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Retail Merchandising

Fleet Feet West Chester

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Fleet Feet West Chester

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Fleet Feet West Chester Project Spotlight

We're proud to share with you some photos and details of a recent store design we've completed in West Chester, Ohio owned by Frank and Stacey DeJulius.

With input from them on what the priorities were in their new store, we took a different approach on merchandising some of their key product categories, for example:

We focused and curated the apparel section which is heavy on mannequins and lighter than usual on apparel inventory. Many apparel pieces are highlighted on a mannequin to make it easier to shop and get inspired by pre-selected outfits that their customers can grab quickly and without too much effort.

We chose a light color palette for the store in general so we could really make a few sections stand out such as the light box cash wrap sign which is a bold statement piece. Another highlighted section is the faux brick wall on the back of the store, as a backdrop for the running shoes sections.

A few thoughts from Frank on the new store...
This store is different from our others because it has a clear design focus and theme. It’s also much smaller, more modern.

With a smaller square footage, (about 1150sq. ft.) we had to make every inch count and really pare down our selection to our best sellers in terms of apparel, accessories and footwear. We also had to make the entire store very compelling and interesting to offset the small size.

I began working for Fleet Feet Cleveland in 2004 and outside of a 1 year stint working for Zoot Sports in California I have been with Fleet Feet ever since, in multiple locations, training before eventually buying Fleet Feet Cincinnati in 2012 when it was just one store. I'm a competitive endurance athlete and love the culture of Fleet Feet along with the fact that it is also a very prosperous business.

Frank & Stacey really had their hands full with all of the work that comes with a new baby, who was born in the middle of the store opening process (big congrats to Frank & Stacey!) In addition to the baby, they had to deal with a horrible flood of the store days before they were to open. They've handled both like champs and the store is open and doing great!

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One unique design feature used in the store are these wall mounted wood panels that highlight various shoes and have local trails printed on the face. They turned out really sharp! In addition to the local topo map prints on the panels, we're displaying the trail shoes with this custom shoe display that shows the customer the sole of the shoe as well as the upper.

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Another design feature we implemented was these loose sketchy renderings of running shoes printed on a vinyl material and applied around the front window and on front wall of the store. This graphic is a unique combination of modern footwear design work blended with old school original hand drawings by industry veteran, Lou Patterson. These designs are from when he was drawing footwear and apparel illustrations for running publications in the seventies. We dug up some of his old gems to create this one of a kind artwork.

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Richardson Bike Mart Project Spotlight

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Richardson Bike Mart Project Spotlight

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Richardson Bike Mart Project Spotlight
 

I’m good at running my shop, but I know my limits. When I decided to open our 4th store I knew I had a great location but I wanted this one to be an improved version of what the other 3 locations look like. The team at 3 Dots Design was great to work with. They are the pros in design and laying out the store and they allowed us to continue to focus on being the local pros at serving our customers a great experience once they’re in store. Our store looks fresh and new compared to other new retail experiences we see. Thank you to 3 Dots Design for doing such a great job in making our store more successful than we forecast.
 
Ken “Woody” Smith
~Owner

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The cash wrap in Woody's other locations is the heart of each store. It was important to him to carry of that same concept in this location but with an updated, more modern approach. The cash wrap centers around a logo sign that can be easily seen when customer enter the front door. 

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Get Retail Inspiration From Our Project Spotlight

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Get Retail Inspiration From Our Project Spotlight

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The Running Well Store Project Spotlight
 

Already the owner of two successful stores in the Kansas City area, Kathy Gates wanted a very different design direction for her third store so she called 3 Dots Design. 

One of the fun unique features we brought to life for Kathy is a large front window art piece depicting the iconic Kansas City sky line. This sky line is made up of many smaller photos, all of her awesome customers. A second area that really shines is dubbed the "AID STATION". This area consists of a counter for customer to gather after local runs or while trying on shoes and take part in hands on GPS demonstrations and nutrition sampling. (See photos below) 

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Here are a few thoughts from Kathy on what it was like to work with 3 Dots Design. 
3 Dots Design was great to work with! They really take the time to figure out the right look and feel for the owner, the company culture and the business. This is my third location and it's very clearly the most thought through and professional looking location. We wanted to bring in elements from Kansas City and the running community and they had many great ideas to bring my vision to life. 

How is the new store different from your other two stores? 
I learned a lot from opening my second location. The biggest lesson is that it's easier and cheaper to not learn lessons the hard way. I hired 3 Dots Design because I wanted direction figuring out the best way to structure the store for the best use of the space, the most economical way to build it out, how to have customers flow through the space, etc. Having experts that can tell you tips and tricks to getting the most out of your space saves time and money in the long run.

