JSI wondered
Can we CRAFT a “COOLER” REFRIGERATION MESSAGE?
Deliverables
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Market & Competitor Research
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Persona Development & Journey Mapping
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Product Position & Messaging
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Web & Digital Experiences
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Sales Enablement
JSI Store Fixtures (JSI), a pioneer in commercial refrigeration, knew they could help retailers transform refrigeration real estate into profit centers through eye-catching designs and cross-merchandising strategies.
A smaller player competing against large manufacturers, they had innovative solutions on the way that made the timing right to bring their fresh ideas to life.
ELEVATING THE BRAND THROUGH PERSONA INSIGHT
Our conversations with JSI’s customers—who represented widely varied buyer personas—revealed important differentiators: “agile,” “personal,” “customized,” “experts”—and inspired the message that would set JSI apart: Refrigeration, redefined.
REIMAGINING THE REFRIGERATION EXPERIENCE
Tapping into the beauty of their refrigerated display cases was pivotal in transforming the brand experience.
Through an interactive website with a one-of-a-kind store simulation and an intuitive catalog, we turned ordinary grocery store fixtures into supermarket and convenience store merchandising-display powerhouses.
We developed tools to empower the JSI sales team to be confident ambassadors of the big message, and created a social media program to effectively reach prospective customers wherever they were in their purchasing journey.
propelling the business forward
Shortly after launching the program, JSI was successfully acquired, and their powerful refrigeration message continues to bring in customers looking to redefine what their solution can do.