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Dell


In an evolving technology market, Dell wanted to transform its retail experience to communicate its brand values and compete with other technology brands.

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Dell


In an evolving technology market, Dell wanted to transform its retail experience to communicate its brand values and compete with other technology brands.

To respond to the evolving technology retail environment, Dell wanted to transform its in-store retail experience to build brand equity and drive sales.

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Maximising impact


Maximising impact


Collaborating with a retail consultancy a new store concept was created. However, before rolling the concept out across markets, Dell wanted to understand the appeal of the concept globally and how it could be optimized.

Using 3-D images of the proposed retail environment, consumers were asked to rate the concept using key concept metrics. By comparing the scores across markets appeal could be validated. The study also investigated the impact on current brand associations to ensure the concept delivered the overall brand strategy.

Through click testing and qualitative feedback, clear direction was given on how to maximise the impact and effectiveness of the retail concept.

Key metrics in concept evaluation:
• Breakthrough (attention grabbing, unique, memorable)
• Emotion (affinity, think differently, seek info)
• Perception (favorability)
• Behavior (impact on purchase likelihood)