SAG: a new level of retail space
Client:
Services rendered:
Customer: SAG
Context: SAG is a top 3 global rug manufacturer and retailer from Uzbekistan.
The company is changing the concept of a brand operating in the traditional rug category.
As part of an ambitious SAG rebranding, we concentrated our efforts, among other things, on retail space design
The new “SAG level” positioning broadcasts the manufacturer's confidence and leadership. Developing the retail function became the next logical step.
Background: Rugs in Uzbekistan are not just interior decorations—they are part of the culture. In Russia, they are mostly utility goods. Those disparities create different purchase scenarios and retail expectations.
Previously, the brand used a single PoS format: both brand stores and dealerships employed the same visual and functional approach.
After the brand was updated and changed its positioning, however, the need for a clear and modular retail system arose, one differentiated by formats and interaction levels.
After the brand was updated and changed its positioning, however, the need for a clear and modular retail system arose, one differentiated by formats and interaction levels.
Objective:
Develop a modular system for retail spaces, which would:
– logically continue the brand's visual language and philosophy;
– adapt to varying consumer behaviors in Uzbekistan and Russia;
– introduce a new format hierarchy (from flagship to compact store);
– help customers make their choice and interact with the brand.
Format system: XS / XL / XP
We segmented the retail system and designed a naming system for it:
– SAG XS: small wholesale dealerships with product ranges best suited for quick and easy purchases. An approach like that made the brand flexible and scalable.
– SAG XL: the most widespread format; large stores with a broad choice out of thousands of products.
– SAG XP: the flagship store at the factory. A space that is as full and rich as possible that turns a purchase into a cultural experience.
CJM
Studying the space and mapping user routes was an important stage in our planning. We designed the CJM flagship XP stores. Careful zoning made us able to place product collections in a logical way and helped with the navigation design, making client pathways intuitive and comfortable. The CJM turned into a framework for distributing the products inside the large retail space: we used it to structure product group placement over different floors, define key areas that should be present inside the space and connect them via logical and convenient routes. The CJM map was used as the foundation for service introduction: rug design, hemming and packing, logistics, loyalty program and installment payments, product insurance, etc.
Space structure
– the second floor offers premium collections, focusing on experience, with installations, brand introduction areas and process shows. Far from being just a store, the space also serves as a cultural environment.
We structured the space by floor:
– the first floor is a standard retail space;– the second floor offers premium collections, focusing on experience, with installations, brand introduction areas and process shows. Far from being just a store, the space also serves as a cultural environment.
Starting point
Prior to their retail space transformation, SAG used to fulfill its basic function, but without fully realizing the brand's potential. Their styling was neutral and reserved, focused mainly on presenting their product range, but the visual language and mood in stores were not adequate to the rich authenticity and cultural context of the company.
In some cases, customers had trouble finding their way and navigating the space: the design did not dictate where they should logically move next, while brand interactions were mostly transactional.
In some cases, customers had trouble finding their way and navigating the space: the design did not dictate where they should logically move next, while brand interactions were mostly transactional.
The cultural context made this feel especially acute. Uzbekistan is a country with rich and deep craft traditions, rug weaving included. Despite that, the retail level in that category was basic: the rug purchase process resembled a market, with all the focus on a sale, paying no mind to the service environment or the immersion into the product values.
SAG's stated objective was to change that perception, create a new culture for audience interactions and set a new benchmark.
SAG's stated objective was to change that perception, create a new culture for audience interactions and set a new benchmark.
Partner program
In addition to brand stores, we developed a partner program for dealerships, both monobrand and multibrand ones. We introduced a status hierarchy (from Silver to Platinum) to help us standardize services and the visual presentation.
That helped us control the client experience quality. Besides, our system lets dealers choose their brand partnership level, marketing tools and the future franchise fees.
SAG XP: the flagship format
SAG XP's appearance was a point of special focus for us.
XP means “experience”: it's a format built entirely around experience and inspiration. There, the brand reveals itself through live interactions: not just a point of sale, but a
XP means “experience”: it's a format built entirely around experience and inspiration. There, the brand reveals itself through live interactions: not just a point of sale, but a
– the building features a superimposed structure that imitates yarn on a loom: a visual reference to rug weaving and manual craft,
– SAG XP's 3D logo is accompanied by the descriptor, “More rugs and inspiration,” which reflects the essence of the XP format: what it offers is not just products, it's a holistic experience, immersion in the rug culture and aesthetics.
