Silkeborg Municipality and HandelSilkeborg want a more attractive pedestrian environment on Tværgade.
Silkeborg Municipality and HandelSilkeborg seek to make a more attractive pedestrian environment on one of the main shopping street in the City – The Street named: Tværgade.
Silkeborg Municipality and HandleSilkeborg wish to increase the differentiation and growth in Silkeborg’s pedestrian environment, so it is able to ensure constant attractiveness to city residents and visitors and also compete against shopping malls and online shops. The main goal is on creating customer experiences. To be even better at this Silkeborg Municipalitye selected Tværgade as a pilot project and contacted RisomDesign & Zimplifi for help solving this task.
PROCESS
In order to create a common understanding of which aspects were most important to focus on in the project representatives and shop owners in Tværgade were presented to the project. They gave input to the definition of target groups, objectives and what content the project should be containing.
Afterward customer research was conducted on the three target groups both qualitatively and quantitatively, and combined with trend research for the future of retailing a solid foundation for next step was in place.
To handle all input and knowledge co-creation workshops were initiated with customers and shops which together developed ideas. The ideas main points was on strengthen the communication with customers online, social media, physical decoration and branding of the street and service experiences across the stores on Tværgade. The ideas gave the foundation for the final concepts – Zimplifi and Risom Design developed. The final concepts which had focus on brand, customer experience and future activities on Tværgade. The concepts were subsequently tested and prioritized in a workshop with customers and business owners.
RESULT
- An overall Brand Identity, Logo, Text, concept / guidelines for online and social media, as well as suggestions for the decoration of the physical environment
- A service concept and focus on good customer experience across stores of values nd skills
- Anannual cycle and calendar of activities to support the overall customer experience across stores.