OBJECTIVE
Help the 150-year-old lawn & garden brand reimagine their retail experience and inspire their distributors.
CONSUMER LIFESTYLE & RETAIL TRENDS
Consumer Lifestyle
I looked at people’s desire to live ‘balanced lives,’ reconnect with nature and create community.
Retail Trends
I explored retail trends spanning discovery and decision making to fulfillment and ownership.
BRAND IMMERSION & 3RD PARTY VALIDATION
Stakeholder Interviews
I spoke with stakeholders at Scotts and partner retailers to understand organizational insights.
Expert Interviews
I interviewed industry experts to validate the trend research and gain deeper insights.
CONCEPT DEVELOPMENT
Potential Initiatives
I distilled the primary and secondary research into 12 high-level initiatives. Each initiative included consumer insights and opportunities for Scotts.
Virtual Workshop
I presented the potential initiatives during a virtual workshop and design sprint. Participants were challenged to select two initiatives that they felt were as "opposite" as possible and think about how they could be combined into a new approach.
Retail Concepts
I responded to Scotts’ feedback and scoped out 7 retail concepts and accompanying capabilities that could be leveraged to evolve the way Scotts market, sell, and support their products.
CONCEPT DEFINITION
After selecting the concept with the most potential, I collaborated with an experiential retail strategist to bring it to life. I articulated design principles, created materiality mood boards, and designed layouts of the space with descriptions of retail fixtures and merchandising.
Key components: BOIS drive-thru, physical & virtual showrooming, landscape design service, loyalty program, clienteling kiosk & personalization
