Defining Refresh and Rebrand Construction Program Work
A good example of commercial construction is retail construction - and that takes many forms and shapes. Retail construction is especially impactful for brands with multiple location stores. These can be mall stores, big box retail, stores-within-stores or even stand alone. Regardless, the brand should promote a consistent experience across individual stores themselves and even across each location. Corporations put a lot of work into rebranding and relaunching their location customer experiences. The design, planning, building and finishing can be a comprehensive effort for construction and other services. Once the new design stage is completed (typically for a flagship location), it must be implemented across the multiple locations as efficiently and quickly as possible - after all, a store is losing money if it’s closed for construction! All things considered, why is worth it for corporations and stores to spend the down time and dollars on store rebranding? In short, customers don’t want to take their business to a store or business that appears stale and dying. For stores obtaining a trendy, new consumer experience on an ongoing cycle for its customers keeps the business alive and worth the shopping experience. For rebranding, typically the flagship retail or customer business location is built or rebranded first and approved for an overall look and feel. Branding or rebranding can achieve new implementation for: Wall painting and finishes, Signage, Flooring, Shelving, Counter tops, Lighting and other fixtures and even potentially plumbing. Due to the amount of work, the construction services must be as expedient and experienced as possible so that the store has little down time and loses little customer income. After the flagship location is finished in construction, the rest of the locations must be finished or “rolled out” construction-wise. Whether it’s new construction or fully rebranding a pre-existing store, it can be common to get the location to the point of a “white box” - that is, getting the store (or office) to a point of basic white walls, minimal flooring, basic ceilings and lighting, and no furnishings - before implementing the rebrand. At this point the full rebrand (or even new branding) construction is ready. While a rebrand may constitute all of the construction implementations mentioned above, a brand “refresh” may be smaller and take less time in construction. A brand refresh may not require a complete white box - smaller implementations such as new paint and furnishings may be all that’s required. Either way you want a quality, experienced construction firm to do the execution - and consistently do the work across the multiple locations! Want more? Read about Buildrite Construction’s roll out services.