Block electrostore new store concept: optimalization of lay-out,routing and instore-graphics

Block Electrostore is one of the biggest chains of specialized electrostores in The Netherlands and has stores in the whole Randstad. Block is a family owned- company, founded in 1955. The company has 28 stores in 2009 and is managed by the five sons of the founder. Back in 1990 the company developed a store concept focusing on the floor and the ceiling with a light plan. The store concept was succesfull for a longer period, but the company was in need of a new store concept. The store in Hilversum needed an optimalization of the lay-out, routing and instore-graphics. Jos de Vries The Retail Company was asked to develop that.

Entering the new store in Hilversum you can directly see the brand wall, placed above the shelve presentations. The brand wall is a white strip with grey texts and lighted with coloured lights. The clients are better able to find their preferred department, the white goods department is indicated with blue light (refrigerators, washing machines, dryers) and using orange colour the client can see the brown goods department (tv´s, audio and household equipment).

To increase the traceability of the products at the (low) gondolas in the store for some products, sub-groups, indications have been made. This accounts for example for navigation articles, car radios and mobile dvd players. These products are presented next to each other.

To seduce the clients to visit the whole store there are installed “screen bulletins”, these “screen bulletins” (foreseen of LED lighting) shows texts and brand names. By placing these screen bulletins there is more movement and dynamics in the store.

Working together with Jos de Vries The Retail Company resulted into the contact with Retail Bouw Management. A retail design agency and a retail building management company under one roof made the development of the new concept clarifying.

maurice@josdevries.eu // www.josdevries.eu

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