 4 (3.5%)
3
23 (20.2%)
4 (3.5%) 8
3
9 4
10 5
6
If Archies lowers the price of their products, how likely would you be buying their
7
8
9
10
44
What are the things that you would want Archies to improve on?
WHERE CAN ARCHIES IMPROVE? 114 responses
Quality of prod… Design of prod… Price of products They need to r… Variety of prod… Marketing More options o… More variety in… Add more vari… Price for sure.… Variety of prod… Variety variety of the p… I am not sure… Everything More options 0
20 (17.5%)
50 (43.9%)
74 (64.9%)
1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 1 (0.9%) 10
More
20
30
40
50
60
70
80
IN A SCALE OF 1-10, WHETHER THEY WOULD SHOP FROM ARCHIES IF PRICES ARE DROPPED
Have you heard of Desi Archies? 6/30/2017
Archies Brand Identity Google Forms
114 responses 20
17 (14.9%)
15 (13.2%)
Yes
88.6%
1 (0.9%) 0
Define / Questionnare Findings
1 11.4%
2 (1.8%)
2 (1.8%)
2
3
21 (18.4%)
11 (9.6%)
No
10
23 (20.2%)
19 (16.7%)
3 (2.6%)
4
5
6
7
8
9
10
45
HEARD OF DESI ARCHIES?
ve you heard of Desi Archies?
esponses
Yes No 88.6% 11.4%
FAVOURITE GIFT BUYING DESTINATION
• Amazon.com • Flipkart.com • Mall ich is your favourite gift buying destination? • Hamleys esponses • Crossword • Westside • Chumbak docs.google.com/forms/d/1sVolCGYF8mM8xGdrFekXw7TFb5Xl5_G9Fv3MkqG5To/edit#responses 14/18 • Bunny Collection • Propshop24 • FHyperCuty • Fab Indiaa • Zara • Online stores like Souled Store, Bewakoof.com etc
Define / Questionnare Findings
46
Within half an hour
HOW LONG DOES IT TAKE TO FIND A SUITABLE GIFT Archies Brand Identity Google Forms 18.4% 35.1% Within half an hour 18.4% 35.1%
1 hour
1 hour More than 1 hour
I take help from the customer sales representative.
More than 1 hour I take help from the customer sales representative. 41.2%
41.2%
Would you like to have an interactive application to assist you throughou and pick up the right gift? 114 responses
NEED FOR AN INTERACTIVE APPLICATION TO ASSIST GIFT SHOPPING you like to have an interactive application to assist you throughout the store k up the right gift?
ses
47.4%
Yes No
Maybe
47.4%
Yes No 20.2%Maybe 32.5%
20.2%
Define / Questionnare Findings
32.5%
47
CHALLENGES FACED BY ARCHIES Archies has been trying to turn around its business since 2011. But turning things around is a tough task. In the last ten years Indian consumers have changed so much that nobody knows where to look for their Target Group — are they watching TV, or Netflix or spending all their time on Facebook, Instagram or in traffic? Archies had a good run, till people were exclusively shopping offline. Some of their major challenges are: • The rising importance of e-commerce in the gifting space. Large e-commerce companies like Amazon.com and Snapdeal.com have specific sections dedicated to gifting. • At the same time, most players in the offline space like Ferns and Petals, Nature’s Basket, Foodhall, etc. are widening their online presence to capture the online gifting space. • New, dedicated gifting portals have been launched to capture this space like giftease.com, giveter.com, indiangiftsportal.com and wishpicker.com to name a few. • Since all the fixtures in the existing stores are customized, they are fixed and cannot be used in another store if need be. There is no flexibility as fixtures are not modular.
Define / Challenges Faced By Archies
48
• Most of the Archies patrons of the 90s have grown up now or grown out of it. Some have even forgotten that Archies existed. Meanwhile the patrons of today have got a lot of other choices to choose from. Most of them shopped from Archies last when they were in school. • People are getting wider choices for better price ranges online with delivery to almost anywhere in the country while they find Archies products to be overpriced with lesser options. • Nothing significant has been done to change the image of Archies in today’s consumers’ minds or to keep up with the changing trends. • New entrants like Chumbak, Happily Unmarried are giving stiff competition due to their freshness and strong USP despite the fact that they don’t fall in the same category with Archies. • Even in malls with footfalls of 10000-15000, Archies stores have an average ticket size of 30-35. Customers just walk by the stores and a very few of them enter.
Define / Challenges Faced By Archies
49
PROBLEMS IN EXISTING RETAIL DESIGN
Accessibilty of products not taken care of, making the store less interactive.
