IFB Appliances deals with home appliances such as washing machines, air conditioners, kitchen appliances, etc., for which the physical points of sales are IFB Points and multi-brand outlets (MBOs) ranging from small format to large format stores (LFRs). The initial requirement was to design shop-in-shop (SIS) fixtures for IFB in LFRs.
The brief was expanded to include the following 3 tangents :
1. Shop-in-shop fixture for LFR - mainstream SIS format which requires wall space.
2. Concept store within LFR - which would require IFB to procure a floor space.
3. Active Shop-in-shop - Designed specifically to capture a young target demographic who are the future consumers. IFB's current user base falls under the age group of 40-75 and therefore there is a gap of unfamiliarity with the new gen target audience.
The challenge faced during the project was to suffice the market requirement by maintaining the minimum SKU's in a certain space while heeding to the principles of design, and to make sure the design output would create a positive impact on sales and meet the company requirements. The design language had to align with the standardized retail outlets which served as a point of reference throughout the project. This project reached its optimum output with sound guidance from the manager and working in tandem with the marketing team at IFB.
