09 Jun Consumer retail – Dare to be different
It’s a chain of events we’re all too familiar with; your market is evolving at the rate of knots, trends are changing, and your competitors are growing stronger by the day. Retail analyst, Richard Hyman, explains that one of the biggest pitfalls for retailers ‘is not knowing your consumers well enough to know what they want.’ Being all-seeing, and all-knowing is difficult when…
“No two consumers are ever the same.”
This is a fact. So, how can you be sure you’ve designed a winning product that’s appealing and outperforms the competition? For starters, it’s probably best to avoid the ‘8 types of innovation hazard’ below!
Meet a genuine consumer need
Research, research and more research. If you didn’t catch that the first time… consumer research is essential. The first stage of our four-step process, ‘Discover,’ allows us to immerse ourselves into your brand, your business and your customers’ journey. This ensures we identify a genuine consumer need to fulfil and the market need is large enough to warrant the introduction. Once we have a firm understanding of your brand, and have mapped your customers’ journey we plan precisely how we will tend to their needs.
The price-value relationship
Consumers are demanding increasingly personalised products and faster speeds to market…all at even lower costs. Making the best purchase is a top priority for your customers. If the product solves a need and performs well but cost is too high, your customer will look elsewhere. Again, this reinforces the importance of consumer research. The price of your product must be in proportion to the problem it solves. Product innovation techniques can deliver significant benefits in cost, speed, product quality and customer satisfaction. Our careful consideration and planning in the ‘Define’ stage ensures you remain within your budget, you’re faster to market and our solution meets the needs of your customers. This allows us to progress efficiently to the ‘Develop’ stage where we bring your product to life!
Product performance is paramount
Will it do what it says on the tin, or will it fall short? Expect a major backlash if your product underperforms at market. Testing the product prior to launch in a lab or directly with consumers ensures ‘the need,’ of which your product is based, is met. Testing your product provides an opportunity to reduce unforeseen costs post-launch, gain feedback and make further improvements. A product that performs as expected or outperforms creates long-lasting positive memories for the end consumer. If producing your product en masse in the far east, it’s a good idea to monitor the factory closely to ensure your product is being produced as expected. We have several close contacts in the Far East that have a solid track record producing high quality, large scale runs.
We have plenty of examples of consumer products we’ve helped turn into successful commercial products by engaging with our intelligent design solutions. One fine example is our work with Armitage Pet Care. They’ve been keeping animal’s extremely happy since 1775. Armitage approached 3Di for design support on a variety of different projects. The 3Di team are your ideal launch partners, by making use of our final Implement stage we ensure your product is ready to hit the ground running. To do this, we put manufacturing solutions in place that work for you and your business model.