Flagship Store Experience Strategy

From hardware
to lifestyle.

A home-improvement retailer sets off to completely reimagine its store experience as part of a bold repositioning strategy.

Retail flagship design by Marco Piattelli Palmarini for a hardware brand repositioning toward lifestyle and customer experience innovation.

Case Study 2024

PROJECT STRUCTURE

IMMERSION
& RESEARCH

1.

↘ Retail safari

↘ Store audits

↘ Customer intercepts

↘ Staff interviews

↘ Online survey

STRATEGIC
INSIGHT

2.

↘ Gaps and opportunities

↘ Stakeholder alignment

↘ Audience segmentation

↘ Competitive positioning

↘ Experience pillars

DESIGN
BRIEF

3.

↘ Experience tactics

↘ Kit-of-parts

↘ Experience components

↘ Zoning

↘ Space planning

AUDIENCE SEGMENTATION

Combining shopping missions and mindsets to define four consumer modes.

Consumer segmentation framework by Marco Piattelli Palmarini identifying four shopping mindsets through qualitative consumer insights

CHECKLIST SHOPPERS

Consumer segmentation framework by Marco Piattelli Palmarini identifying four shopping mindsets through ethnographic research

NESTERS

Consumer segmentation framework by Marco Piattelli Palmarini identifying four shopping mindsets through qualitative research

MASTERS OF CRAFT

Consumer segmentation framework by Marco Piattelli Palmarini identifying four shopping mindsets through design research

DIY’ERS

AUDIENCE TARGETING

Targeting specific mindsets and missions.

STORE TACTICS

What type of experiences should the store enable?

5. PRODUCT
DEMONSTRATIONS

4. PRODUCT CURATION

6. PRODUCT ADVISORY

3. PRODUCT EDUCATION

1. PRODUCT COMPARISON

2. PRODUCT TESTING

9. RELAX & CONNECT

7. BRAND EXPERIENCE

8. COMMUNITY EVENTS

12. SELF-CHECKOUT

10. CUSTOMER SERVICE

11. BOPIS

KIT-OF-PARTS

Envisioning the spaces that bring tactics to life.

Kit-of-parts by Marco Piattelli Palmarini showcasing modular retail experiences designed to activate store strategies through space planning.

EXPERIENCE COMPONENTS

The components that spark magic.

The Design Café serves as a meeting and advisory area, designed as a welcoming, multifunctional space that anchors the store.

experience components designed by Marco Piattelli palmarini as part of the experience strategy for the store
1

A barista coffee bar with top-tier equipment.

3

Shelving with finish samples for browsing.

2

A central island for waiting and advisory.

4

Drawers designed for mood board.

ZONING

Shopping missions as the blueprint for customer flows.

zoning plan by marco piattelli palmarini integrated to product assortment strategy

SPACE PLANNING

Every floor adds a unique layer to the story.

Level 1 showcases the lifestyle essence of the new store, making it immediately evident upon entering.

space planning strategy by marco piattelli palmarini

SHOPPING MISSIONS

Home decoration, finding inspiration, buying gifts, and exploring new products.

KEY AUDIENCES

Nesters DIY'ers

RESULTS

We turned a big-picture vision into an end-to-end experience strategy, ready for implementation.

Reframe the future vision of the business

↘

Identify and understand the primary audience

↘

Pinpoint the necessary operational adjustments

↘

Design the key components of the experience

↘

Define how the components integrate within the space

↘

TEAM CREDITS

MARIA PAULA SÁENZ

STRATEGY

STRATEGY

DESIGN

DESIGN

RAQUEL BRENES

DANIELA CENTENO

PABLO MOYA