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  • bosch3
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Re-invent the Garment Care Category

Client: Bosch
Brand: Bosch

THE CHALLENGE:
Improve overall category navigation

Put shopper into an ironing (not buying) mindset

Present product information in a more compelling way: 1.Ease of product comparison,  2.Clear up-sell of product, 3. Justify value and 4.Make product features more relevant by explaining the associated benefits

THE SOLUTION
Ironer types identified by ironing frequency and volume

Photographic style supported by frequency and volume defining headline

Background to assist navigation and up-sell through communication of key features within category/Shelf barker: 1. Supplementing current Curry’s price and feature
tickets, 2. A number of rating system of core features is prominent, 3. roundals highlight key product feature to assist up-sell, feature comparison and buying with confidence and 4. Suite of icons illustrate the product features making it easy for shoppers to compare and contrast

Created three distinct sections within the existing Fixture to orient the shopper, each
section relates to different amounts of ironing

The sections are divided by ‘bus stops’ which drive standout within the category, enabling our shopper to narrow down choices

Display of irons set at two levels, changed to an angle that invites the shopper to ‘lift’
the iron and examine the features

Three versions of shelf signage developed
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