Case Studies

A strategic plan for a clean sweep

Oreck Corporation sells a diverse offering of floor care and air purifier products, but their stores sent a different message to consumers: that all the company sells is vacuum cleaners. The store name, Oreck Vacuums, didn’t help—nor did the poor traffic flow and unclear signage in the 500+ corporate-owned and licensed stores across the country.

Oreck turned to Star to develop a versatile and exciting new retail environment that would breathe life into its brand and promote its full range of products—while being mindful of the wallets of store licensees who are required to pay for their own store redesigns. The result was a complete re-branding strategy to create the Oreck Clean Home stores that included developing a message hierarchy to tell the new “clean home” story, renaming and re-categorizing products, creating easy-to-replicate graphics, standardizing customer flow paths and new signage adaptable to the corporation’s differently-sized stores. According to president Tom Oreck, the re-design perfectly “complements our interactive selling approach and helps customers better experience the full line of products.”