Shopper Marketing - July 2016 - 18


PROGRAMS

Office Depot's "Store of the
Future" model is on display
at its Margate, Florida,
location.

Depot brand and experience, says Big Red Rooster chief executive officer and co-founder Aaron
Spiess. "We got rid of a lot of the visual clutter. It
allows for better storytelling opportunities at the
shelf level."
The firm and retailer decided to merchandise categories based on their product drivers
and what is important to shoppers. For example, everything that is relevant to writing -
notebooks, Post-its, boards, pens and so forth
- are merchandised in close proximity.
In addition to aisle signs, the ink and toner
and furniture departments are called out with
large, brightly lit metallic letters. The furniture
department is further set apart with a woodpanel wall complete with cutouts housing dif18

y SHOPPER MARKETING JULY 2016

ferent office chairs.
The store does not completely exclude features of the more traditional format. Within the
refreshed look are spots for the account-specific endcap displays seen in its regular stores.
The Store of the Future garnered favorable
reaction in a test build-out model at the company's Office Depot headquarters in Boca Raton. The success of the format continued once
the Margate store was renovated.
Although Raineau would not reveal the
company's financial budget for the Store of
the Future, she says the location is delivering
sales and traffic growth, tracking above target
since its spring launch.
In all, the retailer plans to convert about 20
locations this year to the Store of the Future
model and possibly another 100 locations in
2017. "It's a more productive space and a more
productive retail experience for [Office DeSM
pot's] target consumer," Spiess says.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
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Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
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