OfficeMax ditches the warehouse

While mall development was the hot ticket in the 80’s, the 90’s saw the rise of the big box warehouse. Ten plus years on, consumers and retailers alike seem to be bored with the warehouse format and a move away from them seems to be on. Note the rapid rise of ‘lifestyle’ centers over the past five years that look more like main streets of small towns.

OfficeMax®, one of the US’s largest office supply distributors, unveiled a new store prototype that dramatically differentiates OfficeMax from other office supply stores. The design replaces the industry-standard warehouse format with an engaging, colorful environment that highlights small- and home-office solutions.

Research showed that although customers were happy with the OfficeMax experience, they didn’t take advantage of the breadth of the store’s offerings. The new design showcases OfficeMax’s innovative solutions by directing customers to boutique-like shopping areas.

One of the newest areas is OfficeMax Ink, Filling Station, a refillable ink cartridge kiosk. This computerized program evaluates the condition of a cartridge, fills it, and runs it through a print test. The cost is 30 to 50 percent less than a new cartridge. This new OfficeMax initiative debuts as part of the new store concept and will roll out to select existing OfficeMax stores in the coming months.

The store’s central hub helps customers immediately orient themselves, and improved sight lines make other shopping categories visible from across the store. Soft lighting, a soothing color palette of golds, oranges, greens and blues and rich textures create a residential, boutique feel.

“The new design truly differentiates OfficeMax,” said Ryan Vero, OfficeMax chief merchandising officer. “Warehouse stores were primarily about convenience without style. The new store brings together convenience and style with a warm, inviting atmosphere that re-captures the simple fun of shopping for office products.”

More here.