Efficiency through design : interior design components for South African shoprite interior which minimise resources and maximises the user experience

Abstract

The following project aims to demonstrate how interior design can improve the efficiency of South African Shoprite supermarket interiors. This entails designing specific parts of an interior model for South Africa's largest retailer's most valuable brand, which balances utilising the minimum amount of resources and maximising the user experience in order to achieve efficient interior design. This is to relate the interior space to the brand promise of providing the lowest possible prices in a satisfying and convenient first world shopping environment that is conducive to a comfortable and enjoyable shopping experience. Utilising the minimum amount of resources demonstrates the impact of interior design on energy, water and material efficiency as well as the indoor environmental quality, which are the four interdependent regions which have the biggest impact on the interior environment. An appropriate interior design for Shoprite, which considers their core target market as key, further maximises the user experience by improving shopping convenience, productivity and comfort within the supermarket. Together, these aspects aid in representing the brand promise within the interior space, which is the interior designer's biggest contribution to the retail sector. This indicates the possibility in increasing Shoprite's financial turnover by lowering the supermarket's operational costs and increasing customer loyalty towards the brand. Operational costs are lowered through lowering electricity consumption by specifying appropriate lighting solutions, equipment, materials and finishes; lowering water consumption by specifying low flow water fittings; and by using appropriate materials and construction methods within the new design. Customer loyalty is increased through differentiating the brand from its competitors beyond the products being sold, by establishing an appropriate brand identity in store which the target market can relate to and which fulfils their aspirations for a satisfying shopping experience which is convenient, healthy, comfortable and enjoyable. In so doing, the positive impact of interior design on everyday retail environments is revealed, proving that interior design is not simply a luxury, but a necessity. The project results in a set of interior design guidelines, informed by theory and driven by the interior design problems identified within the existing Shoprite supermarket design. These guidelines are illustrated in an example of a typical site, which was used to develop and test the interior components. In addition, the flexibility of the components is explored, in order for the solution to be adaptable to various existing and new Shoprite supermarkets. Focusing on that which is in the power of the discipline of interior design, only specific parts of the supermarket are designed (the interior components). The components selected are those which have the most potential to make the biggest impact in terms of minimising resources and maximising the user experience within the supermarket. These interior components are: (1) the in-store departments, which include the Deli, Bakery and Butchery; (2) the aisle navigation in store; and (3) the checkout area. They have the potential to make the biggest impact in terms of efficiency by lowering operational costs and increasing customer loyalty, as discussed above. The parts can be given to merchandisers to determine the final layout and visual merchandising of the supermarket as a combination of the parts, in order for the project to evolve into a roll-out strategy for Shoprite supermarkets.