The design team investigated the feasibility of developing a branded product to be marketed internationally, providing increased margins, better competitiveness, and a marketable point of difference. Research delivered key insights: the key customer was female; the existing systems were overly complex; the installation difficult; the process of specification was complex and difficult for ordinary consumers. These insights were put to work creating a basic system that sought to improve these key functions.
The design team delivered a simplified range of cabinets, towers, and a range of accessories such as drawers and shelves that combined to create finished products that improved stability, made installation easier and resulted in a 15% reduction in stocked items.
The new ventilation system was a market first and allows for the transpiration of moisture away from the clothes, keeping them fresher for longer. Initial environmental assessments provided useful information which enabled the team to specify the lowest
VOC particle board available with the E0 Classification. This was safer due to low emissivity resins.
A succinct story was created with a personal feel appealing to the female purchaser ‘Your Home Life: Safe, Clean, and Organised', playing to the key benefits the storage programme. A graphic language helped consumers understands what they could make from the basic units was provided in-store. These were simple equations, rather than the competition's complex checklists.
Bunning’s Australia launched the storage programme through its network of stores, ensuring a rapid break even and uptake of the product.
