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Best Practices in Family-Friendly Retailing
Virtually every business and retailer caters to families with kids in some way, yet children are at best an after-thought in business and
retail transactions, and in most cases, parents need to “make-do” when they shop with kids. When a parent transacts business
at a bank, signs finance papers at a mortgage company or goes shopping for clothes, an appliance or a new car, the ability of that parent
to complete their intended business transaction is often jeopardized by the presence of their kids. At best, this is a trying experience
for the customer and at worst it becomes a lost or reduced sale for the business or retailer.
Among retailers, current “best practices” to solve this problem range from doing nothing, to do-it-yourself toy bins, to very
expensive custom solutions, none of which work effectively. Increased parental concerns with regard to health issues, unsafe and dirty toys
as well as “line of sight” and security issues with the child all persist.
A Seattle start-up company was formed to provide a unique product and ongoing monthly services for retailers and business establishments
with safe, clean, regularly maintained toys via a remote delivery model. By helping businesses create an engaging place for kids and incorporating
a kid-friendly environment into the business process, parents with children are now invited into businesses in a positive way.
The challenge was to develop a compelling and memorable service brand that would stand-out in any retail environment, would have immediate
appeal to kids, but not conflict with the branding of the retail customer.
The result was the development of a compelling and fun name and identity to appeal to parents, kids and retailers alike. This brand is a
stand-alone third party brand that allows the retailer to present a best-practices approach to providing a clean, safe, fun and engaging
tool within their business for their family visitors to use.
ModernMind developed the full brand strategy, name and identity, the full range of applications from stationery system to product identity,
and web UI, plus the extension branding of the BiziBrain name to all elements of the fixture and the monthly toy rotation service. The name
supports a range of domain URL options including many variations on bizibrain.com. ModernMind also created a series of product brand extensions
including the corporate name BiziBiz, and the primary toy board brand BiziBoard™.
Example Branded Applications
BiziBrain™ Toy Stand
 
BiziBoard™
BiziBrain
Web UI and product demonstration interface
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