Sportisimo sets a new direction in its segment.
The need to keep up with the times and get closer to its customers was the main goal for the new unique concept of the Sportisimo chain, which is a major European player in the sporting goods market. At the beginning of the project, our analysis provided us with valuable information that helped us precisely define customer needs. Thanks to our testing space, which is a unique 100 m² and the only one of its size in the Czech Republic, we built the entire store before starting production to fine-tune both the materials and the functional solution. An indisputable advantage was that Sportisimo representatives could not only touch all the materials and designs, but also gain valuable emotions from the constructed store, practically the same as their customers will have. The dominant element thus became the "gates of worlds," which, in addition to remote navigation to the category, effectively highlight the selected portfolio. Elevated islands also disrupted the typical forest of low gondolas, which, thanks to their optimized height and simple modularity, maintain an overview of the farthest parts of the store. The view into the store is thus still lively, and customers gain a better overview of the entire offer as they walk through the store. They can see virtually all products, which increases their interest and enhances the emotional experience of shopping. We have created a connecting element, a simple arrow, which clearly defines Sportisimo and distinguishes it from the competition. Despite the simple connection, there has been and continues to be a kind of movement in the store, which is further reflected in both the furniture section and the emotional graphics. The store as a whole appears balanced and compact and precisely meets the expectations of a wide range of target groups, both in terms of age categories and product categories. The shopping and customer journey is further interwoven with educational graphics for individual products, but also with "fun elements," which will appear more and more often in stores with emotions in the future.
