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Copyright 2013 by Rainbow Sign and Design All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners.
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Hello Welcome to our world of grocery store décor. We are passionate about designing, manufacturing and installing grocery store décor. We at Decorworx believe that grocery shopping is not an everyday, ordinary task, but should be an educational and positive experience. We have created this booklet to help you glean some of our excitement and enthusiasm for the niche market of grocery store decor. We believe the grocery industry is built upon the independent grocers of local communities and we succeed you succeed. With our 25 years of experience in the décor industry, we have strengthened independent grocers by customizing their store décor to reflect their story, specific brand and demographics. We recognize that remodeling your store is a significant investment of your time and money. As we walk you through our work-flow, we hope we will help you understand our process and how to begin your decor project. We want to help you tell your story. Open the pages of this booklet to unfold the possibilities to improve your store and enrich the experience of your shoppers. Enjoy. - Decorworx Team
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YOUR PERSONAL SALES CONTACTS
Chase Johnson
Susan Hunter
DIRECT CONTACT METHODS
DIRECT CONTACT METHODS
OFFICE:
EMAIL: CELL :
1.435.586.1616
Chase Johnson
tiffiney@decorworx.com 1.435.592.9452
Susan Hunter
DIRECT CONTACT METHODS
DIRECT CONTACT METHODS
EMAIL: CELL :
EMAIL: CELL :
chase@decorworx.com 1.801.599.2679
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susan@decorworx.com 1.801.599.2679
CONTACT LINKS TOLL FREE (888) 407.4467
WEBSITE decorworx.com
DIRECT OFFICE NUMBER (435) 586.5616
BLOG decorworxblog.com
FAX NUMBER (435) 586.5619
FACEBOOK facebook.com/Decorworx
ADDRESS TO MAIN OFFICE 244 N. Westview Dr. Cedar City, Utah
PINTEREST pinterest.com/decorworx
SALT LAKE OFFICE 1850 W. 2100 S. Salt Lake City, Utah
GOOGLE + plus.google.com/decorworx
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CONTENTS [ 06 - 07 ] CONTACT INFORMATION and other links
[ 28-29 ] INSPIRATION BOOKS boards & ideas
[ 12 - 13] CUSTOMER TESTIMONIALS reviews
[ 32 - 33 ] DECOR FABRICATION what to expect
[ 14 - 15] ROI TESTIMONIALS reviews
[ 32 - 33 ] INSTALL & PAINT what to expect in 9 steps
[ 16 - 21] WHAT TO EXPECT our work-flow and process
[ 38 - 39 ] REMODELING 5 reasons why
[ 22 - 23 ] DECORWORX LEVELS mood boards & ideas
[ 42 - 45 ] CUSTOM PHOTOS food & portraits
[ 24 - 25 ] YOUR STORE EVALUATION what message does your store convey?
[ 50 - 51 ] BRANDING EXTRAS what sets you apart?
[ 26 - 27 ] PRE-DESIGN PROCESS highlighting your product
[ 52 - 53 ] SPECALIZE and focus [ 54 - 55 ] PROGRESSIVE GROCER store design awards [9]
COMPLETE DECOR
process
helps our customers discover their identity
We believe in a good start. We will work tirelessly to get the design right. We will
as well as how to build a strong brand to
take you through a complete five step
communicate with their target audience.
pre-design process and development We fabricate our décor in-house to
procedure. Any independent grocery store, no matter the size of the store, receives
ensure quality control on every item we
high-quality, custom design options
create. We offer our own team of expert
created by our skilled designers.
installer’s who are able to help in every step of your remodel process. We are
From 10,000 sq. foot, Mike’s Thriftway in
grocery décor experts and we are here to
Chester, Montana to Harmon’s City Creek
help you. We will satisfy your décor and
in downtown Salt Lake City, we provide
signage needs.
high quality designs customized to fit demographics. Our excellent design team
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EXCEPTIONAL EXPERIENCE: We believe in loyalty. We want to build a strong relationship with you with personalized consultations. We strive to understand your clientele and translate your ideas into high impact dĂŠcor.
PREMIER IMAGE:
Our designers specialize in grocery store environments. We research ideas from around the world to bring fresh, relevant, and memorable designs to our work. Our craftsmen take pride in the small details that help your store stand apart from the competition.
ON TIME, EVERY TIME:
We control the dĂŠcor process in-house from design through installation, to ensure quality and timeliness. We understand your success depends on hitting deadlines.
