ENVISIONING THE NEW AMERICAN HOME
CO-LEAD, CHESKIN ADDED VALUE
Low price leader trading up With ever-increasing options for shopping, consumers are opting to spend less on staples in order to “trade” up on products that deliver a better overall experience. Wal-Mart, the world’s largest retailer saw an opportunity to enable their price-conscious guests to trade up with more luxurious products while capturing a new, higher income audience with style and quality.
Exploring emotional territory As the co-lead of a team of strategists and designers, we sought to first create a visceral picture of the target consumer segments to drive the brand and product strategy. Through an in-depth ethnographic study across multiple U.S. markets, we sought to explore the emotional territory of home products for brand-building.
Bringing the strategy home After some down-and-dirty digging through people’s homes, and an equally thorough analysis (triangulating meanings, emotional values, styles, products, and brand association) we synthesized foundational insights to articulate our brand and product strategy recommendations in a series of client sessions with Wal-Mart’s cross-functional team (CMO, research, merchants). A little more than a year later in 2008, Wal-Mart’s launched its new Canopy home brand with real life as inspiration.