Redesigning a More Human-Centred Service Support Tool to Reflect Accumulated Brand Values

the Challenge

As a physical medium for proactive engagement with B2B and B2C customers, how can the annual printed price book respond to the actual needs of various customer types and deepen the accumulated brand value of the agency?

Progress

21 ONE-ON-ONE INTERVIEWS

WITH INTERNAL MANAGEMENT, SALES, MARKETING, AND PR TEAMS‍

5 DISTRIBUTION CHANNELS

COVERING RESTAURANTS, DISTRIBUTORS, HYPERMARKETS, FLAGSHIP STORE

1 BRAND SERVICE SUPPORT TOOL AND USER INSTRUCTION SEMINAR

Insight

Leveraging Face-To-Face Service and Physical Media to Fully Embody Brand Values in Service Strategies and User Experience

Adapting to Taiwan's regulations prohibiting online sales of alcoholic beverages, the agency shapes brand image and marketing activities through online channels, while actual sales require interactions with business representatives or physical stores. As an agency with 68 globally renowned brands, emphasising the additional professional service and communication is key to reflecting brand value amidst grey market competition.

Through in-depth interviews with internal management, various distribution channel departments, and marketing and PR departments, insights were gained into the efficient approach customers take when directly contacting supplier representatives for wine recommendations and quotes. Sergio Valente Inc. should capitalise on the advantage of representing brands from classic wine regions worldwide. In the design of the physical price book, it should provide not just a sales catalogue but also a comprehensive wine knowledge compendium tailored to different customer needs and levels of expertise. This ensures customers can intuitively find the information they need for different requirements. The physical delivery of the tool by sales colleagues also facilitates conveying its usage, emphasising the close service experience and embodying the agency's brand image and value.

the Outcome

Striking a Balance Between Historical Brand Heritage and Innovation, with the main goals of "strengthening the agency's own brand image and value" and "providing a well-structured inquiry service tool" for distributing the new year's printed price book

"Boutique," "representative brands," "leadership," and "professionalism" are the widespread perceptions of SERGIO VALENTE INC. As a second-generation, Western-educated leadership took the helm, SERGIO VALENTE INC. aspired to maintain its classic brand portfolio while aligning with the lifestyle needs of the new generation to enhance brand value.

The redesign of the annual price book focuses on conveying the "innovative ambition of a leading brand" and "rethinking the fundamental search functions of the book from a user's perspective." The overall visual theme employs stable, high-quality art paper with refined PMS Color Printing for the cover, symbolising the equilibrium between classic and innovative. Design considerations for the inner pages centre on "user portability," "intuitive information retrieval," "accentuating differences in brand images," and "establishing relationships among brand series." Utilising various low-weight paper types for the inner pages serves to reduce the overall booklet weight and highlight the brand series. The challenge of incorporating four different paper types for the inner pages was addressed through content editing. For search functionality, initial searches can be performed based on grape variety and brand name, while in-depth insights into each wine are available through wine body radar charts and detailed video presentations.