www.rascalsystems.com
welcome to our new brand simplicity | visibility | control
in this guide 03
04-09
10-11
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14-17
why change
what drives us
research findings
solutions v systems
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assets
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our new url
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| our new brand
www.rascalsystems.com
developing the brand
how we look
pantone 226
www.rascalsystems.com
why change A lot has changed for us over the past 10 years. Our product and service has evolved to fit the needs of our retail partners and we have been fortunate to see our business grow and the company evolve - including a move to new premises. One thing however has remained the same, our website.
Research methods In 2012 it was decided that this needed a complete overhaul, but before we did this we thought it would be a good opportunity to ask our retail partners what they thought of us. We conducted qualitative research to help us gain the understanding and insight necessary to develop and refine our brand. Our aim is to ensure our brand closely reflects the things which matter most to us, but more importantly that it resonates with YOU our partners.
Solutions Ltd
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research findings name & logo The good
“I don’t see the point in changing the name I quite like it, I think it would just be unnecessary and confusing” “I like the name, it’s memorable”
Summary
The rascal name was well known amongst respondents. The name is generally liked due to it being ‘different’ and ‘memorable’. There was a feeling that the rascal PDA’s had generally made store colleagues lives a lot easier and that the rascal name had become synonymous with this. It was thought changing the name could possibly break this positive association. Admittedly there was some criticism over the connotations of the word ‘rascal’. This was outweighed by the fact that our name gave the perception of us as the ‘enablers of change’ in the market.
“rascal helps keep suppliers and retailers on their toes!”
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The bad
“where did the rascal name come from, it doesn’t link to the industry” “there is no reference to what they (rascal) actually offer...IT systems or something”
Summary
The rascal name wasn’t just plucked from thin air. It was created by design and is actually an acronym of ‘Return and Supply Calculations’. It has served us well, and we love the name rascal, but we do see our services as having evolved beyond return and supply calculations. The research proved we needed to change to reflect this.
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research findings product / service The good
Well liked, considered to be reliable and of a very high standard. Viewed as very simple to use. The training process is comprehensive enough to quickly get almost anyone to a competent level of use. The regular updates are well regarded, and seen as responding to customer feedback. For some, the expertise offered by rascal staff/merchandisers is just as important as the software itself. This support was viewed as one of the biggest benefits of working with rascal.
The not so good
Before the introduction of rascal insight the reporting was sometimes slow to use, the process needed speeding up and streamlining. The software could be more intuitive to use.
Summary
A lot of our focus these last few years has been on providing software updates. Version6 was launched, improving the overall usability of the software and new functionality so we can continue to meet the changing needs of our retail partners. It’s really encouraging to hear that these improvements are being well received and our customers value the support our staff provide.
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reporting Many felt that the reporting system prior to rascal insight delivered too much “overall” information, it was overly complicated and did not provide “focussed” detail. Respondents also felt that the data was quite hard to read. This could lead to errors and misunderstanding, leading to unclear insights being disseminated.
“it would be good if it helped us moving forwards, what could we do next month to improve things?” Summary
The research reinforced some of the feedback we were getting back from our retail partners. In 2012 we launched rascal insight, our online reporting tool, which has been designed to make reporting far more intuitive and insightful. The feedback concerning our product and support has strengthened our resolve to continuously look to develop our service, invest in our infrastructure and look for ways to increase efficiencies that drive cost savings for our retail partners.
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research findings website The good, but mainly the bad
The website was praised for having some useful content – however that’s where the positives ended. It was otherwise seen as dated and in need of revitalising in terms of its design and usability. It was felt the website didn’t reflect a company that are based around IT systems.
“It’s like an A4 page that you just scroll up and down, the content is good but the design is poor” Summary
The truth is our focus has been concentrated on the development of our overall proposition and the website simply hasn’t change to reflect this. By conducting research and listening to our retail partners we hope we have created a website that more closely reflects where the rascal service is in 2013.
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additional insights It was mentioned that sometimes when senior management within retailers ask them (respondents) for details about rascal they struggle to give a succinct answer, to clearly define the value that rascal delivers. rascal need to increase the breadth of their communications, focus has historically been on category and buying teams, whereas retail operations and loss prevention would see real value from the rascal service.
