In-Store Redesign for BABIES R US
Overview
Provided Graco with creative input for new Babies R Us in-store merchandising initiative that would bring together all categories related to Baby Feeding (e.g., formula, food, utensils, bibs, highchairs, etc.) Found ways to cohesively merchandise Feeding categories and enhanced Shopper navigation based on their needs.
Redesigned Floor Plan
Semi-contained Feeding section
5' shopping aisles throughout 44' x 44' floor plan
Floorspace design angled for greatest use of depth for gondolas
Direct line of sight from Concierge area to rear of space
Feeding Kiosk located near Concierge area in case customers have questions
Entrance is narrow at front end, then opens wider to engage the Shopper
Space is organized via life-stage