HP PhotoShop customer journey
Pan-european branding and retail space planning
Pan-european branding and retail space planning
As a global company, HP were aware that consumer attitudes to their PhotoShop digital photo printing offering differed around the globe and especially in the european market. Although in the USA the slick high tech technology look and feel would apparently attract consumers from a wide demographic, research had shown that the target market in europe (where most installations where concessions within shopping malls or supermarkets) the young and busy mother with children, felt confused and entirely intimidated by it.
The brief was to completely demystify the process of getting your photos not only printed by yourself but also to promote the vast range of photo products it was now so easy to produce.
The first stage was to identify a range of attractive imagery that appealed to the target group to replace the hi tech shots of HP kit. We created a library of family based shots, kids, babies, and family events like birthdays, christmas, mothers day etc. As the campaign was pan european the images reflected each market.
Next I tackled the 'scary' terminal. The machine was simple to use but it didn't look like it. It gave the impression that it would 'take to long' and was 'beyond' a mother to use whilst coping with her kids in a busy store.
I developed the Capture Create Enjoy statement to surmount all of these perceived problems and set about creating the journey from camera to product.
In planning the space we ensured that the whole thing had a flow through. A logical path from beginning to end and room for shopping and prams etc to negotiate around it. Where we had sufficient space, we specified staffed kids play areas and TV's showing licensed content such as spiderman and kung fu panda to allow our mums freedom to browse - and maybe sell them licensed photo products!
We stated that photo prints were 'instant' to way lay shopper fears of a time consuming process.
I created a full gamut of POS and support materials to communicate Capture Create Enjoy and ensured the instructions were a child proof 3 stage statement to sit alongside Capture Create Enjoy - Insert Select Create.. We also used 'it's so easy' as a sign off and flowing graphic device to give a simple flow through the retail space.
The walls and featured the image library applied to popular photo products and these were updated for seasonal promotions such as Christmas, Mothers day etc.
We encouraged customers to fill in their email address to facilitate our eCRM follow up campaign which offered the seasonal products and discount vouchers to promote repeat traffic.
The campaign resulted in a great increase in customer confidence in PhotoShop and sales greatly increased in the promoted products like Calendars, Cards and Albums.
The creative was rolled out in the UK co-branded for ASDA and Tesco, in France co branded for CarreFour, in Spain and Germany as HP alone.
As HP developed their core creative stateside we were finally able to dispatch with the black ground on the HP branded POS and employ a far friendlier primary colour ID.
