Creating brands that stimulate business demand. M.Video, a large electrical retailer in Russia, increased design services and advertising during an economic downturn to maintain their position as the number one retailer in their market. Campbellrigg was commissioned to develop a new concept for M.Video that focused on enhancing the customer experience. This included redesigned signage, navigation, and service areas. The new concept helped boost year-over-year sales and received positive feedback from M.Video's operational team and president.

1. building
super brands
creating brands that stimulate business demand
creating brands that stimulate business demand

2. electrical retailing Being customer-focussed will help electrical retailers drive greater loyalty
bold steps in a downturn edifying the spirit of a brand
Harvard Business School professor John When some competitors are waiting for the Brand is evolving quickly from being merely M.Video decided they needed to launch ‘service’ campbellrigg believe if you understand your The existing M.Video brand logo would remain,
Quelch, writing in The Financial Times, said market to change, or even cutting back, many a message to a customer segment, and in a bigger way. They threw open the challenge to core brand values and then integrate them and so we began by conducting a brand audit
instead of cutting budgets businesses need other retailers across Europe are forging ahead. representing a set of values. It now represents a number of design consultancies in September consistently in everything you do, the brand will to drill down into the brand essence to produce
to know more than ever how consumers are According to a UK Design Council survey during service. Consumer empowerment means we are 2010 to develop a new concept with new in-store know how to behave in every situation, across new visual language and a new concept design.
redefining value, and how they are responding the downturn over half (54%) of firms believed seeing a shift to the customer. Retailers in light communications and retail design. The existing every touchpoint, through all communication
to the recession. A downturn is “no time to stop design will help them stay competitive during the of this, and with the advent of other channels masterbrand would remain the same. Their aim hierarchies. Our concept would integrate the best customer
spending on marketing”. economic downturn. Some 59% of firms agreed such as Internet, are in need of gearing their was to open 12 stores before Christmas 2011 Resources that we produce such as toolkits, a experience and online self-service help desks
Businesses like M.Video, one of the largest or agreed strongly that there was a clearly outlets to a more customer-oriented experience with a view to a new store opening schedule for brand database, printing guidelines and brand with a traditional retail environment. An entirely
and successful electrical retailers in Russia, positive link between investment in design and through signage, way finding systems, and better the next 3 years thereafter. The campbellrigg guardianship ensure that the programme of new sub brand was created to promote service,
increased their use of design services, and profitability. Furthermore, 85% of rapidly growing customer flow. concept was commissioned. activity is not in isolation of the wider marketing M.Service. The credit zone was redesigned to
advertising during the downturn to maintain businesses consider design to be integral or mix, but geared for ongoing seasonal and tactical be more accessible and open to customers at
their position as no.1 in their market. significant to their operations. activity after the initial concept is implemented. the point of purchase. The checkout area was
We create impactful signage and entrance area treatments We create focal points to hero product

4. We plan the customer journey
enhanced with a ‘History Wall’ to reinforce the heritage of the company. what we did
A full suite of service communication material was developed for use Our work took account of the M.Video competitive environment.
at the point of purchase and to aid customer choice a new ‘Knowledge’ With an ever-increasing choice of product in store, our design had to
communication suite was developed. All these elements dovetailed embrace the cutting edge of electrical retailing:
to produce a vibrant new store brand environment.
• New store planning and a revised customer journey including
the all-important vindication new navigation signage and wayfinding
As with all projects our client needed to see that our efforts would help to • A more open and inspiring entrance for the promotion of
produce a boost in sales. The first store opening in Moscow showed that new product lines
that year-on-year sales had seen a significant boost. Operational team • The development of new fixtures with improved product display,
feedback from M.Video was very positive too: “The end result was visibility, and accessibility
in line with our expectations”, “overall we were happy with the cost”. • The creation of a more focal service area to assist customers
There were the “normal challenges of a new concept store” but M.Video including a new sub brand
were “satisfied” with the quality of the final concept design. • A new graphic design suite was created to improve
customer communication, enhance the customer experience,
In October of 2011, we received recommendation of our achievements and to promote value.
from the President & CEO of M.Video, Alexander Tynkovan:
we sought to:-
“In September 2010 M.Video company, the leader of consumer electronic …maintain their position as market leader
retail market in Russia, started up the project with the final goal of creation …communicate with customers more effectively
new store design concept for the format we operate in. In the result of …simplify technology for the non-technical consumer
tendering process CampbellRigg was chosen as partner for this project. …induce a softer atmosphere, to appeal to women
In the process of fruitful and positive cooperation we received from …inspire consumers
CampbellRigg unique solutions which were developed taking into account …provide a level of service unsurpassed in the sector
M.Video brand identity and views of our marketing team. The new format …develop the ‘we care’ message in store
proved its success uplifting sales levels and attracting new customers …ensure the store was more understandable and
to our stores. Therefore I would like to give positive recommendation for easy to navigate
CampbellRigg as a reliable partner and successful design creator.” …address ‘green’ sustainability issues

5. for more information please contact
campbellrigg
8-9 apollo studios, charlton kings road
london nw5 2sb united kingdom
+44 (0) 207 284 1515
www.campbellrigg.com