STAPLES WRITING EXPERIENCE Retail Design Narrative/Concept Sketches October 19, 2012

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Chester Carson
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2 STAPLES WRITING EXPERIENCE Retail Design Narrative/Concept Sketches October 19, 2012

OVERVIEW Staples has invited Artitalia Group to join them in further developing their exciting new in-store Writing Experience retail initiative.

3 OVERVIEW Staples has invited Artitalia Group to join them in further developing their exciting new in-store Writing Experience retail initiative. Artitalia Group has already been working with Staples to refine some previously envisioned gondola and in-line solutions that will serve as a back drop for a focused trial and interaction area. This area of concentration will serve to attract customers to the category, inform & educate them, encourage them to interact, and guide them to a successful purchasing conclusion.

CHALLENGE Bring a bold new approach to a category that by its very nature is a cacophony of visual clutter, causing even the most experienced shopper to miss the forest

4 CHALLENGE Bring a bold new approach to a category that by its very nature is a cacophony of visual clutter, causing even the most experienced shopper to miss the forest for the trees. An approach that helps customers come to a faster, more confident purchasing conclusion, free from the dreaded fear of... Did they say fine or micro fine?

THE BIG IDEA: Human Expression The space will deliver an intelligent, insightful and fun perspective on the many ways that we as

The experience will bring to light the value of writing, whether it be a message to a loved one, sketching an idea to change the

The space will be alive, using fun and interesting ways to communicate the Art of writing, defining individual categories such as

5 THE BIG IDEA: Human Expression The space will deliver an intelligent, insightful and fun perspective on the many ways that we as humans express ourselves with use of writing tools. The experience will bring to light the value of writing, whether it be a message to a loved one, sketching an idea to change the world, bringing a simple doodle to life by adding color, even the significance of signing a newborn s birth certificate. The space will be alive, using fun and interesting ways to communicate the Art of writing, defining individual categories such as Writing, Sketching, Coloring and Signing. Another important component will be the inactive Try it stations, putting the product in the customers hand and providing them with a compelling call to action so they are encourage to interact.

RETAIL EXPERIENCE Key-word Descriptors: Bold, innovative, unique, valuable, creative, fun Key Behaviors: Attract, inform, educate, demonstrate, inspire, deliver Because the department has a

6 RETAIL EXPERIENCE Key-word Descriptors: Bold, innovative, unique, valuable, creative, fun Key Behaviors: Attract, inform, educate, demonstrate, inspire, deliver Because the department has a significant number of categories, a huge number of SKU s and the obvious need to meet ROI requirements, the customer has no Neutral areas for their eyes to decompress. To overcome this challenge we will create a central area of focus that is simple in design but delivers on motion and emotion. Apple retail stores take advantage of this same methodology for their simple and clean retail brand to become the visual focal point in the retail landscape. This approach will help us stabilize the environment so we can create importance on our message and attract the customer to the Writing Experience.

7 ATTRACTION FEATURE This feature is going to serve as the department signage element and attraction device. A tall central component that incorporates dimensional signage and monitors delivering an attractor loop. The attractor loop will deliver brand messaging, and an interesting film strip showing individual writing tools working in collaboration to come to fun and interesting conclusion. This central element will be the anchor of the Writing Experience to which all other zones will be tied.

8 Category Signage ATTRACTION FEATURE Translucent Divider Panels Trial Interaction Kiosk

SUB-CATEGORY TRIAL ZONES Each Sub-Category ( Crayola, Sharpie, Expo, Gel Pens, etc.

using the specific writing devise for that zone.

The screen will show a sketch being drawn and the user follows the screen sketch with an actual pen on the trace paper.

upload a photo to create a line drawing, Each zone s activity would be recorded by a zone specific web cam and

9 SUB-CATEGORY TRIAL ZONES Each Sub-Category ( Crayola, Sharpie, Expo, Gel Pens, etc. ) will have a specific zone in which we will deliver tailored messaging, information and an interactive experience using the specific writing devise for that zone. Example: The Gel Pen zone may have a tracing interactive that consists of a monitor and roll of tracing paper. The screen will show a sketch being drawn and the user follows the screen sketch with an actual pen on the trace paper. Other zones ideas could include a calligraphy interface where customers could create letters and party invitations, or upload a photo to create a line drawing, Each zone s activity would be recorded by a zone specific web cam and projected on a second zone specific monitor attached to the central attraction feature. This would capture what each user is doing in real time and serve to keep a living feel to the Writing Experience and hopefully discourage inappropriate behavior.

