BLOKKER IN ORANGE

ASSIGNMENT
In 2014, brand & design agency SVT developed a new store concept for Blokker: Blokker Orange. STOER was given the assignment to further develop and roll out the instore communication, based on the store concept.

OUR APPROACH

The project can be divided into four phases.

Phase 1:
Defining the final instore communication concept in collaboration with SVT.

• Determining and implementing the instore communication resources, both hardware and inlays.
• Supervising the layout of all the expressions of communication, as well as copywriting.
• Determining the locations of the expressions of communication within the stores.
• Managing the production of hardware and inlays.

Phase 2:
Testing in the pilot store

• A pilot store was set up in the head office. This is where we tested the instore communication with customers.
• Based on the results of the customer research, we then fine-tuned the resources.

Phase 3:
Roll-out seven pilot stores

• Supervising the roll-out in seven pilot stores.
• Testing the pilot stores and executing a fine-tuning round based on the evaluation.

Phase 4:
Implementation in 30 Orange stores

• Supervising the roll-out in 30 pilot stores.
• Setting up instruction guidelines and training in instore communication given to employees.

Additionally, STOER created a concept book and corporate identity manual containing all guidelines for the new store concept.

IMPACT

The ‘Orange’ store formula was maintained until 2016, after which a new brand identity was developed: The Newest Blokker. STOER was intensively involved with this process.