Stories of Transformation:
Designing an Omni-Channel Strategy to Deliver a Brand Experience
Awaken Group was awarded “Management Consultancy Project of the Year” at the Singapore Management Consulting Awards in 2015 for this specific project for Atlas Sound & Vision.
THE STORY
To stay in tune with changing customer behaviors and preferences, Atlas saw the need to deliver a consistent brand experience across the multiple channels customers engaged with. We wanted to help Atlas by building an integrated omni-channel strategy after conducting extensive research and exploring brand personalities. We developed various ideal customer experiences and prototyped ideas to ultimately create a roadmap for Atlas.
We asked ourselves:
How can we design an integrated omni-channel strategy to ensure brand consistency across all Atlas channels? — the design challenge
Our goal working with Atlas this time was to create a new consistent brand strategy, brand design, and brand experience across all existing and new channels for their target segments.
The challenge was to design a consistent omni-channel business strategy across 5 different channels, deliver a consistent “WOW” customer experience, and develop internal enablers to support the implementation of the strategy.
The Path We Took
To identify Atlas’s brand positioning, we immersed ourselves in preliminary research to analyze competitors and gather customer insights. After conducting over 35 interviews and 18 mystery audits, we identified their target market segments and customer personas.
Together, we co-created a vision for the omni-channel customer experience that would meet the unique needs of their customers. Through the process of ideation, prototyping, and insights through customer feedback, we were able to prioritize Atlas’s key messages and positioning across all five of their channels (retail, channel partners, online, new channels, after-care service).
We also found it necessary to conduct a financial analysis and developed a three-year omni-channel strategy plans to support revenue growth.
While in the developmental stage, we discovered the need for two sub-brands under the primary Atlas brand to serve target markets, and developed a brand strategy and visual design for each of the three distinct brands. As a result, we helped develop a new brand experience design across digital and physical touch-points.
How It Made A Difference
It was decided that a newly design master brand and two sub-brands would position their brand for success and a strategy was created specifically for each brand category. At the end of our journey with Atlas, 100% of the management team agreed that the approaches and methods used will have a lasting impact on the organization and deliverables which align with their overall business strategy
Overall, we are happy to announce that we helped Atlas prioritize key messages and position them across all five channels (retail, channel partners, online, new channels, and after-care services).
How can your business benefit from a holistic and thoughtfully-designed integrated omni-channel strategy?
Atlas Sound & Vision is an award-winning provider of home entertainment systems in Singapore. Awaken Group has been journeying with Atlas since 2012 on multiple Transformation Design projects that focused on capability building, leadership development, strategy, and branding.
