Clarel
Information on Clarel
APPROACH
In a saturated context with changing consumer priorities, consumers are looking for brands that promote wellness and share their values.
The importance of adapting to these trends is key to success in today's market.
CHALLENGE
Increasing competition in the household and drugstore sectors affected the market share of the specialized brands versus large supermarkets.
On the other hand, there is a growing demand from consumers who prefer specialized stores for cosmetic and beauty products.
SOLUTION
We accompanied Clarel in its transformation, from conceptualization to in-store activation. We redefined a store model that maintains Clarel's proximity, evolving into a brand expert in care and wellness.
Clarel has gone from being a drugstore associated with supermarkets to a comprehensive beauty and wellness space with services included.
From supermarket to integrated wellness
Based on an exhaustive analysis of Clarel's business model, covering customer experience, strategy, verbal and visual identity, communication and physical space, a deep understanding of the challenges, opportunities and discrepancies between business objectives and the reality of its stores was achieved.
Aspects that detracted from the brand and the physical experience were detected, leading to the conclusion that Clarel needed to evolve from a traditional drugstore to a beauty and personal care specialist.
With this objective in mind, the brand was professionalized, positioning it as an expert and creating a differentiated and premium user experience.
Clarel senses
The brand and the experience generated are nourished by all the emotions that can be awakened in each individual.
A cozy space where you can feel at ease with yourself.
Listening carefully so that you can trust our expert and sincere advice.
The satisfaction of a product and services that meet your real needs.
Because we strive to cultivate positive sensations for you to enjoy.
Day by day.
With all your senses.
An innovative concept that makes sense in space
Achieving a differentiated experience and environment were central to this transformation. For this reason, the experts in customer experience & retail were involved throughout the process to ensure that the new business concept, the new brand and the new space formed a coherent and inseparable unit.
It has created a an identifiable, clear and open spatial concept, in which we seek to create differentiated areas to find outstanding experiential moments.. In addition, it is a concept adapted to the economic needs of the brand and easily replicable and scalableThis is essential given the capillarity of the company. All the furniture has been designed according to a standard modulation and we have looked for materials easily accessible from any point of the national territory.
The Beauty Room is the space where services that require greater privacy are performed. They are qualitative and differential services in which the client can experience a moment of care.
Other services that demand less privacy, such as makeup or manicures, are integrated, but differentiated, in the main space. Special lighting, a singular custom-made piece of furniture or a change in the floor help the client to identify them quickly.
The concept of cross-selling for services to be related to the products that complement itThis allows us to offer the customer an integral experience.
The customer journey has been meticulously defined and tested to avoid creating residual spaces and to highlight the products and touch points that we are interested in promoting.. The finishes, the level of privacy, acoustic comfort, lighting, vegetation, furniture or signage are some of the resources we have used to distinguish specific areas and trends.
We wanted the interior to reflect the concepts of wellness and personal care, which is why we have defined natural finishing materials, vegetation and warm colors and lighting.
One of the brand's values is its commitment to the future.
For this reason, the sustainability and circularity of the materials has been one of the main criteria when choosing them. For example, all the furniture boards are made of recycled 100% chipboard and the floor is made of cork with a protective sheet made from recycled plastics recovered from the sea.
VR to test the concept
During the conceptualization process of the project, the challenge of defining a complex experience in a space that did not yet exist was presented.
Thanks to the work done with visualization and virtual reality engines, we were able to give Clarel's management team a direct feel of the customer experience even before the new concept was physically realized.
Relying on technologies traditionally used in videogames, we have generated a realistic model of the space through which we can navigate virtually and visualize every corner of the new store.
A new concept that you don't have to imagine, but live it in first person.
Naturalness throughout the brand
Visually, we have evolved Clarel from a dark brand, defined by black and white, cold lighting and supermarket shelf furniture, to a brand empathetic, colorful, full of light and with warmer, more natural materials and images.
A brand without artifice, which opens up to be even closer to people.
The visual universe of the brand has been shaped through an interior and exterior signage system that projects a higher quality and visibility of the brand, a communication system governed under the same layout and graphic resources, the unification of product sheets to bring greater cohesion to the brand, etc.
At Baud, we are not content to go with the flow; instead, we advocate leading the change and be pioneers in the creation of solutions that generate a lasting impact.
We share a vision of a better future, and we work tirelessly to build tools that enable companies like Clarel and its brands to grow and thrive, always keeping our focus on human connections and the meaning behind every step.