Recipe For Efficiency
A rollout prototype program design construction schedule is 40 percent more efficient than a ground-up store design project.
Ken Gunther

Prototype programs are providing retailers significant efficiencies that result in significant cost savings while consistently meeting schedules in nearly half the time of non-prototype projects. Today, increasing numbers of retailers are developing prototype programs to obtain these benefits.

Two key elements account for the benefits a prototype program promises: a thorough and well-developed proto program and a specially trained team with experience.

Why Go Proto?

Simply stated, the efficiencies created in a standardized design and development process result in incomparable long-term time and cost savings while maintaining design consistency for a strong regional or national brand.

In comparison to a ground-up store design project, a rollout prototype program design construction schedule is 40 percent more efficient. Additionally, prototype programs are designed to become increasingly more efficient with every project. As a part of the program, all changes are accurately recorded and information updates are disseminated to all prototype implementation team members for future reference and use. This prevents recurring errors and redundancies in an effort allocated to changes.

Changes and updates to the standard prototype can be either permanent changes or case-by-case changes that may not apply to all new projects. For example, if it is a case-by-case change made to meet state or city code, all consultants will know to incorporate that change when working within given jurisdictions. If, however, it is a permanent change to be implemented in all future developments, the standard prototype will be updated, and all team members will be informed of said change and receive the updated files.

As every store is built and designed with the same materials and products, the retailer is able to determine annual usage of building materials and products along with associated costs. For this reason, prototype programs have the ability to secure guaranteed bulk-rate pricing for building materials direct from vendors. In addition to the bulk-rate discount, the retailer saves on general contractor product mark-ups. This systematic process offers reliable schedule and budget projections to allow retailers to more accurately manage growth. Furthermore, vendors and consultants can more efficiently meet schedule and budget by minimizing errors and focusing time and efforts on only what is necessary to meet project goals.

Regional and national retailers also utilize prototype design to maintain a defined brand both visually and operationally. Everything from the color palate to the façade to the floor plan emphasizes the dependability and consistency of the brand. The customer can essentially expect the same experience at every store the customer visits. The objective is to establish consistency to create brand loyalty.

Get with the Proto Program!

The initial development phase of a prototype program is expected to be a 1-year arduous process of constant communication with retailer, consultants, vendors and architect. The prototype program must be carefully thought out and planned to meet the retailer's business goals while creating the most streamlined and efficient process possible. Deliverables that emerge from the prototype program development process include the prototype manual, design criteria and CAD (computer-aided design) standards.

These critical documents are shared amongst all prototype implementation team members to ensure designated standards are maintained and work allocation is understood and implemented effectively and efficiently.

To remain efficient during large-scale rollouts, prototype programs must plan for flexibility. Modifications are often made to the standard prototype document to account for material changes due to climate or design changes due to city requirements and site conditions. By understanding where to expect changes, efficiencies can be built into the “flexibility plan.”

In considering more-involved modifications, it is important to weigh the cost/benefit ratio of investing time in standardizing for future use. For example, reduced land availability and increased density have forced many retailers to consider multi-level buildings. At this time, a large majority of single-level prototypes dominate future development plans for most large-format retailers; therefore, it is not yet financially beneficial to invest in a multi-level prototype design.

Experience = Efficiency

Individual team members contributing collective experience toward a common goal using a solid well managed set of documents truly is the recipe for a successful and efficient prototype program. The implementation team must be specifically trained to be able to process information quickly and accurately while responding to demanding deadlines. Team members must understand the sense of urgency in every stage of the process and realize their roles as part of a greater system. In functioning as a team, responsibilities must be clearly defined and communicated. The trust and confidence developed between team members are critical for a streamlined process.

Regionally and nationally established companies are most adept in implementing regional or national rollout programs. Large stable consultant companies will be able to adjust to economic shifts and most successfully weather drastic changes in workload. All team members must understand the unwavering expectation to maintain confidentiality.

Technological efficiencies that team members can utilize will contribute to the speed and efficiency of the process. Electronic transfer of files, access to an FTP site, CAD, video conferencing and e-mail have proven to be effective tools for efficient communication between team members.

Architectural firms covet work with retail clients as it allows for a reliable and consistent income. These clients are often stable companies that seek long-term relationships with their consultants. As a relationship develops with a retail client, the dedicated teams develop greater efficiencies in implementing the work, which in turn benefits both the client and consultant.

Ken Gunther is a principal at Perkowitz + Ruth Architects, based in the company's Long Beach, California, headquarters.