We ran several audience centric workshops working with staff and their volunteer network to identify funding opportunities. An online shop selling authentic merchandise was identified as a key opportunity with many key audiences suggesting a demand for branded merchandise.
Working closely with the Innovations team at VSO, we co-produced a strategy to use print on demand products to quickly test the feasibility of VSO branded products without upfront production costs.
Working with a variety of new slogans, existing brand materials and bespoke designs, Add10 developed a range of ethical and enticing products including t-shirts, totes, socks and phone cases ready to be tested on an engaged audience.
Alongside product development a self contained ecommerce store was custom built on Shopify. It was important that it was influenced by existing brand guidelines but with it’s own personality. Other important considerations such as donation integration, gift aid and bespoke marketing consent processing were built to VSO’s specific requirements.
Within 3 months VSO were able to go from initial scoping and audience research to full store launch with over 700 different product variations across 172 different products with no upfront production or storage costs. Initial conversion rates were high (1% from first site contact to sale) and the rapid product testing meant that the Innovations team could quickly develop new products to meet audience feedback very quickly.