The Client
CCRRC has a unique value proposition that distinguishes them from their competitors: they gather sitting C-suite executives from retail companies, facilitate collaborative discussions about industry challenges, and have these executives pick a research topic that would directly address these real-world business problems. This approach lends value and credibility to their research by ensuring the topics are relevant and useful to the industry as a whole.

The Challenge
Despite CCRRC’s legacy as a trusted source in the industry, their digital presence had not kept pace with evolving online expectations, negatively impacting the public perception of their brand.

Additionally, they had no website analytics capabilities, and therefore no insight into user behavior and engagement with their research.

Our Objectives
With the goal of evolving their brand and online presence into a dynamic, enviable, and modern experience, CCRRC partnered with IfThen to achieve four primary objectives:

1. Develop a new brand identity. Restore their position as industry thought leaders and improve the public perception of the brand with a modern refresh.
2. Redesign their website, both architecturally and visually. Ensure research content is easily discoverable, accessible, and provides value to their target audience. Carry the new brand identity through the site design to ensure a consistent brand voice across platforms.
3. Adapt PDF reports to HTML format. Convert research reports into a modern format with dynamic navigation and deep linking.
4. Establish analytics capabilities. Implement tracking systems to measure audience engagement with research content.