Winners 2020/ Silver

Project: The Arçelik Experience Centre

Client: Arçelik

Design: FITCH

Focusing on ‘inspiration, play and discovery’, Arçelik’s new design concept for its flagship store shifted its retail format from ‘transaction’ to ‘destination’. Brand perception rates leaped to 57% against a benchmark of 33% and sales increased 157%.

Although Arçelik is Turkey’s leading home appliances and technologies brand, the digital economy was affecting its traditional retail performance. To maintain its position and elevate its reputation, a new retail strategy was needed to attract omnichannel customers and grow Arçelik’s share of this segment.

The mapping of key touchpoints for the brand’s stores and online channels was used by FITCH to create a category-disrupting, omnichannel concept design for Arçelik’s flagship, which launched in 2017. Revolving around tech-focused features such as VR gaming experiences, the flagship moved from product retailing to ‘Experience Centre’. With monthly footfall up 390% at the store, the design was rolled-out into 400+ locations.

Across the estate, the newly designed stores generated a 22% increase in revenue on top of average growth in 2018 and the brand’s digital engagement soared; the store design has encouraged increased spend in-store and through other channels too.