Conn's Retail Experience Guide

I led the end-to-end creative strategy for the in-store marketing and shopping experience at Conn's HomePlus across 170+ locations. The goal was to redefine how in-store marketing enhances the customer journey by analyzing every physical touchpoint through the eyes of the customer. I authored the In-Store Marketing Strategy, a comprehensive visual system that became the operational bible for store managers. This guidebook defined exactly how to move a customer from the parking lot to the register using a rigid psychological framework known as "High, Eye, Buy."

The Framework: High, Eye, Buy
To ensure consistency across varying store footprints, the system divides all collateral into three strategic zones.

HIGH Level (Attract):
Signage placed above 7 feet, such as Wayfinding and Department Headers. Designed for 1-5 second engagement from 20+ feet away to orient the customer immediately upon entry.

EYE Level (Inform):
Signage placed at 5 feet, including Stanchions and Posters. These live in high-traffic zones to stop the customer and communicate seasonal campaigns.

BUY Level (Educate):
Signage at the product level, like Shelf Tags. These provide granular specs and financing options designed for 1+ minute dwell times to close the sale.

Mapping the Guest Journey
This initiative resulted in a cohesive marketing system that streamlined the path to purchase and reduced visual clutter. By aligning all signage, display graphics, and point-of-sale materials with this unified voice, we significantly boosted brand awareness and directly impacted sales conversions.

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