TOPPS TILES LAUNCHES NEW CONCEPT STORE
Topps Tiles - the UK’s Biggest Tile and Wood Flooring specialist - unveiled their new concept ‘lab’ store in Milton Keynes on Saturday 16th June. The store has been designed by strategic design consultants 20.20 following their appointment by Topps Tiles in 2011.
20.20 were charged with creating an inspirational shopping experience for today’s demanding customers, ensuring that the shopping journey becomes more interactive for trade customers and DIY customers alike. The brief was to inspire shoppers on interior trends, to feature new products available for their home and to better showcase the extensive product range by creating new displays and enhancing existing store merchandising. Also key to the brief was the development of an innovative store communication platform, from high-level to shelf-edge, which highlights product ranges, gives practical advice and shares expertise.
The results are showcased in this first Milton Keynes concept store, which is being trialled for roll-out to the existing estate. The storefront now clearly emphasises its specialist nature with the installation of a bright new fascia externally and the addition of a new shop window display to feature the latest trends in-store.
The new ‘Inspiration Centre’ forms the heart of this Topps Tiles; here customers can create a mood board to find floor and wall solutions for their home informed by the latest trends and finishing touches. These ideas are then explored by collecting specific samples from around the store matched by colour, texture and material to create a bespoke interior that customers can view on the ‘Tile Visualiser,’ at the designer table, which creates a mock-up of their room online.
A perimeter treatment has been introduced to the store interior to simplify the shopping experience for customers; this clearly displays the destination product ranges of Ceramics, Porcelain, Natural Stone and Wooden Floors.
New ‘Inspiration Points’ and ‘Customer Advice & Information’ panels are displayed prominently, making the space easy to navigate. A central value feature pulls together the best deals and value products for any given week, whilst a specialist retail area has been introduced to simplify the purchase of all essential products required to complete a tiling or flooring project.
The innovative service counter now not only completes the shopper’s in-store journey, but also offers trade customers a bespoke ordering system. A new ‘Impulse Counter’ caters for the little extras customers might otherwise forget.
20.20 have enhanced the customer experience of the store primarily by utilising existing equipment and adding new interactive features such as the Mosaic Tiles wall and Inspiration Centre. They have also developed an in-store communication hierarchy, which makes it easier for customers to shop and engage with staff.
Jim Thompson, Managing Director of 20.20 asserts “Topps Tiles is a hidden gem, our job was to do three things well: to bring to life the on-trend, great value, quality products that they sell, to help develop further personality for the brand which showcases their knowledge, passion and expertise, and to create an inspiring experience for customers which would lead to better conversion rates and basket size”.
Beth Boulton from Topps Tiles stated, “Our New Concept Store demonstrates our continued strategy to get customers more engaged and involved in creating an exciting home, using our products and services. 20.20 have brought some great thinking and ideas to help us achieve this”
Topps Tiles: www.toppstiles.co.uk