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New store concept for Tile Giant

Tile Giant – the homeware retailer owned by Travis Perkins – has launched a new store format at its branch in Staines.

The format has been developed by Stamp Design Consultancy, which was briefed to strike a balance between the needs of professional trades customers and ‘DIYers’ looking for expert help and inspiration.

The new retail strategy has been reflected in interiors, communication materials and digital touchpoints.

The store is split into separate zones – a new feature for Tile Giant – to appeal to the two distinct customer groups. The trade area is tailored to customers who know what they need and are in a hurry, while the more consumer-focused area aims to meet the needs of those who are seeking to browse for ideas.

“We carried out extensive research in the planning for this new concept store to make sure that we are meeting the needs of the professional tradesperson and the general DIY customer looking for expert advice and a warm friendly environment to shop,” says Tile Giant managing director James Heese.

“With an education zone to help customers choose different accessories as well as a brighter and fresher feel to the store we’re confident this will feel like a whole new tile shopping experience.

“We’ve focused on the quality and breadth of our ranges and employed experts to make sure that every customer is given the quality service they should expect.

“If this concept store proves a success, we will be looking at a wider portfolio rollout plan - I have every confidence the store will be a success and will set a new benchmark for a Tile store within market that has seen little innovation in recent years.”

“The important thing was to keep value as part of the Tile Giant handwriting, and at the same time encourage customers to rely upon Tile Giant for design inspiration – developing style ideas, understanding their design and specification options and getting much more from the experience than just finding somewhere to purchase a tile,” says Stamp Design managing director Justin Langshaw.

“Some of this is about understanding how Tile Giant can be more helpful, and some of it is about an inspiring environment that customers enjoy shopping in. We think we have created a new benchmark that is unique in the sector, and we are hopeful that customers are going to respond really positively to it.”

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