We originally created a high-level framework composed of five parts: layout, process, personnel, perception, and technology.

The pivot ultimately led the team to focus on physical layout as the primary lever to reduce the pinch point at exit rather than other factors in order to create an ideal experience for members and associates.

We conducted experience audits at multiple Sam’s locations and comparable retail environments to further define architectural constraints and opportunity areas.

We identified seven different front-end work streams and the stakeholders that were best able to speak to their unique business challenges.

The team took a data-driven approach by analyzing transaction volumes to inform traffic variances over the course of a given week.

To handle club variability we needed to identify flexible requirements that all layouts should address.

We used a four step process to develop our ideas.

1. Identify layout-specific constraints and physical boundaries

2. Establish main circulation axis, directionality, and ideal flow through various functional modules

3. Allow flex pieces to fall into place around defined circulation and primary modules

4. Refine and align to ensure visibility and streamline flow

A modular approach was needed to handle layout variability.

We also needed to consider queuing opportunities created by the pandemic patronage increase.

Final recommendations for the future of fronte end included:

1. A vestibule to entrance serve as spatial transition from human-scale to large warehouse format.

2. Graphic louver wall at decompression zone create intuitive distinction between the entrance and exit experience.

3. Low wall and drop signage separates low and high-touch activities at the Membership Service Desk.

Final recommendations for the future of front end also included:

1. Repositioning of seating area to provide cafe access from post checkout and the racetrack, but not be a means of egress.

2. Orienting registers towards the exit to define a clear pathway through checkout while increasing area for long queues prior to checkout.

3. A system of drop signage, way-finding, and branded architectural elements such as low walls highlight checkout methods available and guide members to exit from anywhere in the club.

And final details also included:

1. Additional lane placement with signage to increase SNG visibility and incentivize adoption of contactless checkout.

2. Additional lane placement with signage to increase SNG visibility and incentivize adoption of contactless checkout.