Sport (innovation)
Imagine an omnichannel shopping experience where the online and offline benefits converge seamlessly.
This innovation project was conducted in 2020 at the beginning of the COVID pandemic. The team investigated the impact of this virus on the economy, with a minimum of information. Nowadays, we know more and things has changed. Nevertheless, this is an interesting showcase to demonstrate a strategic project.
My responsibilities
User research, market research, proposition development, strategy, stakeholder management, market research, concept creation, interaction design, new brand identity
Deliverables
Concept, report, persona, customer journey
Challenge
How can we improve the in-store shoppers experience without suffering the consequences of Covid-19?
Insights
The Covid-19 brings its impact on the short, mid and long term. Below you can read some consequences relevant for this project case.
Low touch economy
The post-Covid19 era will have an economy shaped by new habits & regulations based on reduced close-contact interaction and tighter travel & hygiene restrictions.
Daily routine
Working remotely will make us more flexible during the working day. Free time and work will interfere more, causing the opportunity for people to visit stores during opening hours.
Online experiences
New innovations and experiences are entering the world. Online platforms that enable to socialize, interact and buy are popping up rapidly.
Economical
Companies are already having economical consequences due to the virus. It is not unlikely that the health crisis will be followed by an economical crisis.
Brand strategy
The state-of-the-art sustainable sport store, offering you a seamless shopping experience with all relevant fair sports clothing brands
The challenge from a creative perspective was to come up with a innovative concept that gives an impression about the future of commerce. The team created a brand strategy.
User research
During the research phase we chose to look at the broader perspective of the shopping experience. This enabled us to respond to the generic need of shopping
We conducted five in dept interviews with millennials to learn about their perspective of shopping.
Questions highlighted the topics; online shopping, offline shopping and shopping during the covid-19 crisis
Concept guidelines
After research was done, it was time to frame the insides into opportunities. These opportunities are the framework for the following concept guidelines.
We help you to achieve your goals
We are not selling products, but we enable a social, fun and healthy lifestyle.
Retain & improve the in-store experience
Shoppers value the current in-store shopping experience in general. We respect that and improve it.
Embrace the individual shopper
Shopping experience is a soloist activity. Shoppers enjoy to spend time finding and matching the right product. Although some subtle tips can’t harm anyone
You are welcome, always
If you only have time for a short visit, rather wander around or come by spontaneously. You are always welcome and we will be there for you; 24/7
Concept
Imagine an omnichannel shopping experience where the online and offline benefits converge seamlessly.
A fully personalized and self-tailored
in-store experience where you can enjoy our product range instantly
