19 Feb Incredible Connection
“The team offers unequalled experience in the retail industry and they have the ability to question, probe and validate key elements of the business strategy, often pointing out shortcomings missed by the internal team.” – Marco Van Niekerk, Incredible Connection CEO
“Incredible Connection has a footprint of more than 75 stores spread across Southern Africa. The brand is already more than 20 years old and with the commoditisation of our product range, we faced a significant challenge to re-invent our brand, product positioning and service offering to our market.
“We decided on Design Partnership as the support function to what we believed would be our most challenging project to date, and looking back after two years we could not have made a better decision. The team offers unequalled experience in the retail industry and they have the ability to question, probe and validate key elements of the business strategy, often pointing out shortcomings missed by the internal team.
“Our business now showcases a design which is aligned with the change in strategic focus and results followed. The sensitivity to overall project cost is something we found refreshing and a welcome surprise in a world known for its relative complex costing methods. I can comfortably add our brand to the long list of retailers who support Design Partnership.” – Marco Van Niekerk, Incredible Connection CEO
Retail and technology are arguably the most disrupted consumer sectors in the world today, making technology retail incredibly challenging. Co-creating the new retail strategy for Incredible Connection meant understanding why customers shopped at the current stores. How and where the experience started and achieved its early success. Crucially, it also meant understanding what customer needs the current experience and store format couldn’t fulfil. It also meant making a shift that drove the culture of retail first and product second. At its core the brand had to embrace its role as a retailer and service provider beyond the product it sold.
Unpacking customer journeys, re-evaluating the merchandise strategy, point of sale/communication and fundamentally rebooting the adjacencies and product segmentation sat at the heart of the unique value proposition (UVP) store redesign. Complimented by new lighting and visual merchandise standards, to both increase efficiency and cross and up-sell along key customer path to purchase, DP and Incredible Connection have rolled out the UVP concept to 5 pilot sites with over double digit growth in sales.