Walmart has been reimagining ways to create seamless omni-shopping experiences, whether in-store, online or via mobile. The retailer partnered with FITCH, a global design consultancy, to create a new store design focusing on a digitally enabled shopping experience that features a sleek design aesthetic, a layout that spotlights products, and an end-to-end digital navigation. Key design elements include updated Walmart signage reflecting the Walmart app icon. As customers enter the store, they are greeted with clean, colorful iconography and a store directory encouraging app use. Throughout the store, a bold, dimensional typeface directs customers to the exact section (seafood, beef, dairy, etc.) they’re looking for. Inspired by airport wayfinding systems (in particular Atlanta Hartsfield-Jackson airport), the team developed simple designs to replicate these navigation efficiencies, to help move customers through the store more quickly. The team optimized product layout, bringing greater visibility to key items throughout the store, including dedicated in-store sections for electronics, toys, baby products and more. Stores will include self-checkout kiosks as well as contactless payment solutions, including Walmart Pay, to limit contact between associates and customers. Blue highlights act as beacons to each major destination across the box.
The illuminated signage ensures visibility no matter the time of day. The orange Pickup signage has been replaced with brand blue and subtle, directional arrows point customers to each entrance, and the primary Walmart sign is now stacked and illuminated with a mesh metal backer that reflects the Walmart app icon.
Brandon Boston, Design Director, FITCH, and Alvis Washington, Vice President, Marketing – Store Design, Innovation and Experience, Walmart, share how they made this vision a reality, providing their insights on this transformational launch. Says Boston: “We worked side-by-side with Walmart to create a dynamic store design that will inspire customers and offer them a more seamless end-to-end shopping experience. This store represents what it means to ‘Live Better’— its mobile-first, it makes shopping much easier, and it can be scaled to support communities throughout the U.S.” Adds Washington: “Today is a pivotal moment for us as we roll out our new store look and feel and embrace a truly digitally enabled omni shopping experience. We set out to create a more engaging experience that would allow both our associates and customers to better navigate their shopping needs in a highly customized and convenient way. ”