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Robert Schafer

Schafer Associates has pioneered the processes that have become Store Planning and Design. After completion of his BFA degree at Western Illinois University, Bob joined Schafer Associates in 1971. His vision remains to apply consumer marketing principles to retail design. The result is retail branding. Under Bob’s direction, Schafer has been privileged to assist over 250 clients worldwide create in-store experiences that win with customers and shareholders alike. Notable Clients include Macy’s, Sak’s, Inc., Sears, Home Depot, Ace Hardware, OfficeMax, BP Amoco, The Athlete’s Foot, and Sports Authority. Schafer has also pioneered international consulting with projects in Mexico, South America, Japan, South Korea, Singapore, Thailand, Indonesia, and New Zealand. His work is consistently recognized with awards from the Retail Design Institute (RDI), VM & SD, DDI, Chain Store Age, Shopping Center World, International Brand Packaging, American Corporate Identity, and American Graphic Design Awards. In 2006, Bob was honored by the Retail Design Institute with its highest award, The Legion of Honor. The award honors career achievements and contributions to the profession. Bob believes that retail design must align the in-store experience with the attributes of the retail brand. It must exceed consumer expectation while building competitive differential and store performance. In 2005 Schafer Associates became Retail Brand Solutions, Inc. This signals the fundamental shift from a retail design company to a consultancy that assists Clients improve performance through retail branding.

Stories By Robert Schafer