Panduro

Panduro: Brand transformation through insight, positioning strategy and omni-channel brand identity design

Silver’s tasks
• New visual omni-channel identity, including guidelines for social media content
• New packing identity for private label
• Facelift of all stores, starting Q1 2019
• Implementation by Workshop
• Positioning strategy, including new brand platform and brand strategy
• Strategic market segmentation
• Trend analysis
• Category management
• In-house training programme for partnerships between staff and loyal customers
• Social media strategy, including guidelines for imagery and tone of voice

Background / Insights
Panduro is the Nordic region's largest retail chain in its segment, with a focus on creativity using one’s hands. Panduro has 103 stores in Sweden, Denmark, Finland, Germany, the Netherlands and Belgium, and a large e-commerce platform.

In 2016, Panduro was experiencing increasing competition from players in adjacent markets such as books, toys, groceries and DIY. Insights showed that conversion rates were too low and consumers weren’t sufficiently inspired by Panduro’s channels.

Background / Insights
Panduro is the Nordic region's largest retail chain in its segment, with a focus on creativity using one’s hands. Panduro has 103 stores in Sweden, Denmark, Finland, Germany, the Netherlands and Belgium, and a large e-commerce platform.

In 2016, Panduro was experiencing increasing competition from players in adjacent markets such as books, toys, groceries and DIY. Insights showed that conversion rates were too low and consumers weren’t sufficiently inspired by Panduro’s channels.

Background / Insights
Panduro is the Nordic region's largest retail chain in its segment, with a focus on creativity using one’s hands. Panduro has 103 stores in Sweden, Denmark, Finland, Germany, the Netherlands and Belgium, and a large e-commerce platform.

In 2016, Panduro was experiencing increasing competition from players in adjacent markets such as books, toys, groceries and DIY. Insights showed that conversion rates were too low and consumers weren’t sufficiently inspired by Panduro’s channels.

Background / Insights
Panduro is the Nordic region's largest retail chain in its segment, with a focus on creativity using one’s hands. Panduro has 103 stores in Sweden, Denmark, Finland, Germany, the Netherlands and Belgium, and a large e-commerce platform.

In 2016, Panduro was experiencing increasing competition from players in adjacent markets such as books, toys, groceries and DIY. Insights showed that conversion rates were too low and consumers weren’t sufficiently inspired by Panduro’s channels.

Background / Insights
Panduro is the Nordic region's largest retail chain in its segment, with a focus on creativity using one’s hands. Panduro has 103 stores in Sweden, Denmark, Finland, Germany, the Netherlands and Belgium, and a large e-commerce platform.

In 2016, Panduro was experiencing increasing competition from players in adjacent markets such as books, toys, groceries and DIY. Insights showed that conversion rates were too low and consumers weren’t sufficiently inspired by Panduro’s channels.

Positioning / Strategy
To maintain and expand the market-leading position by transforming Panduro from a supplier of hobby products into an enabler for craft and creativity.