Courts: Big Box Value Retail Value plus experience in one big box

  • Context

  • Courts, Singapore’s largest value furniture, electronics and IT retailer, contracted FITCH to create the interior of its first large-format retail scheme—"Courts Megastore," the first of its kind in Singapore.

  • Challenge

  • Courts wanted to create a retail experience offering value and experience in equal measure. Their aim was to attract a new market of young families, without alienating their older, more conservative core audience.

  • Solution

  • The solution is a one-stop lifestyle destination that spans more than 116,000 square feet over three floors of technology, furniture and deals. The Courts proposition centres on providing "choice, value, service, experience and credit" to its consumers. Building on this blueprint, FITCH engineered high levels of entertainment, education and interaction into the retail formula, giving consumers ample opportunity to test-drive any product—from sewing machines to the latest in digital cameras.

    The store is designed to be easy to navigate; a "yellow brick road" runs around each floor and encircles a variety of interactive features.

    The ground floor houses two key features: Hot off the Docks, which resembles a giant open shipping container showcasing the latest deals straight from the docks of Singapore, and Countdown Corner where deals are available only for a limited time—a concept dramatised by oversized yellow countdown clocks showing the time that each deal has left to run. Courts achieved its five-year sales target in the first year alone. Group turnover increased 28% in the year of launch, whilst the Megastore experiences a conversion rate more than 50% higher than the next closest Courts store.

    Winner of Best VM Solution, Retail Interior Awards 2007

    Shortlisted for Finalist in Retail Concept of the Year SRA Award

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