The visual power of the concept is derived from the inverted ‘catwalk’: literally an upside-down catwalk ceiling feature with shoes strutting the length of the store and up the shopfront; and has become Dune’s iconic feature. Looking appealing, welcoming, and easy to shop, it’s all about customer engagement.
The arresting visual appeal stops people in their tracks; and although it’s hard to measure visual impact empirically, thereafter measuring customer engagement is simple enough; and may be considered in two ways. Firstly, the number of potential customers can easily be captured using footfall counters.
Once potential customers are in the store, the concept focuses on improved customer experience, shop-ability, and practical effectiveness for the retailer. Here the second measurable deliverable, customer conversion, is calculated through sales: which, with modern EPOS till equipment, can be measured as an overall turnover figure against store size; or divided into product categories to measure their relative growth. In these ways, quantifying the value of the design and its commercial impact becomes evident.
Business is booming
Dune’s new-concept stores are booming: with an average 58% increase in sales by £/sq ft. Footfall counts are up: measured at a staggering 70% per quarter higher than old concept. While the improved customer experience and product showcasing has delivered 30% increased sales in accessories and men’s shoe ranges. In addition, using compound data, dwell time and numbers of returning customers have also increased – building brand loyalty.
Dune and Four-by-Two’s winning Design Effectiveness Award submission can be viewed in full here.
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By Vicky Stoakes, Communications Director, Red Setter
This is the question at the heart of the ‘My Life in Design’ podcast, a collaboration between Red Setter and the DBA. Since launching the podcast two years ago, over 50 of the world’s leading designers, creatives and strategists have been interviewed about their lives in design.
In our March DBA Members' Forum we were delighted to showcase some DBA Members who are keeping on top of new business. Here’s a summary of the conversation.
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In this quick read, Fifth House MD Jonny Kermode shares his experience of DBA Twenty/Twenty mentoring and the benefits it's brought to him and his business.
If you had a mentor, what issues would you choose to tackle together?
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Being part of a mentoring relationship can be transformational. It’s an opportunity to develop the impact you have on your business in a sustainable way.
Five findings from the 2023 DBA Annual Survey Report and how to apply them to your business
By Design Business Association
The 2023 DBA Annual Survey Report is hot off the press and packed full with valuable benchmarking data. DBA Experts delve into the Report's findings and share advice you can apply to your business.