Retail Merchandising
HTC EVO Launch
Tasked with dynamically promoting the HTC EVO 4G LTE in the Sprint Studio flagship retail store, this is what we came up with.
Execute a 30-10-3 strategy to capture customer’s attention, educate and entice interaction and demonstrate app features through engagement.
Project Title: HTC EVO 4G LTE Launch: Immersive Retail Experience for Sprint’s Flagship Store
Objective: To create a high-impact, in-store experience that showcased the capabilities of the HTC EVO 4G LTE in Sprint’s flagship retail location. The goal was to transform the store into an interactive engagement hub, capturing customer interest, educating them on key features, and driving conversions through a multi-sensory brand experience.
My Role:
Retail Experience Strategy: Developed and implemented a 30-10-3 strategy designed to capture attention (30 feet), spark curiosity (10 feet), and drive interaction (3 feet).
Immersive Store Design: Led the spatial storytelling approach, integrating floor decals, digital screens, and interactive product displays to showcase the phone’s unique capabilities.
Interactive Product Education: Conceptualized hands-on experience zones, allowing customers to explore the EVO 4G LTE’s features through gamified touchpoints and digital demonstrations.
Brand Messaging & Visuals: Ensured all visual elements, retail signage, and digital integrations aligned with HTC and Sprint’s brand messaging and positioning strategy.
Collaboration & Execution: Worked with cross-functional teams, including Sprint marketing, HTC brand managers, and store designers, to ensure seamless implementation.
Challenges & Considerations:
Driving Foot Traffic: Needed to create an experience compelling enough to attract and retain customer engagement in a competitive retail environment.
Balancing Education & Entertainment: Designed the experience to be both informative and immersive, ensuring customers left with a clear understanding of the phone’s unique selling points.
Space Constraints: Optimized store layout and interactive touchpoints within the flagship retail space, ensuring a smooth customer flow and accessibility.
Outcome & Impact:
Increased Customer Engagement – The interactive in-store setup resulted in higher dwell time, with customers actively engaging with the product.
Boosted Sales & Brand Recall – The hands-on experience led to an increase in purchase intent, reinforcing HTC EVO 4G LTE as a leading choice for tech-savvy consumers.
Retail Innovation Recognition – Sprint and HTC praised the campaign for its strategic, experience-driven approach, setting a new standard for product launches in flagship stores.