Bulky card racks make the layout static.
Show windows not utilised well.
Product Zoning and Planograms don’t exist. Its too confusing for Customers.
No strong brand identity making it unable to stand out against regular gift shops.
Define / Challenges Faced By Archies
50
FRAMING THE DESIGN CHALLENGE WHAT IS THE PROBLEM THAT WE ARE TRYING TO SOLVE? Designing a retail store for Archies with a new identity at DLF Promenade Mall.
WHAT IS THE ULTIMATE OBJECTIVE THAT WE WANT TO ACHIEVE? To ensure that the store resonates a happy feeling that is associated with the brand and presents an exciting experience to the customers.
WHAT ARE THE POSSIBLE SOLUTIONS TO THE PROBLEM? • Develop a fresh personality of the brand which is consistent across all the stores. • Break away from the traditional way of retail design and use modern design language. Fixture designs to be modular and standardised. • Try to draw first time customers towards the design of the store and the new Archies experience. • Give more emphasis on other products, less on cards. • Relook at prices of all products, reduce wherever possible. • Well designed show window and decompression zone in the store to make it more inviting.
CONTEXT AND CONSTRAINTS • Many customers still perceive Archies as a Cards store along with overpriced gift items. • Customers just walk by the stores as they don’t see anything exciting. • Management is still trying to rally the company on Greeting Cards, which is a dying business. • Lack of a proper system/categorization of products. • New ventures like Desi Archies not promoted well. Define / Framing The Design Challenge
51
DEVELOP This section explains the steps involved in the concept development for the client, including design approach, moodboards, ideation etc. For ideation, I have defined certain Shifts. Shifts are fundamental changes in an individual’s or a society’s view of things. Putting ideas under these Shifts helped me define the kind of transformation that an idea can bring about and see it in a bigger picture.
52 52
SHIFT TO A TRENDY ARCHIES CREATING A NEW THEME
THE NEW ARCHIES EXCITING
CELEBRATION
STYLISH
YOUTHFUL
UNIQUE
CONNECTED
EXPRESSIVE Develop / Shift to a Trendy Archies
53
SHIFT FROM CLOSED FACADE TO OPEN FACADE
Develop / Shift to a Trendy Archies
54
SHIFT FROM FALSE CEILING TO OPEN CEILING
Develop / Shift to a Trendy Archies
55
SHIFT FROM FIXED FIXTURES TO MODULAR SYSTEMS Open units with Flexible Shelves
Perforated panels/mesh
Slotted Channels with Brackets
Slatwall Panels
Carousels Develop / Shift to a Trendy Archies
56
SHIFT FROM CONFUSING DISPLAYS TO PLANNED ZONING AND PLANOGRAMMING
A planogram is used to show how and where specific products should be placed to maximize sales and minimize wasted space.
Develop / Shift to a Trendy Archies
57
DESIGN PRINCIPLE
The Design Principle drives the Design Challenge, aesthetics and feel of the final concept. It aims to transform the current perception and the taxing experience of buying gifts from boring to exciting.
MOODBOARD EXCITEMENT
Give customers an exciting experience.
WARMTH Give a sense of comfort and satisfaction to the customers.
COLOURFUL
Full of expressive bright colours.
INDIAN Express the brand’s Indianness at heart.
Develop / Shift to a Trendy Archies
58
LAYOUT AND SPACE PLANNING CUSTOMER FLOW LOOP LAYOUT
• A major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square, arc rectangle, and then returns the customer the front of the store. • Exposes customers to the greatest amount of merchandise.
