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Konka
Development of a retailbook for the household appliance stores
Year: 2025
Scope of Work: Research and analysis, branding. Development of a store design project adaptable to various space sizes. POS development and basic merchandising guidelines.
The result was a comprehensive retail book — a set of rules and recommendations for opening stores of various formats, including a full set of technical documentation, original furniture solutions, and a section on visual merchandising.
Scope of Work: Research and analysis, branding. Development of a store design project adaptable to various space sizes. POS development and basic merchandising guidelines.
The result was a comprehensive retail book — a set of rules and recommendations for opening stores of various formats, including a full set of technical documentation, original furniture solutions, and a section on visual merchandising.
Unified retail and visual merchandising standards for a network of household appliance stores
Analytics as the foundation of future work
Konka plans to expand its network. The client required universal and cost-effective design solutions for facilities of varying sizes, creating a unified, recognizable brand image, adaptable, and easily implemented in various formats.
Before starting the design, we carried out in-depth analytical work.
A Customer Journey Map (CJM) was developed for several proposed store locations, which allowed us to identify key touchpoints and customer pain points and develop intuitive navigation and zoning.
Format analysis: We identified three main types of network facilities—large, medium, and small—including a format with integrated product areas at gas stations and hardware stores, which became the basis for building a flexible and scalable system.
Before starting the design, we carried out in-depth analytical work.
A Customer Journey Map (CJM) was developed for several proposed store locations, which allowed us to identify key touchpoints and customer pain points and develop intuitive navigation and zoning.
Format analysis: We identified three main types of network facilities—large, medium, and small—including a format with integrated product areas at gas stations and hardware stores, which became the basis for building a flexible and scalable system.
Large Format
Format for large customer flows and a wide range of products
This format is carefully designed for maximum efficiency: functional zoning to accommodate a large number of SKUs, a children's area, a comfortable checkout area, and focal points for presenting top models.
This format enhances brand image and attracts customer traffic.
This format enhances brand image and attracts customer traffic.
Middle Format
A universal format suitable for most retail outlets
An ergonomic and thoughtful format allows for the accommodation and display of a large number of SKUs while maintaining customer and employee comfort. This approach allows for serving a larger number of customers without compromising quality or convenience.
Small Format
Broadcasting your brand image and expanding your audience reach, regardless of the point of sale
Compact and combinatorial solutions allow you to display and sell products, as well as stand out from the competition, regardless of location or format.
POSM system and merchandising development
Interior design and communication system
Upon entering, visitors find themselves in an open and clear space. All key areas—from the sales floor to the checkout area—are clearly visible, and branded signs and a color-coded system help navigate.
This effect is enhanced by a flexible system of POS materials. Stylistically consistent and easily updated, they transform the space into an active "salesperson"—drawing attention to special offers, communicating the product range, and engaging with customers at every turn.
Интерьер сочетает эстетику и практичность: для отделки и создания торгового оборудования мы использовали современные материалы, объединенные фирменной палитрой бренда.
This effect is enhanced by a flexible system of POS materials. Stylistically consistent and easily updated, they transform the space into an active "salesperson"—drawing attention to special offers, communicating the product range, and engaging with customers at every turn.
Интерьер сочетает эстетику и практичность: для отделки и создания торгового оборудования мы использовали современные материалы, объединенные фирменной палитрой бренда.
Visual merchandising
A product placement system has been developed—from refrigerators to blenders and coffee machines—to ensure that every product, regardless of size, is visible and attractive. General recommendations have been formulated for use by both merchandisers and consultants. A set of solutions has been compiled into a separate section of the document, the Merchandising Book.
The client received ready-made solutions adapted to different sizes and layouts
As a result of this collaboration, Konka received ready-made solutions adapted to various room sizes and layouts
A unified and recognizable brand: All new and updated locations will now have a consistent, professional look, increasing brand recognition.
Reduced costs for launching new facilities: Universal and scalable solutions from the retail book allow you to quickly open new stores and service centers without unnecessary modifications.
Improved customer experience: Thoughtful zoning and branding based on CJM make the customer experience comfortable and understandable, which indirectly affects loyalty and sales growth.
A tool for monitoring standards: The 248-page retail book has become a reference for contractors and franchisees, ensuring compliance with the corporate style at all network locations.
Despite the challenges along the way, the project was successfully completed, and the client was satisfied with the work performed, receiving a powerful tool for business development.
Reduced costs for launching new facilities: Universal and scalable solutions from the retail book allow you to quickly open new stores and service centers without unnecessary modifications.
Improved customer experience: Thoughtful zoning and branding based on CJM make the customer experience comfortable and understandable, which indirectly affects loyalty and sales growth.
A tool for monitoring standards: The 248-page retail book has become a reference for contractors and franchisees, ensuring compliance with the corporate style at all network locations.
Despite the challenges along the way, the project was successfully completed, and the client was satisfied with the work performed, receiving a powerful tool for business development.
Created in 2025
Project development period: 5 month
Project team:
Personal Account Manager of the project, Art Director, Architect, Brand Designer
Technology:
Methodology, Design thinking, Brand design, Branding, Logo design, Retail design
Project development period: 5 month
Project team:
Personal Account Manager of the project, Art Director, Architect, Brand Designer
Technology:
Methodology, Design thinking, Brand design, Branding, Logo design, Retail design
