In 2022, the LINII team strengthened its strategic expertise by completing a large and complex project to refine the positioning, brand platform and communication strategy for Technopark, the large chain retailer.

Technopark is an online and offline network of household appliances and electronics stores that has been offering customers products of world famous brands in the premium and mid-range+ segments for 30 years. It is one of the key players in the category and a strong niche brand.

The company's philosophy is to strive to make the life of people with a high level of income more comfortable, which is expressed in a premium assortment, personalized service, professional expertise, as well as in a retail space that is unique for the market (among chain players).

The brand did not have a clearly formulated positioning and a targeted communication strategy that would help it gain a foothold in the minds of customers and expand its popularity among the target audience.

LINII solved all the tasks:

1. We clarified the positioning taking into account a clear USP that meets the expectations of the target audience: “Technopark is a world of perfect shopping for household appliances and electronics without compromise, where you can get everything for pleasure in one place and even more.”

The nature of the retailer is determined by two archetypes: "Hedonist" (customer experience) and "Hero" (behavior in the market).

2. We developed a communication and digital media strategy that will increase awareness among the representatives of the target audience and form a wide group of loyal consumers.

To implement the project, we conducted a comprehensive segmentation study of the home appliances and electronics market in partnership with Ipsos research agency. 

Based on the data obtained, two target segments were identified: aesthetes and status innovators. For them, the USP of Technopark is a key advantage in the market, which completely sets the brand apart from competitors through a unique and relevant positioning idea. They are ready not only to pay a high price for his proposals, but also to become ambassadors.

The capacity of these segments and their potential for the company's market growth as a strong niche player were also determined.

For each of the LINII segments, we analyzed the user path and missions in the home appliances and electronics retail, identified the main points of contact and channels for consuming information, selected relevant advertising formats, created audience work schemes taking into account targeting, and compiled typical ecosystems for image and tactical campaigns.