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CUSTOMER TESTIMONIALS HARMON’S GROCERY “In the ten years I have partnered with Decorworx, they have brought me incredible design concepts with no upfront costs or contracts. Its about the relationship and creating a vision, far beyond the price. The high quality decor, creative solutions and attention to detail is why they are my decor company.”
Frank Lundquist VP Store Development Harmon’s Grocery
MIKES’ THRIFTWAY “We are humbled by the exceptional package you and your crew have put together and installed here at Mike’s Thriftway. You have overwhelmed us by the total transformation of our store. Talk about exceeding your client’s expectations! Your crews craftsmanship should be a huge source of pride.” Mike & Margaret Novak President(s) Mike’s Thriftway
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ASSOCIATED FOODS “[We] wanted to say thank you for everything you have done in the Spanish Fork store. The level of detail and quality was amazing. Your team helped transform an old and ailing store into something that is rather remarkable and will set the stage for an incredible transformation of the entire Macey’s brand. Throughout the process, you have been a delight to work with and though we have run into a few obstacles along the way, you have been great examples of the professionals and partners we love working with. Congratulations on a job well done and thanks for all you do.” Jason Sokol
Director of Retail Marketing Associated Foods
CLARK’S MARKET “Our store has seen an enormous increase in business after remodeling. People are excited to come see it again.” Tom Clark Jr. President Clark’s Market, Aspen, CO
HARMON’S GROCERY “Store decor is a critical element of any retail location. Decorworx is instrumental in all our new store projects and remodels. Store decor is the first impression a customer gets. It’s important to get it right. Decorworx sets the tone for a good shopping experience.” Dean Peterson President Harmon’s Grocery
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ROI
TESTIMONIALS BLUE MOUNTAIN FOODS
13+
“We were on a downward spiral and ever since we remodeled our décor we have continued to get a steady increase. We were experiencing 8-10% losses and now we are steadily climbing with an average of 3% increase over last year.
Doug Allen Blue Mountain Foods Monticello, UT
CLARKS MARKET
25+
“After remodeling we had an immediate increase in sales up to 25%. The mood of employees and customers improved as well.” Craig Stanley
Clark’s Market Blanding, UT
FARMER’S COUNTRY MARKET
50+
“After we did our 15 thousand sq. foot expansion and remodel we were up 50% over last year.” Rober Garcia
Farmers Country Market Roswell, NM
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FOOD BASKET
13+
“We were experiencing a loss every month until we did our remodel. Business has been great! We were trending down 8-10% and we are now seeing an average of 2 to 3% increase.” Jim Nennich
Food Basket Silver City, NM
5+
MACEYS SPANISH FORK
“We have sustained a lift of about 5% (both sales and traffic) since our remodel in 2013.” Jason Sokol Maceys
Spanish Fork, UT
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RIDLEY’S FAMILY MARKETS
“Our projects are unique and sometimes hard to quantify increases. We think remodeling helps protect against long term erosion in sales.” Mark Ridley Ridleys Family Market ID
HARMONS OGDEN
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“For years our Ogden store was our lowest performer. We were down at times 10% and since our remodel we have experienced a 2% increase.” Frank Lundquist
Harmons Ogden Ogden, UT [ 15 ]
WHAT TO EXPECT
the work-flow [ 01 ] FIRST CONTACT WITH SALES What are you in need of? 1) Budget 2) Location 3) Square footage 4) Needs 5) Ideas 6 ) Deadlines
[ 02 ] YOUR STORE EVALUATION your message
[ 02 ] PRE-DESIGN the process
[ 03 ] IDEAS AND INSPIRATION Mood boards & examples
Our experienced sales force will have a series of questions to ask you such as square footage, budget and completion deadlines for your individual store. This discovery period will help us serve you better. As you review, our portfolio the sales team will help guide you through the exciting design phase. As a team, you and your sales representative, will move the project forward.
By analyzing your store, you will find out what message you are sending your customer. [To see more see page 24]
We analyze your product, brand, market, demographics and budget. [To see more see page 27]
One of our first tasks as a dĂŠcor company is to discover the overall look you desire for your store. Our sales team will provide you with tools to get you brainstorming. We have created a set of mood boards to get the ideas and inspiration flowing. Your input will help us understand your store and your brand. We are always searching for new and innovative ideas to inspire the design for your store, often seeking out unconventional ideas to ensure your storehas the right look. [To see more see page 27]
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[ 04 ] CONCEPTS drawings or renderings
Now that our designers have an idea of the overall look and direction of your store, they will begin to create drawings and renderings. Typically the key departments of Produce, Meat and Bakery are designed for the concept phase. If you have a department that signifies your brand, we highlight and feature that department to help you stand out in the marketplace.
