Design

Michael Lawshe is the president and owner of Paragon-Solutions, a Fort Worth, Texas based design firm. Over the last 24 years, Michael has enjoyed many challenges in a variety of areas within the petroleum/convenience store industry. His experience in the industry includes design, development, site evaluations, construction, retail and wholesale operations, transportation and acquisitions. His diversified background allows him to approach design from a conceptual, operational and profit center based angle. This broad approach makes Paragon-Solutions unique in the industry. With projects throughout the United States and internationally, Paragon-Solutions continues to produce award-winning designs.

Web: www.paragon4design.com

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Recent Questions:

1) I'm finding it difficult to not "over brand" my stores with branded foodservice, branded coffee, branded fountain, etc. How can I make the myriad of brands in my stores all come together?
There are certain critical areas that warrant branding-up. This can change from one store to another. The first step is to prioritize your profit centers and select the primary areas for branding. The next step is to create a common theme or design element to tie the entire store together under the most important brand: YOUR STORE NAME.
You should look at architecture, color, graphics, theme, and positioning in conjunction with branding. Each of these elements plays a part in how you are perceived by your customers.

2) How difficult is it to try and create and maintain your own c-store brand? Why not just use the major oil store brand?
One of the advantages of an independent operator or distributor is that he can create his own merchandising, profit centers and image to differentiate his store from the major oil companies.

It is important to communicate this to the consumer to let them know that you are better than, not the same as, your competitors. This can be accomplished with the help of a good design firm that can take your image from outside signage all the way to individual promotions within the store. With today's technology, most of the necessary image material can be cost-effectively produced, or can in some cases be produced in-house by the operator.

3) I feel like I'm taking complete advantage of my floor space. How can I come up with a well-developed floor plan?
One of the best ways to insure that you are taking advantage of all the opportunities within your store is to do an annual review with a third party. This industry is changing everyday and we need to keep pace or we will be left behind.

I recommend taking a look at each store and develop a checklist or "to do" list. These solutions may be short-term merchandising ideas or long-term remodel projects. In every case, a plan should be developed for implementation over the next year. By performing these reviews on an annual basis, you are guaranteed to stay on the cutting edge of this industry.

4) My in-store lighting at my sites are very standard. What can I do to liven things up and make it more visually pleasing?
Lighting has been an overlooked area in our industry. When you look at the approach to lighting in supermarkets and other retail, you find a variety of lighting solutions that enhance presentation of products and have a positive impact on sales. There is no reason not to use the same technique in our industry.

You should look at each area within the store and ask, "What is the objective?" For example, a coffee area might have darker, subtler colors, but the effect can be destroyed with harsh fluorescents. Many lighting solutions can be retrofitted into existing stores as well as planned into new developments.

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