Due to the nature of outlet retailing there is a need to accommodate high volumes of stock which suggested where common issues were stemming from. With fragile products displayed in precarious towers, visual merchandising being at inappropriate heights, competitive discounting, and incorrect scale of communications due to sheer volume of products.
It was agreed amongst teams that there was a need for establishing a clear visual merchandising and communication structure to assist in territories and limit autonomous store initiatives. To be accompanied by fixtures that allow flexibility while preventing bad practice.
O12 approached the project with three key principles, attract, engage and connect. Firstly, attracting customer via showcasing the brand and its products in a pure and simple way. Engaging content and visual cues telling brand stories and connecting with customers through clear and tactile communication.
Working closely with the Fiskars team, O12 created a series of mechanics and mechanisms to provide flexibility and structure to ensure the store could evolve and adapt due to the nature of their unknown stock, instead of stores being reactive.
To help define the customer journey a series of lifestyle display systems that hero products were created. Made with capacity to carry high volumes of stock in a tiered manner using principles of attract, an engage and connect. Designed with honest and natural materials reflecting the craftmanship of the brand. Curated VM displays with cross merchandised room sets providing upsell opportunities via horizontal surfaces and soft marmoleum finishes. At the heart of the store a multi- branded attract showpiece table to inspire and delight customers.