FITCH

Work / Singapore / Dealer store design

Home decorating made easy

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Clients: Asian Paints, Industry: Housewares, Expertise: Retail Design, Environments, Digital

Challenge

Following the success of the ‘Colour with Asian Paints’ experience in Mumbai, Asian Paints wanted to give every Indian customers the Colour experience across the top tier of their 40,000 network of stores.

Insight

After spending time with customers in their homes, FITCH learned that in India, customers are scared of colour… when it comes to decorating that is! Moreover, the current dealer stores are cluttered, have a strong focus on decorators’ needs and are all about selling tins of paint.

Solution

The enhanced customer journey responds to both customers and contractors whilst reinforcing the store dealers day-to-day business.

The stores are literally divided in two. One half responds to the needs of contractors with its ‘decorator express’; whilst the other half is inviting and family friendly thus allowing the wife, who is the primary decision maker, to feel comfortable shopping in a local store.

‘More families are coming to my store now and their painting budgets have increased… from painting one wall to every wall in their home…”
– Asian Paints’ dealer

FITCH’s other related work with Asian Paints:
• ‘Colour with Asian Paints’ experience, Mumbai
• ‘Colour with Asian Paints’ experience, Delhi