Proven prototype withstands test of time - Ames' store design

[dmx10101]

I dunno if this has been posted yet but I read it online last night

 When it comes to balancing customer demand for selection and convenience in small-box discounting, Ames delivers. But even though the retailer's prototype has evolved into a highly effective format, new opportunities are testing Ames' ability to adapt once again.

Lately, because it has entered urban markets and taken on larger or odd-shaped buildings, the company has faced challenges conforming boxes to its format. And with ground-up stores in development--a first for the company under present management--the luxury of starting anew has prompted a discussion of ideas for improving Ames' store design.

Al Petrillo, senior vp of store planning, said the current prototype, which Ames has followed since 1994, is an overwhelming success. Although there's occasional tweaking to suit different size stores or to micromarket stores in urban, college or resort communities, up until now variances have been few. "We feel we've gotten something that's proven to be great for us," Petrillo said. "Sales have been good in all the remodels we've seen."

Ames stores, on average, have 60,000 sq. ft. of selling space--about 77,000 sq. ft. overall--which is about half the selling space of a typical Kmart. Ames devotes floor space to each category based on careful calculation of sales volume. Offering all the goods a customer needs within a confined space is one of Ames' greatest challenges, but a key part of its effort to be a convenient shopping venue.

The Ames racetrack surrounds apparel, jewelry and accessories, buffered by departments along the perimeter in hard lines and home. Zigzag aisles in each of the four "soft corners" highlight other key sales departments: electronics, toys, domestics and furniture.

Aisles are extra wide in newer, larger stores, designed specifically to accommodate Ames' program of special buys--closeout merchandise in preselected locations. Ames' signature teal color is predominant throughout signage, as well as its slogan "Bargains by the Bagful" that draws attention to featured promotions.

All of these elements, including the highly visible signage and a prominent customer service area, work to create an attractive, easy-to-shop format.

"I like to consider it a customer-friendly store. Our niche is we are not the big box out there, and I think we can flow the people easier through our stores, have an easier presentation," Petrillo said.

Beyond maximizing selling spaces, other challenges in store design are working in older buildings that may have unusual layouts or adapting the floor plan to stores that range in size from 29,000 sq. ft. to 100,000 sq. ft. "We say that's our biggest challenge compared to everybody else. If you have just one store, it's so easy," Petrillo said.

With recent entries into urban markets, Ames has adjusted its design to address security issues or to change department sizes based on the unique interests of different shopper demographics.

In Philadelphia, for example, Petrillo said security concerns prompted entranceway changes in four stores to accommodate customer lockers. In other areas of the stores, such as electronics, additional secure cases were added.

Ames' move into former Goldblatt's stores in Chicago this fall also will require some creative maneuvering. The main problem is older equipment and fixtures, such as large boilers at two of the sites. "We have a lot of situations where we have to analyze and decide whether we're going to make some major changes or we're going to run them right now as they are," he added.

Ames will be building at least two ground-up stores in Columbus, Ohio, that will open this fall.

With the opportunity the blank slate afforded, a committee was formed to solicit new design ideas. Suggestions included changing some adjacencies and adding a small grocery operation.

Although some of those ideas may be put to test, Petrillo said he does not expect Ames to vary significantly from its well-run, customer-friendly format.

"Our goal was to see if we're going in the right direction," he said. "It's coming back, and I think we kind of feel like we're doing the right thing."


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[powersbt]

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