Summary
There is clearly a requirement to ensure our communications are more targeted. We have done a lot of work developing our service, ensuring each individual function or service attribute is there to bring real benefit to our retail partners. What the research told us is that the value our retail partners place on the benefits rascal delivers, clearly differs depending on where in the business they operate, and that any future communications should reflect this.
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developing the brand our promise Simplicity, visibility and control — three simple words that describe why we exist. In a nutshell this is what we deliver each day for our retail partners.
To arrive at this was a long process of defining each and every attribute we have built, created or developed over the years. We used a means-end model to help us understand how our customers translate these product/service characteristics and consequences of use into personal values (dependent on where they operate within their business). A summary of this exercise is shown.
simplicity | visibility | control Values
Makes store process far simpler, saves time enabling better customer service, increases accuracy
Improves retailer and supplier compliance to process. Helps identify how best to deploy resources to drive improvements
Takes commercial responsibility for process of claiming and credit checking away from store colleagues
Benefits
Easy to pick-up and use. No longer any manual, time-consuming, paper-based checking
Supports governance of category disciplines, contributing to an improved shopper experience
Reduces waste and shrink via increased credit flow. Range control contributing to improved sales
Robust and flexible management information via rascal insight
Automation of several commercially sensitive store processes
Attributes Intuitive handset based solutions
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our essence
advanced mobile technology giving retailers the power to minimise stock losses and maximise category sales and profitability, delivering simplicity, visibility and control.
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what drives us The things that matter to rascal and are central to it delivering on our promise:
Continuous development
Grounded
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Continuous development is essential. The landscape in which we operate is always evolving, what remains constant is the need to work with our retail partners to help them cut their costs. Continuous development of our technology and service allows us to achieve this - it allows us to see endless possibilities beyond limits and opportunities in our challenge. The best results come from collaborative partnerships and we achieve this by putting ourselves in other people‘s shoes and treating people how we would wish to be treated. We work in a collaborative and proactive way - because it‘s the only way.
Integrity
Trust is hard earned and easily lost. Everyone at rascal is there to make a difference, offering our retail partners full dedication every time. We are committed to working truthfully and honestly, without excuse or exception. At rascal each of us is accountable, aware of our actions and the potential impact we can have on our retail partners’ businesses.
Results
We always have a better outcome in our sights. Everything we do is a means to an end, and that end is delivering results for our retail partners. Results aren‘t optional - they‘re essential.
www.rascalsystems.com
systems v solutions It was evident from the feedback that the name rascal was generally well liked across the external audience we canvassed. The name, it was noted, was different from anything else and the bright vivid colours used in the design created a position that stood out from the crowd. Some respondents did mention that the addition of IT or something similar in the name would be beneficial in the positioning of rascal as a company, to help customers grasp immediately what we offer.
systems
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solutions
We feel that introducing the word systems alongside our name rascal offers a better balance and more closely reflects our brand personality. It describes the methodical and structured way in which we go about our business, and references the fact our service is built upon robust, systematic processes.
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how we look The rascal identity is a powerful tool which helps give us the profile we deserve. It enables us to stand out from the crowd and enhance our core essence of being reliable, ambitious and above all, specialists in our field. As a strong and consistent platform for promotion, the brand assists in increasing pride and appreciation internally and enhancing perceptions and increasing awareness externally. Bold, confident and distinctive, the rascal brand is an identity which demands attention, heads-up and promotes the company:
simplicity | visibility | control
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how we look Examples of our brand in action‌
brochure
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website
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assets An interactive reporting solution designed to give consistency in customer communications. rascal insight provides a highly versatile Management Information tool that enables total visibility across a wide range of compliance and commercial data. Using rascal insight problem stores and areas can be instantly and easily identified. rascal then works to provide support and corrective action to improve store and supplier performance. rascal insight has a multitude of reports available to the retailer, publisher, distributor and merchandiser.
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our new url
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www.rascalsystems.com
advanced mobile technology, giving retailers the power to minimise stock losses, maximise category sales and profitability. For further information, please call: Jonty Edwards on
01908 283900
enquiries@rascalsystems.com