An international brand of bikes wanted to roll into India and wanted the thrill and excitement of their bikes replicated into the showrooms.
We had to adapt the brand language into the Indian marketplace.
Mapping the Customer Journey – The process:
Our first step was to explore the different touchpoints within the customer journey while making purchase decisions.
We immersed ourselves in benchmarking competitive retail outlets (both bikes and cars).
The next step was to understand the user perceptions around racing, thrill, bikes and the cultural nuances that surround the usage behaviour around biking.
Indianising the global language – The solution:
We executed the brand’s communication language within the international design guidelines.
The challenge of following the Indian marketplace framework and adapting to the set international guidelines was seamlessly implemented in showrooms across India.