As retail book sellers become more competitive with online retailers, Waterstone’s recognised a need to enhance their in-store experience to attract more footfall and provide a more compelling brand experience to their customers.

Waterstone’s approached us to redesign it’s flagship store in Manchester’s Arndale Centre, with a view to rolling the new layout across the rest of it’s flagship UK stores.

Waterstone’s main aim is to interest and excite its customers and continually inspire people to read and engage with books. This aim needed to communicate itself through the store design and layout, imagery, photography and tone of voice.

Solution
We redesigned every aspect of the customer experience, from the overall store landscaping and departmental definition to the merchandising fixtures, furniture, counters, information points, display systems and environmental graphics.

Results
The new Waterstone’s is bright, contemporary and more accessible to a wider range of book buyers and is all about helping the customer connect with books and the Waterstone’s brand. In particular, it explores how real and on-line environments can work together to add value to the customer experience, by providing calm, sanctuary and the excitement of accidental encounter, with access to a virtual range of over three million titles.

“We always strive to give our customers the best possible book buying experience and to inspire them to read and engage with books. We’re delighted by the new design which makes our books even more accessible and shows them to best effect.”
Jackie Robinson, Waterstone’s Regional Manager