How does a new brand find its way into retail?
- Project Details
- Category: B2C
- Client: British Gas/Hive
- Download: Depth Case Study
For any brand, its retail channel is of paramount importance. When British Gas approached DirectionGroup for help defining and implementing their retail strategy they had a pretty large requirement – and even bigger expectations.
They needed retailer buy in, demonstration Point of Sale and packaging for a new product range - a new brand from British Gas offering remote heating control products in the new ‘smarter homes’ shopping category.
The packaging not only needed to be friendly and approachable but also had the requirement to position this new technology as both accessible and easy to use.
The resulting designs are already proving popular. The killer combination of the packaging design along with product innovation and much-coveted space on Apple retail store shelves is driving new demand. Having already reached 75,000 homes, Hive Active Heating™ will now reach a much wider audience thanks to this exposure through Apple Retail Stores and a trial partnership with Dixons Retail, John Lewis and Maplin.