How to change a paradigm in the watch retail sector?
We helped a leading watch retailer take a leap to reinvent the industry. The watch sector hasn’t lived its transformation yet and, together, we identified key levers to evolve the company’s value proposition via a 360 degree, user-centred approach.
In the first phase, we worked with their cross-hierarchical team (from the CEO to store personnel) to identify customers evolving needs. We found that buying a watch is an irrational process that needs inspiration and guidance. Based on consumer insights and cross-sector retail innovation cases, the team developed a new, disruptive vision of the future watch retail experience.
In the second phase, the vision was detailed into a new brand positioning and “artistic direction”, a revolutionary retail concept first of its kind in this sector, and a set of relevant omnichannel solutions to enhance the consumer purchase journey.
During the third and still ongoing phase, the team is working towards the opening of a first pilot store end of 2015, while already testing a series of innovations in existing stores such as: an extended service offering and new merchandising solutions enhancing the watch as a fashion & personal style item.