The client

Chain of stores buying and selling second-hand products.

Existing situation

Before the reform, the points of sale of Cash Converters stores consisted of two separate premises, one for purchasing and the other for selling second-hand products, with independent entrances.

In the first location, smaller in size, clients went to sell their belongings and there they were appraised, tested and paid in accordance with company protocols and policies. In the other location, the products previously purchased and displayed for sale were displayed.

The independent entrances of the stores did not allow us to reinforce the benefits of the brand and make it naturally present to customers in the shopping area, who could spend the money just collected in the other store. Nor advertise to customers in the sales area the purchasing service that may have been of interest to them on some occasion.

Solution

The first decision of the project was to build a common and intermediate space, a “threshold” of access to the two differentiated spaces, now belonging to a single location. This threshold was a common entrance, which made it easy to understand, at a glance, the nature and possibilities of the business that took place inside. If the common entrance space for both buying and selling activities is produced on the façade, the common space for both activities is built in the back room to satisfy their warehouse needs.

From the “layout” solution, the design of all the components that make up the store arises as a natural response to the observed needs:

In the shopping area:

• Speed of service / Fair treatment / customer orientation
• Workstations: confidentiality

In the sales area:

• Good presentation / easy identification / Good assortment / Good price
• Storage capacity
• Flexibility and adaptation of the shelving and support system

On the facade:

• Sort / Present appropriately / Attract / Impulse purchase
  Brand image
• Resolve tensions between interior and exterior

Two families of messages:

• Recycle / Recover / Reuse / Reduce / Take Advantage / Save
• Enjoy / Achieve / Earn / Achieve / Make possible

Conclusion

“Come to the only store where you can charge and save at the same time”