CASE STUDY CASTELSARRASIN INTERMARCHÉ HOW TO SUPPORT A RETAIL OUTLET WHEN IT IS CHANGING ITS IMAGE?
A COLLABORATIVE APPROACH When Jean-Louis Garrigues and his partner Sandra Golfetto bought the Intermarché in Castelsarrasin in 2017, it needed to be renovated to meet consumers new expectations. This is why the supermarket s management entrusted HMY with the task of turning the store into a modern yet traditional and welcoming space, where consumers could enjoy their shopping, far removed from the huge, impersonal hypermarkets. The collaborative efforts of management, employees and HMY could then get under way. Prior to the working
TOWARDS A CONCEPT IN THE SPIRIT OF THE TIMES How can we create an authentic, traditional yet modern feel whilst celebrating local roots? How do we show fresh food and key non-food lines in the best possible light? How do we encourage impulse buying and respond to day-to-day purchases in an optimum manner? A common theme, a signature unique to the point of sales with which the customer is able to identify. Provide a differentiator image to make the point of sales stand out from the competing retailers. Gain customer loyalty by focusing on traditional settings and regional know-how.
TRADITIONAL SETTINGS FISHMONGER & BAKERY
1 FISHMONGER The steel and ironwork signage and fittings divide off the space and install authenticity as the central theme. Design view
1 FISHMONGER The fresh food areas are shopsin-shops that bring the different food trades to the fore and promote a specialist image.
2 BAKERY The bakery area imposed architectural and technical constraints (chiller cabinets and lab-style fittings) requiring a judicious layout of the fittings. Design view
2 BAKERY The decorative elements harmonise with the other areas, yet simultaneously give the bakery its own individuality.
2 LA BOULANGERIE Accessories bring prestige to the space for an ever more pleasant shopping experience. I Design view & actual view
ORGANIC PRODUCTS, A DEDICATED SPACE The shelving units have wood and plant-based finishes to stress the natural and give the standard steel fittings an opulent feel. The fittings are of varying heights, lending an air of dynamism to a space that, whilst it stands apart, sits comfortably with the rest of the store.
ORGANIC PRODUCTS Design view Actual view
LE BIO Attractive, aesthetic and easy to use, the squeezer machine is a simple and effective service for customers who want to enjoy an ultra-fresh orange juice self-service. Design view & actual view
WINES AND DELICATESSEN The wines and delicatessen area is a shop-in-shop, a distinct sales area that provides a cross-merchandising offer. With this strong identity, this point of sales clearly positions itself as a specialist.
WINES AND DELICATESSEN Design view
WINES AND DELICATESSEN Actual view
CHECKOUT AREA The checkout area is both the first and the last part of the store that the customer will see. The styles used proclaim the store s spirit in glass, steel and ironwork. The checkout area is based around the Axis model, although the colours and accessories have been specifically adapted to the point of sales.
THE RESULT A B C POSITIVE EFFECT ON SALES FIGURES COMPETITORS FORCED TO ADAPT THEMSELVES COLLABORATION AND SUPPORT THAT EXTEND BEYOND THE RE-OPENING
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