EXPLAINING WHY A LAUNCH FELL SHORT OF EXPECTATIONS

Challenge

Understand why the launch of an Argentine retail chain in Uruguay had performed below expectations, with a view to redesigning its strategy and strengthening its cultural relevance in the new market.

Approach

We interviewed stakeholders, surveyed the target audience online to understand the competition, and held discussions about perceptions of the value proposition, communications and in-store experience. This revealed the gaps between the intended positioning and how the Uruguayan audience interpreted the brand in its cultural context.

Outcome

We redefined the brand strategy around the attributes most valued locally and the main reasons people visited. Together with the client, we co-designed short- and medium-term actions that strengthened the connection with Uruguayan culture and loyalty to the brand.