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A subdued basis makes promotions stand out


 

assignment

‘Steeds verrassend, altijd voordelig’ (Always surprising, always advantageous) is the motto of the Dutch pharmacy and drugstore chain Kruidvat. Kruidvat commissioned us to revamp its stores in line with this motto and give customers a modern and convenient shopping experience, while maintaining Kruidvat's unique character and competitively priced range. In addition, Kruidvat saw opportunities for further sales growth in the health and beauty product categories. Our challenge was to give these product categories greater prominence in the stores in a way that dovetailed with Kruidvat's brand values.


result

a subdued basis for stronger promotions
more prominent health and beauty sections
higher customer satisfaction
more efficient use of retail floor space
increase in turnover

client

A.S. Watson


project

Kruidvat


category

retail


scale

480 m2


our approach

Kruidvat uses bold primary colours that incite action. Kruidvat's bright red and yellow scream for attention. The store itself had a somewhat cluttered look. To achieve greater harmony and optimally showcase the promotional colours, we needed to create a more subdued backdrop for the rest of the store.

We chose a muted colour scheme for the various sections in the store to guide customers to their preferred aisle or product. This also allowed us to draw more attention to promotions. Promotional products now have a designated area along the customer route. This way, customers are pleasantly surprised by attractive promotions and they can also find specific products more easily. The advantageous price perception remains intact while store effectiveness increases.

A subdued colour scheme as the basis for the store's décor also provided us with the opportunity to give the health and beauty sections are more distinctive look. The visibility of these sections was enhanced by adding furniture and colour.

Customers are now lead straight to the items they are looking for through optimal in-store communication.

Use of colour and logical choices for routing and layout improve store effectiveness and bring the spotlight where needed.

Use of colour and logical choices for routing and layout improve store effectiveness and bring the spotlight where needed.
Basic details make hanging up signs for directional wayfinding within the store easy and flexible.

Basic details make hanging up signs for directional wayfinding within the store easy and flexible.

Basic details make hanging up signs for directional wayfinding within the store easy and flexible.

Curious?

Hans Preeker

strategist | partner

Stefan van der Weele

interior architect

Why visit this place?

Discounters may be cheap but don't have to look cheap. The new Kruidvat stores are a testament to this. It's always possible to get an already successful formula to generate even more turnover. How? Ask Hans to show you around one of the stores.