THE CHALLENGE

Bealls wanted to improve the shopper experience by highlighting promotional offers and explaining the store's unique offerings more effectively. Bealls engaged Miller Zell to explore a flexible visual communication system that can be used year-round, with simple adjustments to take seasonal inventory levels into account.

THE RESULT

MZ conducted in-store research to develop a deep understanding of the Bealls shopper's process and mindset. Based on that, MZ created a store-wide communications system that builds upon a casual, relaxed look and feel while allowing for elements, including new focal walls, to carry easily changeable messaging linked to seasonal themes. Bealls customers enjoy a shopping experience in which "Relax, Save and Smile" comes to life.