Southampton FC desired a new Stadium store design that would improve customer flow and enhance the capacity and functional use of the space.
The Saints Stadium Store experiences an extreme influx of customers in the two hours preceding kick-off. The redesign required a solution to this conundrum, while also offering an in-depth and explorative customer experience.
Our designers visited the Stadium Store to understand the pinch points in the customer journey. In response they created a fluid, easily navigated and open store design that draws people in and encourages them to explore the merchandise then presents an efficient payment model to maintain the through flow of traffic.
A key feature of the new store is the entrance. This has been designed to evoke the powerful emotion of walking into the stadium, with doors that open into a slatted framework, expanding and mirroring the tunnel approach into the stands.
This ‘stadium theme’ is leveraged throughout the store’s experience. The customer changing room takes direct inspiration from the Saints’ first team locker rooms. The window displays have been adjusted to increase product capacity and are backed by mesh panels, again evoking the locker room aesthetic.
In-store navigation is aided by an open design that allows fans to see the whole space from the triple height kit walls, through the open frame accessories display, to the premium apparel selection on the back wall.
The customer journey throughout the store is brought to life with tactically positioned VM collections, for example, the mannequin plinths that flank the entrance, hero key seasonal stories.
To further enhance the customer experience, the payment system was restructured to maximise efficiency and improve capacity at peak times in the store.
Head of Retail, Southampton Football Club
We are delighted with Green Room's approach and the way they embraced our specific retail challenges, operated within our restrictive time-frames and delivered such a fantastic evolution to our Stadium Store, with great attention to detail and a high quality of service.