[ 05 ] CUSTOMER APPROVAL what do you think?
The sales team will present the drawings and renderings. You and your sales team will have a discussion about the design direction. Share what you like or dislike about the concepts. in the words of Ray Bradbury, “Creativity is a continual surprise”. As we continue to develop and improve the concepts for your store, we arethis is where the magic happens.
[ 06 ] STORE DESIGN design a 360’
Once you have approved the general concepts for the store, we begin the final design stage. We must obtain correct measurements and the layout of your store. At this point, your sales team should be clear on any structural changes that will occur. We will design a 360 of your store. This will enable us to visually place all the elements on the walls with correct proportions, colors, as well as layout.
[ 07 ] ESTIMATE An estimate of the cost
Once the store design is completely proportioned to the store, you will be given an estimate of the cost. The estimate will help you understand the scope of your job. The estimate will itemize the décor and the prices for each product.
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[ 08 ] FINAL CHANGES what do you need changed?
Are there any design changes or adjustments at this point? Our designers will make the final changes before we send the project off to our engineering and production departments.
[ 09 ] CUSTOMER APPROVAL what do you think?
One final detail before we continue, because we are a custom dĂŠcor company, is a final approval of the designs, measurements and layout of the store iis required before we go to production. Measure twice, cut once.
[ 10 ] DOWN PAYMENT & CONTRACT down payment of 50%
Upon final approval, we requirea 50% deposit and a signed contract to begin production. This step must be timely, ensuring deadlines will be met with accuracy.
[ 11 ] ENGINEERING how things will be built
Each piece of decor flows through our engineering department to ensure quality and correct specifications on your project.
[ 12 ] PRODUCTION project control, print, route & assembled
The manufacturing process can take several weeks to complete. The production department will ensure your store is built with quality. Our project control team will manage and schedule them. [To see more see page 32]
[ 13 ] INSTALL your store transformation
Now it is time to renew your store. This stage is when you will experience the excitement and anticipation of a newly transformed store. [To see more see page 34]
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[22] LEVELS tips for best results Create focus groups know who you are Enable the audience to form a personal relationship Create merchandising opportunities Create credibility Differentiate from competition Communicate the message of why you are in business
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LEVEL ONE
LEVEL TWO
LEVEL THREE
LEVEL FOUR
LEVEL FIVE
DESCRIPTION
PRODUCTS
This level will target the customers who want to purchase our pre-designed standard products. Clients will mainly access our products through our website.
[ Standard products ]
DESCRIPTION
PRODUCTS
Level two offers basic décor elements that target the budget-conscience budget stores. Mainly independent grocers, this level offers solid design and products that will improve the look of a store. Level 2 will target stores who desire to tackle a DIY by purchasing from our pre-designed “Store-in-a-Box” concept. The designs are simple, consisting mainly of letters and minimal graphics. Level 2 offers stores a “solution” to help them grow and prosper while keeping within a strict and limited budget.
- Decor Design - Aisle Markers - Check stand lights - Standard Products
DESCRIPTION
PRODUCTS
“Value” is the key word in a Level 3 project. The customers recognize the value in design, yet have a mid-range budget. The customers want to be guided through the process with precision. This level is an average project that requires design to be aware of trends, yet focuses on keeping within a budget. We offer the customer a clear “value” within their store by giving them the look and feel they desire by using innovating, budget minded products.
- Decor Design - Center Store - Aisle Markers - Exterior signage
DESCRIPTION
PRODUCTS
A Level 4 project is where the client recognizes that Decorworx is an expert and they will allow time for developing their store. The stores are “personalized” and built with with quality materials. Innovative new designs to set the store apart from their competitors. These customers have specific timelines and high expectations.
- Decor Design - Aisle Markers - Check stand lights - Center Store - Limited Branding
DESCRIPTION
CUSTOM PRODUCTS
It’s all about “customization” and details. A Level 5 project is for the client who clearly understands the impact of quality products and design. The store is an experience from the floor to the ceiling. The highest quality of products and craftsmanship will showcase the stores dedication to innovation. This customer is a trendsetter in the grocery industry. A “customized” store allows the time necessary to develop a truly memorable experience.