LINEAR FLOW
Develop / Layout and Space Planning
VS
COGNITIVE FLOW
59
2'-4" 4'-11"
7'-5"
(IMPLUSE SHOPPING)
EXPRESSION WALL
WATCH UNIT
3" 1"X0.5" MS SLOTTED CHANNEL
5 MM TH. BRICK TEXTURED PVC BOARD
Cash + Packing Counter 3"
2'
Accessories
2"
1'-2"
PERFORATED SHEET FRAME
7'-8"
PEN UNIT
4'-2"
NOTE UNIT
2'-4"
ARCHIES lOGO
ARCHIES lOGO
2'-4"
Display BOTTOM STORAGE
3'
Wrapping sheets
MIRROR UNIT
4'-11"
3'
WATCH
PERSONAL WALL
LOW HEIGHT GLASS UNIT
ACCESSORY UNIT
Accessories Display EXPRESSION WALL
PACKING
EXPRESSION WALL
PACKING
CASH + PACKING COUNTER
3'
JEWELRY
Cash + Packing Counter
21'-6"
25'-11"
DESIGN CONTROL ZONE
BOTTOM STORAGE
2"
1' 2"
1'-6"
RED TILE FLOORING
9'-1"
HOME
3'
JEWELRY
28'
CLOCK UNIT
CLOCK UNIT
BOTTOM STORAGE
1'-10" POWER SWITCH SHUTTER LINE
12'-9"
3' 3'
6'
HOME
JEWELRY
JEWELRY
CLOCK UNIT
2'X2' VITRIFIED TILE FLOORING
3" 11" 3"
HOME
CLOCK UNIT
CENTRAL ISLAND UNIT
3'
ACCESSORY
PERSONAL WALL
3'
Accessories Display JEWELRY
5 MM TH. BRICK TEXTURED PVC BOARD
Watches Display HOME DECOR WALL Card Carousel Shelf for chocolates
HOME DECOR WALL
3'-2"
WALL CARD UNITS
BAGS
JEWELRY
PERSONAL WALL
PERFUMES
PERFUMES
CARD FLOOR UNIT
6'-4"
CENTRAL ISLAND UNIT
6'
PERSONAL WALL
1'-5"
BAGS
2'-1"
FALSE CEILING @ 9'3" FRM FFL
BAGS
PERFUMES
1"X0.5" MS SLOTTED CHANNEL
4'-11"
SOFT TOYS
ENTRY
WALL CARD UNIT BAGS
PERSONAL WALL
CLOCK UNIT
R O D I
WALL CARD UNIT
2'-5"
11"
ENTRY 1'-2"
R R O C
ENTRY
BAGS
BAGS
Card Carousel
2'-5" STORE
2'-5" 2'-5" 2'-5"
60 Develop / Layout and Space Planning
SOFT TOYS & KIDS HIGH WALL
OM BOOK SHOP OCCASION LOOKS SALON
Pen Display Shelf for chocolates
STORE ROOM
10 MM GLASS SHELF Box Type Display PILL OUT DRAWER
OM BOOK SHOP LOOKS SALON
Watches Display Pen Display
10 MM GLASS SHELF Box Type Display
PILL OUT DRAWER
SOFT TOYS & KIDS HIGH WALL
LOOKS SALON
OCCASION BOTTOM STORAGE
ITERATIONS
ENTRY
2"
1"
3"
1"
3"
HOME
BAGS
3'
4"
HOME
PERSONAL WALL
1"
0"
MIRROR UNIT
1"
1"
4"
2"
4"
WATCH UNIT
EXPRESSION WALL (IMPLUSE SHOPPING)
PEN UNIT
PERSONAL WALL
1"
WATCH
2"
NOTE UNIT
LOW HEIGHT GLASS UNIT
ACCESSORY UNIT
CARD FLOOR UNIT
1"
JEWELRY
3"
1"
JEWELRY
CENTRAL ISLAND UNIT
1"
ACCESSORY
1'-0"
1"
ARCHIES lOGO
1"
ARCHIES lOGO
DESIGN CONTROL ZONE
9'-7"
HOME
33'-8"
35'
HOME
28'
3'
3'
3'
Wrapping sheets
6'-1"
CLOCK UNIT
2'-2"
1'-8"
PEN UNIT
7'-8"
CASH + PACKING COUNTER
4'-11"
ACCESSORY UNIT
3'
6'-4"
CARD FLOOR UNIT
3'
PERFUMES
2'-6"
4'-5"
4'-11"
4'
(IMPLUSE SHOPPING)
EXPRESSION WALL
2'-6"
PERFORATED SHEET FRAME
WATCH UNIT
3'-8" 2'-1"
NOTE UNIT
PERSONAL WALL
LOW HEIGHT GLASS UNIT
3'
ACCESSORY
7'-6"
2'-10"
ARCHIES lOGO
ARCHIES lOGO
2'-10"
2'-5"
4'
2"
0"
0"
1"
9"
1'-6"
9"
0"
1'-6"
1'
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
3'
12'-1"
HOME
3'
PULLOUT DRAWER
PERSONAL WALL
3'
JEWELRY
7'-6"
1" SHUTTER LINE
SHUTTER LINE
POWER SWITCH
POWER SWITCH
0"
10"
HOME
CENTRAL ISLAND UNIT
CLOCK UNIT
1"
PERFUMES
1'-1"
LOOKS SALON
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
17'
HOME
10MM GLASS SHELF
8'
CENTRAL ISLAND UNIT
3'
JEWELRY
CENTRAL ISLAND UNIT
3'
WATCH
6'-1"
6"
HOME
WALL CARD UNITS
1"
3"
PERSONAL WALL
BAGS
2'-5"
REV. LAYOUT TO EXECUTION (PROMENADE MALL, VASANT KUNJ )
2'-9"
4'-11"
(PROMENADE MALL, VASANT KUNJ )
6'
2'-5"
REV. PROPOSED LAYOUT
1'-9"
1'-5"
BAGS
28'
R O D I R R O C
0"
ENTRY 2'-8" 12'-7" 2'-8"
Notes: 1. We are proposing Open/expose ceiling design as per our standard store them.
