Concept store development needs to be consistent with brand design guidelines, but also adapted to appeal to local conditions, building premises, and demographical preconditions. Visual appearance and consumer experience are assumed to be the fundamental factors. Store development processes will typically involve engagement from franchisers, landlord, chain management, visual merchandisers, architects and construction specialists. In this paper a system is presented and discussed for electronic modeling of concept store. The system is based on principles of computer games, gamification, to let the project team collaboratively plan, organize and decorate the store. Construction drawings of the raw building and the corporate design guidelines are fed in, and using gamification the team can make the necessary decisions with emphasis on visual impact and experience. The research question is thus: Can gamification help communicate store planning solutions to customers and reduce the number of follow-up design iterations by customers having a better understanding of store space when given the ability to explore the area in an interactive first-person perspective? The suggestions are mainly relevant for global manufacturers and brand owners who wants to roll out concept stores globally as individual stores in malls, high street or theme parks, or as shop-in-shops in department stores. Key theory applies to gamification emphasizing on personal reward systems, experience of achievement, sense of affordance, flow and gain of intangible value. General theory applies to retail management and concept store brand integrity maintenance. Among major findings are that the problem statement is found positively verified, but much adaption is still needed both on acceptance and creating of stronger usefulness in gamification of business software.
Proceedings of the 3rd Nordic Retail and Wholesale Conference, 2012, p. 1-17
retail management; store planning; gamification; computer support collaborative work; concept stores