Wal-Mart debuts a more contemporary design: revamped signage and functional flooring highlight the changes

DSN Retailing Today, July 21, 2003 by Mike Troy

FORT MYERS, FLA. AND HURST, TEXAS -- Recently opened Wal-Mart stores are sporting a new, less cluttered look designed to make stores more attractive while fulfilling multiple goals of simplified navigation, increased sales and reduced expenses.

The most significant changes involve redesigned departmental signs that are half the size of their predecessors yet communicate more clearly thanks to larger type and colorful graphics. At high-traffic points throughout the store, directional signs have been added with arrows pointing the way to various departments--an important, yet long overlooked customer service feature necessary inside a 200,000-square-foot location. In addition, simulated wood floors are now being used in areas such as apparel, shoes and jewelry that were previously carpeted. The combination of fewer, but more modern-looking signs and the elimination of dark carpet in favor of simulated wood lends stores a more modern and uncluttered look that reportedly will be incorporated into new stores going forward.

The changes are quite striking and most noticeable in two key areas. In women's apparel, the department has been made more inviting through the reduced use of overhead signs, a redesign of the signs that remain and a new silver color scheme atop fixtures touting brands such as Jordache and No Boundaries. The simulated wood floors give the department an almost department store-like quality. Conversely, the dark carpet that Wal-Mart used previously could only have been selected for its stain-hiding ability, while the drab, teal-colored panels that topped fixtures gave the department a stodgy discount store feel and detracted from merchandise of steadily improving quality.

Aside from the improved aesthetics, the switch to wood from carpet provides functional benefits. Wal-Mart discovered some of its more conscientious female customers with kids in tow would avoid entering the apparel area out of concern one of their children might spill a drink or drop an ice cream cone on the carpet. Not to mention that a merchandise-laden cart with a small child can be difficult to push on a carpeted floor. The use of simulated-wood floors eliminates these potential barriers and theoretically could improve customers' shopping experience and help sales.

Another key area where changes are highly evident is in the perishables area on the food side of the store. Wal-Mart has for years used a large blue S-shaped banner that hung above produce displays with the word "fresh" in large white letters. Signs for other nearby departments such as the deli and bakery were affixed directly to the store's walls. With the new sign package, the dominant S-shaped banner is gone, as are other miscellaneous sings that obscured overhead sightlines. That makes it easier to see signs for adjacent departments such as the deli and bakery. These signs have been totally recreated and now hang from the ceiling a few feet from the wall and are angled slightly downward toward customers, giving them a three-dimensional feel.

Changes are evident elsewhere in the store as well. Signs for departments such as cosmetics, crafts and pet supplies are smaller, but easier to read, and hang directly above the aisle. Previously, signs had more surface area but the lettering was small and there was less use of graphics and photography. The surface area of the new signs is smaller and the lettering larger, with graphics that help identify the department. In the pet area for example, the old sign contained white lettering in a red oval against a blue background that read, "pet supplies," and was hung directly above the department. The new sign simply reads, "pets," in white letters against a black background below a photo of a kitten and an icon of a bone and hangs above the aisle.

In the electronics area, the phrase "home entertainment" is used to identify the department, but as in the pet area, the new sign is smaller and white letters are used against a black background with a photo of a compact disc and remote control next to an icon of a radio. Previously, the phrase "home entertainment" was written in yellow letters inside a red oval offset against a long blue rectangle.

The signing package and flooring surface are an improvement from earlier designs, however Wal-Mart isn't done tinkering yet. The company is reportedly testing bare concrete floors in six stores that are similar to the stained concrete floors buffed to a high sheen found in newer Neighborhood Markets. Although initially more expensive than the standard white tile floors typically found in Wal-Mart stores, the reduced maintenance cost of bare concrete is a less expensive long-term flooring option.

As for the signs, if WalMart's goal is to eliminate clutter there appears to be additional opportunities. For example, a sign for the deli hangs next to one for sliced meat & cheese which are obviously components of a deli. Likewise, a sign for the bakery hangs next to one for bread and rolls.