- Decor Design - Aisle Markers - Check stand lights - Center Store - Specialty Branding - Exterior Signage
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YOUR STORE
evaluation
YOUR STORE CONVEYS A MESSAGE AND IT IS YOUR JOB TO DETERMINE IF IT IS THE RIGHT ONE.
3) Note what departments need the most attention.
Many times we get so involved in the running of the business we forget to examine if we are sending the proper impression to the customer. Ask yourself, “What message am I sending to my customer?” Take just a little time and try an experiment: Grab a notebook and enter your store through the eyes of a customer. It helps if you clear your mind of all preconceived ideas you have before you enter. 1) Walk into your store and pretend you have never shopped there before. What is the first message that you receive? Is the store fresh, clean, well thought-out, logical, friendly, inviting or is the store old, tired, dirty, non-focused? We understand your store is important to you and that you have grown your company to be a stable icon in your community, but have you really looked at your store? If it is hard to be objective, ask a close associate to help you evaluate it. Take notes on your feelings in the overall store and the different departments. Do you feel energized or do you feel rushed or tired? These notes will be invaluable when you try to create the mood and atmosphere you desire. Be honest with yourself. If you are really motivated to improve, then you must be open about what you see and feel. 2) Look at the decor in the store. What image is the decor sending? Does it fit your customer? Does your store send a company message that your store is relevant and customer driven? look at the images fonts and paint colors are they dated? Many store owners have the illusion that they have to commit to an entire remodel of decor and fixtures. Decor can be changed out in stages. We can help you to add or update key décor pieces in your store that can improve the overall image.
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Does one particular area feel unusually bare or lifeless? If this area is triggering an emotion in you as the store owner, then your customer will also have similar feelings. Tune in to the exact things that are bothering you. Is it an improper wall color? A discolored ceiling tile? An off-putting design? 4) When you visit each department, take note who is your target audience. Consumers will always choose stores that they feel are targeted towards them. Jot down who you feel you are attracting into your store. With competition building, it is important to fully engage your demographic in your store. 5) Evaluate notes. Now that you have collected objective notes, process them to help you begin to make decisions regarding your store. This step can prove to be very revealing and also difficult at the same time. You most likely will discover you have some work ahead of you. Take your findings and begin to formulate a plan for the future. As the old adage goes, “we are always moving…” The question is, “Are you moving forwards or backwards?” The next step is to create a plan and determine how
BY ANALYZING YOUR STORE, YOU WILL FIND OUT WHAT MESSAGE YOU ARE SENDING YOUR CUSTOMER. you will implement this plan. Often times, you can begin to make small changes that will make a dramatic difference. This will show your customers you are willing to invest in their shopping experience.
[25] EVALUATION conveying a message Here are 5 tips in order to help you evaluate your store. 1. Walk your store 2. Look at the decor 3. Note what needs attention 4. Target audience. 5. Evaluate notes
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[ 26 ] PRE-DESIGN The process There are many elements that go into a design that fits your store. We evaluate your products, brand, market, demographics and budget. Compiling the research from all of these elements gives us the formula for success.
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PRE-DESIGN
PROCESS [ 01] PRODUCTS highlighting the product
[ 04] DEMOGRAPHICS who are your customers
We understand that success begins with your products. As beautiful as our designs may be, they only achieve long-term success if the product is the highlight of the customer’s experience. Our designs are built to enhance the products and services you offer.
We analyze your demographics. We also make community visits which allows us to define who your customers are as well as where your growth opportunities exist.
[ 05] BUDGET approach to production
[ 02] BRAND stand out against the competition
Based on our research; colors and décor materials are selected. While your budget may determine many of the materials used, we are innovative in our approach to production and can “value” engineer almost any design.
We analyze your brand. We outline the strengths, history, personality, and differentiating qualities of your store. Your brand must stand out against the competition.
[ 03] MARKET placement in the market We determine your market placement. Some examples of this may include: economic or luxury stores. An economic approach may include “McDonaldization” where all the stores have the same look, no matter the location. A luxury brand will want to maintain fundamental design elements, but dress differently in each location adding a local flair to each store.
