Making Everything Communicate
It’s not the domain of business that’s changing. Change is the business domain.
Shaw Communications is one of Canada’s largest providers of cable, phone and Internet services, with retail outlets located from Manitoba to British Columbia, where customers pay bills, buy products and make exchanges.
The role of these spaces, though, greatly shifted as the tremendous lure of the Internet, electronic banking and web-based home delivery of products took hold of the retail landscape. BMD teamed with Shaw to help reconfigure place, position and potential.
Shaw related that its retail spaces had become inconsistent in layout, marketing and function, resulting in mixed messages and uneven shopping experiences.
Customer interviews immediately revealed the altered state of brand expectations and retail needs. Managers delineated key functional attributes of store design and value propositions. Leadership shared the company’s ambitions.
In tandem, we toured locations to observe and assess layout, brand messaging, store throughput, on-site communications, exterior impressions and flow.
The image of a new store, one built to satisfy the changing needs of a new breed of tech-savvy customer, came into focus. Scenario exercises tested ideas on layout, packaging, logo use, delivery systems, color palette, advertising and imagery.
Our deep collaborative research resulted in a revitalized retail experience, one optimizing store draw, design and brand identity (character, tone of voice, visual direction and editorial content).
To keep up with change, it’s sometimes necessary to create it.