How do we improve both the brand and product presence of Mira in its core retail environment – bathroom showrooms?
Numerous market audits took us from the sublime to the ridiculous. From intimidating sheds to beautiful showrooms, our job was to create the most effective use of space for Mira. What we found were largely unbranded, uninviting environments where the consumer is poorly educated and poorly communicated to. Working with hôme advertising, we created a strategic plan for the entire tiered showroom market and have subsequently produced and installed ‘Mira zones’ at pilot sites in the UK and Ireland. Test campaign success means the concept is now being rolled out across the entire estate of merchant and independent customers. And we’ve been showered with praise.