Eldorado approached FITCH to communicate their proposition; ‘It’s Easy To Live Better’ through their retail environment. The challenge was to translate this to create a double-layered experience where customers felt Eldorado was an easier and more enjoyable place to shop that also provided satisfaction with the products on offer.
Eldorado, the biggest consumer electronics retailer in Russia, was failing to speak as a brand with a central promise. Each store was simply a collection of products that offered no benefit or reason to return.
Eldorado’s new store environment reflects the evolved proposition, by putting service and expertise, engagement and dialogue with the consumer at the heart of offer. Instilling confidence in customers, the new retail space encourages interaction with the products, inspiring trust and belief in the Eldorado brand.
Clear navigation and zoning provide a better guided journey to purchase with the ‘Hi Technic’ hub at the heart of the store, providing customers with a central beacon of expert advice.
The ‘Live’ and ‘Wow’ zones create engagement by bringing together all the best solutions in one place. These editable spaces allow Eldorado to tell exciting product stories and give expert opinion on the newest and very best technology products.
A unique brand language means Eldorado owns the dialogue. A new photographic style and playful iconography tells credible product stories and injects emotion in-store.