Rawr Beauty - ASDA Wigan
Case Study: Rawr Beauty Express Concept for Asda
Challenge: Transforming Supermarkets into Lifestyle Destinations
Asda sought to evolve its retail offering beyond grocery, aiming to transform its larger superstores into "lifestyle destinations" where customers could access a wider range of services and brands. A key part of this strategy was to introduce a premium, accessible beauty service that would attract a new demographic and increase dwell time in stores. They needed a partner to design a vibrant, efficient, and scalable shop-in-shop concept that could meet the high footfall of a supermarket environment while upholding the quality and brand identity of a premium beauty salon.
Solution: The Rawr Beauty Express Shop-in-Shop
Reis-Design was engaged to develop an express beauty concept for Rawr Beauty in partnership with Asda. The design was engineered for high-traffic environments and rapid execution, focusing on:
- A Compact, Modular Footprint: The design of the shop-in-shop was compact and modular, allowing for seamless integration into the existing floor plan of Asda superstores in Wigan, Derby, and Milton Keynes. This enabled a consistent brand experience across different store layouts.
- Eye-Catching Aesthetics: Reis-Design created a visually dynamic space that stood out within the broader retail environment of a supermarket. Bold, feminine colours and modern furnishings were used to reflect Rawr Beauty's branding and create an inviting, salon-like atmosphere.
- Optimised Customer Flow: The layout was designed for efficiency, ensuring a smooth customer journey from check-in to treatment and check-out. This was essential for an "express" concept, allowing busy shoppers to receive quick, high-quality treatments such as manicures, brows, and lashes while completing their weekly shop.
- Built-in Brand Storytelling: The design incorporated integrated branding and signage that communicated Rawr Beauty's mission to "fit seamlessly into busy lifestyles while offering a feel-better experience". This helped build brand recognition and resonance with Asda's customer base.
Execution: A Successful Rollout
Reis-Design delivered a full-service solution, managing the project from initial concept development through to detailed design, & technical specifications. The successful rollout in the selected Asda superstores demonstrated the viability of the express shop-in-shop model. The project was executed with speed and precision, proving the design's adaptability and robustness.
Results: A Win-Win for Both Brands
The partnership proved to be a powerful, mutually beneficial strategy:
- For Rawr Beauty: Gained access to a massive new customer base, increasing brand visibility and capturing the "time-poor" shopper demographic. The in-store concept provided a new revenue stream and a direct, physical touchpoint with consumers.
- For Asda: Strengthened its proposition as a lifestyle destination, increasing shopper engagement and providing an innovative, value-added service to its customers. The beauty service successfully differentiated Asda from its competitors in the grocery sector.
- For the Customer: Offered an unprecedented level of convenience, allowing shoppers to combine their routine grocery trip with a luxury pampering session.
Conclusion: The Future of Retail Partnerships
The Rawr Beauty Asda express concept, designed by Reis-Design, showcases how strategic retail design can create powerful, disruptive partnerships. By understanding the unique challenges of a new retail environment, we delivered a concept that not only met but exceeded the expectations of both brands. This case study stands as a testament to Reis-Design's ability to create innovative and engaging physical retail spaces that drive business growth and elevate the customer experience.