– SAG XP's 3D logo is accompanied by the descriptor, “More rugs and inspiration,” which reflects the essence of the XP format: what it offers is not just products, it's a holistic experience, immersion in the rug culture and aesthetics.
Loading area and parking
One of the problems often faced after buying a rug is its careless loading: the product is folded, rolled up, thrown into the car trunk. SAG solved the bad loading problem by setting up a separate area where rugs are carefully packed to avoid crumpling or damaging them.
The store also offers a client parking space, marked with patterns that resemble traditional rugs: not just style, but a functional reference point. The patterns on the asphalt are integrated into the brand's visual system, turning an unremarkable parking area into a place where SAG brand immersion starts even before you enter the store.
New experience through identity
New experience through identity is the principle underpinning the entire transformation of the retail space. The identity was organically transposed into the interiors. The space became a flexible tool for handling both the line range and premium offerings.
The visual language combines two principles. On the one hand, it uses materials that are nice to the touch, with textures reminiscent of the loft aesthetics. On the other hand, the color palette is based on traditional blue and terracotta tones typical for Central Asia. Deep blue is the highlight used for navigation, zoning and color pops.
Services
The reception desk became an essential client pathway element: that's where all the key services are concentrated. The central wall features a logo, visual accents and image messages; next to is you can find an electronic product catalogue, icons with key services (delivery, cleaning, hemming, cutting, insurance and payment plans) and a display with current offers.
The reception desk combines functionality and the brand's visual language to make the service interaction process easy.
Verbal communications
Copyright texts accompany all the zones and customer contact points, from the entrance to the shelves. We developed a trilingual communication system in Russian, Uzbek and English.
A ToV in line with the brand's strategic positioning was developed for all messages. We structured messages by type: image, service, product, promo and info.
Trade space
Each SAG space has a carefully built up text-based and visual navigation, providing clients with clear, logical pathways. The top-level navigation helps clients find their way around the store and highlights key functional areas, like the entrance or specific rug collections. The middle level is navigation for walls, branded stands and shelf ends: they show the way to go and state which zone they belong to.
A rug placement system was devised to improve customer comfort: the racks were raised to the chest level and tilted at a 45° angle, so anyone can browse them freely with no need to bend down.
The space also uses SAG identity patterns: they help highlight key zones and act as visual accents, keeping the environment cohesive and strengthening brand recognition.
The space also uses SAG identity patterns: they help highlight key zones and act as visual accents, keeping the environment cohesive and strengthening brand recognition.
Promo area
The promo area is a place for all the special offers: new products, promo events, discounts and sales. In order to highlight it among other areas, we designed an interior solution using a rich blue color as a visual anchor that draws attention right away.
The promo area uses a one-of-a-kind design element, the graphical “fold” that makes it extra recognizable both in the interiors and on various media.
We also implemented color coding for promo messages: pink for discounts, purple for 1+1 offers, orange for hits, green for new products. The system can be scaled for every format, from price tags to large media.
We also implemented color coding for promo messages: pink for discounts, purple for 1+1 offers, orange for hits, green for new products. The system can be scaled for every format, from price tags to large media.
Second floor: an introduction to the rug culture
The second floor is designed as an information and exhibition space focused on materials, culture and ingredients. There, you can find premium and ethnic collections: the Regalia series, along with Uzbek, Khiva and Samarkand type pieces that differ in their traditional color schemes, and weaving patterns.
The space is dominated by an interactive area focused on SAG's own-produced yarn and cotton offered under the Method SAG sub-brand. The demonstration includes six types of yarn, including threads made of re-processed materials. You can touch and study everything: that helps you better understand and appreciate fiber properties and production principles.
The space focuses on information and awareness; it makes its visitors understand not only the product range, but materials and processes as well.
The space focuses on information and awareness; it makes its visitors understand not only the product range, but materials and processes as well.
Packaging solution system and mini catalogues
In order to improve functionality and optimize the space, we designed some tools to make the choice process easier:
– packaging solutions and materials for rugs and accessories improve customer experience during and after purchase, at the time of delivery.
– the mini-sample format for browsing different color schemes and design versions faster. The solution saves the space, eliminating the need to pull out every rug and makes product interactions more intuitive.
End Date:
10/24/2024
