The drugstore of the future: creatively researching the drug store of 2020
Future research in retail drug stores
One of the world’s biggest branded companies was investigating the concept and design of the “drug store of the future”. Combining trend-scouting and future research, as well as strategic consultation with the client, enabled GIM to generate solid store design and premises concepts which were converted into brand-compatible realities.
The challenge
GIM was tasked with finding out how a drug store, in 2020, would ideally present itself in order to satisfy the health and beauty needs of the consumer. How should the store layout be designed? What store concepts could provide potential for growth? These were the areas of research interest for the company and their partners in the trade sector.
The solution
The client maintained a very open mind concerning research techniques which enabled GIM to employ a creative three-stage research process:
Analysis of the health and beauty market:
Initial research took the form of trend-spotting in seven cosmopolitan hubs, including London, Tokyo, Shanghai and New York. Simultaneously, we implemented a complete re-evaluation of existing self-studies on the company itself. In addition, eleven in-depth interviews concerning the brand were conducted with industry experts in beauty, trade, organic stores, store design, which consolidated the existing research. An interim workshop was then conducted with the client, producing a rough idea of the concept to come.
The consumer’s perspective:
GIM ran three brainstorming workshops with lead users of health and beauty products, in order to develop and refine shopping and design concepts. These lead users were innovators in the target group, recruited using a specially developed screening process. (Participants were confronted with multiple choice quizzes and also underwent a selection interview). Before the workshops took place, the most creative participants undertook a three-day “shopping-safari” in London. They researched H&B (health & beauty) hotspots around the English capital and assembled invaluable trending research which was used during the brainstorming workshops.
Developing future strategies and concepts:
Phase 3 was comprised in part of a final workshop with the client. This ensured that the consolidated results of the various studies could be implemented in the development of the new strategies and concepts, according to the motto: from blueprint to completion.
The success
By using GIM to research the “drug stores of the future”, the client and their trade partners received vital strategic input on how to position themselves, and their brand, in the H&B sector in the future. The actual implementation of the results in terms of store design and concept continues to be enjoyed today.