GRID2 International Redesigns Schneiderman's: Minnesota's Leading Family Furniture Store:

Furniture World Magazine

GRID2 International was retained by Schneiderman's to design the brand new 35,000 square feet store in Maple Grove, MN, in a bid to strengthen their foothold and image in the Minneapolis/St. Paul market as well as to facilitate their future growth well into the next millennium. Officially opened in January 2000, Schneiderman's Maple Grove store followed the same spirit as its newly redesigned sister store of 46,000 square feet in Lakeville, MN. The success of the Lakeville store was achieved by making drastic changes to the exterior and interior design of the store. GRID2's knowledge of consumer trends through video audits and focus groups dictated that the first important change be made to the existing entrance to dramatically increase foot traffic through the store. GRID2's findings that customers turn right as they enter a store meant relocating the main entrance thereby increasing customer traffic flow from 30 percent to 90 percent. "The new entrance strengthens Schneiderman's exterior image, giving the store a more prominent brand identity and provides the stepping stone to a memorable shopping experience," said Martin Roberts, President of GRID2. New walkways were implemented to help customers browse through all the departments and a welcoming feel was achieved by creating a rotunda surrounded by columns adorned with famous quotes like "Where we love is home" by Holmes or "Sleep most gentle sleep" by Ovid. "GRID2 created a simpler, more open retail space, with stronger visual focal points," said Schneiderman's President, Larry Schneiderman, "which enhanced the customer's shopping experience while increasing our same store sales to 20%." Another significant design contribution to the Schneiderman's stores in was the implementation of different amenities not usually found in a furniture store. GRID2 first developed the huge potential for extra sales using this idea for the Barnes and Nobles Superstore. Introducing a coffee and a magazine area led the immensely successful concept to be adapted around the world. Schneiderman's newly implemented customer amenities were a coffee area and "play room" for children to accentuate the store's non-aggressive sales style. "Giving customers more time to make decisions is crucial," said Roberts. "Letting customers relax, discuss the merchandise and decide whether or not they should get that high ticket item, will inevitably increase total sales and customer satisfaction." A library and resource center was also created to encourage customers to stay in the store by providing a gamut of information from fabric colors to furniture styles to recent articles posted by management regarding new furniture trends and designs. The welcoming atmosphere found at Schneiderman's is further emphasized by an arts and craft design, while dark green and oak accents create an earthy décor to complement the furniture and make the store more memorable. "The trend for family businesses is not to grow and prosper," said Schneiderman, "however with the help of GRID2 we have become an independent retailer with our own signature look." GRID2 charted a new layout for the walkways, creating wider more "enticing" aisles to encourage customer traffic and maximize merchandise exposure. Low standing walls were used in order to eliminate the previously existing full height architectural partitions, creating more flexibility for modular furniture pieces and opening up the retail space. Customer satisfaction having always been a priority at Schneiderman's furniture stores, GRID2 designed nine sales desks strategically located to promote personal customer attention and privacy during sales negotiations or credit applications. Several freestanding computer stations were also installed to assist consumers look up fabric colors and styles not found in the store. "Online retailing is rapidly taking a bite out of the furniture industry," said Roberts "and although most people don't think upholstery can be bought online, my job is to make sure customers get the immediacy of e-commerce and more importantly, create a shopping experience customers will not find online." Further enhancing customer satisfaction, GRID2 included a one-day in-store workshop, coaching store managers and designers in the art of furniture display. This added value is essential once a project is completed, to ensure that retailers learn how to fully utilize the redesigned retail space. GRID2 introduced these training sessions in order to maximize the store's potential for sales but also to enhance the new store design by providing a cohesive customer experience. Schneiderman's is a full-service, mid priced retailer with a focus on customer service, with six stores in addition to a freestanding Thomasville store in the Minneapolis-St. Paul area. GRID2 International has long been a leader in furniture retail design. Using consumer focus groups and video research along with innovative store designs, GRID2 International has helped Schneiderman's and many other furniture retailers significantly increase revenues. GRID2 International's retail programs have been implemented successfully both by established global firms repositioning themselves in a modern environment and by entrepreneurial companies claiming a unique identity in competitive markets. GRID2 International has been the recipient of numerous awards from organizations such as the Institute of Store Planners, Identity Magazine, Visual Merchandising and Store Design Magazine and many other professional organizations in recognition of its retail design services. GRID2 International is ranked as one of the top retail design firms in the United States. Visit http://www.grid2.com. For more information, please contact: Dimitri Vermès: 212-557-4743 dvermes@grid2.com