Detskiy Mir, the largest children’s wear retail operator in Russia and Kazakhstan, is a traditional Russian brand with the history dating back to 1957. In recent years, the company gradually lost its point of difference in the marketplace. The shareholder’s vision was to create a modern and contemporary brand environment desirable for children and families alike. Detskiy Mir management invited CampbellRigg to help them accomplish this challenge in new store formats, which have now been rolled out across the store portfolio.
What we did for Detskiy Mir.
The creation of a new Detskiy Mir concept was inspired by retail trends and target audience expectations. The emotional repositioning of the Detskiy Mir brand was extremely important, especially in terms of creating a WOW effect within the store environment.
For Detskiy Mir Store at Belaya Dacha our planning principles sort to - Demonstrate customer focus and social responsibility of the Detskiy Mir brand. Underline a distinctive point of difference and give the brand a new dynamic.
We aimed to: Create a welcoming first impression of an attractive and contemporary “Children’s World”
Improve and enhance customer journey within the store. Create destination ‘WOW’ points in less visited areas of the store. Emphasise the interactive experience to increase the dwell time in the store. Increase sales opportunities by introducing new ways to shop. Engage customers in recycling and sustainability - more natural, eco-friendly materials and finishes within the interior.
The solution to retail store design.
A new department store in Mega Belaya Dacha shopping centre was created specifically as a “store for children”, where little shoppers are particularly important. They have a special entrance, children’s store directory and more than 20 entertainment areas, created by world known brands. Parents can focus on the shopping while their children are busy playing. The height of the fixtures allows adults to overview the whole space and, if needed, to monitor their children. Wide aisles let mums with buggies and pushchairs feel comfortable while browsing around the store.
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