Project: ARCHIES STORE
AT SHOP NO. 334, PROMENADE MALL, VASANT KUNJ, NEW DELHI
REVISED LAYOUT PLAN
DRAWING TITLE:
ARCHIES LTD.
CLIENT NAME :
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT FIRSTOUCH SOLUTIONS Pvt. Ltd. Suite No. F-29, First Floor, Star City Mall Mayur Vihar Distt Centre New Delhi 110091, India Tel : 011-45542050 Scale: NTS Date: 25 APR 2017
Checked By: AR. SUNIL TYAGI
Drawn By: PUSHPENDER
61 Develop / Layout and Space Planning
4'
RED TILE FLOORING
1'-10"
ENTRY
0" 12'-9"
2'-2"
OM BOOK SHOP
LOOKS SALON
ENTRY
ENTRY
0" 11"
ENTRY
WALL CARD UNITS 2'-7"
CLOCK UNIT
6'
12'-1"
2'-9"
SOFT TOYS
CASH + PACKING COUNTER SOFT TOYS
1"
R O D I R R O C
FALSE CEILING LINE
2" PERSONAL WALL BAGS
2'-5"
FALSE CEILING @ 9'3" FRM FFL
3" 3" 9" 3" 1" 1'-2"
2'-9"
4'-11"
2'X2' VITRIFIED TILE FLOORING START
4'
STORE ROOM
1" 1" 1" 1" 2'-5"
STORE ROOM STORE ROOM
1" STORE
2'-5" 2'-5" 2'-5" 2'-5" 2'-5"
2'-5" STORE
2'-5" 2'-5" 2'-5"
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
2'
Notes:
SELECTED LAYOUT
1. We are propos ceiling design as store them.
EXPRESSIONS WALL GREETING CARDS
HOME DECOR
MUGS AND STATIONERY
10" 3"
4"
4"
1"
0"
2"
1"
0"
HOME
HOME
HOME
0"
1"
1"
1"
Wrapping sheets
1"
WALL CARD UNITS
0"
1"
STOREROOM
ARCHIES lOGO
GI FRAME 2" FROM EDGE
POWER SWITCH
EXPRESSION WALL (IMPLUSE SHOPPING)
SHUTTER LINE
PEN UNIT
R
WATCH UNIT
C
ACCESSORY UNIT
CENTRAL ISLAND UNIT
BAGS
3"
PERFUMES
1"
ACCESSORY
1"
Project: ARCHIES STOR AT SHOP NO. 33 MALL, VASANT
PERSONAL WALL
JEWELRY
JEWELRY
1"
1"
WATCH
1"
ARCHIES lOGO
2"
1"
DRAWING TITLE:
0"
NOTE UNIT
1"
BAGS
PERSONAL WALL
0"
MIRROR
PERSONAL WALL
LOW HEIGHT GLASS UNIT
START
CENTRAL ISLAND UNIT
DECOMPRESSION ZONE
6"
ENTRY
O
4"
I
DESIGN CONTROL ZONE
1"
SOFT TOYS
STORE ROOM
1"
2"
D
O
PERFORATED SHEET FRAME
RED TILE FLOORING
CLOCK UNIT
R
1"
R
1"
CARD FLOOR UNIT
1"
SOFT TOYS & GENERAL GIFTING
2"
STORE
CASH + PACKING COUNTER
REVISED LAYOUT PLA CLIENT NAME :
0"
ARCHIES LTD. 1'-0"
2"
1'-1"
BAGS
JEWELLERY & ACCESSORIES
PERSONAL WALL
REV. LAYOUT TO EXECUTION (PROMENADE MALL, VASANT KUNJ ) Develop / Layout and Space Planning
FIRSTOUCH SOL
PERFUMES & COSMETICS LOOKS SALON
1"
1"
Suite No. F-29, First F Mayur Vihar Distt Cen New Delhi 110091, Ind Tel : 011-45542050 Scale: NTS Date: 26TH MAY 2017 Drawn By: ANIRUDDHA
Checked By: AJAY GUPT
62
FIXTURE DESIGNS PROBLEM SOLVING AND CONCEPT GENERATION One of the major problems faced by Archies was their Greeting Card units. It was so bulky that it used to occupy a major amount of the floor space and customers could just see cards from outside. A new design was done inspired by Carousels for one of the stores but it turned out to be faulty as cards would fall as soon as customers used to rotate the carousels. Also only 65-70 cards could be displayed when Archies has a range of more than 300 types of cards. It was then that I was brought into the project to work out a feasible solution where we can achieve a higher display number without compromising the form and functionality of the unit. Later on, I designed all the fixtures for the new upcoming store.
