Wednesday May 4th, 2016

Relieving the Retail Headache

Something we have in common is that, at some point, we all shop. Whether running to the grocery to grab something for dinner, to the pharmacy to pick up a prescription, or to our favorite specialty store for some new treasure, it is a necessity we all face. And there’s nothing worse than leaving the comfort of your home, only to have a retail experience that is less than stellar.

It’s likely that you’re no stranger to the common headaches of retail – long checkout lines and visual clutter that keeps you from finding what it is you’re looking for, quickly. These are problems that are relatively easy to solve -- if you understand what consumers value. Better design – simpler, clearer, more emotionally motivating visual and verbal creativity – produces better ROI.

Walgreens needed help developing and integrating a contemporary user experience, compelling retail environmental design and better in-store customer communication for their new self-checkout launch. Graphica delivered in all three areas based on our insight into what each of the Walgreens’ defined, consumer groups appreciated in their shopping trips – sufficiently preparing them for the introduction of new processes, optimizing customer traffic flow, and demystifying the whole experience.

But successful brand experiences rely on more than strong visuals and clear messages. According to world-trend resource WGSN, empowered and informed staff greatly enhance and contemporize a consumer’s retail experience – and contribute to significantly greater sales growth. “You have to create a culture where staff feel empowered to do what’s right for the customer,” said Virgin Atlantic CEO Craig Kreeger. (Marian, Petah. "Retail Week Live: Three Key Takeaways." WGSN. N.p., 29 March 16. Web. 30 Mar. 2016.)

Our recommendation for having a Walgreens store ambassador specifically available to assist in the new check-out experience – at every step – ensured a smooth transition to more time- and cost-efficient self-checkout lanes, while its loyal consumers enjoyed a consistent, convenient and satisfying brand experience…the kind that helps deepen their relationship with the brand and keeps them coming back.

Jean Silverstein,

Director, Design Innovation


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