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CREATING STAND OUT IN-STORE ACROSS EUROPE

Speedo

THE CHALLENGE

Speedo is a leading brand in the swimming market, selling over fifty different ranges of googles in Europe. They wanted to launch a new range and understand how to gain advantage in the competitor retail environment. 

GETTING CLOSER

Brand Ignite developed a multi stage research methodology that observed, tracked and explored human behaviour in the shopping environment. To understand how packaging, positioning and placement helps the consumer make purchase decisions.

Using eye tracking, qualitative and quantitative methods, Brand Ignite explored conscious and subconscious behaviour to best inform Speedo’s packaging and merchandising business strategies for better results.

BENEFITS OF CUSTOMER CLOSENESS

Through our research, Speedo has gained in-depth understanding of the customer decision making process in a retail scenario, specifically appeal, differentiation against the competition, how shoppers navigate through retail displays and what features create stand out for the Speedo brand.

This has led to packaging and in-store displays being optimised throughout stores in Europe for greater in-store advantage.