Office Depot redesigned and reopened its Store of the Future in Hampton on Oct. 20.
“It’s more of a figurative than a literal translation of the word because it refers to the next generation/phase of our formats in the future, but the Store of the Future was developed to ‘Inspire Success’ as the preferred place to shop for businesses,” said Don Hisler, district sales manager for Office Depot, Inc. “This redesign focuses on providing a relevant, curated selection of quality products and services as part of an engaging shopping experience.”
With the Store of the Future, Office Depot is embracing the shift in how customers “office.”
The design supports the omnichannel experience for consumers “officing” on-the-go, at home or in their workplace.
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The Store of the Future was created based on customer research, competitive benchmarking, and economic and market analysis. The company also conducted shop-alongs with 30 customers and surveyed 6,000 customers to better understand their retail and product selection drivers.
“Results showed that customers want a shopping experience that is easier and more personal, and products within the stores to match, including more in-store assistance and customized services,” Hisler said. “We designed the features and layout of the Store of the Future to create a differentiated experience.”
The concept aims to improve the in-store shopping experience through convenience, expertise and inspiration.
Convenience is offered in the redesign, which turned the store into one that is easy to get in and out of, navigate and well organized.
Expertise is displayed through associates who are well versed about the products and services offered.
And the overall environment is meant to engage, energize and encourage both customers and associates in a positive way.
Some of the enhancements within Office Depot’s Store of the Future include a modern layout with larger signage for easier navigation; shorter fixtures and shelving units for a clear line of sight and product view; areas for interactive sessions to try products; new print, copy, mail and shipping services, offering everything needed to start, run and grow a business; and an in-store business professional concierge available for consults with small business customers.
An improvement to the signage also includes labeling of good, better, best, based upon both price point and performance.
“New product layouts display items in an easy to understand manner and help customers choose the product that meets their needs,” Hisler said.
There are plans for 25 more Stores of the Future by the end of 2016 and an additional 75 planned in 2017.
“This is the future store format for all remodeled and relocated stores,” Hisler said, noting the store, which is located at 2330-B West Mercury Blvd, is approximately 20,000 square feet.
The grand reopening ceremony included the donation of new children’s sackpacks with school supplies to Center for Child & Family Services, Hampton Roads Ecumenical Lodgings and Provisions and Reading Enriches All Children through the Office Depot Foundation. Each nonprofit also received a $100 Office Depot gift card.
Date: October 21, 2016