Fierce competition in the home storage domain inspired IML to sort a simpler and more desirable yet cost effective product in order to expand their market.
GETTING BELOW THE SURFACE
The design team went to the heart of the issue, researching key markets and generating insights of the buyer’s needs and wants. We identified issues with overly complex existing systems with difficult installation, as was the specification process. These insights were put to work, creating a basic, modular storage system with improved storage features for their key female market.
We designed and developed a range of cabinets, towers, and accessories, such as drawers and shelves. The modular parts were combined to create storage units with improved stability, easier installation, and resulted in a 15% reduction in stocked items.
A new ventilation system was implemented, a market first that allows for the transpiration of moisture away from the clothes, keeping them fresher for longer. A lifespan environmental assessment encouraged the team to specify the lowest VOC particle board available with the E0 Classification, with safer low emissivity resins.
Research & Testing
Print & Packaging
SORTING A BRAND
A succinct brand story was created, with a personal feel appealing to the female purchaser: ‘Your Home Life: Safe, Clean, and Organised.’ The marketing messages played to the key benefits the storage system. Brochures, instructional guides, a website, and retail support materials are friendly and easy to understand. Where the competition used complex checklists, an offering of prescribed units was created, and a graphic language helped consumers understand the configurations that could be created for a custom design.
Bunning’s Australia launched the storage programme through its network of stores, ensuring a rapid break-even and uptake of the product.
THE COMPLETE PACKAGE
GetSorted was our first ‘Cost Plus’ venture. We were engaged across the board from research, design of the product system and quality control, through to manufacturing, packaging, and point-of-sale materials, effectively providing IML with a complete design team. Our work enabled an evolution of the product in-market and the further development of marketing for the program in New Zealand, Australia, and further afield.
“We could not have done this without Locus, they knitted it all together for us and delivered down the line.”
– CRAIG NEES, INTERNATIONAL MERCHANTS LTD