Objective
Dustin, one of the largest e-com IT providers in nothern Europe, sensed a market opportunity in the retail segment. I was tasked with launching a new retail offering.
Targets were based on opportunities and pipline value.
Concept / Solution
Research quickly revealed an opportunity: retail brands urgently want help to digitalize & integrate customer experience, but finding guidance is very dificult. Given that retailers have unique infrastructure and challenges, there was no thought leader to turn to.
We took this opportunity to serve a huge unmeet need – by launching an event focused on guiding retailers on an individual level.
We realized that the more customer insight data, the more value we could deliver – the event had to be interactive.
To gain customer insight, we implemented a “problem-solution board”, so participants could describe critical challenges and get personalized solutions during the event. From this idea, the concept grew. How could we get more information about their problems to help solve them?
Apart from the problem-solution board, this is what we did to make the event interactive and gain customer insight:
- We invited speakers from 3 of the largest retailers in Sweden: ICA, Clas Ohlson & Axel Johnson, who fully covered the spectrum of strategic, tactical & operational insights with actual cases
- We enabled questions to & from the audience via a digital platform (via phones) to collect insight
- We facilitated peer-to-peer interaction with account managers responsible for introducing audience members to each other
- All audience questions (an overwhelming amount) were answered and recorded on video, then sent in an email nurture campaign
- The problems listed in the problem-solution board were grouped into similar categories and companies, then followed up with round-table lunch sessions where solutions were discussed and presented
- We invited strategic solution partners to contribute with innovation and audience value (Philips & Shoppa, among others)
Work & results
- Sold out event within 2 weeks (80 seats)
- Audience consisted of decision makers from the largest retailers in the country: HM, IKEA, Telia, Adidas, Apoteket, Synsam, Kicks, Hemköp, Mio, Espresso House and many more
- Generated over 1M EUR in pipeline value the first day (which grew from following round-table events)
- All data fueled the business development
- Very high satisfaction scores: 8.7 / 10
I was respnsible for research, concept, copywriting, advertising, scripting, art direction (videos) and event execution.
An example of the insights we were able to collect through the event.
