Open were asked to develop communication materials to deliver the new Retail Services Programme across the three levels of engagement. The approach needed to be coordinated and of exceptional quality to engage with the retail sector and enhance the brand experience.
Specialized is one of very few cycling brands in the world who can supply dealers with a complete line of bikes, accessories and apparel. Specialized offer a complete brand experience through innovative internet content, print communication and event promotion; a combination of services that creates an exceptional environment for customers.
The Specialized brand is stronger than ever. The reputation for bringing the most innovative, highest quality cycling products to the market has created exceptional brand loyalty among discerning consumers.
With this as a strong and fundamental platform Open developed an integrated strategy focusing on matching the brand values with a comprehensive set of a communication materials. The main requirement was to adapt the way Specialized had historically communicated to its dealership. In the past this relationship had been unstructured, originating from a dependency built around strong product lines, mutual interests and an informal cycling culture.
In order for these three programmes to be successful, the method of presentation, the language, copy writing and the end product all had to revitalised in order to fit with the proposed brand values. This would ensure an ongoing trust and deepening of partner loyalty.
Initially Open created a suite of brand assets such as photography, interactive 3D retail environments, and tone of voice direction matched with contemporary creative style to communicate the retail programme.
We then created a staged process of touch-points to engage the selected dealers, and allow the proposal information to be delivered in focussed managed stages, ensuring ultimate uptake.
Dealers were individually invited to the new Specialized UK headquarters in Surrey and given an interactive presentation with 3D animated walk-throughs to showcase the future proposition. This was then presented in book format with accompanying digital files. The high quality of communication tools provided to Specialized delivered a confidence and clarity of proposal.
As an international company with sales and programmes worldwide, Specialized rely heavily on local knowledge and the relationship the dealership have built with customers. The flexibility of the Flash presentations also allowed Specialized to present in-store to regional retailers and deliver a consistent message across all touch-points from Concept Store retailers through to Store-in-Store operations.