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Thornton’s Case study
Photo 1 Store Front
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In a vast and ever-changing retail landscape, Thornton’s, the one-stop-shop gasoline and convenience store, who ranked in the top 10% in nearly every industry key performance indicator, found they needed to spruce up their product offering to comply with a growing consumer group looking for fresh and nutritional food options in addition to speed and convenience.
Photo 2 Entry View:
In order to fuse itself with the evolving convenience industry, Thornton’s had to evolve their food offer and refresh their look to accommodate consumer’s demands. A hierarchy of graphic elements was installed to communicate Thornton’s new fresher, higher-quality products. With Chute Gerdeman’s rebranding efforts and a new in-store messaging system in place, two new concepts were born, the QuickCafé and CornerMarket.
Photo 3 Corner Market:
The new retail concepts showcase a new upgraded grocery set to appeal to mom’s on-the-go, offering only top quality products, at grocery store sizes and at competitive grocery store prices.
Photo 4 Grill Focal:
The in-store messaging system creates a unique blend of time, delicious fresh food, and ‘quick-fix’ grocery items. It takes the customer journey to the next level with a new grab-and-go food program offering fresh made sandwiches, subs, burgers, fresh cut salads, fruit, and more.
Photo 5 Digital Signage:
Why run 3 errands when you can get your gas, groceries, and a fresh sub for lunch all at once! A digital ordering menu makes ordering food faster and easier than ever!
Photo 6 Café View:
Get your favorite sub or burger fast, a drink to wash it down, and you’re welcome to have a seat at the café and take your time to enjoy your meal.
Photo 7 Checkout:
A large Thank You sign with smiling faces greets customers on their way out as they grab a cup of fresh fruit or pick up any last minute items before checking out.
ALBERT FURS CASE STUDY COPY
As a family-owned specialty store, well-known for its custom designed fine furs and unique customer services, Albert Furs wanted to attract a new generation of younger customers, while maintaining its current loyal customer base. The idea was to elevate the brand to be more fashionable, while continuing to highlight the precious merchandise and customer service driven experience, including designers on staff, fur storage, cleaning, and maintenance repairs.
The name was changed to Albert Outerwear to attract younger customers and to reflect the additional product offerings. The store design offers a memorable experience that is stylish, modern, comfortable, elegant and hip. As you approach, the window mannequins display current fashions with an attitude that brings them to life, and allows for 24 hour window shopping. Step into the store, and your senses come to life with a fresh smell that is signature to Albert’s, and video tower showcasing the latest fashions. Light and neutral colors adorning walls and floors, combine with soft lighting to make the product stand out. Fixtures are clean, simple, and streamlined, almost disappearing behind the bulk of the furs. Architecturally stimulating elements and materials of the design include archways, curved glass windows and granite surfaces, and dark woods contrasting with the softness of drapery and fabrics.
New additions include intimate fitting areas, a shop designed exclusively for men, and a consultation area for individualized service with a large three way mirror, Angela Adams rugs, and richly upholstered furniture. Since its opening, Albert Outerwear has seen a tremendous increase in foot traffic and sales, as new customers are drawn into the store and continue to respond to the expertise and custom-made fur designs.
· Create a memorable experience: stylish yet comfortable most definitely not pretentios; modern, elegant, warm, hip
· Create a buzz to attract new customers
· Fur storage, cleaning, maintenance, repairs; designers on staff; Precious fibers and fabrics
· “the experience” is customer (client) service driven; wanted to attract generational customers that are younger and male (designed a shop exclusively to men)
· A new addition was to include a fitting room to try on outerwear; individualized service: three fitting areas that offer a very intimate experience
· Center of store: accessories, sportswear (sweaters, pants, scarves), rainwear; video tower
· A challenge was how do we change the name to be more than furs?; Changed name Albert fine furs to Albert Outerwear
· Support local artisans by displaying collections: host cocktail hour to invite customers
· Store elevated brand to be more fashionable to draw on the younger customer
· Mannequins with attitude bring it to life; windows showcase the product for 24 hr. shopping
· Lower priced items are merchandised at the front of the store, with higher priced items at the back (for security)
· Tailoring made from scratch custom made with designers on staff : select fur, trim, style, die
· Packaging, stationary, business cards, updated logo, shopping bags, garmetn bags
· Italy, France unique pieces that you won’t find in department stores
· As you enter the store it attacks the senses: fresh smell is signature to Albert’s
· Fixtures are clean, simple, streamlined, almost disappear behind the bulk of the furs
· Archways, curved glass windows; light space with neutral walls and floors; product pops with the lighting
· Granite surface in the window that sparkles and catches your eye; dark wood with softness of drapery and fabrics
· Cove lighting in a signature blue color
· Consultation area: they tell how fur should fit, has large three way mirror, angela adams area rugs, richly upholstered furniture
· Cart with coffee, drinks for customers to preview new collections
· Product sells itself and expertise of service will sell wine