The Superdrug Customer Insights team launched their five new Customer Types at their Croydon Head Office last week!
Months of work went into analysing data and undertaking detailed research to more clearly identify their five customer personas. We were delighted to be asked by Superdrug to help bring the customer personas to life visually and recommend a launch plan for use internally with staff and externally with our recommended supplier, Printwell.
Initially we created an overarching name and logo for the 'Customer Types' and then five individual logos with their own icon and colour to help communicate the different 'types'. We then designed a set of communications including training materials, informative wall graphic, screen saver and pop-up banner. For the internal launch, we know that the area with the most footfall is the canteen, so we suggested a ’take over’ of the café to attract interest and boost awareness. The day was designed to be fun and interactive with a ‘Spin the Wheel’ to guess the Customer Type; we designed a range of t-shirts for each customer type which the whole Customer Insight team wore! There were also branded keyrings, pass pulleys, coffee cups and tent cards for the launch itself, all with the sign offs ‘Which type are you?’ (the specific launch campaign strapline) or ‘Know your Customer Types’ which was used for items which would exist in situ beyond the initial launch.
A series of animations will be unveiled next month to support the launch, so watch this space…
Congratulations to all involved. A great team effort!