The removal of clutter and simplified instore messaging are fundamental to the design of the new Helloworld stores, as Jetset Travelworld Group attempts to break from the traditional travel agency mould.
Attendees at the 2013 Owners/Managers Conference held in Melbourne over the weekend were taken on a tour of a 77 square metre concept store in a bid to win them over to the new retail brand.
Chief executive Rob Gurney explained that the stores have been designed to be "bright, open and inviting".
"For example, every store will have areas for customers to conduct their own research should they choose to. Our experienced consultants will be on hand to provide them with inspiring and personalised travel options as they require it," he said.
"By allowing people to plan their holiday at their own pace and promoting collaboration and transparency through the booking process, we intend to make every part of the travel experience more convenient and enjoyable."
The store features clear glazing at the front, with posters stripped away in favour of simple but clear Helloworld messaging, designed to entice potential customers into the store, explained a spokesperson from the firm charged responsible for the new design.
A plain blue wall at the back features a large Helloworld logo to create a “strong, brand presence”, with brochures presented on angled panels. Those conceal storage areas which have been incorporated in order to ensure an “uncluttered” look and feel to the new stores.
“The idea is to have as much storage as possible so we can keep the store clean, fresh and modern,” she said.
Storage is also provided in the new smaller “interactive” desk areas which are designed to be more informal than the traditional set up where there customer is divided from the consultant.
But before the customer makes it to this final area where the financial transaction will take place, they are encouraged first to peruse brochures at the comfortable seating area at the front of the store to gain some inspiration for their next trip, or to scan the tablets provided at the “experience table” to explore all the possible holiday options that match their range of interests.
“We want customers to have a different experience to the traditional travel agents – we want them to have a bit of fun,” she said. “The whole concept behind the store is to make them feel like their holiday has already begun.”
While the store on display is the most complete model available, there are a number of other options on offer to suit different needs and budgets. JTG will work with each store on a case by case basis to establish the best fit.
What do you think of the new store concept?
