Store zones and communication styles

Fitting room zone

•Customers spent a comparatively long time in Bravissimo fitting rooms•They can feel anxious or shy•They are left for periods of time with nothing to do

•Fitting rooms were dull and uninspiring•They felt clinical which did nothing for anxiety•There was a missed opportunity to communicate with a captive audience

Observation Problem

Fitting room zone

•Spend more time and money on the design, introduce more brand elements•Put important info or things that require a lot of text in this zone•Careful lighting•Use illustrations rather than model shots

Action

Model Shots

• might NOT be the right thing in some zones (i.e. places where you are standing in your pants!)

•but perfect in others

•like shop floor zones where messages need to be conveyed quickly with little text

Communication ExampleThe following slide shows an example of one of the communication pieces introduced to Bravissimo's fitting rooms.

In every fitting room one whole wall is a graphic styled like a washing line. Pegged to the washing line are various magnetic communication items and illustrations of bras and knickers.

The magnetic sheet on the wall allows Bravissimo to update existing pieces or add new one easily as well as change the positioning to bring different pieces to the focus positions i.e. swimwear in summer.The topic of this signage is “finding the perfect fit” and is one that requires quite a lot of text so it is well placed in the fitting rooms where customers have time to read it. It is also wholly relevant to why they are in the fitting room.

Here you can see the use of illustrations in place of photography.

Fitting room zone

Transition Zone

•Customers can feel very anxious•Wondering about the what the fitting experience will be•Wondering about their fitter•Not a lot of time

•Very clinical and sterile like the stairs to a doctors waiting room•Also looked like fire exit•No information•No brand•Nothing to overcome anxiety

Observation Problem

Transition Zone

•Introduce some brand elements so that it feels like an integral part of the shop i.e. wall paper, brand colours•Draw people’s eye up the stairs•Try to take away some of the unknown•Kept text short and use lots of images to communicate quickly•Think about elevators!

Action

Communication Example

The following slides shows an example of one of the communication pieces in our transition zone.

It shows photos of some of the fitters working at that store – customers can see at a glance the range of ages and body shapes and in post redesign research many commented that they noted the staff were ‘just like them’.

As an extra, for anyone who does stop to read, there is a little bit about each fitter like their bra size and favourite movie. This helps the customer feel like the fitter is a real person.

As time is short this is the only piece with text, the rest of the images are lifestyle shots.

Transition zone

Shop floor zone

•Partners and friends may be left to loiter •First time customers DO browse first•Shop on autopilot and don’t stop to read•May be thinking the aren’t Bravissimo size

•No brand feeling or business info – from staff only•Nothing to tackle size perception•Nothing to convert first time browsers to customers

Observation Problem

Shop floor zone

•Introduce brand elements•Lifestyle imagery•Customer recruitment info•Demonstrate community feel•Reinforce positivity gained from fitters

Action

Communications Example

The following slide shows an example of some comms on the shopfloor

It is designed mostly for new customers or friends who might be in the store and think they couldn't be a customer.

It aims to show people that a D cup is not actually as big as they think – they could be a Bravissimo girl too!

It shows three photos of three Bravissimo staff and asks the viewer to guess their size. They then open the door to see a photo of the same girl in her Bra with her correct size.It is a very visual piece and keeps text to an absolute minimum to make the most of the way people shop in this zone.

Most of the other communication pieces are lifestyle photo's to capture the majority of people who won't stop to read things.

Shop floor Zone

Summary

•Think in detail – what type of imagery is right for this zone? Photo’s? Illustration?•How much text is needed?•How relevant is this signage to the behaviour or mind set in this zone?•Think about other visual cues like lighting, carpet and wallpaper•Cover ALL customer facing areas