The internal Profit Protection Team at Home Retail Group business, Argos, manage all aspects of the retail loss prevention programme. The Argos business model is unique and their profit protection focus is on infrastructure, staff and supply chain (rather than store thefts).
As an internal department with no real identity or peer understanding of the value the division brings to the business, it was proving hard to effectively articulate the importance of a well-managed profit protection process.
The team at Argos needed an identity that could help them become recognised internally, and that they could apply to materials and communications to provide better recognition from their peers.
In addition to this, the profit protection team looked to Livewire to help develop a programme of activities aimed at engaging with their audience, as well as promoting the various business benefits of loss prevention processes.
Livewire created a new brand that complied with brand guidelines, yet also gave the profit protection team a strong, clear identity. This brand reflected the vital role the profit protection team plays as a division within the overall business.
Livewire produced a range of collateral to support an internal roadshow, where the profit protection team took their ‘story’ on tour. This included an exhibition stand, a quick guide leaflet, full brochure and support materials such as branded jigsaw coasters.
Livewire successfully delivered the brand and marketing tools that supported the programme, and arranged set up and break down of the exhibition at each roadshow location. The reaction was very positive and the profit protection division gained a great deal of credit amongst their peers. Feedback also showed that the value of the division was much better understood post-event.