Four Dimensions (4D) started its journey in the year 2000. The company proffers solutions for store design concept, graphics & brand communication, 3D visualisation, design localisation & management, realisation, turnkey solutions and quality store audits. 4D has worked with mega brands in pan India. 4D has categorised the labels based on the scope of work - design concept, design adaptation and design localisation. The company’s list of clientele includes Zap, Arrow, Lee, Bossini, Reliance Trends, Mom & Me, TTK Prestige Smart Kitchen, Kurlon Nest, Dell Computers, Vodafone shop, Life Ken Pharma, Booster Juice, Agrimart, Vision Express and many others. The turnover for the group in the FY 2008 - 09 was Rs 11 crore and it has been growing at the rate of 20 per cent Y-o-Y. The company is providing holistic services in coordination with supporting teams, Instore Design India Pvt Ltd for project implementation solutions, and Space Design Furniture & Fixture India Pvt Ltd for manufacturing and trading facility for store fixtures and furniture. The company has a plan to start a design academy exclusively for retail, manufacturing facility for furniture and stainless steel fixtures, and trading in imported fixtures for retail outlets.
Case Study
Agrimart retails farm equipments for agriculture and gardening of international brands. The merchandise includes lawn mowers, saws & prunes, chain saws, garden tractors, water pumps, sprayers, shakers, rotary tillers, mobile spraying, dusters, nebulisers and power sprayers.
Challenges
Client wants to sell these items to the customer at different locations all over India in metros and semi urban places, and wants to have the same identity pricing, services with standard quality. As the customers are mainly farmers, convincing him to buy international quality products is a tough task. Since they are not exposed to these retail formats they would hesitate to enter these stores for buying. They will have the hesitation for replacing old equipments with costlier ones.
Solutions provided
The design of the store had been worked out so that it became an extension of the customers’ present status. This was achieved by matching store layouts, product display, store ambience and brand communications. Store layout included discussion table, mannequin with farm equipments and gadgets to show the farmer/target customer “what is the dress code” for the professional farmer. Products were kept on modular wall units which comprised visual and the shelf talkers. Each brand was separated according to their functional category.
A traditional farmer depicted in a sketch invited the customer which is on the front glass. This made a farmer little more comfortable by seeing his own picture. Modular visual display unit was placed in the window display.
Retail store brand logo, Agnimart, was developed by 4D. Visual posters, serial signage, tide signs, secondary and tertiary signage and communications at the cash point were all treated in the similar way to convey the right communications to customers. Letters, envelopes and direct mailers were also designed to take it further in the same feel.
“The store is very noticeable and invites attention from the outside. The colour combination and the frontage stand apart. The customers feel the layout, display systems, merchandising and general ambience was excellent. Customers from all walks of life are delighted to visit the Agrimart, Davangere showroom. Thanks to the excellent store created.”
Anandakanda, Owner, Agrimart, Davangere showroom
“It will be highly competitive in the coming year as local retail design agencies and international design agencies are quoting the best prices for survival. But there is always a better position for an effective and comprehensive retail design solution provider. Design with turnkey would be the key word from the client as they would not like to depend on the different service providers for the store building. Compared to earlier years, now the retailers plan meticulously well as far as the marketing strategy, the number of stores, ROI and concept brief goes. So there is a minimum deviation from the purpose.”
Nagaraja R., Director –Design and Shyam Sunder K, Director Projects
Four Dimensions Retail Design India Private Ltd.
Copyright © 2009 - 2024 Franchise India Holdings Ltd