Specialty watch retailer Watch It has named Cult Collective its agency of record.
The Calgary-based shop will create a refreshed visual identity for the brand, and will handle strategy, creative, POP and loyalty programs for the retailer, which has 30 locations across Canada.
Cult will also work to strengthen bonds with the brand’s suppliers, franchisees, employees and customers in an effort to “help rejuvenate the brand from the inside out…” Cult Collective president Ryan Gill told Marketing.
“Like Watch It, thousands of brands around the world have struggled to keep pace with the rapid changes in consumer behaviour and the expectations they have of brands,” Gill said. “Watch It is faced with the new reality that their consumer has access to the same products they carry from suppliers around the world, all available at their fingertips anytime, anywhere. Price, selection and location are no longer the competitive differentiators they once were for Watch It.”
The agency spent several weeks immersing itself in all aspects of the brand through a “proprietary diagnostic exercise,” Gill added. The process, which involved evaluation of various stakeholder groups related to Watch It, enabled Cult to develop a comprehensive “customer journey” model that exposed key brand touch points responsible for driving consumer decisions.
“[Consumers are] looking to brands like Watch It to advise them on personal style by helping them discover and adopt trends through thoughtfully curated collections and highly personalized customer experiences. These are things currently being overlooked by most competitors in their category.”
The first work on behalf of the brand is expected to hit the market in late spring.
