Brief Explanation

The 4 main challenges/key objectives were - 1) Use consumer insights to create a viable retail solution that leads to a more linear retail experience 2) Create a more fulfilling, productive shopper experience helping the consumer make a smart purchase decision 3) Build a creative solution that can be scaled, understood and effective across language barriers and across diverse geos 4) Increase actual sales conversions at the store level, increase ASP across product range and also enhance customer affinity

The Brief

The retail environment at Lenovo stores was getting rapidly crowded with new and newer product portfolios – wide range of PC products with latest technologies, more products with diverse, new features across multiple price points. Shoppers were finding it difficult to find the right Lenovo product that matched their needs/requirements inside Lenovo stores, spending a lot of time in aimlessly wandering around the store searching for the right product and not being able to arrive at a correct purchase decision. This was leading to low conversions despite good footfalls.

How the final design was conceived

The 4 stage process for reaching the Category Segmentation was - 1. Creating customer insights across TA to identify consumer personas and relevant use case scenarios 2. Using the identified use case scenarios to build category segmentation classifications and prototype 3. Taking feedback from the prototype to refine and build an integrated category segmentation solution 4. Developing language agnostic versatile creative elements - that are easy to understand and easy to scale

Indication of how successful the outcome was in the market

Below are the important/salient results - 1. 71% shoppers found it easy to understand which Lenovo device best fit their needs 2. 94% felt that Category Segmentation helped them find the most suitable Lenovo device easily & faster 3. 78% had a more focused, productive in-store shopper experience