The customer journey here is simple- it’s a doughnut. The entire Supercheap merchandise offer is in the outer ring. The range encompasses car care, parts, oils and lubes, garage transformations, outdoor and 4WD, racking, custom seat covers and safety. Each occasion based area is packed with interactive screens and selection aids. Full visibility and the use of over sized signage and graphics makes way finding intuitive. But what truly differentiates the store is the middle of the doughnut. There is no merchandise here. It’s taken up with customer engagement, service and sheer wow factor.
Photography - Alex Ball