Tallero + Gerundio
How to mirror the physical experience in an online channel?
Reinterpreting the experience to boost the business
Services
- Brand and Communications
- Experience and Interaction
Challenge
Tallero is a Mexican company expert in the design and manufacture of custom furniture.
After a period of rapid growth, they detected that their two main points of contact, the physical showroom and the online store, were built on very different premises: while in the physical store they managed to offer a complete experience accompanied by personalized advice, their online store was simply a platform for buying furniture.
This difference between their channels led Tallero to seek a brand revamp.
Solution
Starting its redesign without having a strategic path was almost like manufacturing a piece of furniture without knowing its measurements, so we first analyzed the characteristics and strengths of the business, studied its competitive context and inquired into the perception of its customers.
From this, we built an online experience capable of adapting to the needs and interests of different types of users, which allowed us to align the e-commerce experience with the physical showroom, bringing personalization to the digital world and giving consistency to the brand.
To follow this strategic direction, we designed a visual identity that responds to a mature and professional personality without leaving aside its free and edgy nature, which is reflected in the spontaneous strokes that interact with the rest of the system to represent Tallero’s distinctive character.
We built an online experience capable of adapting to the needs and interests of different types of users, which allowed us to align the e-commerce experience with that of the physical showroom, bringing personalization to the digital world and making the Tallero experience a much more consistent one.
Impact
- Differentiation against the competition
- Alignment of the offline and online experience
- Value proposition positioning
Learning
“Understanding and deepening in the “how” and “why” of the business allowed us to focus our actions on a strong strategy, which responded to a solid purpose and sustained a comprehensive interaction with the customer.”
