Convenience Store News

NOV 2014

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54 Convenience Store News | NOVEMBER 2014 | WWW.CSNEWS.COM Keeping in mind that for the customer, it's all about time, the design team helped to hone in by reducing clutter for a more organized cash wrap. "Messages are brief and friendly," according to Chute Gerdeman. M urphy USA was going for that "wow" experience and it delivered. Working with Chute Gerdeman to develop its new store prototype, the retailer's chosen concept focuses on welcoming customers to a fast, reliable, cost-con- scious encounter. The retailer drives home its mission with sleek, dynamic graphics that convey movement and speed, as well as provide a wayfinding system that highlights various product areas. In addition, calls to action on the soffits are paired with a floor-to- ceiling path to the soda fountain, making it easy for the customer to find what he or she is looking for. What first grabs a customer's attention is the gas canopy — designed to be open and to clearly highlight price. The storefront conveys fastness with an open entrance devoid of barriers. Speedier than typical construction, these new small-format Murphy USA stores use a pre-fabricated, modular structure. Every piece, from the walls to pre- mounted graphics, is delivered in a single package to maximize efficiency. The strategic use of light gives the store dynamism and energy. Fixtures are black so they recede, allowing the product to take center stage. BesT grapHiCs Winner: Murphy USA, El Dorado, Ark. Designer: Chute Gerdeman

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