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IDEAS & INSPIRATION
mood boards
It’s a brainstorm! Creativity is our comfort zone, but it may not be yours. We create mood boards to help us develop a unique look for your store. We pull together images to help us figure out a design concept that conveys the mood or feel of your store. Mood boards are collages of words, pictures, images and fonts that help directthe overall look of your store. Here is an example of how we use mood boards. We have been working on creating a mood board for our new client, who we’ll address as X. Client X is looking to redesign a store in a growing area that has both baby-boomer’s and millennial-aged citizens. They need a fresh, yet stable look that will translate well with the customers. To spark some ideas, we search for images to reflect this vibe and also benefit, promote and supplement the existing brand. We created several mood boards for Client X, so we could explore multiple feelings and moods for their new store. We then collaborate to share ideas and words to reflect the feeling and emotion of the theme. As you look at our mood boards, we hope we have sparked an emotional response. Is your response to the colors, textures, fonts and specific types of photography? This is a great way to help us begin your design project.
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DECOR FABRICATION
what to expect
We manufacture all of our own products. This is why we are known for quality and reliability. We understand the importance of a remodel staying on schedule and within budget. By keeping our manufacturing in house, we can keep costs low and quality high. Our production team prides itself on quality workmanship. Because of our creative environment, we attract the best talent in printing, welding, woodworking and painting. Each member of the team is an expert and treats every project as a work of art. They push the boundaries on using new materials and learning new building techniques. With our skills, we can create almost any type of décor element that gives a three dimensional look to the design. We look for ways to challenge the mainstream and engineer better built and more beautiful décor while staying within a specified budget. Surprisingly each décor project will contain thousands of products. Since we are a custom shop, detail is paramount.
[ 01 ] FINALIZED DESIGN DX team
[ 02 ] PROJECT MANAGEMENT years of experience
[ 03 ] ENGINEERING professional painters
After a design is approved the project moves through our system to be engineered, produced, packaged and finally shipped to the location for the final installation. Accurate information from the beginning will enable the process go smoothly and remain on time. You should have already decided on your completion date with your salesperson. The décor fabrication process takes anywhere from a couple of weeks up to a couple of months. Each project is assigned a project manager, who will oversee the entire project from concept to installation. They are responsible to ensure the project stays on the proper timeline. One of our company values is: On Time Every Time. Deadlines and timelines are continually monitored. The project manager will communicate with all of our teams in the company. If changes need to be made, your salesperson will communicate with the project manager to make the proper adjustments. Grand Opening or Re- Grand Opening dates must be scheduled at the beginning of the project. Often times we are the last company to be in the store during a remodel process. The final completion date hinges on the monitoring the entire remodeling project. Each product in your store must be engineered. The engineers take each design and call out the materials and any specifications on how the product is produced. They lay out the design in CAD to ensure we utilize materials efficiently. The engineers value engineer the product to ensure you gett the best product possible, for your budget.
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[ 04 ] SOFT PRODUCTION
[ 05 ] HARD PRODUCTION
[ 06 ] PAINT
[ 07 ] WELDING
[ 08 ] SHIPPING
Our soft production team specializes in small and large format printing, laminating and vinyl cutting. We stay current with printing technology for efficiency and high standards on quality. Our team is continually monitoring each product to ensure print quality and color specifications are met. This team produces the products that require machinery; such as trim, trellises and letters. We have several CNC routers to ensure your products are produced with accuracy. The hard production team consists of cabinetmakers, construction and router operators. Our shop has a dedicated paint area. We hire professionals who are masters at their craft.
We manufacture our own metal products such as locater bars, dump bins, and trellises. We continually develop new products to help our customers sell more products.
With every item accounted for your project is carefully packed and shipped with care.
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[ 34 ] INSTALL transformation Now it is time to renew your store. This stage is when you will experience the excitement and anticipation of a newly transformed store. We will provide you and your team with a booklet to help walk you through the install process.
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INSTALL & PAINT
what to expect- in 9 steps [ 01 ] PRE-INSTALL MEETING
Our lead installers meet with the sales person and the project manager to discuss the job. The teams are given timelines.
[ 02 ] DEMO & PATCH
We demolition and patch your store. This step is important to get an outstanding final product. Our team knows how to demo your existing décor proven by years of experience. Their knowledge of removal of old signage makes the overall process quicker. It is important you have a large garbage bin on location so they can remove old product promptly.
