| Amplifon
2011 REBRAND 100 > best of awards Component Rebrand Country Base: Italy Industry/Sector: Healthcare, Retail, Personal Products, Branded Environments Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Amplifon is an Italian multinational company headquartered in Milan, Italy. It is the world leader in the distribution of hearing aids and their fitting and personalization to the needs of clients with hearing impairment. Challenge Amplifon has an industry-leading reputation for excellent customer service, but its aging network of retail stores was undermining the perception of its brand. We collaborated with Amplifon to reinvigorate its retail design and service offerings to create a memorable and compelling “store experience” for all of its customers. Strategy Our team conducted a global, ethnography-based research program to target the experience design to Amplifon customers, staff, and audiologists. We translated the results of that research into a compelling Concept Store retail format that has been launched in France, Italy, and the Netherlands. Our team redesigned the interior space, the equipment, the hearing test software, and the staff interactions in order to create a coherent service offering that delivers on the Amplifon promise of quality, thoroughness and caring to its customers. The new retail design offers a positive emotional experience for the customer. In order to lessen the patient’s anxiety around shopping for a hearing aid, the stores have a more inviting and less “medical” feel. The Concept Store design also acts to reduce the stigma associated with hearing problems and broadens the customer’s perception of what a hearing-aid retailer can be. Result Amplifon will roll out the new concept store throughout Europe over the next five years. The first concept stores are already having positive effects both in terms of sales and profitability and are seeing an increase in the appeal towards new and younger customers, opening up potential markets. Credits: Client: Amplifon S.P.A. - www.amplifon.com Chief Marketing Executive: Haluk Terzioglu Brand Strategists/Designers: Continuum - www.continuuminnovation.com Designers: Fabio Di Liberto, Matteo Visentin [back] |
