design:retail - September/October 2019 - Trion11

shopping, and the
vendor and sup-
plier branding was
important to retain
credibility in offering.
A combination of snap
frames, printed vinyl
applied direct to wall,
along with card stock
in acrylic sleeves were
leveraged for both
brand and category
messaging.

Metrics of Success
The redesign of a store at any level isn't just a new look;
it typically leads to store operations changes. This is why
CBSF Inc. encourages retailers use metrics that measure
staff adoption along with customer perceptions and finan-
cial. In this particular project the metrics were as follows:
* Staff adoption of new processes, customer
service training
* Increase in customer loyalty program subscriptions
* Increase in sales - especially over the counter.
* Project cost ($/sf costs) a key factor.

Costs & Capital Investments
Westburne's costs covered everything from services,
to fixtures, to team training. In particular, the costs used
to calculate the costs ($/SF cost) for this particular proj-
ect included software licensing and hardware costs for
customer tracking analysis to understand current shop-
ping patterns; store design, planning and graphic services;
manufacturing of custom retail elements and sourcing
of commodity fixtures; printing of large and small format
signage; installation of retail elements including some
GC work; and Westburne team member time for training
to learn how to conduct business in the new store concept.

2017 Shop!
ROI Standards:
StoreStore
Redesign
2017 Shop!
ROI Standards:
Redesign

Outcome vs.
Expectations
Outcomes exceeded
expectations on all
fronts. From a store
operations perspec-
tive, staff are embrac-
ing the new concept
and the opportunities
it provides to enable
a better experience
for customers. For the
customers, surveys
and focus groups
provided insights to the concept with potential minor
improvements recommended. The biggest feedback is
this Westburne store really differentiates from competitors,
making customers linger in store longer with the feeling
of being serviced quicker. The new format has seen steady
growth at or above targets as compared to previous year
same store sales. As for the costs, the project was on bud-
get for design, manufacture and installation. As CBSF Inc.
continues to work with Westburne to implement more of
these concept stores, we continue to value engineer to be
more cost effective.

Lessons Learned
From the perspective of the retailer, partner selection is
key. Westburne credits the continuity CBSF Inc. was able to
provide in doing the research, designing the retail environ-
ment and manufacturing all retail elements in house as an
invaluable benefit to them as a retailer. Westburne appre-
ciated CBSF Inc.'s flexibility, team work, and ability to create
practical solutions that look great and don't compromise
on capacity or operations.
From the perspective of CBSF Inc. the customer service
they provide their customers - the retailers - is key to
enabling retailers to move through a redesign process.
Any redesign process, regardless of scale or definition,
can seem daunting and expensive to most who aren't
familiar with it. It can be a great expense and a risk for
retailers to move through change so transparency is key.

11
2017 Shop! ROI Standards: Store Redesign
design:retail - September/October 2019

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