Product Rebranding
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With over 700 stores and a significant online presence, the rebranding exercise was critical to protecting core sales. The goal was to create a cohesive brand identity across its own-brand products, previously marked by inconsistent packaging. This would enhance brand visibility in stores and online, where higher margins are earned on these products, thereby strengthening market position, customer loyalty, and profitability.
Rebranding is a powerful tool for boosting brand recognition, customer engagement, loyalty, and staying relevant in a competitive market. By realigning with customers' needs, refining brand messaging, and attracting new audiences, a well-executed rebrand can significantly enhance a company's market position. However, it also carries substantial risks, such as customer confusion, alienation of existing clients, high costs, and uncertain public reception.
The product rebranding exercise brought significant benefits, enhancing both customer perception and market position. However, this transition was not without considerable risk, as seen in cases like Tropicana, which saw a significant decline in sales following a product rebrand. The challenge was to ensure a seamless customer experience both in-store and online, whilst ensuring the new packaging aligned with customer expectations. Success depended on careful research, clear communication, and a strategic approach that balances innovation with familiarity to preserve customer loyalty and drive long term growth. A well-planned strategy was crucial to inform customers and efficiently manage the transition of products from old to new.
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Leveraging our existing knowledge of the business from other projects, we developed and delivered a consolidated project plan encompassing several key workstreams. The steps taken included:
Risk Assessment: Conducted workshops with senior leaders to map out the customer journey both online and in-store, identifying key risks at each stage and outlining the necessary mitigation steps.
Programme Delivery Plan: Categorised workstreams by Retail, Marketing and Digital to capture all areas of change, effectively governing these workstreams to deliver a cross functional delivery plan.
Workstream Delivery: Managed several deliverables, including technical guides for instore colleagues to assist customers, improved in-store navigation to highlight changes, communicated to customers across digital touchpoints and optimised SEO for new products.
Reporting: Established a regular reporting protocol to update project progress across workstreams to the C-level, ensuring proper governance and oversight.
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Exevion successfully created and integrated a project delivery plan, managing key workstreams to achieve the following outcomes:
Mitigated Risks: We proactively identified key risks across the customer journey early on and collaborated with relevant stakeholders to implement detailed mitigations plans, reducing overall risk.
Informed Customer Base: The successful rollout of the communication plan ensured customers smoothly transitioned from old to new products.
Knowledgeable Staff: Staff were well-prepared to assist and inform customers about the changes, maintaining a high level of customer service.
Consolidated Approach: A consistent strategy and execution across the country and within regions-maintained brand uniformity.
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Introducing new and improved products to the market, especially through rebranding, requires an effective go-to-market strategy that ensures clear messaging. Throughout this project, Exevion ensured key deliverables and workstreams were completed on time, guaranteeing a seamless transition from old to new products.
Exevion has extensive experience supporting high-street retailers with effective go-to-market strategies and the implementation of rigorous programme management to ensure the successful delivery of key objectives while lowering overall project risk.
