shop-in-shop experience for BEKA
This two sided brief requesting more insight in their customer’s and dealer’s needs, so that the ultimate store experience could be developed for both parties.
Getting to know the company, its stakeholders & customers. Scoping the challenge.
Step 1: Intake core team
During our first step we made sure to get to know the company, the products and the team. One-on-one interviews were conducted with every person who would closely follow the project, using an interview guide following our Identity/Offering-model. We identified their needs or problems and scoped the project, so we could return with a summary and an analysis of the requirements and discuss it.
Step 2: understanding stakeholders
The second part of the define stage involves understanding everyone who is affected by what we’re making. In the case of developing a shop-in-shop concept, these were the dealers working with it and their customers. We conducted 2 persona workshops (FR & NL) to get to know the customers of our dealers and their sales process. Extra one-on-one interviews were done with 10 dealers to see their showroom and requirements within it.
The final deliverables of this stage were the persona for bedding buyers, an in depth presentation of the general findings about the customer needs and the sales process.
Ideate based on insights
The first focus of the ideation phase was getting the essence of the brand right in material & color choice. Through moodboards we discussed the ideas we had for the zone with the core team.
After this we got to work, mapping out the different elements that were necessary for the dealer and client in a functioning shop-in-shop. Three main zones were identified: the brand zone to pull customers in, a deco zone focussing on the different materials and finishes of the bedding and a technical zone focussing on the explanation of the insides of the mattresses and bed base and their advantages.
Other learnings from the dealers were implemented such as working with heights to avoid taking up product space, making the solution modular so that it can easily be implemented in each dealer’s showroom… In our presentation for the core team we went through the customer journey showing these zones using 3D renders & digital drawings. Different elements were designed to adapt the concept depending on the size of the dealer’s showroom.
Evaluate & adapt
We followed up the first shop-in-shop implementation at one of the Beka dealers as a test run. We evaluated the concept with the core team, the sales personnel who had been working with it and other dealers who had been part of previous workshops. Different elements were discussed and scored such as the visibility, the stopping-power, the sales tools, etc.
We reported back with a very positive review for the shop-in-shop and a few pointers to keep in mind for future implementation.