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Preparing Your Store for Tomorrow

Author: Kevin E. Kelley, AIA

The Independent View


Preparing Your Store for Tomorrow  

 March 6, 2013 


The IGA Global Rally in Chicago is just around the corner; look to The Independent View in the coming weeks to learn more about the speakers in the Global Rally lineup. Today, architect and store design expert Kevin Kelley elaborates on his session, which will explore how shifts in store design can help you stay competitive in a changing environment.

In the past, improving the grocery store experience was a fairly simple proposition: make the store cleaner, add vibrant colors, give it a more contemporary look and, most importantly, introduce a new store decor program with beautiful imagery. But unfortunately today, the "fresh and clean" store program approach is simply not enough to attract new consumers and fend off the competition.

There are a number of reasons why the game has changed, and this is causing a lot of grocery retailers to rethink how their store experience can do more for them than ever before—not just in terms of operational efficiency, but for branding, marketing, consumer relevance and even as a competitive edge. The first key shift has to do with the lifestyle of our consumers. In my session at the IGA Global Rally, I will talk about how store design can respond to food culture and changing eating habits, as well as new configurations of households.

The second key shift is changing competition. As previously up-and-coming brands quickly become a new norm, how can traditional grocery stores respond? These new competitors—everyone from Walmart, to Trader Joe's, to Whole Foods, and a lot of brands in-between—offer highly differentiated retail strategies, store formats and value propositions. Instead of using new decor packages to beautify a traditional product mix, I'll show you how to use store design as a critical weapon to regain or even increase market share.

You can make your store deliver an experience to shoppers that goes beyond aesthetics and décor. It all comes down to creating a store experience that manifests your business strategy and makes tangible the unique meaning and purpose of your brand. I will provide insights on how to highlight the proprietary value you provide your customers, and help you begin to rethink your store experience to reinforce—and even expand—your unique value proposition.


Kevin Kelly

Have you registered for the IGA Global Rally in Chicago? If not, register today—rooms are limited!