New retail strategy, Flagship Valencia
ACCELERATING RETAIL SALES ALONGSIDE ULANKA
75-years Spanish footwear distributor ULANKA wanted to reformulate its retail strategy while also creating a new line of products. To promote this business vision, we developed an innovative store concept design merging warehouse and sales area focused on promoting purchasing autonomy and accelerating the consumer’s journey.
➀ BRINGING THE PRODUCT CLOSER TO THE CUSTOMER
No queues, no waiting and no physical barriers. Ulanka materializes a new store concept bringing the product as close to the customer as possible, avoiding intermediaries or unnecessary delays.
Inspired by the digital purchase process, the design strategy merges the area formerly used for the warehouse with the retail space and turns physical some ideas from e-commerce, thus promoting the transformation of the business model itself.
➁ ACCELERATING SALES
Within this new concept, warehouse and sales room are merged, generating a hybrid space that equally optimises each square metre of the store and helps increase sales capacity at peak hours while maximising the experience.
➂ EASE, SIMPLICITY AND MAXIMUM AUTONOMY
The store concept also encourages a diverse and autonomous user by introducing a physical and online self-service system that promotes comfort and freedom throughout the whole process and speeds up the shopping experience as much as possible.
➃ VALENCIA FLAGSHIP STORE
The Valencia flagship initiates this new vision, inviting each customer to enter and move freely around the store, make their own decisions and only go to the cash register to pay or pick up a product previously bought online.
The design incorporates exhibition spaces and active warehouses encouraging free access to footwear and the assisted autonomy of the buyer.
Physical totems in the space are introduced to speed up the process providing online “click & collect” and “click in store” purchase options.
Through the use of PDAs, staff provide information and immediate access to stock data available to facilitate and accelerate purchases.