Transform retail space and put the party back
Party City
Industry Research / Brand Analytics / Consumer Research / Strategy Development / Creative Briefing / Storytelling / Project Management
Despite their domination of the party goods category, Party City feels like the day after the party for consumers. The brand promotes a promise “to make any moment extraordinary,” but ironically, the experience consumers have in the store is anything but. We redesigned its retail space and developed an IMC campaign to put the party back.
The Research
Shop-along
Party Industry Research
In-Depth Interviews with Party People
Social Listening on how people talk about parties
Store Visit and In-Depth interview with employees
Brand Perception Survey
We found out that today’s party hosts are feeling the pressure to put on the best event possible. Party City makes the process even more stressful with an overwhelming experience and an underwhelming reputation.
“Super overwhelming and… sterile?”
“Overwhelming with all the kids running around.”
“It was a nightmare trying to find the highly-specific things I was looking for”
“A tad overwhelming to have all this colorful stuff crammed into shelves that go all the way to the ceiling. It's like where do I start?”
So how can we make it easier for party people? This question led us to develop three user journeys to better inform strategy and creative concepts.
The Strategy
To fend off competition from Amazon, Party City needs to differentiate itself by delivering an extraordinary in-store experience worthy of its brand promise.
We set out to focus on helping people to throw less stressful, more memorable parties. Combined our brand promise - offers products and services to make parties more unforgettable with the insight - the people are what make the party and the rest is just details, we came out with the strategy - Party City sets the stage and puts party people in the spotlight.
The Design
Party City: Don’t stress a good time
Planning a party can be stressful. It shouldn’t be. Party City helps you prepare so that things go off without a hitch.
1. Invite party people to the store
We created print ads and video for social content and out-fo-home advertising.
2. Inspire party people in the store
We identified three stress points, which served as our north star in the design process.
Lack of inspiration and expertise
Overwhelming product selection
Poor organization and long wait time
We redesigned the store to create a stress-free and memorable shopping experience.
1) Transformed the entrance from feeling stuffy to welcoming
2) Set up a central hub called the “Good Time Central” to meet guests’ needs and point in the right direction
3) Designed wayfinding app helps guests locate terms quickly
4) Introduced in-store employees as hosts to ensure that all guests have a great party in the stores
5) Host small holiday parties and showcased products on the spot to inspire guests
6) Provided rental services to help guests take their party to next level (karaoke, giant games..)
7) Optimized store layout by grouping generic essentials on a single color wall in the back and adding kiosks to help with balloon-ordering
3. Relieve party people when they leave
We designed party favor gift bags for party people to manage their anxiety about the upcoming parties. The bag contains a candle, an stress-free party bible, an emergency party hotline number, a white noise playlist, a party popper that doesn’t make a mess, and a box that says glitter but contains no glitter. Listen to the hotline here.
The Team
Andrew Allen (Strategist)
Julian Grimes (Strategist)
Sally Zhang (Brand Strategist)
Dakota Ward (Art Director)
Lars Johnson (Copywriter)
Matt Yakob (Experience Designer)
Megan Reilly (Experience Designer)