Kristin M. Kraus
InDepth Case Study
Retail Experience & Branding Update
Kodak Picture Kiosks
The Challenge
Consumer awareness of digital printing options + LOTS of new photo products + outdated/inconsistent experience at retail = time to reset over 200,000 kiosks in stores around the world.
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This project included new messaging, POS, kiosk UI and software updates plus new hardware. Then time to sell-in to major retailers and all channel partners everywhere. Oh my!
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" The quickest way to know a woman
is to go shopping with her. "
Marcelene Cox
Strategy
Our Key Goals
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Grow sales and share of current and new products.
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Create an easy, efficient, fresh and fun experience for Kodak kiosk users around the world.
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Enable rapid expansion of new Kodak products at a wide variety of retail settings.
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Clarify unique Kodak value proposition - consistently.
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Deliver clear, compelling messages that help drive trial of new products.
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Create a new branding/messaging hierachy to allow us to position and sell new products while also growing base digital prints.
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Enable retailers to better leverage Kodak brand and differentiate themselves as needed
Our Key Goals
​
-
Grow sales and share of current and new products.
-
Create an easy, efficient, fresh and fun experience for Kodak kiosk users around the world.
-
Enable rapid expansion of new Kodak products at a wide variety of retail settings.
-
Clarify unique Kodak value proposition - consistently.
-
Deliver clear, compelling messages that help drive trial of new products.
-
Create a new branding/messaging hierachy to allow us to position and sell new products while also growing base digital prints.
-
Enable retailers to better leverage Kodak brand and differentiate themselves as needed
Research
Our plan included a variety of qualitative and quantitative research
We tested messaging, format and usability thru in-store, hands-on use and focus groups
Our plan included a variety of qualitative and quantitative research
Our plan included a variety of qualitative and quantitative research
We tested messaging, format and usability thru in-store, hands-on use and focus groups
Our plan included a variety of qualitative and quantitative research
A key graphic treatment that we used was our bubbles for Fast, Easy - delivered a consistent message without taking away from the core headline for Kodak Quality Prints in Seconds (or Hours depending on the service levels offered)
We used Easy, Gift treatment for other products
A layered message that came about 2 years after the project was a key benefit that was gaining traction with users - green messaging
A key graphic treatment that we used was our bubbles for Fast, Easy - delivered a consistent message without taking away from the core headline for Kodak Quality Prints in Seconds (or Hours depending on the service levels offered)
Creative
We successfully sold in this program to major retailers like Walmart, CVS, Target, Boots, Carrefour and hundreds of others - with minor adaptations for branding - around the world
We successfully sold in this program to major retailers like Walmart, CVS, Target, Boots, Carrefour and hundreds of others - with minor adaptations for branding - around the world
Retail Sell In
Results
Some Key Results
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Delivered updated message and branding into market on time, on budget.
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Excellent consumer reaction - both feedback and sales!
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Exceeded goals for new, premium products in inital Q4 of rollout - in some markets by more than 20%
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Regional buy-in and implementation strong due to testing in key countries and tight collaboration and communication
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Successfully sold-in to Walmart, Target and CVS (and many other global customers) at initial presentation - saving months of back-forth, additional creative $, and lost time-to-market.
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This project saved well in excess of $2 million in just mechanical artwork preparation alone - by driving requirements thru single new creative agency. Easily saved 7-10x that in creative costs by centralizing design.
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Established strong messaging/design platform for all marcom - copy decks and visuals for entire portfolio ready to roll into ads, promotions, email, online, etc.
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Used new design options to work with a few key photo specialty owners to encourage them to update their service capabilities and refresh their stores - great examples to drive competition out there. Win-win.
