La-z-boy

brand refresh & retail experience

 

 

the brand was being crushed by its own big, brown armchairs.

 
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My role

I conducted an analysis of the business situation and identified the problem and opportunity for us to tackle. Then I collaborated with the communication strategists to research and identify a new target and develop a communication strategy. I also assisted the creative team as needed and provided feedback on creative deliverables.

THE TEAM: Alyson Gaiser (communications strategist), Melissa Jackson (communications strategist), Coryn Bajema (experience designer), Will Luck (copywriter), Lauren Wilson (art director)


where we started

The ask: 

Take a suffering retail brand and revive it by updating its retail space. 

 


What we did

we were a little surprised that la-z-boy was even still in business. So we looked into how they're staying afloat...

La-Z-Boy had expanded into 5 sub-brands, offering everything from dressers to home decor. It was able to market some of these sub-brands without tying them to the La-Z-Boy name, saving the business. But it sells all of the sub-brands in its La-Z-Boy stores, leading to a cluttered, disjointed, generic mess of a furniture store. The retail segment of the business was bleeding money, even after they revamped the store design in 2016. 

the problem:

La-Z-Boy had lost itself by trying to do too much. 

the Opportunity:

Bring La-Z-Boy back to its roots by repositioning what it knows best—recliners, sofas, and sectionals—as necessities for how its target lives today, driving traffic to retail stores.

But who is this new target?

They're the comfort cravers. Their lives revolve around work, and many of them are starting families. Because they have so much going on, they pride themselves on productivity and efficiency throughout the day. When they finally get home after a long day, they see their space as a place to do some much-needed resting and recharging.

key insight:

Our target does so much more on their couches than just sit. Their living rooms are also a place to nap, snack, watch movies, or recoup when they're sick.

Strategy:

Make the living room into a haven of relaxation.

 

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Taking La-Z-Boy comfort to a new level with hygge:

Fortunately for La-Z-Boy, the Danish concept of hygge has been taking the over-productive, over-stressed world by storm. Hygge can be defined as "creating a sanctuary in the middle of a very real life"—and it's often used to describe getting really, really cozy (think a cardamom latte, wool socks, a chunky sweater, and a good book). You can read more about hygge here

Hygge is basically synonymous with a "haven of relaxation," so we applied it to every aspect of the La-Z-Boy consumer journey. 

 

Take a look at how the strategy came to life to solve a few of La-Z-Boy's biggest retail problems:

Problem: The La-Z-Boy store didn't feel cozy. It felt like a furniture store. And not even a great furniture store. 

Solution: Customers are greeted with a Cozy Cafe when they first walk in, setting the tone for the rest of their shopping experience and inviting them to relax and enjoy their time in the store. 

Problem: Salespeople watch customers like hawks, pushing them to make a purchase immediately  upon arrival. That's not relaxing.

Solution: The Remote allows La-Z-Boy attendants to take a more hands-off approach to selling, while still being available when customers need help. The Remote allows customers to archive products they're interested in, so that they can go back and shop online if they don't make a purchase in-store that day. 

 

Problem: La-Z-Boy offers lackluster in-house interior design services, just like every other furniture store. The designers work in a cluttered alcove in the middle of the store, surrounded by shelves of giant fabric spools.

Solution: Retitle the designers as "Comfort Consultants," train them to help people design their homes for the maximum coziness, and restructure the space to include small rings of sample swatches and a long, collaborative design table.

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summary

The ask:

Take a suffering retail brand and revive it by updating its retail space. 

business problem:

To counteract being known for a huge, ugly chair, La-Z-Boy had expanded into 5 sub-brands, offering everything from dressers to home decor. It sells all of the sub-brands in its La-Z-Boy stores, leading to a cluttered, disjointed, generic mess of a furniture store. The retail segment of the business was bleeding money. La-Z-Boy had lost itself by doing too much.

Target audience:

Comfort cravers whose lives revolve around productivity. By the time they finally get home after a long day, they need their space to allow them to rest and relax.

key insight:

Our target does so much more on their couches than just sit. Their living rooms are also a place to nap, snack, watch movies, or recoup when they're sick.

strategy:

Make the living room into a haven of relaxation.

How this translated into retail:

We targeted key pain points in the retail experience and re-imagined how we could make each of those moments more cozy.