10 Attraction Monitor SUB-CATEGORY TRIAL ZONES Sub-Category Signage Sub-Category Engagement Trial Tools Interactive Trial Screen

FINE WRITING LOUNGE This category offers us an interesting opportunity because

As a result it needs to be merchandised in a distinctly different way than a

This will be achieved by reserving the interior of the central attraction

11 FINE WRITING LOUNGE This category offers us an interesting opportunity because it has a unique personality that expresses quality, value and sophistication. As a result it needs to be merchandised in a distinctly different way than a Sharpie, highlighter or pencil. This will be achieved by reserving the interior of the central attraction feature as a fine writing shop in shop providing the contained merchandising opportunity. Because this area can be a controlled environment we will be able to deliver on the unique characteristics on fine writing instruments. Using materials, content delivery and messaging focused on this category.

12 Spot Lighting FINE WRITING LOUNGE Sub-Category Signage Display Cases Trial Tools Lockable Inventory

13 Spot Lighting PARKER LOUNGE Sub-Category signage Display Cases Trial Tools Lockable Inventory

14 FINE WRITING ENTRANCE

15 WHAT S WRITE FOR ME? In key locations throughout the writing department customers will find What s Write For Me? help screens. These touch screens will ask simple, but very useful Yes or No questions to help customers define their Personality Profile. These questions will be informative, educational and insightful. Not only helping the customer with what they came to purchase, but suggesting alternative products, brands and related items - Don t forget the sharpener Examples: Left handed writers may have better results using a particular pen type that drys faster to reduce smearing. Mechanical pencil uses could benefit from understanding the difference between 0.5 and.07 or what HB and 2H mean. In addition to educating, the interface could offer a friendly reminder to purchase the correct refills and eraser tips, saving the customer time and money. In addition to helping with sales, the screens would default to an attractor loop delivering the core message about Human Expression. Fun and interesting trivia about how writing tools impact our lives through engineering, art, culture, even important historical moments all captured through the use of writing tools.

16 Call To Action Touch Screen WHAT S WRITE FOR ME KIOSK Product List Printer Tape Weighted Base

MERCHANDISING ZONES Product merchandising would be

customers could try it, then simply turn around and

The merchandising gondolas and liners would be color

graphics to offer a clear visual communication to

17 MERCHANDISING ZONES Product merchandising would be directly adjacent to each subcategory trial zone so customers could try it, then simply turn around and buy it. The merchandising gondolas and liners would be color coordinated by zone, including the use of floor graphics to offer a clear visual communication to the customer. This will help define the sub-cat shopping area and reduce confusion in the selection process.

18 MERCHANDISING FIXTURES

19 ZONE ADJACENCY Trial stations and merchandising fixtures are directly adjacent to each other divided into sub-category zones, making a more shopable retailing experience for Staples customers.

20 Sharpie Crayola FIXTURE LAYOUT PLAN Expo What s Write For Me? Professional Writing Fine Writing Lounge Ink Writing Wall Correction/ Erase What s Write For Me? Pencil/ Drafting

21 OVERVIEW 1

22 OVERVIEW 2

23 OVERVIEW 3

24 WHAT S NEXT? Approve the Big Idea Develop sketches for attraction feature and trial areas Define individual trial interactives by category Story board digital content for attractor loops and trial areas Refine design concept and provide full department color renderings Revisions and final concept approval

CONCLUSION The overall design for the Writing Experience will engage customers by reinforcing the notion of

It will be fun and engaging, capturing the customers imagination on an intellectual, physically and tangible

The department design will attract, inform, educate and entertain customers, helping them more clearly define

25 CONCLUSION The overall design for the Writing Experience will engage customers by reinforcing the notion of Human Expression. It will be fun and engaging, capturing the customers imagination on an intellectual, physically and tangible level through the use of interactive communication and hands-on trial opportunities. The department design will attract, inform, educate and entertain customers, helping them more clearly define their needs, discover endless possibilities and delivering a superior merchandising experience. Our goal will be to create a destination venue that helps customers get what they came for and inspire them to come back for more.

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