Main Content

Quantifying the value of the design

5_catwalk_shoes-copy
Catwalk ceiling

The visual power of the concept is derived from the inverted ‘catwalk’: literally an upside-down catwalk ceiling feature with shoes strutting the length of the store and up the shopfront; and has become Dune’s iconic feature. Looking appealing, welcoming, and easy to shop, it’s all about customer engagement.

The arresting visual appeal stops people in their tracks; and although it’s hard to measure visual impact empirically, thereafter measuring customer engagement is simple enough; and may be considered in two ways. Firstly, the number of potential customers can easily be captured using footfall counters.

Once potential customers are in the store, the concept focuses on improved customer experience, shop-ability, and practical effectiveness for the retailer. Here the second measurable deliverable, customer conversion, is calculated through sales: which, with modern EPOS till equipment, can be measured as an overall turnover figure against store size; or divided into product categories to measure their relative growth. In these ways, quantifying the value of the design and its commercial impact becomes evident.

Business is booming

4_video_wall-copy
Video wall

Dune’s new-concept stores are booming: with an average 58% increase in sales by £/sq ft. Footfall counts are up: measured at a staggering 70% per quarter higher than old concept. While the improved customer experience and product showcasing has delivered 30% increased sales in accessories and men’s shoe ranges. In addition, using compound data, dwell time and numbers of returning customers have also increased – building brand loyalty.

Dune and Four-by-Two’s winning Design Effectiveness Award submission can be viewed in full here. 

 

ceremony

Design Effectiveness Awards 2018 | shortlist announced


The shortlist for the 2018 Design Effectiveness Awards has been announced. See which 54 entries successfully proved the impact of design.

24/10/2017


Read more >>
transformational

Transformational Twenty/Twenty


Having found the experience ‘transformational’, Andy Gray, MD of StudioLR booked himself and a colleague onto the DBA's mentoring scheme again last year.

18/10/2017


Read more >>
thoughts

Thoughts from the top – Design: driving transformation in business


Gain a taste of the discussion and debate to be had at Design: driving transformation in business, with an advance insight into the...

03/10/2017


Read more >>
mentee

A Twenty/Twenty mentee on the programme’s value


In this two minute read, Helen Fairely explains how the DBA's Twenty/Twenty mentoring programme has significantly benefited her business, 6-2 design.

27/09/2017


Read more >>
sweetest

The sweetest job on earth


Ron Burrage has the sweetest job on earth, leading design for The Hershey Company. He tells us why...

27/09/2017


Read more >>
survey

EU immigration: results of DBA survey for DCMS


On behalf of DCMS, the DBA surveyed its members to explore issues around employing non-UK nationals now and post-Brexit, and the findings have been submitted to government.

27/09/2017


Read more >>
idea

Risky Business: how embracing risk will help your agency grow


DBA Expert Ralph Ardill explores the value of exploring and addressing the risk attached to 'big ideas', with your clients.

27/09/2017


Read more >>
jay-castor-216174

Working for free on a Friday?


As we prepare to launch the 2017 Annual Survey Report, Mike Satterthwaite of Pegasus Systems explains how to optimise your recovery and utilisation rates.

27/09/2017


Read more >>
mentoring

Twenty/Twenty mentoring: don’t just take our word for it!


We’ve brought together a variety of quotes from previous mentees whose businesses have directly benefited from Twenty/Twenty across the years.

20/09/2017


Read more >>
shortlist

DBA vacancies


Work in an exciting and dynamic industry, with inspiring and market-leading design professionals, and help champion the transformative power of design.

18/09/2017


Read more >>