Pressure to Innovate
Focal Point were a significant supplier of electric and gas fires and surrounds to B&Q. They had enjoyed this enviable position for many years but were coming under increasing pressure to be more innovative. Not an uncommon criticism from many retailers to their suppliers.
A fresh perspective can be a valuable catalyst because it’s hard to see a problem from within the environment that is creating it. Often an outsider can see what has be there all the time but continually overlooked. The success of this project was mainly due to the impartiality, strategy and insights that informed the creative brief that led to a transformation in design directions.
Our job was to work alongside the in-house team to help them re-evaluate their product range from a fresh perspective and find qualified opportunities to develop concepts to take their business forward.
Following an in-depth analysis of their portfolio sales figures it became evident that when we mapped their existing products to the needs of our customer segmentation models, gaps appeared which were crying out for new concepts to be created.
Redefining the Market
These new concepts were met with universal approval and the preferred ideas were taken forward as ‘looks like’ models to be shared with both the retailer’s commercial team and their target customer groups. The process brought considerable confidence to the whole team.