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WATSONS' SHOPPER BASED DESIGN

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    WATSONS' SHOPPER BASED DESIGN Watson's

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    Our client P&G has partnered with retailer Watsons to do this Shopper Design project, as Watsons were overwhelmed with product choices, and they found the shelf cluttered and the category difficult to navigate. Supported by the insight that shoppers are inspired by fashion, we designed the retail space to reflect a fashion runway.

  • Services:
    Shopper Marketing
  • Office:
    Grey Beijing Grey DPI
  • THE CHALLENGE

    Watsons realized their hair care category was decling, and they needed to redesign the space to create an engaging experience for shoppers.

    THE REALIZATION

    Supported by the insight that shoppers are inspired by fashion, we designed the retail space to reflect a fashion runway. A fixture styled approach was used to meet timelines and design intent.

    THE SOLUTION

    The new space aided shopper navigation, product education, and clear category signpost. Individual brands were elevated using digital displays, spotlights and premium materials. A replicable retail design strategy was developed to address Watson' multiple store needs across Greater China and Asia.

    FAMOUSLY EFFECTIVE

    Facilitating better shopping experiences, the new retail space grew the hair category by 15 percent. This successful design will be rolled out across 80 stores in Hong Kong and 800 stores in China. The execution inspired consumers to find hair care products best suited for their needs, and P&G is credited in the success of this project. (Remarks: P&G has the copyright of this Watsons' video case).

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