It seems to be all we read about lately: Retail declining, consumer behaviours changing and brands consolidating and moving on-line.
At the same time, one tech company based in Norway has a really cool product. It has the potential to be a disruptive challenger in a market worth over $15B in the U.S alone. This particular product fills a niche gap in that huge market potential, but they need to get their product into the hands of shoppers. Put simply, they need to generate tactile familiarity between their product and consumers. They need an in-store strategy.
This young company understands the need for coexistence of their on-line and in-store strategies. They know the niche that their product fits in the market and they know they need to educate the shopper to highlight the features and benefits of their product. They also know that consumer behaviours are changing, and that on-line transactions will continue to rise and ultimately dwarf those in store.
So, for this company, it became clear that they needed an in-store strategy to work alongside their on-line strategy to achieve the following goals:
- Create a rich and impactful digital shopper experience
- Provide ways to educate the shopper in-store to highlight the niche features and benefits and raise the profile of this young company’s brand
- Provide ways to educate the retailer about the niche features of this product against the competition
- Foster the opportunity for shoppers to engage with the product – to gain tactile familiarity
- Create methods to validate the in-store strategy and measure the shopper engagement and footfall interest in the full understanding that many transactions would still occur on-line.
- Identify a partner who could design and deliver solutions to achieve these goals, and then scale them across a huge number of in-store retail locations.