Selling by design: using lifestyle analysis to revamp retail space

American Demographics, Oct, 1996 by Barbara J. Eichhorn

Next, we turned our attention to theme and decor. Based on the profile research we eventually did on both facilities using the PRIZM lifestyle segmentation system from Claritas, we confirmed what we had surmised. The customer base at Olathe Lanes East fell almost entirely into three upscale clusters: Young Suburbia (38 percent), Pools and Patios (30 percent), and Furs and Station Wagons (23 percent).

We selected an Art Deco motif for the facility, a style popular in the area and seen in many Kansas City municipal structures. It not only suggests a certain sophistication appealing to the target group, it also fits stylistically with bowling, and echoes some of the history of the sport. For example, it enabled us to work with black-and-white formats, as well as a complex color scheme favored by upper socioeconomic status patrons involving teal and bordeaux.

Rather than using sharp edges and angles that suggest tension and motion, everything was softened to create a relaxing atmosphere. The icons of Art Deco lend themselves well to the shapes that create the best backdrop for this customer profile. The cloud and circle shapes predominant in Deco design became curves and balls in the redesigned facility. From chair backs to curved walls, virtually every counter top and sign reflects the round smoothness of the bowling balls and pins themselves.

Wood accents in mahogany add to the quality image, as do the faux marble top and beveled mirrors in the restrooms. The new upscale look of the restrooms has had an even more practical benefit; customers take better care of them. Wear and tear and graffiti had necessitated annual repainting in the old facility In six years, these new restrooms have required no major maintenance.

Some people equate higher noise levels with having more fun, but noise is not music to these particular lifestyle groups. Nine different decorative sound-refracting materials minimize the decibel level usually associated with noisy pinsetters. Newly designed Brunswick high-tech bowling equipment add to the upscale look. Other structural elements include the use of concourse skylights and floor-to-ceiling windows often seen in the homes of Young Suburbia and Furs and Station Wagons, our target market. These dispel the popular image of bowling alleys as dimly lit places and create a personalized, open, active environment.

Every aspect of the 32 design surfaces in the facility is linked to customer lifestyle information. The result is a completely coordinated design style that flows from area to area. The effect is one that might be associated more closely with a fine restaurant than a bowling alley.

Following the grand reopening of Olathe Lanes East, Charlie asked us to redesign his West facility Despite the fact that this bowling center draws business from essentially the same six-mile radius as the East Lanes, Furs and Station Wagons are replaced by four predominantly blue-collar groups: Blue Collar Nursery ( 17 percent), Middle America (39 percent), Blue Chip Blues (13 percent), and Shotguns and Pickups (9 percent).