Swimco is western Canada's largest swimwear retailer, and is currently opening a number of new stores in key markets. Stormy Lake was called in by agency partner Karo to visit a number of the retailer's stores, speak to store staff and customers to understand the buying process and customer mindsets, and finally to facilitate a day's brainstorming with 50 key personnel from across Swimco's network. This session aimed to understand how the new stores could better meet the demands of a changing customer.
We guided the cross departmental group through a series of bespoke exercises to gather as much information about the unique swimwear shopping experience as possible in a short amount of time. On-the-spot analysis allowed for swift progress in the session, and all parties left feeling tired but motivated. The results of the session inputted directly into the new store concept design that has recently been launched.