Mobile Phone Retail Innovation

Project Overview

We have run over 100 marketing activation projects for leading retailers world-wide, using our Shopper Hothouse™ approach where new ideas and solutions are driven by key insights from target shoppers.  One of our most recent projects was for a leading global electronics brand, who needed to develop and identify new retail innovation solutions that could be rolled out in  ALL key international markets.

Our main challenge was to run the project in a way that gained inputs and alignment from a diverse global innovation team of 112 delegates in 22 countries world-wide.  A project that was truly the "United Nations of innovation" and a great test for our skills of running cross-cultural workshops and virtual ideation sessions with our online innovation platforms.

Our Approach

The project was run in three stages.  In stage one, we set up and ran a collaborative insight sharing process using our online tools, virtualHOTHOUSE® and insightsBOX®.  Over 300 "early insights" were shared by the global team covering different innovation pillars from retail display to in-store training.  These early insights were then themed and refined by our team of copy editors, producing a final list of 60 insights that were then re-evaluated by the global team to identify the leading "winSIGHTS" to take forward to stage 2.  

Stage two was driven by 4 Ideation Hothouse™ workshops held at a Global Retail Innovation conference in South Korea with over 100 delegates.  Each Hothouse™ workshop was run by one of our creative facilitators who encouraged creative thinking linked to leading insights, combined with other creative thinking exercises. All ideas were captured and refined using our online innovation platform that is now the basis of Zip-Zap Ideas®. 

In the final stage, leading retail ideas were grouped into different themes and refined by our team of copy editors.  A total of 40 leading mini-concepts were then evaluated by the global team in over 50 markets.  This evaluation work identified 6 winning ideas that we then developed into full and final concepts, with drawings from our artists.  This work was then concluded with a number of "Action Planning Workshops" in South Korea, where leading concepts were further refined and developed into detailed action plans.

Results

The project produced over 400 early insights and ideas that were all captured using our online platforms.  Refined insights and ideas were then evaluated to identify insights and ideas with greatest potential.  From this work, the project identified "six ideas" that were developed into full concepts and detailed action plans for in-store launch and testing in key markets.

"A highly successful project that engaged the creative talents of a large global team. It combined a clear strategic focus with fresh out-of-the-box thinking, to produce 6 winning concepts that are being progressed in key global markets." Global VP Retail Innovation

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Working for one of the UK’s leading chain of supermarkets, we used Zip-Zap Ideas® and our Shopper Hothouse™ process to QUICKLY generate a pipeline of new and compelling activation ideas in the health and wellness, with fast feedback from target shoppers.

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