An Exciting In-Store Browsing Experience for D&R Akmerkez
As one of the largest book & music retailers in Turkey, D&R approached us to help them improve their in-store shopping experience and to freshen up their brand image.
The main objective was to elevate the bookstore experience, which we approached by focusing on a design that allowed customers to easily access and find the products they were looking for. We began with an analysis of the customer journey, which revealed the various issues within the existing store’s interior modules. The main problems were due to the environmental signage which wasn’t effectively positioned, and the overall interior layout made the shopping and browsing experience chaotic and confusing.
We created three zones, defined as ‘books’, ‘kids’ and ‘electronics’ and used various colours to differentiate each display module. For each of the zones, we created a modern and friendly experience through angled-shelf systems, which resolved the ergonomic problems of the overall store design. Specifically for the ‘books’ zone, we improved the signage and created an area where customers could relax, take a seat and leaf through books.
Overall we developed a concept that solved D&R’s physical retailing issues, and created a shopping experience that allowed for more cross-selling opportunities.