Transforming a functional category to a lifestyle category
Titan, India’s leading manufacturer of watches and jewelry, and the world’s sixth largest watch brand planned to launch a prescription eyewear brand in India. This endeavor needed a chain of branded retail stores where customers could interact and select products.
The launch of Titan’s brand intended to transform the otherwise perceived functional category of prescription eyewear to a lifestyle-driven category with youthful attitude, without losing efficaciousness. This was also an opportunity to redefine the industry by bringing a consistent, world-class experience amongst localized prescription eyewear services.
Elephant studied the international best practices in the prescription eyewear business, which were mapped on the Indian psyche to come up with new experiential offerings. Potential customers needed to be convinced about a number of facets such as expertise in optometry, quality, comfort and style.
A transparent, positive and warm buying experience was created with precision and comfort as the focus of design. Key solution was to make the customer journey comfortable, product selection browsable & communicate an expertise in style selection. Display areas, with exclusive interaction units ensured customer comfort. A novel concept that enabled customers choose the right style of eyewear was developed with technological support.
Noel Tata inaugurated the first outlet in April 2007, which received enthusiastic response. Elephant provided effective guidelines and extensive implementation support for the initial roll out phase including small formats & shop in shops and presently, Titan Eye+ has 155 stores functional across 48 cities.
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