‘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.
Mall of the Netherlands, roll-out to the entire Netherlands
A greater harmony
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.
Customers are pleasantly surprised by attractive promotions
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.
Use of colour and logical choices for routing and layout improve store effectiveness and bring the spotlight where needed.
Health and beauty sections a more distinctive
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 a 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.
Basic details make hanging up signs easy and flexible.
managing partner | consultant
Stefan van der Weele
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 us to show you around one of the stores.