I spent two years working closely with Philips, helping then articulate their brand in retail, leading a team of creatives from The Shopper Agency working with their inhouse marketing teams.
Due to the size of the brand, variety of sectors they operated in and their global reach, they had no control of consistency.
We had to go through a systematic process. Firstly we had to understand the brand, its heritage, values and ambitions for retail. Secondly by understanding their problems in retail by visiting different regions in Europe. Finally we had to fully understand the products in different categories and ranges.
RETAIL CONCEPTS
Our goal was to define a consistent global approach to their physical retail presence and how they communicated with shoppers to give a more fluid shopping experience. Through testing and trials in different categories in differing retail spaces globally we built a structure of rules that would form the Retail Brand Guidelines.
The Global Retail Brand Guidelines which we then developed were then translated in individual category guidelines such as TV, Domestic Appliances, Oral Health Care & Beauty.