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3 Dots Design Company Spotlight

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3 Dots Design Company Spotlight

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Boulder Digital Arts featured 3 Dots Design in their newsletter
this week. Check it out!

3 Dots Design is a strategic retail design and visual merchandising company that aligns brands with consumer needs to create exciting and enticing retail environments.

With over 50 years combined experience in the specialty run, cycling, outdoor and active apparel industries, the 3 Dots Design team consults on strategic retail design and merchandising with retailers and manufacturers in those arenas. They have also worked with clients in the yoga, coffee, college bookstores, cannabis, womens fashion channels among others.

Before starting 3 Dots Design, Holly Wiese had been well acquainted with run specialty retail by working at the iconic Playmakers running store in Michigan, her native state. After starting 3 Dots Design in 2009, she consulted in the bicycle industry where she oversaw all aspects of retail design and visual merchandising for Giant Bicycle, the world’s largest bike manufacturer.

In 2005, Holly met Andy Davis while working with Giant Bicycle and he has been the lead designer for the company since its inception. With 2 other full time employees; Ryan Wiese and Adam Batliner, and many contractors “on call” around the country, the 3 Dots Design team can easily expand or contract its workforce as needed for various projects and retail rollouts.

They find most of their projects to be located out of state, throughout the country however, they always love working local when they can. A few of their local store design projects include the iconic Neptune Mountaineering remodel, Boulder Cyclesport South, Smartwool Cherry Creek and Ramble on the West end of Pearl Street in downtown Boulder. They’ve also designed 2 of the Denver area Runners Roost stores and worked on the Go Far Smartwool partnership store on East Pearl, also in Boulder.

In addition to designing retail environments and product fixtures, they also spend a good amount of time travelling the country speaking at stores and trade show events. They recently returned from training retailers on how to improve their visual merchandising and how to sell more apparel at a bicycle retailer event in Minneapolis called Frostbike.

3 Dots Design also hosts an annual or semi-annual training workshop for all retailers called Rocky Mountain Retail Camp (www.rockymountainretailcamp.com). This event always proves to be very exciting for visiting retailers and it’s loaded with lots of training sessions and hands on merchandising practice at local stores.

If you have a moment to swing by Neptune Mountaineering, be sure to grab a coffee in their new café and take in their new digs. 3 Dots Design was proud to work with the new shop owners to bring their vision to life as well as to design their new logo, graphics, signage, fixtures and store layout.

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Portland’s Western Bikeworks reopens after extensive remodel

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Portland’s Western Bikeworks reopens after extensive remodel

Published April 17, 2017

by BRAIN Staff

PORTLAND, Ore. (BRAIN) — After six years in its Pearl District location here, Western Bikeworks COO Mike Urness decided it was time to modernize the 10,000-square-foot store in order to up its retail game and deliver the upscale shopping experience Portland shoppers have come to expect. 

Urness worked with retail design firm 3 Dots Design to update the shop's interior.  

“We are just finishing the redesign and build-out of our downtown Portland store and 3 Dots was a huge help — from pulling the store design and layout together to helping us select materials, fixtures and mannequins and then connecting us with excellent suppliers and helping with negotiations, pricing and logistics,” Urness said. 

The remodel included carving out a triathlon-specific zone to house tri apparel, accessories, wetsuits and a complete offering of tri bikes. The tri section is located right near the bike fit area, so that high-end triathletes can easily dial in their perfect bike fit. Western Bikeworks recently acquired rights to triathlon retailer The Athlete's Lounge's name and customer base after it closed in 2016.

“This was an exciting project for us to work on, as Portland has some of the best retail stores in the country. This shop suffered from many of the same challenges that typical shops deal with; confusing sightlines, overwhelming bike presentation, uninspiring apparel sections and lack of signage or graphics,” said 3 Dots Design owner Holly Wiese

“I think customers will be very pleasantly surprised with the new vibe and layout of the store, and I’m confident that Western Bikeworks will start selling more product as well,” Wiese added.

3 Dots Design also reorganized the nutrition category and segmented the store's bike selection to make it easier for customers to shop. 

“To the average customer, a bike is a bike. I have a feeling Western Bikeworks was missing a lot of bike sales due to the average customer feeling overwhelmed and intimidated by the process of selecting a bike,” said 3 Dots Design’s Andy Davis. “We further segmented their collections and called attention to each category by featuring a bike in front of a graphic that clearly defines the end use. We also made a huge improvement in their nutrition category by reorganizing, re-fixturing and bringing in a sampling area for customers to try new products.”

Western Bikeworks also operates a second location in the Portland suburb of Tigard, which it opened in 2015. Urness said he plans to integrate some of the same principles of merchandising, graphics and signage from their main location remodel into the Tigard store.

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