Duty Free
the shop the more detailed clustering was needed.”
Product clustering has always been around in major stores on the high street. Enter any department store and one is accosted by perfume, eau de toilette and the like. There is a difference in the design though. The department store product cluster is not easy to navigate, it is not on a walk through it’s actually perceived as a barrier which is not surprising as the take can be as high as 12% of the stores turnover. It is definitely different from an airport Duty Free. Gill gives an excellent example of the retailing sophistication of a product cluster. “Whiskey was a category with, for instance ‘Malt’ being just part of the whole category. Single malt is now a very specific sub‐ category with initiatives like a certain area being dedicated to malt, but segmented by taste not region or brand, culminating in Dublin airport’s Terminal 2, ‘The Irish Whiskey Collection’. This was given its own space and design with people able to interact with the cluster. In ‘Luxury’ some retailers have done further customer evaluation to find the people who like Cognac also buy luxury chocolate.”
This is merchandising at it’s best and I am sure could be brought into high street more, but how? A thought from Gill. “I think it would be easier to shop if the categories were better defined, the designs tend to be more generic ‐ the look being dominated by the design of the shop rather than the product category. If there was a move, as in Duty Free, for more category design in shops they would not be so reliant on signage making it easier to shop.”
Written by Steve Thomas‐Emberson Contact
The Design Solution T: +44 (0)207 908 5200 W:
www.thedesignsolution.co.uk
All images courtesy of The Design Solution.
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Duty Free used to be small, pack it high, sell it cheap and as for design and service - forget it!
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