Philips was struggling with consistency across their brand displays and needed to create a premium new look for Philips flagship beauty products in John Lewis.
The challenge
Our brief was to create a sophisticated, luxury look whilst still educating shoppers to help them discover and select Philips with confidence in-store.
Our approach
Firstly we created a set of distinctive brand assets to create a clear, recognisable and consistent identity across the full product range from men’s grooming, and women’s beauty, to oral healthcare.
Using our Shopper Forward. Shelf Back. approach to help them unlock the shopper needs, barriers and opportunities, we were able to better understand the information most likely to trigger and influence at the key moments.
Plus, we know that 3 in 4 shoppers research online before buying in-store, and the same number research in-store before buying online, so from the very start we saw the fixtures as both a point of purchase and a point of discovery.
Results
The impact of the new fixtures is instant. They create a consistent, premium, and unmistakably Philips presence across each category that’s far easier to shop.
Feedback from the client has been overwhelmingly positive, with the refreshed identity helping Philips stand out in a competitive retail environment and driving stronger shopper confidence at the point of purchase.