What we found wrong:
From first observation of the Peacocks store & website, it was clear that almost every area of their brand and identity was confused, inconsistent or cluttered. The targeted age groups were opposing between the website and the stores, stores themselves were jumbled and in disarray, the brand and its sub brands were confusing and inconsistent.
What approach we took:
The arrangement of clothes and the storage racks in stores, made stock appear cheap and of bad quality. Our decision was that what the stores needed was an uplift and more structure. Therefore we’ve put all our work into improving the stores to attract the appropriate age demographic.
What changes have we made:
Before we began our store plans, we refocused a few key areas. Our first approach was to choose one simple colour scheme. We simply took these colours from within the store, the peacocks’ blue found in the logo, a charcoal and gold found on the ‘Peacocks by Design’ tags and a simple grey to add contrast.
The second change we made was to narrow and define the target age group. We’ve decided to aim at more sophisticated, fashionable ladies, aged 25 to 40. We chose this age bracket because from our observations most women shopping there already fit into this demographic. Secondly, we wanted to keep Peacocks young but not create another ‘teenage’ environment.
Next we addressed the Pearl Lowe range. We decided to keep the sub-brand available online and instead suggest a smaller smart casual line designed or ‘chosen’ by Pearl Lowe that is accessible within all stores. We believe that it can only benefit their reputation to increase their celebrity endorsement.
Here (directing at screen) we have an over view of our store. We decided that what the store needed most was definitive sections to create an experience for the customer. (Indicating at coloured sections) We have created a Pearl Lowe section, an every day & office wear section, shoes & accessories, lingerie, and men and children towards the front.
Going through ‘inside’ views:
When looking into the store from the outside we have created simple window displays that show off the latest pieces but maintain simplicity & allow the buyer to see into the store. When first walking into the store, the customer sees a platform with mannequins in the middle, and on the furthest wall – a large wall piece. This wall piece is placed so to lure customers towards the end of the store, walking through the different sections to reach it.
Paco Underhill states in his book “Why we Buy” that customers always tend to walk into stores on the side they drive on. Therefore first on the left hand side we have place our ‘Peacocks By Design’ section, which includes the ‘smart casual’ Peacocks line along the back wall. This section stands out from the others, showing that it is the ‘designer pieces’ area.
Separate from the Peacock’s by design section but still next to it, is the ‘smart wear’ section. This is comprised of office and work-wear, and opposite this is the every day section.
If you walk through these two sections you reach the shoes and accessories, we’ve grouped these two together because women often buy matching pieces. The seating area around here also makes it a more relaxed area of the store where women can comfortably sit down, try shoes on and pick out matching pieces.
Beside this is a small lingerie section. Pieces will be kept on shoulder height displays to maintain a privacy when browsing (so you can’t see them from the front of the store) and also so they don’t cover up the wall piece at the back.
We’ve got the fitting rooms at the back so females don’t have to walk around with under garments and the men’s section is to the far right. We’ve kept the mens over here so they aren’t close to the lingerie, and intimidating women. Also they are close to the register, so when women go to purchase something for themselves they will most likely grab something for the husband as well.
The register area is uncluttered and behind the registers is a large mirror that contains the website in the corner. Another thing I read by Paco Underhill was that customers are drawn to mirrors and it gives them something to look at while waiting in line. Therefore while looking at the mirror, they also see the website, which creates more awareness about the site and may encourage more to visit it.
Why it will work?
The reason our changes will benefit Peacocks is that it will redefine the ‘Peacocks experience’. Not only will it be more organised and therefore less stressful for the customer but our use of colour schemes, materials and layout will give the customer an enjoyable time shopping because of the atmosphere. It will also aid the Peacocks reputation because clothes will be ordered and have an air of sophistication, which will increase sales.
Focusing on the one age demographic allows the stock in stores to be better suited to that audience (no need to aim at young teenagers). The colour scheme will reinforce the Peacocks identity and in turn will make it stronger.
Connecting the store and the online store will create more consistency and attract the same type of customer. Although stores won’t sell the exclusive range, they can point customers in the right direction or suggest something from the Peacocks by Design range, or the Pearl Lowe & Peacocks range.
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