GO Outdoors

GO Outdoors has opened its new store format at Bristol Cribbs Causeway designed by Briggs Hillier.

The concept is focused on bringing the well-known value outdoor retailer into smaller spaces on retail parks, whilst still maintaining a comprehensive and compelling product range within a new fresh and contemporary store environment. The store has had a full suite of new fixtures created to deliver a practical and functional high-volume retail environment.

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The full communication hierarchy was also updated and refined in order to create greater clarity of the key value/WOW/offer messages that are critical to the business trading format, along with new directional messages, and large ‘how to’ graphics feature throughout all key categories to allow customers to navigate technical product specifications with ease.

As you enter the store the feature floor graphic guides and informs customers followed by the centrally positioned escalator which creates a clear division between Men’s and Women’s Apparel located either side.

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Departments are segmented into clear zones with the use of differing fixture heights that have been designed to create interest throughout the store, including a purpose built trouser bar. Integrated shelving and feature arms create opportunity for more flexible merchandising displays and mannequins have been used to create stories.

As well as the Kid’s department, Footwear is positioned at the rear of the store, with sliding wall bays that double up as stock holding space. Feature Footwear display units are highlighted by brand and lifestyle photo-graphics.

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As you arrive on the spacious first floor which houses equipment and specialist departments, you are drawn to the cycle department which has been adapted with tiered plinths to display numerous bicycles, located next to a full workshop offering service and maintenance, as well as a designated click and collect area.

The extensive tent field with its feature timber canopy is also located on the first floor, supported with the digital tent selector allowing customers to explore the full range, but also allowing shoppers to have any tent erected in store to see it in real scale.

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Updated tech units and a fuel station are located next to the designated till area along with an illustrative map graphic featuring local points of interest, campsites and other GO outdoor stores.

Overall the concept has been successful in providing GO Outdoors with an updated and more appealing store design that facilitates an exceptional customer experience whilst appealing to a wider consumer audience.

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Laura-1

Laura

10th July 2018

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