ZEISS

For over 175 years, the word ZEISS has been synonymous with clarity & precision across key industries like photography, healthcare, and semiconductors.

And there’s a reason for it. They’ve consistently invested ~15% of their revenue in research and development, pushing the bar for innovation in the aforementioned industries.

However, innovation alone wasn’t driving their bottom line as much as they thought. They lacked ‘clarity’ in their retail presence.

The Indian eyewear industry was predicted to grow at a 6.94% CAGR, reaching $19.6bn by 2023, and ZEISS felt the need to change their MBO strategy with changing market dynamics. Thus, to revamp their retail identity, ZEISS partnered with D’Art Design and commenced ‘Project Clarity.

D’Art conducted an audit of its existing retail presence and found that ZEISS’s existing MBO presence relied on just two types of counter units. This limited framework of branded touchpoints was starting to age, and its ability to adapt to seasonal changes and consumer preferences was hampered.

In addition to a ‘one-size-fits-all’ approach, the two counter types brought in their own challenges:

Post-identifying the challenges that were affecting ZEISS’ MBO presence, D’Art developed a 3-phased approach to their retail refresh.

Phase 1: Counter Redesign 

While it was clear that the existing approach that the brand had had to go, we still had to figure out the ideal mix of counter types. Therefore, we studied the SKUs, spatial needs within an MBO setting, and how the customer interacts with a particular fixture, and came up with a mix of 3 fixture types -

1. Frame and Lens display units
2. Accessories display units
3. Modular display units

The above fixtures were further developed in three visual merchandising formats - namely, standalone floor-standing units, wall-mounted units, and island units - to enhance adaptability, irrespective of the store layout or the space available.

Phase 2: Festive retail intervention

As the festive season was right around the corner, we had to identify seasonal opportunities that could potentially enhance ZEISS’ visibility within an MBO setting. We decided to conduct another audit across their presence in Delhi, Mumbai, Noida, and Bangalore, and identified the following interventions:

1. Premium Gantry Installation

Before we could inspire customers to pick ZEISS over others, our priority was to get more people to enter the store. For that, we designed branded gantries with reflective vinyl tapes that created a strong pull towards the store and brand, while also elevating curb appeal.

2.  High Point Window POS

During our audits, we had noticed that ZEISS’ competitors had claimed high-visibility spots within the store. We also noticed that windows were largely left untouched, which provided us with an opportunity to install branded window vinyls that assisted in swaying customer preference towards ZEISS.

3. 360° Rotating Brand Pillars

While branded pillars were already in use by ZEISS, they heavily relied on text-based communication. We redesigned branded pillars that prioritized experiential communication. Our rendition was an auto/manual rotating display with messaging on all 4 corners, which enabled it to be within the customer’s POV perpetually.

4. Lit Try-On Mirrors

During the audit we conducted in Phase 1, we had recognized the benefits of utilizing mirror-based interventions. We introduced a branded festive-themed beauty light around the try-on mirrors, not just to elevate product visibility, but also to increase brand perception.

5. Tabletop product Displays

During our research, we realized that placement and visibility are equally as important, if not more, than the fixture in an MBO setting. We noted all ‘high-impact’ zones, as the placement of the fixture will inform its design, and designed tabletop product displays to further elevate brand consideration right on the display counters.

6. The Rotunda

To further elevate the in-store experience, we developed an 85-inch Iris rotunda. This element was specifically chosen to captivate onlookers, and pull them in to interact with the brand. The Rotunda acted as an artistic focal point of the entire store, which enabled us to strategically place ZEISS’ products near it and improve the brand’s recall.

Phase 3: Utility-Based Branding

During our audit, D’Art identified an unconventional, but highly effective opportunity through utility-based retail store merchandising.

The insight was simple.

Branded or not, we noticed that shopkeepers often held on to utilitarian items. Since these items provided a clear utility to the shopkeepers, they were not discarded during seasonal cycles, thus outcompeting competitors for in-store presence.

Acting on that logic, we analyzed a shopkeeper’s average working day to identify potential design-based interventions, and came up with the following:

1. Branded Table Mats
2. Branded Entry-Exit Stickers
3. Branded Stationery Organizers
4. ZEISS Store Certification Plaques

A Vision Realized at Scale

From the outset, Project Clarity was meant to make a wide-scale impact. However, the challenge faced during such a widespread campaign is the geographical and retail diversity, which makes it difficult to develop a cohesive identity.

We found a workaround by not finding a common denominator, but adapting our design to local sensibilities across 1000+ touchpoints nationwide. This balance of scale and customization helped ZEISS stand out, make the most out of festivity-driven commerce, and outlast the competition’s branding refresh cycles.