In 2014, brand & design agency SVT developed a new store concept for Blokker: Blokker Orange. STOER was given the assignment to further develop and roll out the instore communication, based on the store concept.


The project can be divided into four phases.

Phase 1:
Defining the final instore communication concept in collaboration with SVT.

  • Determining and implementing the instore communication resources, both hardware and inlays.
  • Supervising the layout of all the expressions of communication, as well as copywriting.
  • Determining the locations of the expressions of communication within the stores.
  • Managing the production of hardware and inlays.

Phase 2:
Testing in the pilot store

  • A pilot store was set up in the head office. This is where we tested the instore communication with customers.
  • Based on the results of the customer research, we then fine-tuned the resources.

Phase 3:
Roll-out seven pilot stores

  • Supervising the roll-out in seven pilot stores.
  • Testing the pilot stores and executing a fine-tuning round based on the evaluation.

Phase 4:
Implementation in 30 Orange stores

  • Supervising the roll-out in 30 pilot stores.
  • Setting up instruction guidelines and training in instore communication given to employees.

Additionally, STOER created a concept book and corporate identity manual containing all guidelines for the new store concept.


The ‘Orange’ store formula was maintained until 2016, after which a new brand identity was developed: The Newest Blokker. STOER was intensively involved with this process.

  • Date

    2014, 2015

  • Client


  • Project

    Implementing the instore communication