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Shivaji
arshivaji@gmail.com | Lifestyle Accessory Design | PGDPD
Re-inventing MyDollarStore: A Retail Design Solution
Sponser: Sankalp Retail Value Stores, Mumbai
Guide: Anil Sinha, Shimul Mehta Vyas
AFD  26
CGD  7
FVC  14
FID  11
GD  27
IDD  6
LAD  16
NMD  9
PD  34
SUID  7
SDM  8
TD  17
Keywords
Brand positioning
Experiential economy
Retail System and its working
Choice based consumption
My project required me to design a new concept store for MyDollarStore, which was vital for the other stores in the pipeline for the next financial year and onwards. MyDollarStore has established itself as an international product merchandiser, working under a fixed price tag strategy to cater to a wide number of customers.
With the encouragement that the brand had got after three years of experience in the market, the company was planning to give it a distinct identity based on customer insights and the intention to spread and cater to a wider customer base. The whole exercise was very exciting, everybody at MyDollarStore was curious to see the output.
A detailed study of the company’s strategy, consumer mind set and consumer profiles, referring to the marketing department’s inferences, had to be done. An understanding of existing brand position and projected brand positioning was needed to know about the brand and the brand attitude.
Problem identification, retail system analysis, drawing inferences, store activities and management, etc. were the key aspects of the design process. The process included understanding the market and other forces, which are the drivers of the retail sector and its development, retail system and its working, and vital insights of prevailing/forthcoming trends in the consumers’ behaviour. An understanding of the technical aspects of detailing and implementations on site while implementing design, including cost factors and other constraints, were also vital for the project.
Learning has been in terms of understanding the industry and its working, handling a real time problem, coping with a constantly changing environment, working in a team under the common mission of business with derived objectives, accepting different point of views of team-mates and colleagues, integrating design with business, and interpreting business ideas with the design outcomes.
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