Consumer electronics have never been hotter, and can be a high-margin offering in many stores. But Office Depot’s otherwise loyal customers were being drawn away by Amazon and other category leaders. They needed ways to elevate the presence of the electronics section, encourage browsing, and win back sales. All within practical, scalable cost-per-square-foot boundaries.
They key: Engage customers so they stay and purchase, not just shop and then buy online. An essential understanding was focusing on two important customer types (price sensitive advice seekers, and high-touch shoppers), based on a deep-dive research and insights phase, and designing experiences that appeal to both. The solution optimized the seasonal strategies, reduced SKUs, and emphasized the types of products that draw customers in.
A “Revolutionary Runway” concept created a fashion-like experience that focuses on new and hot devices, so consumers associate Office Depot with “what’s next.” Additionally new merchandising strategies reduced the number of SKUs and relegated lower-profile, bread-and-butter products to the periphery. This also helped simplify the shopping experience and management of locked-out displays. Detailed digital recommendations drew on WD’s deep understanding of Millennials, online shopping trends, mobile usage, and other related factors to improve in-store appeal and performance.