New design generated 63% increase in turnover and expanded customer base

Challenge – cheeky copycats
When the project was launched in 2004, the growing competition came from a large number of small suppliers, promoting a cheekier profile. They simply copied Kondomeriet's designs, colours, products and content. Technological advances with the Internet had taken off and more people wanted to shop online. The threshold for setting up an online store selling erotic products was low and Kondomeriet's online store was not user-friendly enough. A survey revealed that the company's own image was "amusing", but it was not "playful" in the way people wanted. At the same time, the Beate Uhse group was becoming established in Norway as a serious major rival.

Solution – adult and open-minded
A strategic design was devised for every aspect of the business, based on customer surveys and in-house workshops. New values and a new slogan were also defined: "For deg som har lyst" (For lovers of pleasure). Kondomeriet chose a different tack to its competitors by adopting a suggestive approach rather than being overtly blatant. A consistent, uniform new visual identity was implemented. The new colours were intended to make a serious impression in the company's marketing collateral, as well as in its stores and on its website. The web solution was completely revamped and supplemented by a new sales channel via MSN.no.  

Result – meeting the customer's every desire
There is no doubt that the new design has helped change the customers' shopping experience at Kondomeriet. The obstacles to purchasing products in the store and on the website have been removed, while new groups of customers have been attracted. The average age has risen from 24 to 29, while the total turnover has increased by 63%. Customers are purchasing 54% more via the Internet than before and their visits to the website are twice as long. They used to spend three minutes in the online store, whereas they are now spending six minutes on average. They also used to have an average of 6 page references, whereas this figure is now 13. This means that its competitors are now left feeling exposed, so to speak, while Kondomeriet is all geared up and expanding on every front.

Category: Design management – branding – sales and communication

Company: Kondomeriet

Design: Uniform Design

Award / year: Design Effect Award - 2009

Category: Nominated Grand Prix