Loading...

 

 

 

BRAND

06/04/2018

Feel the warmth of our land, enjoy the smile of our customers: welcome to Terranova new concept store!

It is now official: Terranova launched its new concept store, drawing inspiration from the land in which the brand was created. Many new services to make customers feel welcomed, loved and live an easy-going and pleasant experience.   

On its 30th birthday, Terranova launches a new concept store, the main touchpoint with its customers. “Each person is unique to us and we want to make him/her feel special at Terranova through everyday occasions that will make their shopping experience stress-free, personal, rewarding: In other words they will feel welcome.” says Andrea Arcangeli, Terranova brand manager. “The new concept store aims at embodying the welcoming, positive, young, colourful and chatty spirit typical of the Adriatic Riviera, the place where the brand was created 30 years ago”. So let’s discover the new concept store, which was first opened in Italy, in Pesaro, at the end of 2017, with a special guest attending the opening ceremony: Adele Santini, the first sales associate in Teddy history, who had opened her first Terranova store in Pesaro in 1969.

 

 

From the UK to the Adriatic Riviera! Authentic inspiration

Thanks to the collaboration with the British design agency Checkland Kindleysides, it was immediately clear that the best way to express Terranova brand uniqueness was through some of the icons and symbols of its own homeland, which could not but be connected to sea, the wood stained by salted water, sunsets, colours, and the smile of its people.

Terranova new concept store has been therefore created following the natural architectural models and life images taken from the Adriatic Riviera, which were a source of inspiration for the creativity of retail and graphic designers like Giacomo Ferri, who was in charge of the project: “The beach walkway, the sand, the shoreline have been ‘recreated’ using different flooring materials: wood and sand-like, colour-graded materials to make customers immediately identify the different spaces”.

“Ciao!” Feeling welcome

The “welcome-stage” is meant to welcome customers, as the word says, thus clearly declaring Terranova brand personality: the aim is to "greet" those who pop into the point of sale saying where we come from, our origins and our welcoming spirit. Product boxes were designed to help focus customers’ attention on the different product categories, highlighting the latest trends and the best stories the brand can tell.  

This type of customer hospitality is further strengthened by the cheerful, modern music of Radio TerranovaStyle and by the empathy of our sales team, for a unique and unforgettable customer experience.

Products easier to discover

 

 

The aim of the new concept store is to “pause” the “line-of-sight” inside the store with what we could call "punctuation", something that may give rhythm to the gaze, thus enhancing the beauty of the latest core product offered. The “stages”, wall graphics and decorations, the “key” areas… everything was designed with this purpose in mind, even communication tools mainly covering the third level of the walls, which is entirely dedicated to the storytelling of the trends displayed or to the functional features of products.

In order to make the shopping experience easier, “paths” were carefully designed and highlighted with colours different from that of the floor: customers are thus “guided” throughout the entire point of sale, with the aim to increase store navigation fluidity and the conversion rate.  
The aim is to strengthen the brand perception to make Terranova a "reliable and authoritative" brand in trend and fashion propositions, also boosting the promotion of basic items, thanks to a dedicated visual merchandising: celebrating essentials!
Those choices in visual marketing and sales strategy aim at meeting one of the needs best expressed by our customers: products easy to find and choose.  
Lights also plays an important role in the interpretation of the concept store,” says Giacomo Ferri, “the concept of paths is strengthened by linear elements outlining the space and therefore guiding the "journey" inside the store. Furthermore lighting reminds of the blue skies of the Adriatic Riviera".

In-store services and innovations

The analysis of customers’ experience in our stores allowed us to implement some innovations inside the new concept store, in order to make the shopping journey as warm and rewarding as possible, using technology to better serve customer and meet their needs.   
Two are the most important to highlight.  

First, the Push-Button for fitting-room support: in the new concept store, customers may ask for fitting-room support thanks to the screens installed in each fitting room. This a key service in our new customer experience, an added value to the journey each customer makes inside our store compared to the online shopping experience.  

The second important innovation is the Digital Point: inside the new concept store, there is an important area dedicated to in-store digital experience. Digital services, which may be different from country to country, include in-store online shopping for missing items, with free home or store delivery service (currently only in Italy), digital loyalty card sign-up service, a dedicated till for click-and-collect service and another one to return or change items bought online.

What is the great goal we aim to achieve through all this, the work of each one of us, the research carried out, the innovations introduced, the investments made and the projects launched? The smile and satisfaction of Terranova customers. 30 years after the birth of the brand, the new concept store paves the way for a new Terranova development.

 

Share on

 

BACK