[ 03 ] PRIME & PAINT [ 04 ] PREP [ 05 ] PERIMETER DECOR [ 06 ] CENTER STORE
There is nothing like color to change the look of your store. Our professional painters know how to get the job done efficiently. They follow the specifications outlined by the designers to ensure the exact colors called out are matched perfectly. As you can imagine, an installation of décor takes several days of preparation. Each install team receives a packet from our main office which includes a 360 degree drawing of your store. Every product is called out in the drawing. The install team will walk through the store and begin organizing the order they will install your décor. Each store is unique so the install team installs each store in a different order. Be prepared to see the store evolve each day. If we are installing aisle markers the process requires a scissor lift. For the safety of our installers and the safety of your customers please work with the installers to secure the area.
[ 07 ] WALK THROUGH
Once the installation is complete, you will walk through the store with your sales person or the install lead. At that time, we will create a list of adjustments and fixes if they are needed.
[ 08 ] FINAL WALK THROUGH
Once we complete the punch list, we will conduct have a final walk through. At that point you will sign a document stating that the job is complete.
[ 09 ] ENJOY
Now it is time to enjoy your newly remodeled store. We hope your experience with Decorworx has been a positive one and your new store will bring you a sense of pride and increased business.
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REMODELING
5 reasons why [ 01 ] NEW COMPETITION the competitive market
New Competition: Is there a new store moving in down the street? Due to the competitive marketplace of today, many store owners are building new stores to try and capture part of the market share. The down economy allows companies to expand at a much cheaper price than a couple years ago. It is highly possible a new competitor sees potential in your area and is building a new store or will be taking over anexisting location. One way to keep your customers coming to your store is to freshen up your existing store. By adding new decor and developing a strong brand identity, it will show your customers you are progressive. It will also lead them to be faithful to your store.
[ 02 ] TIME every seven years
It’s Time: A good rule of thumb is to remodel your store every seven years. Customers are drawn to stores who keep current and seem fresh and innovative. By changing the decor or paint colors of your business, you will create an exciting atmosphere that your consumers will respond to positively. A remodel doesn’t necessarily mean you need to change everything you currently have, it can be simply updating and changing the emphasis of your products or developing a stronger brand image.
[ 03 ] BOOST increase your numbers
Looking for a Boost: Are your sales numbers wavering? Stores who receive a full remodel through Decorworx typically see a 5-30% increase in sales. Customers respond very well to the fresh change we can bring to a store.
[ 04 ] EXTEND REACH new demographics
Extend Your Reach: Your store may have seen a change in the demographics of your area. This may be due to a new neighborhood development, a new generation moving into older neighborhoods , or even evolving changes to your community. At Decorworx, we carefully examine your demographics to increase your traffic. We will make sure to incorporate design elements that appeal to any and all generations that shop in your store.
[ 05 ] NEW CUSTOMERS new improvements
Attract New Customers: Remodels often generate news, which in turn attracts new customers. By using new decor, you are increasing the curiosity and appeal of your store. Customers will be interested in your new improvements and enjoy watching as the design come together. A remodel is a great way to create excitement associated with your brand and to showcase what you offer to new consumers.
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BEFORE AFTER
Remodels do not have to be expensive or stressful. We strive to make the process easy for you by helping you every step of the way. From design to install, we will provide you with answers to your questions as well as suggestions for improvements. We will help you to develop a strong brand identity and provide a fresh new look to keep customers coming back.
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CUSTOM PHOTOS
food & portraits
Harmon’s has taken a unique approach to creating their brand. They truly aspire to connect with the community and create awareness about their local involvement. While brainstorming about their latest store, City Creek, it was decided that their photography would be customized. They assembled a wide variety of employees and we shadowed them in their daily tasks. The photography was used for the valance and banner artwork.
We set up food photography session. We used all of Harmon’s food directly from the cases, which was prepared by one of their in house chefs. The project was a success. The employees featured were ecstatic to see their photos in the store, and it created a prominent feature within the store. As a result Harmon’s captured the local flair of Salt Lake City, Utah in their new City Creek store.
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[ 45 ] FOOD PHOTOGRAPHY styling Bring attention to specialty foods in your store. Highlight the products you want to bring to the forefront of your customers minds.
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supports pp
local growers
Local produce means fresher produce. Within 24 hours our local farms deliver the freshest produce available. supports pp
local growers
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BRANDING EXTRAS
what sets you apart?
