An engaging visual narrative and communication concept.
In a retail landscape where customers are overwhelmed by choices — where to shop, how to shop, which brands to shop — loyalty is more important than ever.
As part of renewing its longstanding loyalty programme, Stockmann also saw an opportunity to redesign their mobile app.
Stockmann commissioned Motley to create an engaging visual narrative for the app, based on the programme’s core feature of creating value for customers throughout their entire lives.
To bring the physical Stockmann experience into mobile, and communicate how the progression of time creates deeper relationships, Motley was inspired by iconic elements of the department store.
Illustrations of Stockmann’s clock (Stockan kello), its elevators and the long-winding staircases - all elements which themselves have stood the test of time - are translated into the application’s visual world.
The loyalty app concept of “Kanssasi aina” goes beyond illustrations. In fact, it became the tagline for the entire programme’s marketing campaign.
“Kanssasi aina” is a scheme composed of the loyalty program elements, bringing together the familiar visual language of Stockmann and its new approach to loyalty.
The app renewal ended up comprising of its visual design and illustrations, a marketing concept that included key messages, a launch film and a brand guide for the visual language of the loyalty programme. MyStockmann loyalty app was downloaded over 100 000 times during its launch month.
Film Production: TBWA\
App Production: Digia
Agent Pekka / Pietari Posti
The road to change begins with the brand
In the October 2017 edition, customers made over 60 000 orders online during the 5-day event - a 25% increase over the previous autumn and a new record by far.
As the region's premier retailer for over 150 years, Stockmann has history, tradition, and recognition - but what's the secret to making a fresh start in the age of omnicommerce?