EDGE

Retail

Workplace

Leisure & Hospitality

Bringing a high-end department store ethos to a supermarket giant.

Client:

Tesco

Location:

Dudley

Brief:

Recognising the potential for growth and the opportunity to surpass competition on the high street, Tesco enlisted EDGE to assist with the design of its in-store ‘Health and Beauty’ department. The new concept had to increase product density, attract premium brands, encourage men in particular to shop for cosmetics and evolve into an area led by skilled service providers, which would encourage customers to slow down and enjoy the experience of shopping for beauty.

What’s the Big Idea?

’Inspired Beauty’: incorporating best practice in customer experience, retail space planning and visual communication, the new layout encourages increased consumer spending. The EDGE concept created an experience that reflects the ethos of a high end department store via three key elements: a premium, stylish environment; an excellent service offer with trained beauty staff on hand to help and inspire customers and ‘test & play’ areas to trial products plus, thirdly, an amazing collection of products and brands.

Return on Investment:

The new department succeeded in attracting a new range of premium products and brands that would never previously have considered selling via supermarkets. The Dudley store, which opened in October 2011, is highly successful and Tesco now plans to launch a further 70 new concept ‘Health and Beauty’ departments.

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