Old Bulky Design
Develop / Fixture Designs
New Faulty Design
63
IDEATION
Develop / Fixture Designs
64
Develop / Fixture Designs
65
CARD FLOOR UNIT A carousel design with a ds capacity of 124 types of cards.
Labels for different categories
Space on sides for bigger cards
A carousel design with a display capacity of 232 types of cards. Develop / Fixture Designs
66
A carousel design with a storage capacity of 230 types of cards and an ipad on a swivel mount on the side. ipad
Ergonomic Angle of Carousels
Space on sides for bigger cards
A sleek version of the standard design with a storage capacity of 300 types of cards. Develop / Fixture Designs
67
WALL CARD UNITS
Labels for Categories
Modular units of 4ft each
Storage
Ergonomic angle
Modular units of 3ft each
Develop / Fixture Designs
68
HOME DECOR UNITS Metal pipes
Flexible Shelves on Slotted Channels
Storage
Modular units of 3ft each
Storage
Develop / Fixture Designs
69
BAG UNIT
Open, flexible design with waterfall pegs on a perforated metal mesh to hold more no. of bags.
Waterfall Mount
Perforated Mesh
Perforated Mesh
CLOCK UNIT
Openable from one side Storage inside
The clock unit was made into a Hexagonal Floor unit from the previous wall unit design to make it more interactive for the customers.
Develop / Fixture Designs
70
MUGS AND STATIONERY UNIT Pegs to hang mugs and other gift items like scrolls
Flexible Shelves on Slotted Channels and Brackets
Storage
The overall design offers a lot of flexibility and playfulness with design elements like pegs, boxes etc. in order to make the unit less static and more exciting.
Develop / Fixture Designs
71
6"
6"
FINALISED DESIGNS THE DECOMPRESSION ZONE
White Backlit Acryllic
White Backlit Acryllic
Red Acryllic
Red Acryllic
10'-0"
Virtual Depth
2'-2"
10'-0"
Branding
4'-11"
5'-2"
2'-2"
3'-0"
3'-0"
The Decompression Zone is the area a customer enters immediately after walking into a store. Customers need this time and space to acclimate themselves to their new surroundings. The design for the zone is kept abstract with a virtual depth unit in the middle to create an exciting experience. Develop / Finalised Designs
72
ACCESSORY UNIT
Modular, standardised design for wall unit.
Slat Wall
Accessory Unit Develop / Finalised Designs
73
JEWELLERY UNIT
Modular, standardised design for wall unit.
Slat Wall
Jewellery Unit
Develop / Finalised Designs
74
BAG UNIT
Modular, standardised design for wall unit.
Bag Unit
Develop / Finalised Designs
75
CARD FLOOR UNIT
Modular, standardised floor unit design.
Metal Side Pockets
Card Floor Unit
Develop / Finalised Designs
76
CARD WALL UNIT
Modular, standardised design for wall unit.
Ergonomic Curve
Card Wall Unit
Develop / Finalised Designs
77
CASH COUNTER
Modular, standardised design.
Shelves for Impulse Shopping
Cash Counter Develop / Finalised Designs
78
Modular, standardised floor unit design.
CLOCK UNIT Clocks hanged on Perforated Panels with Pegs
Openable from One side, storage within
Clock Unit Develop / Finalised Designs
79
FLOOR DISPLAY BOXES FOR ACCESSORIES
Modular, standardised floor unit design.
Glass Display Boxes
Flat Bed
Develop / Finalised Designs
80
HOME UNIT
Modular, standardised design for wall unit.
Slotted Channels
Home Unit
Develop / Finalised Designs
81
NESTING TABLE
Modular, standardised design for offers and Occasion.
