The Legacy Redefined
Studds
- Helmets & Motorcycle Accessories
The Legacy Redefined: An Indigenous to Global Premium Equity
India is the largest two-wheeler market in the world, recently passing China to take the number 1 spot.
With an increased number of vehicles on the road, coupled with regulations outlawing driving without a helmet, helmet adoption rates are on the rise. This has caused the helmet market to grow at a CAGR of 6.10% and is predicted to reach $3.8bn by 2033.
Studds, one of the most iconic helmet makers, enjoys a considerable share of about 25.66% within the helmet market. Seeing the regulatory push and changing consumer behavior, they realized that their existing retail presence, while being functional, wasn’t primed to engage the modern urban consumer who wants more than just a product. And this realization led to a collaboration between Studds and D’Art Design.
How we arrived at solutions.
To figure out a shopping experience that disrupts helmet retail, we needed to answer one thing - ‘What does helmet retail look like right now?’
And with that question in mind, we set out to conduct an extensive primary research across 3 major cities - Pune, Mumbai, and Bangalore. Pune revealed low helmet adoption, a cluttered retail environment without any conscious thought, and a need for education within the retail journey.
Mumbai revealed that there was a sense of pride among the modern urban rider with being a biker, an emerging community-driven riding culture, and an inclination towards premium products influenced by the city’s ‘star culture’. Interestingly, a large chunk of Mumbai’s helmet retail was constituted of repeat purchases, showing a greater connection between the buyer and the seller.
Bangalore revealed an even stronger design sensibility. The helmet was considered an extension of their identity, which led to a growing scene of bike-matching helmets. Bangalore also reported a higher average ticket size as compared to the above 2 cities.
Design Philosophy amalgamated with Realization
As we uncovered the real-world challenges, behavioral patterns, and gaps in helmet buying, we started working on figuring out certain principles, upon which our design intervention would be built. We took in insights, married them with the sense of Studds, and came up with three pillars -
Safety
First and foremost, STUDDS is about safety. Therefore, the retail environment and the displayed products need to invoke a sense of trust and assurance.
Legacy
Modern riders see helmets as an extension of their identity, which furthers their sense of individuality.
Technology
With a greater push for adoption and a resulting acceptance of helmets within urban areas, the store needed to speak to the modern consumer in a language they understood.
India's First Phygital Helmet Store.
Our solution was to develop India’s first phygital helmet store, which was unveiled in Dehradun. Spreading over 600 sq. ft., the store pushed the boundaries of what a helmet store was supposed to be.
Considering the 3 core philosophies as a foundation, we designed the space that not only engaged, but stimulated and converted customers into advocates through the following interventions:
- Conventional retail stores were basically storage-units-made-to-sell, where the priority was to store as many SKUs as possible instead of displaying them.
We replaced the cluttered display units with interactive digital displays, which gave an impression of a roomier and welcoming store. - During our research, we identified a gap within the retail experience, and that gap was education.
We installed designated VR zones in store to showcase helmet features and its USP, creating a rech-enabled infotainment solution. - During a store visit, we noted that one of the most common reasons to visit a store was to see how the helmet fits.
We designed and deployed an interactive touch table that went a step further. It not only educated the person about the fit & and safety, but also suggested customization options. - Despite the shopkeeper’s reluctance in allowing the person to touch and feel the helmet, they often gave in, citing that a person has a higher chance of converting if they handle and try on the helmet.
To mitigate the potential health risk posed by numerous heads being stuck inside the same helmet, we installed helmet sanitizer units to reinforce Studd’s commitment to safety.
The Impact
By combining insights derived from research with spatial design and storytelling, we created a modern store for modern needs that positioned Studds as a brand for tomorrow.
The design interventions were developed to increase the in-store dwell time and set a replicable benchmark for future rollouts.
but work wonders in the real world.
