Morphosis was appointed by Krëfel in collaboration with Microsoft to highlight the power of consumer-centric category management and learn how to tell a compelling story to maximize consumer experience in the PC range
The mission was to analyse the actula assortment and to create an execution guide for the central purchasing department for the optimization of the assortment to target the consumers segments and for the stores to maximize the consumer experience
The execution guide content is :
1. Definiton of customer segments to target
2. Defining the marketing activities to be done for the different segments
3. optimization of the future assortment to meet the targeted customers
4. The execution on the shelf in the store
5. How to do in-store démonstrations
6. Online execution for the omni-channel approach
7. Training for Retail Sales Associates
8. The sales script for Retail Sales Associates to differentiate their speech according to the customer segment catching the attach opportunities
The mission was to analyse the actula assortment and to create an execution guide for the central purchasing department for the optimization of the assortment to target the consumers segments and for the stores to maximize the consumer experience
The execution guide content is :
1. Definiton of customer segments to target
2. Defining the marketing activities to be done for the different segments
3. optimization of the future assortment to meet the targeted customers
4. The execution on the shelf in the store
5. How to do in-store démonstrations
6. Online execution for the omni-channel approach
7. Training for Retail Sales Associates
8. The sales script for Retail Sales Associates to differentiate their speech according to the customer segment catching the attach opportunities
