In conjunction with retail architects Parker Design, we were commissioned to design and construct a ‘new concept’ retail store and kiosk for Australia Post at Westfield Bondi Junction. Our first step was to inject some real personality into the traditionally staid Australia Post retail environments.
Like many Australia Post stores, Bondi Junction provided an opportunity to increase retail sales of non-post related items. One of the main challenges was to develop a customer focused environment that would have no 'on the floor' sales and service support. Australia Post were interested in testing new retailing approaches, including clearer product presentation, new merchandising techniques and a higher level of product information delivered through a personable communication style.
The central theme of the retail concept revolved around 'Keep in touch'. While being a fitting metaphor for Australia Post's core service, it also indicated a humanity and personality that we were keen to represent in the retail environment. This was achieved through the strong use of engaging real people imagery.
As a result of the lack of 'on the floor' customer service, the store graphics had to work harder at providing valuable information and direction to customers as well as enhancing the retail experience. The graphics were designed to strongly identify categories, provide helpful hints and influence purchasing behaviour.
Retail sales exceeded all expectations right from the first week of trading. Category identification and other merchandising techniques developed for the concept store have been gradually introduced throughout many of the Australia Post retail outlets.