Nesting Table Develop / Finalised Designs
82
PERFUME UNIT
Modular, standardised design for wall unit.
Glass Shelves
Perfume Unit
Develop / Finalised Designs
83
STATIONERY AND MUGS UNIT
Modular, standardised design for wall unit.
Flexible Shelves
Stationery and Mugs Unit
Develop / Finalised Designs
84
WATCH UNIT
Modular, standardised design for wall unit.
Slat Wall
Watch Unit
Develop / Finalised Designs
85
DELIVER In this section, I have documented the prototyping and manufacturing process of my designs for the new Archies Store. It was a very satisfactory experience seeing my ideas come to reality as the store started taking shape slowly. I also got to learn a lot by gaining first hand experience at site work and project execution.
86
I came across a few new materials while working on different projects. I did a study on them to have a better understanding before shortlisting materials that would be used in executing the store.
MATERIAL STUDY GYPSUM BOARD
ACP - ALUMINIUM COMPOSITE PANEL
COMPACT LAMINATE
PERFORATED METAL MESH
Application:
Panels, Claddding, Insulation, Isolation
Signages, facades, cladding etc.
Panels, Furnitures, Partitions etc.
IndustriaL, Architectural, Environmental etc.
Sizes:
Thickness Lengths 1/4, 3/8, 8, 9,10, 1/2, 5/8 12 feet inches
Thickness Lengths 1.5, 3, 4 1220 x 3660mm 5, 6 mm 1220 x 3050mm
Thickness 0.5-1.8mm 2-25mm
Thickness Length 0.4 - 1mm 2000 x 1000mm 1 - 6mm 2500 x 1250mm
Lifespan:
50 years
20 years
10 years
5+ years
Resistance:
Impact Resistant Fire Resistant Mold and Moisture Resistant
Scratch Resistant Fire Retardant Silicon sealing for water resistance
Impact Resistant Water Resistant Fire Resistant Chemical Resistant
Impact Resistant Corrosion Resistant Ageing Resistant
Costing:
Rs. 55 / sq.ft.
Rs. 40 / sq.ft.
Rs. 100+ / sq.ft.
Rs. 50 - 150 / sq.ft.
Assembly:
Wood or metal framing or furring. Sufficient separation needed for direct masonry, concrete applications.
Bending possible in one direction. Metal frame - cladding
Easy Installation, with threecomponent adhesive, rivets or self-tapping screws using a very simple subsystem of metal pipes or plywood stripes.
Powder coating in the choice of colour, easy operation.
Deliver / Material Study
Lengths 2440 x 1220mm 4320 x 1860mm
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PROTOTYPING
First, a raw prototype was created in mdf to test the new concepts. After making necessary changes, the final fabrication was done.
Prototype of Card Floor Unit
Prototyping the new carousel design
Deliver / Prototyping
Testing the angle for Wall Card Unit
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PREFABRICATION Prefabricated construction is the practice of assembling a variety of components of a structure at a manufacturing site and transporting those sub-assemblies to the location of the construction jobsite. This method has a lot of advantages: • Time and cost is saved if similar construction is grouped and done in a manufacturing site which reduces the construction time and wastage at the assembly site. • Since prefabricated construction occurs in a controlled manufacturing environment and follows specified standards, the sub-assemblies of the structure will be built to a uniform quality. • Modular construction can be easily be disassembled and relocated to different sites. This significantly reduces the demand for raw materials, minimizes expended energy and decreases time overall. For this project, the fixtures need to be prefabricated and assembled at the site in groups. This will facilitate the transporting of all the components of the fixtures in an efficient manner. The assembly of all the fixtures should be done within 2 weeks. While the fixtures are prefabricated, the civil work can take place at the site which should be done within 2 weeks. So prefabrication helps in the execution of the store in just 2-3 weeks which otherwise might have taken an entire month or more.
Deliver / Prefabrication
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Fabricating different modules
Trying out variations
Quality Checks
Deliver / Prefabrication
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FINISHING AND PACKAGING All the modules were then finished and packed for transportation to site.
Powder Coating the hardware components
Cleaning the finished goods.
Packing and Loading
Painting components
Deliver / Finishing and Packaging
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SETUP AND FINAL ASSEMBLY The final setup and assembly of the modules was completed in the store.
Deliver / Setup and Final Assembly
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EXECUTION
Deliver / Execution
This store is located in DLF Promenade Mall, Vasant Kunj, and is one of the most premium malls of Delhi.
