Flexit is a major and central Nordic player in indoor climate and ventilation. They market and sell their products to the private market, the building materials market and the professional ventilation market. Innsikteriet was given the opportunity to work with Flexit when they developed their new store concept.
Group discussions and proof of concept
Flexit’s goal and vision is to be the first choice for customers, regardless of channel and target group. Reaching out to both the private and corporate markets is a demanding task. The range of products is vast, and knowledge is at best variable – often poor – which means that the prerequisites for understanding vary. Especially among private customers!
The store concept
Flexit developed a new store concept as part of its communication efforts towards the private market. The goal was clear: To simplify, clarify and de-dramatize the choice and decision of solution.
Indoor climate and ventilation are perceived to take second place when customers renovate their homes. Flexit wanted to raise awareness of this with its new store concept.
We wanted to simplify, clarify and de-dramatize the purchase decision.
We clarified the shelf and linked it to the function of the different products.
Tested concept in store – with own demo solution
The insight team conducted group discussions at Coop Bygg’s premises in Slitu. Here, Flexit had created a demo solution with its new store concept. This made it possible to test and evaluate the entire concept in real surroundings. Customers were able to see the solution as it was intended in the store. In the survey, the following elements were evaluated:
- Structure/categorization
- Name and terminology
- Color coding, icon and symbol use
- Information board
- Requirements, wishes and expectations for product labeling
- Tips and buying help
- Brochure material
The group discussions were important for the development of the concept. It gave us good insight so that we could make the final adjustments.
Customer journeys
Understanding the entire customer journey was important for Flexit. A deeper understanding of all contact points helped to identify and prioritize their own activities. Flexit gained a deeper understanding of what it is like to stand in the customer’s shoes.
- BEFORE: Here we sought more understanding of how customers proceed before an in-store visit. Key issues that were uncovered for Flexit in this phase were: How do customers choose stores and how do they go about finding them? What are important trigger points and where are the pain points? Here we established an understanding of how customers probe the market and make their choices. Expectations were aligned and assessed against the actual experience.
- UNDER: Occurred physically in store, in the form of accompanied shopping. Here we uncovered what was crucial for customers in the store itself. How do they navigate, what are they looking for and how do they interact with the staff. It was also important for us to dig into their behavior. We uncovered what was most decisive for the customer’s actions and choices.
- AFTER: Here, we took a closer look at what creates the “Go´ feeling” after a purchase. What makes them actually feel important and have the store as a natural alternative at the next crossroads. What is it that gives the customer the feeling of a good purchase?
140 stores in Sweden have received new Flexit shelves
Since this insight work in the fall of 2018, Flexit has rebuilt as many as 140 stores in Sweden. In Norway, they have rolled out their new store concept for Megaflis and are in the process of converting the indoor climate/ventilation department for Coop Bygg. The experience has been positive.
The shelves have become more customer-friendly – clearer and easier to navigate!
It has become much easier for everyone to understand. It's easier for customers to find what they need for their solution and it's easier for us to help the customer. Customers shop more today because they find what they need.