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Kmart refreshes its in store experience with major store redesign

  • News
  • April 9, 2015
  • Elly Strang
Kmart refreshes its in store experience with major store redesign

The store upgrade started 9 March and was completed within two weeks, while the store continued trading through out.

Agosta says bricks and mortar stores are important to allow customers to touch and feel products.

“While online shopping is an avenue Kmart is invested in, there is still a need to make the shopping experience appealing and enticing for customers,” she says.

The innovative new layout divides the shop into three sections – kids, home and clothing.

Each section has its own distinct design and feel, achieved through visual merchandising.

The kids section has neon-coloured displays, while the home section has a more neutral wooden theme.

The aisles are more spacious, making the shop feel cleaner and less cluttered.

Spotlighted signs and key focal points are in place to direct customers during the shopping experience.

This includes the “please pay here” sign that redirects to the new checkout area in the middle of the store.

The checkouts at Kmart stores have traditionally been at the front by the entrance and exit.

Agosta says this repositioning allows more space at the front of the store for visual merchandising to showcase events through the year.

She says customers can also see the different areas of the store more easily from the central checkout station.

Kmart St Lukes store manager Leone van Niekerk says customers have been giving really positive feedback about the new look.

“We’ve had customers commenting that the new layout makes the products look more appealing and they’re also finding it much easier to find the products around the store,” van Niekerk says.

       

The store features family changing rooms with a sitting bench and built in toys for children

The store design was based off research done by retailers overseas, as well as customer feedback.

All Kmart stores across New Zealand and Australia will receive a refit by 2020.

So far, 38 stores have been refitted with the new store design.

The next store in New Zealand to receive a redesign will be Kmart Riccarton, which will be complete in late May this year.

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