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Improving customer experience, amplifying the brand & increasing sales at a Hampshire builders merchant

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Ripple Group recently took on a project to transform Elliotts builders’ merchant’s Ringwood branch in Hampshire. The project involved creating a new interior format and design with a fresh new look and feel with the aim of improving operational efficiency, customer experience and sales.

Founded in Southampton in 1842, making it one of the UK’s oldest family-owned businesses, Elliotts is an independent supplier of building products to the trade and public. They have 13 branches across Hampshire and several kitchen, bedroom and bathroom showrooms called Elliotts Living Spaces.

The brief from Elliotts was to create a more engaging, efficient and productive trade environment. The team at Ripple called on their extensive experience of format design and merchandising principles to ensure the new interior was focused around Elliotts' branding and positioning.

The project has improved customer experience through defined sightlines, clearer customer navigation, effective product display, better communication and enhanced merchandising.

The merchandising and display equipment was designed and manufactured specifically for Elliotts by Ripple and includes multi-purpose over-pallet merchandising, promotional displays, door displays, counter impulse stands, and a variety of brick, flooring and tile displays, to accommodate a spectrum of product categories.

Ripple account director Scott Harrop said: “It’s been a pleasure working with and building a relationship with Elliotts. Every merchant is unique so it is always an exciting journey to create a new environment.

“Ripple’s project team carried out site visits to the Ringwood branch to develop a full understanding of Elliotts business, their existing display principals and layouts, branding, customer experience, product ranges and operations. Feedback from the store team was invaluable and understanding of their requirements is important before starting the process of designing their future environment.

“Following the research phase, our team produced draft floor-plans with proposed styling, and format and merchandising concepts. Once approved by the client, Ripple’s designers produced 3D rendered visuals of the equipment before developing technical specifications for each bespoke element, in preparation for the manufacturing stage."

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