Remember The Truman Show? Or Matrix? How about The Game?
While the characters in the movie thought they were dealing with reality, in
actual reality, everything around them was fake. If you look closely at these
plotlines, you'll see the fake reality was always a test for the character. So,
in an ode to Hollywood, retailers are pulling storylines straight out of the
movies, busily creating their own un-reality--test stores. It's the creepiest
and coolest idea in test marketing that I've ever seen.
Eden Prairie, Minn.-based SuperValu created a store
mock-up that's complete with everything from linoleum floors, to checkout lanes
and magazine racks. The goal? To make sure stores have the exact look and feel
they want. SuperValu isn't leaving anything to chance, which is why they strategically
create the same 30,000-sq.-ft. environment you or I would experience in any of
their stores. Then, they go to work. Minus the muzak, of course.
Mike Buck, vice president of SuperValu's fresh foods
merchandising had this to say about test stores, "It's a big disruption to
do things in a store and this (test stores) will let you mess around without
hurting the store."
It doesn't really bother me if the saltine cracker end cap
is on aisle 8 one day or 18 the other, but I see his point. Besides, how much
fun is a test store?! I'm wondering if they give tours. Is the food in the test
stores real? Inquiring minds want to know...
For major design overhauls, a test store would be a
way to ensure perfection. Often, it's tough to tell if reorganizing the
customer service center/bakery, etc. will work until you see how it flows with
the rest of the store. Bravo SuperValu! How smart are they?
If we could just talk Nordstrom or Barneys into doing the
same, we could then follow in the IKEA guy's footsteps and live there. Now,
that would be fabulous.
Do you know a retailer who invests in test stores? Ever been
to one? If so, leave us a comment with all the details.
--Heather Strang
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I am building one right now in our warehouse for testing purposes. The contractors do not see the point, but as the designer and someone who will use it, I think it is a great idea and helps us by not interupting a store and sales.
Posted by: sandra | February 14, 2008 at 12:15 PM
This is old news. Apple did this before they opened their first retail store - they constructed a test store in secret in a warehouse, decided to scrap the entire original design and have Gensler build a totally new design for their prototype. It obviously worked, since they were the fastest retail chain to ever go from zero to $1 billion, in 2 years.
Posted by: Barry | February 13, 2008 at 12:59 PM