S.B. Furniture is a leading vertically integrated contemporary furniture manufacturer/ retailer in Thailand with agents, franchise networks and export trading partners throughout Asia. Core to the launch of a new to the market format, SB Design Square, a comprehensive strategy based on 4 key components was created to establish a new market position for the brand.
SITE: A new location strategy, based on creating a synergy with the leading home improvement retailer and SB Design Square to create a branded but seamless transition between both destination retailers.
MERCHANDISE ASSORTMENT: Expand the merchandise assortment to supplement the core SB assortment with exclusively sourced merchandise from Europe and Asia to be the contemporary furniture solutions provider in the market place.
RETAIL PLANNING + DESIGN: Centrally located in the heart of the store, the Idea Garden is an important new experience/ marketing/ event space in SB Design with inspiration, exposure and education to the latest trends, colors, lifestyles and possibilities. Although there is a specific circulation revolving around the idea garden on 2 levels, the customer always has options and is especially encouraged to linger. The location of key categories feature a "show wall" at end of aisle focus points help create interest as well as assure customer flow through out the store.
BRAND AND CUSTOMER SERVICE: To clearly identify the new format to the market place a new sub-brand was created, SB Design Square. Complementing the existing SB mark, a new logo-type and graphic system was developed to organize the new expanded merchandise offer by the establishment of category coloration. In home planning and design services are offered to match customers space, utilization, lifestyle and budget requirements through well trained service associates and the introduction "set it easy" a new proprietary space planning and 3D software program that assists customers to visualize the solutions under consideration.
rkd retail/iQ was responsible for the strategic brief, all creative expressions: name generation, brand and environmental graphic programs and retail planning + design, construction documentation and is currently rolling out the program across multiple locations.