The workspace has become increasingly digitalised in recent years. As businesses around the world adopt hybrid set-ups to navigate the demands of a changing workplace, the market has become highly fragmented with an endless number of vendors trying to gain a share.
Ricoh Europe operates as a leading provider of digital services within this market. Yet despite its extensive portfolio of solutions, Ricoh is primarily recognised as a provider of printing solutions. To build a reputation as a digital services company, Ricoh set out to change its market position.
Kunde & Co supported Ricoh in conducting qualitative desk research, defining key business topics and investigating workplace challenges and concerns. These insights helped Kunde & Co understand the market and identify how Ricoh can better meet and drive demand.
The findings led to the creation of a new creative concept, ‘Leading change at work’ that embodies Ricoh taking responsibility for driving workplace transformation and guiding businesses into the future of uncompromised work. It highlights Ricoh’s commitment to unleashing human potential harnessing the power and opportunity of technology and building better workplaces, both on-site and remotely.
The creative use of a stage in the ‘Ricoh red’ ensures that Ricoh stands out in the market while the subjects on the stage reference the breadth and diversity of customer challenges that Ricoh solves in the workplace.
The new concept positions Ricoh as a digital services company
To roll out the new creative concept, a full web refresh of hundreds of pages is ongoing and will position Ricoh as the digital services company that empowers customers around the world to work without compromise. Here, a bolder, more modern design with a new user-friendly customer journey will create space for valuable interactions to improve audience engagement.
Caroline Bright, Senior Vice President Marketing, Ricoh Europe