What's Happening?
Quad/Graphics, Inc., a marketing experience company, has been appointed as the agency of record by Scandinavian Designs, a nationwide retailer of modern home furnishings. This partnership aims to consolidate Scandinavian Designs' creative and media strategy under Quad's integrated marketing solutions. Quad will assist Scandinavian Designs in expanding its e-commerce presence, reviving its catalog, and enhancing brand equity across the United States. The collaboration will involve Quad's creative agency, Betty, and media agency, Rise, to provide strategic creative direction, content production, and integrated media management. Quad will also utilize its proprietary data stack to target ideal markets for Scandinavian Designs, aiming to drive measurable brand and business impact.
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Why It's Important?
The partnership between Quad and Scandinavian Designs is significant as it represents a strategic move to modernize the furniture shopping experience in the U.S. By integrating online and physical shopping experiences, the collaboration addresses consumer preferences for a blend of digital and physical touchpoints. This approach is particularly appealing to Gen Z and Millennials, who favor brands that enhance physical shopping with digital elements. The revival of the catalog as a marketing tool also taps into consumer interest, with 65% of shoppers across generations looking forward to receiving catalogs. This partnership could potentially increase Scandinavian Designs' market reach and brand recognition, benefiting both companies in the competitive retail landscape.
What's Next?
Quad will focus on creating true omnichannel purchase journeys for Scandinavian Designs, leveraging in-store, at-home, and e-commerce efforts. The company plans to test new markets to expand Scandinavian Designs' national reach. As the partnership progresses, Quad's integrated service offering will be crucial in scaling Scandinavian Designs' operations and bringing their vision to life. The collaboration is expected to transform Scandinavian Designs into a household name through bold, customer-focused marketing strategies.
Beyond the Headlines
The partnership highlights the evolving nature of retail marketing, where data-driven strategies and integrated solutions are becoming essential for brand growth. The collaboration also underscores the importance of adapting to consumer preferences, particularly in the context of digital transformation. As Scandinavian Designs and Quad work together, they may set a precedent for other retailers seeking to enhance their omnichannel marketing strategies.
