Kay Brand
The Brief:
Kay Brand is the omnipresent jewelry retailer in just about every mall in middle America. But traffic, as well as sales in store, were suffering due to strong growth in specialty and on-line channels. The brand was failing to keep pace with delivering an instore experience worthy of luring traffic in and holding attention long enough to buy in that occasion. Research told us that Millennials Males shopping for rings were the group most at risk – of getting it wrong, letting down his bride or losing his pride, and anxiously running out the door.
Solution
focus on those core targets walking out first – Bridal - to mitigate the erosion of a core business. We determined the best way to help is through merchandising and integrated digital experiences that guide men through the shopping process with transparency and tools that make that process less daunting. Through the help of style finders, social integration of “her” mood boards, to cured contented – we were able to present a set of connected experiences that would help men shop, but moreover, help him make a flawless decision for this important milestone
Outcomes:
Approval of Proof of Concept design engineering of a custom transparent glass fabricated to a counter top, so shoppers can tap above the product shown in the display case, and the glass reveals product and price description
