Crown had the ambition to create a consumer retail offer in a market dominated by huge DIY stores driven by price. They needed to find a unique proposition for a retail concept that would give them a reason to try something different.
We combined research into the category experience including semiotics with a thorough understanding of the shopper journey. We quickly identified that as people seek to express themselves more through home decoration, the gap between the vision and the reality is widening. Crown is the brand best positioned to close that gap through its expertise and personal touch.
Using in depth consumer research and YouGov audience profiling, we created a concept that delivered the core principles of a simple shopper experience with endless opportunities for advice and expression. Features of the store include an inspiration zone, mixing bar and a central ‘hub’ creating space for exploration, advice and interaction.
The trial store was successfully launched and there are plans to roll it out further.