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Matahari | June 2019 | Fashion & Accessories | Design & Project Management
Matahari, who introduced the modern department store concept to the country in 1972, aims to maintain its market leader position as the largest department store in Indonesia with a new Visual Mechandising (VM) strategy.While retail design sets the stage, visual merchandising is the language of retail that can be seen, touched and felt, with the ultimate goal to get products into the hands and baskets of their customers. “During our selection process, we considered consultants to deliver fixture design and development that could flexibly be implemented in one of our local stores. greater group‘s extensive range of retail experience and design capabilities – as showcased in their impressive local and international work portfolio – prompted us to commission them for this project.”
Kevin L. Fetzer, Head of Store Operations
Matahari Department Store
The Jakarta greater group team worked with Matahari on a master VM strategy encompassing various components of merchandising ranging from simpler signage and wayfinding, unified visual communications branding to eye-catching hero and window displays to increase foot traffic and sales conversion. In this digital age with over three billion social network users worldwide, the team also kept the digital scape in mind, aligning the overall VM strategies with social media that targets the brand’s younger market.Following the successful pilot test of the new VM strategy at their Lippo Mall Puri store in Jakarta, greater group developed guidelines for them to implement for the rest their stores across Indonesia.
CLARITY & FLEXIBILITY
By revitalising their VM strategy to develop effective and attractive display fixtures and a clear hierarchy of visual communications in-store, Matahari aims to:
1. Increase Traffic:
Creative exterior window displays and signage to encourage customers to visit the store.
2. Increase Sales:
Ensuring store layout, signage and wayfinding, and product merchandising work together to create a memorable and consistent in-store brand experience
greater group also had to design and develop fixtures with adaptability to existing store interior, manage the prototype manufacture and store rollout.
MAKING AN IMPACT WITH EASE
greater group observed that there was a lack of clear and consistent navigational signage to help direct customers where to go when entering and moving around the store.
Additionally, the large volume of information being presented on the old signage can be overwhelming to customers.
The challenge was how greater group can help Matahari develop a system that allows a hierarchy for clear signage, wayfinding and visual merchandising, so that customers can easily navigate around their stores and extract key messages and information.
In addition, Matahari wanted a dynamic VM system that showcases variety, but not in a way that would overwhelm their customers. They also requested for VM techniques that enable regular updates of product displays to entice the younger shoppers with fresh offerings.
SIMPLE & ‘INSTAGRAMMABLE’
To simplify the creative process of visual merchandising, greater group developed a flexible modular system that catered for both merchandise and window display.
The team also created an insta-worthy window display replacing traditional mannequins with hand-drawn illustrations inspired by fashion and other easy-to-assemble fixtures.
Coupled with the usage of on-trend lighting, signage and prop styling, the end result looks like an art installation that has been capturing the attention of passers-bys.
PREPARING FOR FUTURE ROLL-OUTS
A set of design guidelines were also developed for future roll-out. Through this framework, the following was achieved:
Matahari has a deep legacy in Indonesian retail. Beginning its journey in 1958 with the opening of its first outlet, a children’s fashion store, Matahari went on to open Indonesia’s first modern department store in 1972. Matahari currently operates 159 stores in 75 cities across Indonesia, with a total retail space of almost one million square meters of the latest fashion trends, beauty products and homeware. Employing over 40,000 people and partnering with approximately 850 local suppliers, as well as international suppliers, the retailer also has a growing online presence through MatahariStore.com.