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Bashas' Renovations
Bashas’ is a family-owned, Arizona-based, 150+ unit supermarket chain with a series of stores in various ages and states, some of which had not been updated for many years.
Following a brand strategy project which deciphered the Bashas’ brand and assessed the brand’s position in the highly competitive Arizona grocery market, Shook Kelley began a comprehensive examination of how to approach the entire chain and develop a core concept direction.
Shook Kelley began the renovation program with five carefully selected stores. These five renovations included a range, from a very old, small rural store to a relatively new store in a more affluent suburban area. Shook Kelley’s team began by conducting a thorough audit of the consumer experience at each store, including assessments of visual language and merchandising disconnects, operational strengths and weaknesses and the general condition of the buildings. From there, we created a series of strategic recommendations intended to attract new consumers and retain existing consumers. Further, the recommendations set the stage for the entire chain’s renovation project by developing a “kit of parts” for a complete renovation of all stores.
An expression of what it means to live and shop in Arizona.
The Shook Kelley team landed on a store concept at the intersection of two core ideas for the brand: in addition to being the “Hometown Favorite,” the stores would also convey the idea that Bashas’ stores are an expression of what it means to live and shop in Arizona. The final inspiration for the design therefore became: “...where Backyard meets Frontier.” Not only does this concept express a lifestyle approach to merchandising and an appealing rustic aesthetic, but it also sets the Bashas’ chain apart from its national competitors.
The scope of the renovation work largely maintained existing store layouts, but modified and adjusted internal departments in order to add features, “hooks” and product solutions, as well as better presenting and merchandising products. Shook Kelley worked very hard to provide new customer paths through the stores to improve the shopping experience.
Following a brand strategy project which deciphered the Bashas’ brand and assessed the brand’s position in the highly competitive Arizona grocery market, Shook Kelley began a comprehensive examination of how to approach the entire chain and develop a core concept direction.
Shook Kelley began the renovation program with five carefully selected stores. These five renovations included a range, from a very old, small rural store to a relatively new store in a more affluent suburban area. Shook Kelley’s team began by conducting a thorough audit of the consumer experience at each store, including assessments of visual language and merchandising disconnects, operational strengths and weaknesses and the general condition of the buildings. From there, we created a series of strategic recommendations intended to attract new consumers and retain existing consumers. Further, the recommendations set the stage for the entire chain’s renovation project by developing a “kit of parts” for a complete renovation of all stores.
An expression of what it means to live and shop in Arizona.
The Shook Kelley team landed on a store concept at the intersection of two core ideas for the brand: in addition to being the “Hometown Favorite,” the stores would also convey the idea that Bashas’ stores are an expression of what it means to live and shop in Arizona. The final inspiration for the design therefore became: “...where Backyard meets Frontier.” Not only does this concept express a lifestyle approach to merchandising and an appealing rustic aesthetic, but it also sets the Bashas’ chain apart from its national competitors.
The scope of the renovation work largely maintained existing store layouts, but modified and adjusted internal departments in order to add features, “hooks” and product solutions, as well as better presenting and merchandising products. Shook Kelley worked very hard to provide new customer paths through the stores to improve the shopping experience.