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Deliver / Execution
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Deliver / Execution
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Deliver / Execution
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Deliver / Execution
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WAY FORWARD Even though I redesigned their store, I had a lot of constraints and felt there is still a lot of scope where Archies could improve on with a System Design Approach. So I collaborated with a Graphic Designer friend of mine, Ms. Jyoti Budhiraja to develop some unique design solutions of our own. We then presented our Design Proposals to Mr. Raghav Moolchandani, Business Head and Promoter, Archies Ltd. He was really impressed with the proposals and plans on implementing them in the near future. As they say, “All good things come to an end.� This enlightening journey of mine comes to an end here. I hope you will take away something worthwhile from this document.
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DESIGN PROPOSALS We came up with a few Design proposals which had the ability to become the future of Archies. These proposals were widely appreciated by Archies.
1. Categorization
HOME DECOR
Way Forward / Design Proposals
GIFTING
LIFESTYLE ACCESSORIES
DESI ARCHIES
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All the Archies products should be segregated into 4 main categories. These categories can be further defined by colour coding them differently.
HOME DECOR
GIFTING
LIFESTYLE ACCESSORIES
DESI ARCHIES
- Kitchen & Dining
- Chocolates
- Jewellery
- Cushion Covers
- Bar Accessories
- Mugs & Sippers
- Accessories
- Kitchen & Dining
- Clocks
- Soft Toys
- Watches
- Clocks
- Showpieces
- Greeting Cards
- Note Cosmetics
- Watches
- Lamps etc
- Stationery
- Perfumes etc
- Decoratives etc
- Balloon Bouquets etc
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2. A Fresh Identity Archies should move away with the Red and white and incorporate a fresh new identity to connect with today’s consumers.
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• Finding Metaphors Each Branding process starts with an understanding of a product’s uniqueness and value. To help the client figure out core values, we started with indepth research of brand metaphors and attributes. We thus came up with several strong metaphors like Love, Happiness, Caring, Relationships etc to describe Archies.
• Explorations
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• Logo Variations
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• Desi Archies
Desi Archies is a wide range of colourful gifts imbibed with a traditional essence into modern utility products, specially designed for those who love the simplicity and old world charm. Archies should redesign the Desi Archies logo as the current logo is not well thought of. The word Desi is written in English while Archies is written in Hindi. It should be the other way round as “Archies” is the identity of the brand. So it should stay uniform throughout.
Current Logo
Way Forward / Design Proposals
Proposed Logo
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• Explorations
Way Forward / Design Proposals
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3. Mall Kiosks • About
• Benefits
A retail kiosk or a mall kiosk is a store of varying size and shape, which is typically enclosed with the operator located in the center and customers approaching the vendor across a counter.
Retail kiosks provide many benefits to any company looking to enhance their retail revenue. Not only do they allow you to reach out to more customers, but they can also increase revenue and sales opportunities as well. Placing kiosks in strategic places with catchy messages and offers can attract more customers and build greater brand identity.
Placement in walkways guarantees high foot traffic from shoppers, offering opportunities for impulse sales. Many carts are franchised, leases or rents are often monthly, but may range in length from a weekend to a year. The short leases allow larger retailers to test the market temporarily before committing to a location and lower costs for new business owners.
- Access to Target Customers - Built In High Traffic Areas - Improve Customer Buying Experience
• Size - Increase Customer Base Variable sizes with area ranging from 8 x 12 feet to 12 x 16 feet and more.
- Promote Your Products
• Location
- Reduce the Cost of Business
Shopping malls, airports, at events, or inside larger stores (known as “shop in shops”).
- Gain Efficiency through Diverse Applications - Boost Sales
• Design These units are best exemplified by jewelry-style cases with modern functionalities such as lighting, wireless payment, and seamless aesthetics have developed the kiosk model from a standard wooden cart into a sub-section of the mall commercialisation model, referred to as “in-line retail”. Way Forward / Design Proposals
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Archies hasn’t done anything to change its image infront of today’s consumers. Most consumers are unaware about the kind of products sold by Archies and still perceive it as a Cards Company. Hence Archies should promote their different categories of products through mall kiosks or shop in shops. .
MALL KIOSKS
HOME DECOR
GIFTING
LIFESTYLE ACCESSORIES
DESI ARCHIES
All the categories will have Combos and Hampers, Greeting Cards and Desi Archies sections.
Way Forward / Design Proposals
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IDEATION
Way Forward / Design Proposals
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HOME DECOR A classic design with Darkwood, lightwood and White makes it a perfect kiosk for Home Decor products.
