Retail

Rewe Richrath (D)

Relaunch for REWE Dortmund

An overall concept that shows off the retailer's strengths to great effect while simultaneously creating a visual framework suited to the corporate identity: store design specialists from Wanzl pulled out all the stops for the new store layout at REWE DORTMUND. Two workshops also made it possible for the process to be as exciting as it was creatively constructive, truly enthusing participants. The perfect store does not exist. And the perfect customer that most retailers dream of, even less so.

However, there is an ideal planning process and it is possible to implement a strategically oriented, contemporary overall concept. After Michael Junker, Manager of the West Sales Office, actively approached REWE DORTMUND at the end of 2006, this was precisely the chance that the Wanzl shopfitting team had. Wanzl had already successfully implemented various projects for REWE in recent years – an excellent foundation.

After the ‘Big Bang’ at REWE Germany, it was now time for REWE DORTMUND to catch up. Michael Junker: "We proposed a complete rework of the store layout, to give REWE DORTMUND a new look." The first proper consultation with REWE DORTMUND took place in March 2007. "It was a great opportunity that hugely motivated us." The requirement was to follow the new REWE Deutschland advertising campaign with a homogeneous store experience concept. Even if quite different paths were wanted, in terms of content.

The customer suggested developing the concept through workshops. Wanzl agreed. No sooner said than done – the Rolduc abbey in the Netherlands was where the first ideas came alive in a focussed, inspiring setting.

During a sightseeing tour with visits, the participants – Wolfgang Holthaus, Manager of the Construction Department at REWE DORTMUND, and nine architects from his team – were able to gather new impressions and come up with a checklist.
"Then we spent two days debating the designs, colours, materials, finishes. 
Finally, workshop organiser Michael Junker put Wanzl's concept (that had been developed in advance) up for open discussion. A constructive procedure such as this showed that the ideas and inspiration from the workshop were underscored by the concept – creating the basis for rebriefing.

The new REWE shopfitting concept above all aimed to provide the retailers with flexible options for profiling as part of the collective CI. At the same time, it supports the retailer in communicating credibility with regional customers in the best possible way. "The shelf acts as our means of transport. We create the set design that must give the retailer the opportunity to present their areas of expertise," explains Michael Junker. "That may be a very special cheese counter or a department with exquisite wines. Or for example, coffee and chocolate specialities."

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The new concept starts before you even enter the store. The glass entrance, porch and large placards all establish the external appearance. An image which always continues consistently on the inside, thanks to the corresponding product range sequence, colours, materials and lighting system. Just five months later, the first actual physical embodiments of the concept came about, in Unna, Moers and Gelsenkirchen. Here, relaunches were carried out up until the end of 2007. More REWE projects are already in the pipeline.

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