Atlas

Refreshing the strategic value proposition and branding of a specialty retailer

Transforming the experience and branding of Atlas’s omnichannel business

Story

Refreshing the customer experience and branding of a regional retailer

Atlas Sound & Vision has provided high quality sound and vision lifestyle solutions since its founding in 1963 in Singapore. Today, Atlas is the sole distributor of premier sound and vision brands including Bose, Ad Notam, and Loewe in Singapore, Malaysia, and Brunei. With its expanding customer base throughout the region, the company has recognized the need to meet and exceed customer expectations through providing a more integrated omni-channel strategy.

The omni-channel strategy is about intentionally and seamlessly guiding customers across and between existing and new channels—whether online or offline. Customers today have multiple ways of experiencing brands and purchasing products, which require consistent brand messaging and customer experiences.

For this consulting project, Awaken Group designed an omni-channel strategy as well as a new brand guide for the new Atlas customer experience. This was our 5th project with Atlas since 2012.

Approach

A human-centric process was used to revitalize the brand and expertise

A human-centric, design-driven approach was used to establish the new strategic and branding roadmap behind Atlas’s medium term ambitions

Strategic analyses and outcomes:

Improving customer-centric focus: Uncovered deep customer needs through over 35 customer interviews and 18 mystery audits
Improving customer targeting: Identified key segments for personalized solutions through analytical segmentation and personas
Facilitating impact through innovation: Brainstormed, tested and prototyped over 100 ideas in innovation funnel to identify improvement opportunities
Supporting data-driven growth: Built key financial and operational projection models to support strategic decision making
Building the strategic roadmap: Developed Atlas’s 3-year customer strategy.

Branding:

Refreshing the Atlas brand: Revitalized and re-imagined the brand behind Atlas; together with a new brand guide to support coordination
Improved segment branding: Created new sub-brands for targeted messaging without driving significant cannibalization or confusion around the brand

Impact

A brand refresh supported Atlas to create an effective, integrated strategy to drive an improved experience

We revitalized the Atlas brand with a new master brand and two complementary sub-brands, ensuring consistent and impactful messaging across all channels.

We strategically prioritized key messages and positioning to create a cohesive and engaging brand experience throughout the customer journey.

Finally, we secured full management buy-in and alignment on the omni-channel and brand strategy, developing a clear three-year plan that empowers Atlas to achieve lasting success.

Housing & Development Board (HDB)

Transforming the Housing Experience in Singapore

A more human-centered approach helps HDB improve their service experience and regain public trust.

Singapore Zoo

Cultivating New Generations of Animal Lovers

A play and education concept sparks the adoption of design thinking & innovation practices at the Singapore Zoo.