Logitech training site
on retail access

The Challenge

RetailAccess is a learn and earn educational portal open to hi-tech retail store associates in the US and Canada. The membership site provides product training, technology overviews, and a community feel for the 19-25 year olds target audience.

The challenge from Logitech was to grow the base of active store associates who were reviewing Logitech's product modules and then taking tests to earn product and other rewards.

Though Logitech already had pages on the RetailAccess portal, the pages were "flat" -- lacking the design interest necessary to engage target audience. Additionally, there were internal competitors on the site with larger budgets to attract attention on a continuing basis.

The Approach

The first step for Logitech was to re-define the target audience and the motivating factors. Then, a plan was developed to attract the highest volume of participation. Logitech needed a regular cycle of updates with a complete refresh of both the look/feel of the site (to engage participation) and product focus (to match Logitech's internal marketing calendars).

Numerous competitive sites and in-store promotions were reviewed to help to illustrate how competitors were tying brick & mortar with online approaches. Finally a series of "tell a friend" type promotions were developed to maintain the fun in Logitech's product line.

The Result

During the initial 6 month calendar, we were able to increase site traffic to Logitech's expectations while focusing on product marketing. We improved quiz completion rates and created a sense of community amongst store associates selling Logitech. The tell-a-friend (web to brick-and- mortar) promotions were equally successful -- email campaigns, Logitech Sales Success Stories, caught selling Logitech programs -- resulting in brand awareness, improved in-store visibility and sales.