Dash In
ELEVATING AN INDUSTRY
Over more than 7 years of collaboration, Emotif worked with Dash In to create an entirely new brand experience from the ground up.
We worked with Dash In’s management to define a growth strategy and develop the critical brand and product elements needed to deliver on that strategy. Following a “disrupt or be disrupted mindset” we helped Dash In to design and implement an industry-leading brand experience including new branding across touchpoints, retail store designs, technologies, and product offerings.
The Client Context
Dash In wanted to gain a leadership position in their industry while future-proofing against anticipated industry disruptions. This involved the creation of a stronger brand, with superior consumer appeal, and innovative offerings, to rival, and ultimately transcend, some of the best-known brands in the convenience industry.
Why We Were Successful
Our initial study of the industry and customer needs identified many opportunities to transcend industry norms. The convenience industry was relatively underdeveloped in its use of design to attract customers. Moreover, our research showed that many valuable customers were avoiding the industry altogether, but were eminently persuadable given the right mix of product, design, and brand storytelling.
What We Did:
Research & Insight
Brand Transformation
Visual System Design
Brand Book
Responsive Web Design
Menu Development
Environment Design (Interiors & Exteriors)
Brand Management Systems
Bespoke Photo & Video
Brand Launch Collateral
Industries:
Retail, Hospitality, Consumer
Solutions Provided:
Before
After
Strategy Development
Customer Insight and Segmentation
Emotif conducted a series of quantitative and qualitative studies to understand the unmet needs in the marketplace and identify the most promising types of customers to address.
Market Landscape Analysis and Competitive Analysis
Emotif's market and competitive analyses underlined the solution's standout position in a field ripe for digital transformation.
Business Strategy & Positioning
Emotif led an initiative to define a new strategy for the business and define the critical product, technology, and brand elements needed to deliver on that journey. We developed a positioning statement to act as “True North”, to help the business better define initiatives that will contribute towards successfully executing the strategy.
Foundational Design and Innovation
Customer Journey Mapping and Blueprint
To ensure that the strategy would be effectively delivered across a complex business model, with many touchpoints, we developed a customer journey blueprint that translated the strategy into specific, tangible, and measurable actions that the company could take, across departments, to create a coherent and consistent brand experience.
Business Model Innovation
We led a process to identify opportunities to inject innovation into key “moments” in the customer journey, such as new product offerings, and new site and store designs.
Brand Identity and Visual Language
A fresh new brand identity and visual language were created to better appeal to the most critical customer groups, and to differentiate the brand across the entire experience, on site, in digital media, loyalty programs, etc. This included the development of an extensive visual language and sub-brands.
Design Execution and Scaling
Retail Exteriors
A striking exterior design was essential in an industry where approximately 70% of customers fill up with gas and never set foot inside the store. Overcoming negative industry stereotypes and reaching new types of customers began with curb appeal.
Retail Interiors
The interior was a marriage of form and function, bringing the ethos of the brand to life while ensuring that critical customer experience and business goals were achieved. Creating a bright, clean, and inviting environment; showcasing our most compelling product innovations in the fresh food and beverage categories, and building a higher overall level of trust and brand affinity with customers through friendly and responsive service.
Technology
Defining and implementing a strategy to deploy technology inside and outside of the retail space to streamline the customer experience through more convenient and rewarding ways to experience the brand; including digital ordering, loyalty rewards, streamlined payments and other forms of E-CRM and digitally gathered customer insights.
