Purchased by venture capitalist Exponent, Radley wanted to develop a new customer experience that would embrace a new, fashion-forward customer whilst keeping their very loyal current customer.
Detailed customer research ensured that there was a clear picture of both current, and target, customers. I was asked to write the format brief and to manage the selection and appointment of a creative partner to realize the project.
The brief ensured there was clarity on the ambition, as well as the constraints, as product innovation, range density and the operating model were also under review and the results of that would need to be landed in the new format.
A dozen creative consultancies credentials were reviewed and six were selected to pitch. I managed the selection process and the fee negotiations. The result was a great collaboration which delivered a much warmer, more fashionable format which is now being rolled out.