The brief
To research shopper behaviour, mapping the journey in independent furniture stores, explore the interaction with the product and understand the decision making process. To develop a creative strategy that would drive the brand’s positioning, deliver a new retail concept in stores and ultimately drive sales.
The aim
To create a new experience for shoppers that increases footfall, dwell time and ultimately sales.
Shopper insight
Our observational research revealed lots of gems to help us define a strategy for in-store communications. For example, women are selective, browsing for something in particular before taking a seat. While some shoppers are visibly uncomfortable with trying out furniture and need encouragement.
Our solution
We used SHOP our retail communication tool to develop the creative expression and produce a layered approach to retail design.
Personality
G Plan was established in 1898 and is indeed a great British company. To bring this to life we created a new logo for G Plan, combining their existing branding with elements of a beautiful, hand stitched British flag; a logo that perfectly captures the quality of their products with the heritage of the brand.
The positioning line – Take comfort in G Plan was created which epitomized the G plan offer – take comfort from the fact it’s G Plan and the brand truth – take comfort.
Education
While older shoppers are familiar with the G Plan brand and consider it synonymous with quality, we needed to make sure this message was communicated to all potential buyers. We also knew that detail is vital when considering a purchase; communicating guarantee and choice, including ranges, models and finish is essential. Our suite of materials to deliver these in different ways includes freestanding pods, swing tags and postcards to communicate the variety of information.
Engagement – touching the product
From our observation we knew that getting shoppers to sit down was really key to their decision making process but some shoppers need to be encouraged to sit down. So we created ‘The Sit-Test’; a direct invitation for shoppers to put their feet up and relax into the sumptuous comfort that is a G Plan sofa!
As well as getting shoppers to sit-down, we also wanted to have them sitting down for longer. To do this we created a dwell area; again a walled off area within the G Plan environment featuring a heritage DVD and product information to browse while they seat.
And finally, we wanted shoppers actively considering their choice so created swatch walls to encourage them to explore the options.
Information
In all the communications we have created we have delivered vital information such as product dimensions on postcards and swing tags, or quality and craftsmanship through free-standing pods and counter top POS.
Results
The concept has rolled out to over 20 gallery stores and in a difficult trading year sales volumes have increased per store between between 5% and 50%!
