A Branded House

The Challenge

Innovasport is Mexico’s leading sporting goods retailer. The brand faced a strong, established competitor and the growing threat from hypermarkets and other big-box retailers, all of which were delivering a homogeneous experience. To effectively break through and establish itself as a leading sporting goods destination, Innovasport needed to develop a differentiated proposition and unique shop experience that would captivate the market while growing their market penetration and revenue.

The Approach

  • Watt undertook a discovery process that included retail audits, a review of customer segmentation, an understanding of brand positioning, and an assessment of business performance. Key insights defined the design direction for their new concept and ways to optimize the in-store experience.
  • The main focus of the brand strategy was to shift Innovasport from being a ‘house of brands’ to becoming a ‘branded house’, designed to deliver a unique and differentiated proposition to the consumer. Store planning, graphics and communications, and merchandising were central to delivering an effective
    solution to shoppers that ultimately drove the success of the concept for Innovasport.

Shopper insights guided the retail design concept, which established clear guidelines around store layout, adjacency planning and merchandising to deliver a shopper-centric experience.

Stunning interiors were designed to convey a brand strength and establish Innovasport’s role as agent of their customers, providing innovative, tailored solutions to fit the individual needs of every athlete.

The store is segmented into merchandise categories and zones defined by customer needs and designed to appeal to the sensibilities of the target audience. The use of large scale graphic imagery communicates motion, energy and the urge to win. Light and dark colour tones are carefully balanced to express the aspirational and assertive personality of the brand. Digital touchpoints are integrated into the store experience to deliver convenience and value-added support, and to elevate the sporting imagery and promotion of seasonal sports.

The Outcome

The new design concept for Innovasport has seen significant increases in revenue. The brand is now Mexico’s market leader, jumping from being the #4 sports retailer to the #1 position within a short period of time after the redesign.

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