Established in 1981, Durian is one of the most well known and leading furniture brands in India having a base of more than 2.7 million customers. With a strong presence across the country and a 33-store-wide network, it was important for the brand to elevate its retail experience and increase the brand recall. This also involved reinforcing its many brand advantages like 5 year warranty, customization, flexible delivery, expert advice, house visits, various modes of payments and more, in an engaging way.
The goal was to create a memorable experience for the prospective buyers, one that stays with them as well as establishes a top-of-the-mind recall, which in-turn would increase sales and enhance customer satisfaction.
Along with the absence of communication, the brand also had no synergy in design when it came to its stores. This led to a drop in the sales as other competitors in the market were one step ahead with their innovative in-store branding. Reason why, it was a challenge to find out what could attract the customers to the brand.
After assessing the influencing forces that went into the buyer decision, we designed an in-store communication with a refreshing look and fine-tuned brand positioning. The focus here was to convey the brand’s USPs by taking the customer on a journey which gives them a complete overview of ‘what’s in it for them’.
On one hand, where the brand’s colour palette created a story throughout the store, on the other hand, there was a creatively designed installation which showcased the different customization options available for the customers.
Within a month, the stores saw an increase in enquiries and sales. And this wasn’t the only profit, the brand was also successful in creating a new refreshed image in the minds of the consumers, establishing a value-added relationship with them and gaining an edge over its competitors.