With strong understanding of consumer needs ( In this case stores and marketing department ) and adaptive design, I initiated and executed re-usable windows podiums. The project had to be backed by strong business cases, financial and logistic viability, in addition to being a sustainable solution. I share here, my experience to introduce reusability in a fast changing retail space.
Window podiums are used to showcase the new launching shoe in all stores. There is a new product launch every 3 to 4 months and we initially made a new podium design and produced every campaign. It was challenging to then transport these podiums to all 35 locations.
I developed a product which can adapt to look fresh in every new campaign, re-using the core structure.
A product which is easy on recurring bases for cost and transportation purpose and ended up getting the most sustainable reusable solution out of it. All 35 ASICS stores across EU currently used these re-usable window podiums, which were launched in year 2020.
The re-usable design consists of clear acrylic rectangular body which can have a new paper insert every campaign. It reduced our transportation cost by 80%.
However, I struggled to get the budget approval for initial manufacturing. To establish the re-usable podiums in each store we had to make them once, with sturdier material for long lasting impact. A business case with cost saving and ease of execution helped me put across my motivation through seniors of the organisation, helped to get the initial budget approval.
Learnings
My takeaway from the project
As it happens, sustainability was a most celebrated by-product of this project. Efforts were acknowledged and appreciated after the recurring expense started to reduce. Initial agreement for investment was majorly due to forecasted 80% reduction in transportation cost.
In hindsight, I did extend a lifetime of the display podiums and reduced making - throwing at regular intervals. It was possible as every aspect of this change was bringing positive outcome to the organisation. If we create a right solution, people and organisations are ready to accept the change. It just needs to “work right”. This “right” is different for everyone - for consumers it is usability and for business owners it is profitability. A collective efforts from consumer, production or marketers is needed to make circularity and sustainability also a principle motivation behind a change.
Team
Everyone I consulted for the project
Design and 3D prototype: Nauka baxi
Material prototype: KGK Genix, UK.
Approval for budget and first prototype: Visual merchandising team, ASICS
All 35 stores who welcomed this change and appreciated
