"A new benchmark"

In Super Zoo's 75th store, which is also the chain's biggest outlet in the Czech Republic, the focus is firmly on visual communication with the consumers. Fascinating themed presentations await customers in the aquarium and reptile departments in particular, turning a visit to the store into a genuine experience. "It took us almost one year to prepare the store. The result is a Super Zoo of the fourth generation, which changes the pet shop market and sets a new benchmark for other business entities," says Dusan Plaček, CEO of the retail group.

The store is located in the well-frequented Homepark retail park in the Prague suburb of Zličin. Here it rubs shoulders with Ikea, Tesco, Takko, dm and other well-known stores and restaurant chains. The new Super Zoo is also the first to display the newly designed logo of the retail group.
A characteristic of the new store is its clearly organised merchandise presentation, which makes it noticeably easier for customers to find their bearings. Projecting from a large enclosure for small animals close to the entrance is a stylish artificial tree, which indicates the retail organisation's financial commitment to various animal shelters in the country. Another artificial tree situated a few metres away from the first outlines the history of the charity campaigns initiated by Super Zoo in 2016. A certain percentage of the proceeds from sales of selected products goes to animal welfare shelters, with the final amount being topped up considerably by Super Zoo.

In designing the pilot store, Dusan Plaček has drawn inspiration from marketing experts, who make reference to the fact that men and women have different preferences when it comes to design and styling. Women are reported to prefer soft, fluid and round forms, while men opt for linear, square and practical designs. Since more than a third of pet product shoppers are normally female, circular shelf supports on wooden plinths and round signs marking the individual pet groups were designed for the new store. Another typical feature of the pilot store is a universal colour coding system, which assigns a colour to each pet category, and new LED lighting that changes the mood at the POS depending on what is being illuminated.
Super Zoo has demonstrated a sure instinct in its product presentation too. A wide range of cat scratching furniture is displayed on wooden pedestals against the backdrop of a brown wall with paws painted on it. Quirky forms of…