Supermarket chain Morrisons is testing out a brand new bespoke store format at its branches in Surrey, Gateshead and Milton Keynes. The “Format Flex” design has been created by the M Worldwide retail brand design consultancy, with help from the chain's own in-house team, and hopes to create tailored layouts and product ranges, specific to local areas where stores are based. The recently opened Weybridge store in Surrey has already been given the treatment, with the stores in Gateshead and Milton Keynes set to do likewise this Spring.
The “Format Flex” design has been created by the M Worldwide retail brand design consultancy, with help from the chain's own in-house team
Primary differences between the store designs that we've noticed thus far include a larger fishmongers counter in the Weybridge store (possibly due to its proximity to the river Thames) and a larger children's area in Milton Keynes, no doubt reflecting the high percentage of young families in the area. One new factor common across all three stores is the general structure, which places core grocery items (fruit and veg, meat, etc) at the centre of the stores, and drinks, health and beauty, and entertainment products on the perimeters.
One new factor across all three stores is the general structure, which places core grocery items (fruit and veg, meat, etc) at the centre
According to M Worldwide's joint device managing director David Martin, they “Wanted the stores to be relevant to the local community rather than following a cookie-cutter approach.” He believes the new designs offer a “Dimension of flexibility” lacking in competing supermarket chains such as Tesco and Asda. He added that they wanted to “Make sure there is a store experience and ambience aligned with local customers, but at the same time, ensure that there are important, visual golden threads that run through all the stores.” So what they are essentially trying to achieve is individuality with a sense of cohesion, a tricky balance indeed.
David Martin is especially proud of the more “Holistic, blended approach taken with the areas beyond the checkout, such as the flower shop, café, customer services and toilets.”
Martin is especially proud of the more “Holistic, blended approach taken with the areas beyond the checkout, such as the flower shop, café, customer services and toilets.” He adds that they have purposely “Mirrored the design of these counters with areas in the main store, such as the fresh food counters, so there’s no longer a hard line between the two.” He sums up the format by saying the simple, elegant designs place the emphasis “On making sure the product does its thing, not on designing a lot of fancy fixture,” and ensuring that “All the formats still feel like Morrisons.”