Branding is the act of marketing your company via products and signage throughout the store to create a cohesive, structured brand identity. If your store and products are branded correctly, customers will quickly associate your brand with their attitudes and feelings towards your name. It is important to remain consistent in the products you sell, so customers will know what type of characteristics your products represent. For instance, if our “DX Brand� products are high quality, long-lasting items, customers would expect to find those qualities in all of their DX Brand products. One of the key ways to implement branding throughout your store is to include your logo, store name, and/or tagline in signage. Parking signs, bathroom signs, and remodeling signs are all places you can showcase your brand. Decorworx is able to develop signage that matches the personality of your store in everything we create.
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[ 37] BRANDING EXTRAS mind share Creating a strong brand identity will build mind share - one of the strongest competitive advantages imaginable. As a result ,customers think of your business first when they think of your product.
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[ 52 ] SUCCESSFUL BRANDS memorable The key to a successful brand is focus. If these points are applied, customers will begin to hear your message, trust the consistency, and recognize the uniqueness of your brand.
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SPECIALIZE
& FOCUS Successful brands are easy to recognize because they are consistently unique and they are memorable. Businesses everywhere have changed over the past few years due to uncertain economic conditions. Have they changed for the better? Are they working harder and accomplishing less? They have a tendency to grab onto anything and everything, afraid to let any opportunity get out of reach because they don’t know when the next one might come along. Soon, they become a full-service, one stop solution. Before they know it, their brand integrity has become compromised; it is diluted and quickly eroding. They have lost focus. The market place may be different today from years past, however, recapturing focus is the fastest way back to success. Here are a few reminders to get brands back on track:
CHOOSE ONE THING BE DIFFERENT KEEP IT SIMPLE
SHOUT IT OUT LOUD! FILTER YOUR EFFORTS
Select one unique thing your brand represents and do it well. A strong brand is not everything to everyone, it is something special.
Make your product distinctly different from your competitors.
Messages, slogans and tag lines must be short and easy to understand how they support the brand’s unique attributes. Reinforce your brand and it’s story over and over again, every chance you get. New ideas, opportunities and evolutions will arise around the brand. Fight to keep the brand clean by sending information through a filter (your unique story). The filter will produce pure ideas that fuel your brand instead of fragmenting it.
The key to a successful brand is focus. If these points are applied, customers will begin to hear your message, trust the consistency, and recognize the uniqueness of your brand. Sometimes they just need a simple reminder that you’re just as special as you’ve always been.
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2013 We were named the winner of four Progressive Grocer Store Design Awards We received these best-of-class awards in the following categories:
-“BEST URBAN FORMAT” for Harmon’s City Creek in Salt Lake City, UT -“BEST REBRAND STORE DESIGN” for Macey’s of Spanish Fork, UT -“BEST SMALL FORMAT DESIGN” for Broulim’s Rexburg, ID -“BEST EXTREME MAKEOVER STORE DESIGN” for Farmer’s Country Market, Roswell, NM We are proud the hard work that went into these stores from our entire Decorworx team. Combining the skills of our creative design team, innovative engineers, precise production team, hardworking install crew, and dedicated customer service representatives, these stores were a team effort from start to finish. Photos and more information about these stores arefeatured in Progressive Grocer’s July 8, 2013 issue. We look forward to bringing you more award-winning store designs in the future.
Decorworx was awarded the - “LOW-COST REMODEL: RESORT TOWN” first place award for Clark’s Market.
2012
- “BEST OVER ALL DESIGN” Honorable Mention for Harmons Station Park The Clarks Market owner was looking to redecorate the store to reflect the uniqueness of the area as well as incorporating textural elements. The redesigned store now includes many beautiful, one-of-a-kinddecor elements, including a milk splash made entirely of rope and a salmon made of layered metal. Historic photos of of Aspen were wrapped in beautiful wood frames highlighting their history. Decorworx designed a new, updated logo for Clark’s Market to reflect the changes inside of their beautiful store. Visit http://www.progressivegrocer.com/imprint/article/id2982/2012-store-designcontest-masters-of-design/ for more information on the contest and award.
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BEST URBAN FORMAT Harmons City Creek, UT
BEST REBRAND STORE DESIGN Maceys Spanish Fork, UT
BEST EXTREME MAKEOVER Farmers Country Market, NM
BEST SMALL FORMAT DESIGN Broulims Rexburg, ID
BEST LOW COST REMODEL Clark’s Market
BEST OVER ALL DESIGN Harmons Station Park
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