The growing Millennial base was important to establishing Intel’s processors, chips, software and analytics as must-have consumer electronics components. Intel wanted its shop-in-shop to be sleek, on-brand and undeniably cool.
Further, Intel’s key performance indicators (KPIs) revolved around brand attribution and perceptions. To deliver on these metrics meant creating a space that was clear and easy to navigate with technology experiences that were easy to access, use and understand.
Several rounds of research were conducted to ensure the shop-in-shop was contextually relevant, likely to appeal to primary and secondary target audiences, and delivering on the KPIs.