Crema Is All About The Customer
Crema Espresso at Orion Springfield Central is the latest edition to the Crema Espresso story. With each new store we are part of the retail design evolution of the brand as it goes from strength to strength.
In a world that is changing at an incredibly rapid pace, it is more important than ever for businesses to not sit still.
Crema Espresso at Springfield introduces even more freshness and lightness. Refusing to follow the trend of dark finishes and colours that we see in cafes throughout Australia. While many follow European trends, we look to our immediate environment for inspiration. We have a unique lifestyle and our connection to our environment is part of this. Crema celebrates with its fresh light atmosphere our outdoor lifestyle introducing an indoor garden feel to the space.
Brands needs to constantly evolve and keep up with the changing needs of their demographic. When we engage with a brand it is because the brand ‘speaks’ to us. It understands us and therefore there is a good fit. The challenge these days is that the business’ customer or demographic is constantly changing and evolving and so too then must the business to meet their ever-changing needs.
Listening To Customer’s Changing Needs
Crema Espresso’s biggest market segment is mothers with children. It is stressful enough doing the shopping with children, so when mothers want to relax and have a coffee and keep the children occupied and entertained, historically, the choice in shopping centres for businesses who catered for this huge market segment has been, to say the least, limited.
Understand Your Customer’s Changing Needs
Crema Espresso identified an opportunity in the market to provide a haven for mothers to sit down and have a coffee and take a break from shopping and the kids by providing a play area for them. And hence Crema Kids was born.
The Springfield store was the second Crema to introduce the Crema Kids concept. Mothers are able to enjoy a fresh cup of coffee while they keep an eye in the specially built children’s play area.
Innovation Leads To Opportunity
By identifying this customer need and implementing change in the business with the introduction of Crema Kids it has lead to increased opportunities in other shopping centres to introduce the concept there. Crema has been approached by numerous shopping centres wanting to see this sorely needed facility introduced in their shopping centres.
The success of Crema Kids has also lead to discussion of retrofitting some of the existing stores where space is available with the concept. Crema Espresso at The Pines Shopping Centre in Elanora which opened just after Springfield is the third store in the chain to have introduced a Crema Kids children’s play area.
Watch This Space
Crema is set to grow in the next couple of years. Be prepared to see the continual evolution of the brand. For a brand to really make its mark it needs to really understand its customer. For that reason, while many other cafes opt for the dark industrial feel, Crema bucks the trend and continue to forge its own path forward. Crema is all about lightness and freshness.
They are a little oasis in a shopping centre to relax and feel refreshed. Light colours and greenery add an indoor garden feel that customers seem to really respond to positively.
Retail Design and How We Can Help You
Whether you are about to open a new business, or need an overhaul to your existing business, feel free to contact us as Retail Design Lab so we can set your business and branding in the best direction. With over 15 years as retail designers we are best place to use our industry experience and knowledge to make your business one that is memorable and remarkable. Retail design is much more than just drawing plans and making a space look pretty. It begins by having a clear understanding of your customer and a strategy to best reach them.