Close
 

Spark stores get a redesign

  • News
  • August 5, 2015
  • Sarah Dunn
Spark stores get a redesign

Lizzi Hines is managing director of Spaceworks Design Group, which carried out the redesign, with head of retail design Christy Ormand at the helm. “Spark has been on a significant agenda of transition and transformation over the past few years and we knew the stores had to deliver on the constantly evolving digital future and had to inspire their expanding target market to connect, share and engage in-store,” Hines says.

“We were tasked with bringing both the tangible and intangible products to life and inspire and engage existing and future customers through clever design. We whole-heartedly believe the design has achieved this in spades.”

Hines says every square metre of the new Spark retail spaces is fastidiously considered, and engineered to guarantee the best-possible customer experience.

“The Spark stores now showcase solutions for the shoppers, rather than simply being a room housing product.”

She says this was achieved by taking the product off the walls, cross merchandising and displaying product alongside accessories which, in turn, creates a story for the shopper rather than ‘racking and stacking’ merchandise.

Spark’s head of consumer sales Greg Clark says the time had come for Spark’s store format to evolve.

“Clearly the big change for us has been the transition to a much more customer focused brand in Spark and that needed to turn up at retail which we ultimately see as being the physical face of the brand,” he says.

A research trip on global best practice showed that many industries, including those in the food and telco categories, had taken a leaf out of fashion merchandising by displaying a “story” around their products.

The team ended up with a five-point list of objectives for the store refresh, which Clark has shared below:

  1. Access to people, our customers tell us that is the main reason that they come in 

  2. Product as the hero, make it easy for customers to touch and play & understand our products 
and services 

  3. The environment, make it welcoming and less ‘intimidating’ than traditional retail 

  4. Ease of access, ensuring that the store supports the increasing demand of customers to interact easily with us across multiple channels. Capability will continue to evolve in this space as technology evolves so there is an element of how can we future-proof to plug some things in down the track 

  5. The format simply needs to work for our customers and our staff. How could we become more efficient to enable the team to spend more time with customers. 


Besides this concept-driven fit out, the new stores feature a number of shiny playthings: “hospitality zones” serving free Spark-branded water; virtual queuing; a lockable cabinet where customers can charge their mobile phones; live accessories such as headphones and Fit-Bits for customers to play with.

The cabinetry in stores has been retooled to reduce the need for staff to leave customers and retrieve products, and the counters have been designed to strip away traditional ‘across counter’ transactions between customers and staff.

POS counters have been integrated with display tables to bring staff out onto the shop floor, and the lighting has also been tweaked.

“Every design feature is subtle, however when pulled together creates a store environment which aligns with the Spark brand and unleashes the potential of all customers, past, present and future. It empowers the Spark retail staff and ensures product is hero through visual, interactive and audio sensory hubs. We believe the Spark stores is a feast for the senses, taking New Zealanders to a whole new level of retail experience,” Hines says.

Now that the stores are live, Spark will spend time testing the changes and continuing to refine the new fit out so that decisions can be made around further changes.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

Read more
 
 

Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

Read more
 
 

How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

Read more
 
 

Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
Bay of Plenty D2C Saltysea opens its first store

Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

Read more
 

What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}