20.20 work on first DFS high street store
20.20 are delighted to announce that we have been appointed by DFS to improve and challenge the ‘furniture buying’ retail experience starting with designing their first high street store for Tottenham Court Road in London which opened at the weekend.
The Doncaster based furniture retailer has recently launched new advertising which marks a shift from the traditional marketing approach associated with DFS. Instead, it moves the brand towards a more emotional platform; the importance of understanding what finding the perfect sofa means for customers, and how it makes people feel.
DFS asked us to oversee development of the Tottenham Court Road branch, to appeal to the urban demographic and time-poor browsers whilst applying the new brand language set out by the advertising campaign.
We began by looking at ways to optimise the furniture buying process to make sofa shopping in central London a more comfortable experience. One solution to this has been to place more focus on the service offer through innovations such as incorporating new technology that punctuates the customer journey and makes the store easier to shop, this in turn creates a seamless multichannel experience.
The new store also highlights unique elements of DFS such as showcasing particular designers and focusing on the option to customise sofas to meet the needs of customers. It also champions British retailing with a huge handmade Union Jack sofa suspended from the ceiling in the center of the shop. In-store communications have been tailored to align with the in-store experience and the brand's new emotional tone of voice.
20.20, Managing Director Jim Thompson said “We are extremely excited about working with an established UK brand such as DFS. They are already extremely successful with their out-of-town formats and we look forward to helping to carry this success forward to the new central London store.”
Keith Baker, Retail Operations Director, DFS, said; “We are excited to be opening our first high street store in Tottenham Court Road. It presents an excellent opportunity for us to meet the needs of customers who we are not currently reaching with our out-of-town formats. The new store looks and feels great and we’re looking forward to welcoming Londoners to it.”
The winning design principals of the Tottenham Court Road site are set to be rolled out to the edge of town stores.