ETRA’S BOLD MOVE: A DISTINCT AND UNIFIED NEW LOOK - Brand ID

In companies representing many brands, their own brand may have been overlooked. Industrial products sales specialist Etra Oy decided to make a bold move in connection with the store renewal. Distinctive look, clear store layout and new elements such as large-format prints are now colouring the stores. Customers as well as representatives of different brands benefit from the makeover. The successful change was implemented by the national partner Brand ID.

Etra has 40 Megacenter stores across Finland. The southernmost is in Herttoniemi, in Helsinki, and the northernmost is in Kittilä. The company wrestled with the same challenge as many other companies when representing multiple brands.

“The brands brought their own logos and product displays to the store, making the overall look a bit too disorderly. We wanted to group the products clearly under our umbrella brand and strengthen our own look. In addition, the goal was to improve customer service, clarify the department layouts and make it easier to find products,” says Marketing Manager Tiina Tulimaa.

IDENTIFIABILITY IS IMPORTANT

Project Manager Sanna Mattinen emphasises that the criteria for choosing a partner were strict.

“Megacenters are all a little different and, over the years, store managers have made their own individual solutions. We wanted to unify the look to be clearly identifiable,” she says.

The major makeover required careful background work, so the company required not only technical implementation but also strong visual insight from its partner. The selection of Brand ID was influenced by strong design skills.

RELIABLE WORK FROM START TO FINISH

Tiina and Sanna praise the effortlessness of the cooperation and compare it to a good co-worker relationship.

“The choice was also supported by the fact that Brand ID operates nationwide, and installation is handled naturally everywhere in Finland. This means we do not have to conduct the installation tender separately at each site, which saves our time and brings cost savings,” Tiina states.

Brand ID communicates independently with the respective Megacenter, handles orders, measurements, and installations. A practical element bank has proven to be very effective.

Renewal is easy. Each store chooses the most suitable elements for its space from the bank, but the integrity and credibility of the brand are maintained,” Sanna adds.

ELEMENT BANK SAVES TIME AND MONEY

Etra’s familiar blue-and-white logo was retained. In addition, there are a number of elements that are easy to update and still maintain the overall look.

Signs, category signboards and shelf ends were renewed in the stores. In addition, stylish product category images, large-format prints and floor tapes bring life and colour to the stores. A blue portal was built at the entrance. Brand ID also created the look of Etra Cafe that operates in the new Megacenters.

You can conveniently change the campaigns on the shelf ends and highlight new products or sales, for example. Illuminated signboards for the 24/7 pick-up point were also ordered from Brand ID.

We have received a lot of positive feedback from customers and staff about the makeover and, after the initial surprise, the brands have also stated that the solution works. The products are clearly compartmentalized, making it easier to find and compare products. Products sell well and customers revisit the stores. Everyone wins, Tiina and Sanna sum up.

//Did you know? Etra invests in service warehouses. They take products to the customer – where they are needed. A customised logistics solution can be a designated shelf, Eloc machine or even an entire service container. Brand ID is also a partner in these new solutions.

STORES CHOOSE THE RIGHT ELEMENTS, BRAND INTEGRITY AND CREDIBILITY ARE MAINTAINED

“TIPS FROM VIRTA”

When renewing the store look, it is worth considering whether the company’s brand needs even bigger makeover at the same time. Read our Sales Manager Tapio Virta’s five tips, and feel free to contact us.