Signage
Perforated Mesh
Overhead mesh
Glass lockable Display Units
Spacious Customer Flow
Storage
Size: 12 x 16 ft
Way Forward / Design Proposals
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OPTION WITH NEW LOGO
Way Forward / Design Proposals
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GIFTING A colourful rendition of the original Archies Red and White strore. Colourful Ceiling Element
Flexible Shelves
Space for Branding
Modular Fixtures
Size: 12 x 16 ft
Way Forward / Design Proposals
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Colourful Patterns Flooring
Wooden Flooring
White Tiles Flooring
Way Forward / Design Proposals
Different Flooring Options
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LIFESTYLE ACCESSORIES
Perforated Mesh
A stylish kiosk to showcase the styish products of Archies.
Modular Open Fixtures
Slatwall
Open Kiosks without ceiling
Size: 12 x 16 ft
Way Forward / Design Proposals
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DESI ARCHIES A kiosk to celebrate the desi flavours of Archies.
Signage
Quirky theme Branding
Size: 8 x 12 ft
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OPTION WITH NEW LOGO
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APPENDIX 1. Rollout: A widespread public introduction. 2. POS/Point of Sale: Place where retail transaction is carried out. 3. POP/Point of Purchase: Place where retail transaction is carried out. 4. Fixture: A piece of equipment or furniture which is fixed in position in a building or vehicle.
12. Planogram: Diagram showing where and how specific products should be placed in a store. 13. Slotted Channel: Used in construction for light structural support. 14. Slatwall: A building material used in shopfitting for wall display fixtures, panels made with horizontal grooves. 15. Carousel: A circular conveyor.
5. Modularity: Degree to which a system’s components can be separated and recombined. 6. Promiscuous: Indiscriminate or casual 7. Facade: The principal front of a buiding/space. 8. Visual Merchandising: Presentation of a strore and its merchandise. 9. Decompression Zone: Area a customer enters immediately after walking into a store. 10. Ticket Size: Amount of the total transaction cost, purchase size made by a customer. 11. Product Zoning: Allocation and division of space according to products.
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BIBLIOGRAPHY BOOKS AND DOCUMENTS • Retail Design: Theoretical Perspectives, edited by Ann Petermans, Anthony Kent • Why We Buy: The Science of Shopping, research by Paco Underhill • Retail Scenario of India, An overview, article by S. Jaideep WEBSITES • www.entrepreneur.com/article/223767 • greenroomdesign.com/blog/7-retail-interior-design-principles/ • www.gypsum.org • www.britannica.com/ • www.spaceworks.co.nz/importance of wayfinding • www.constructionworld.org • retaildesignblog.net • www.peregrine.build • www.zepo.in • www.firstpost.com
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• www.businesseconomics.in/rise-online-gift-industry • www.chumbak.com • www.theodysseyonline.com/who-are-the-millennials • www.optosystem.com/ • www.bannersandbigprints.com/about/our-services/modular-retailand-merchandising-display/ • retaildesignblog.net/2016/07/22/chuang-x-yi-the-modular-lilongby-lukstudio-shanghai-china/ • www.shopdesigninc.com/ • www.moutfitters.com/blog/5-secrets-best-mall-kiosk-businessideas/ • http://cart-king.com/retail-display-carts-kiosks/mall-kiosks/
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IMAGE REFERENCES • http://www.uid.edu.in/
• https://www.facebook.com/
• http://www.firstouch.in
• http://retaildesignblog.net/tag/niches/
• https://in.pinterest.com/explore/retail-design/
• https://www.pinterest.co.uk/lsuclupe1265/fachadalocales/?lp=true
• http://www.thebannettgroup.com/portfolio/rei-retailconstruction/
• https://in.pinterest.com/pin/122652789822936904/?lp=true
• https://in.pinterest.com/explore/retail-facade/?lp=true
• http://open-ceiling-acoustics.com/projects/
• http://www.ibtimes.co.in/royal-enfield-opens-retail-storebangkok-668178
• http://creativestoresolutions.com/Modular-Gondola-Frame • http://khurki.net/indians-pride-facts/
• http://www.throttlequest.com/2015/07/royal-enfield-toexperiment-with-new.html • https://www.macrumors.com/2017/05/09/apple-storesmakeover-may-16/
• http://www.imagefully.com/category/holi • http://www.istockphoto.com/in/
• http://www.coroflot.com/khristineDR/show-window-display • http://dmdltd.com/wayfinding/ • https://www.archiesonline.com/ • http://www.financialexpress.com/industry/technology/giftingin-india-moving-online • https://www.chumbak.com
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