Designing two revolutionary new bullion investment brands & services for the consumer market.
Results:
350% increase in turn-over by successfully deploying and expanding the new brands into 5 different countries.
Project:
Market Research
Customer segmentation
Brand & portfolio strategy
Service Design
Branding & Design
UID design
Web Design
The Global Gold Group has different brands for its online retail activities concerning precious metals
In 2009 Koopgoud entered the Dutch market for precious metals like gold and silver and quickly became one of the mayor online players. At that stage however they felt there was an opportunity to reinforce their brand, differentiate their service from upcoming competitors and expand internationally.
This is when Koopgoud asked Koos to help rebuild their current portfolio and develop an international expansion strategy.
How we did it
To understand the rapidly changing market during the crisis we needed to understand the changing needs of our customers within the context of financial management and investment gold. We quickly identified our new brand territory and discovered new opportunities for a complete different concept. By understanding the different consumer motivations to invest in gold we were able to turn a commodity into differentiating brand offers, each delivering it’s own unique product and service offer, supported by it’s own business model.
The results
After finishing up the research and strategy we’ve build two brand platforms for the different concepts. For the past 2 years Koos has acted as the creative and strategic director, managing and steering all designers and webdevelopers working on the different concepts. Koopgoud is now currently active in 5 major European countries under the name of the Global Gold Group, GoldDirect and Saveguards.
What we’re really proud of
We are so convinced of these new concepts that we’ve actually decided to participate in the business. When we went to London in 2010 to present our concepts to the World Gold Council, the largest organisation of the gold industry in the world, they instantly promoted us as the only online WGC gold retailer in the Benelux. They claimed they had never seen such revolutionary research and concepts, targeting completely new markets instead of the traditional traders and bankers. We are especially proud that Koos is actively involved in SaveGuards as a shareholder. As a shareholder, we’re committed on the long term and can contribute on an even more strategic level to achieve growth.
