What happens when a mouse, a keyboard, and a killer in-store experience walk into a Best Buy? A category gets reinvented and a retail team starts clapping. (Yes, that actually happened.)
On a recent episode of The Color Bar Podcast from Sandy Alexander, I had the absolute pleasure of joining our client and longtime collaborator, client and friend, Irma Sandoval, Head of Channel Marketing at Logitech, to talk about the magic, the mayhem, and the measurable results of creating retail experiences that actually move people.
What We Talked About
Here’s the thing: retail isn’t dead, boring retail is. Over the course of the episode, Irma and I unpacked:
THE RETAIL ROLLERCOASTER IS WORTH RIDING. Irma said it best: this work is a rollercoaster. There are highs, lows, and plenty of nausea in between. But at the end of the ride, when the campaign’s launched and the aisle transformation is live, you’re smiling, and already getting back in line to do it again. That kind of passion doesn’t come from checking boxes. It comes from caring deeply about the consumer experience and always pushing for more — more connection, more relevance, more results.
DREAM-DRIVEN STRATEGY MEETS REAL-WORLD IMPACT. Over the years, we’ve partnered with Irma and the Logitech team to bring big retail ideas to life across stores like Best Buy, Walmart, Target, Costco, Staples, and Micro Center. One standout? A complete category overhaul that transformed how Logitech’s peripherals are merchandised — from “good, better, best” to curated experiences like Productivity Zones and Ergo Setups. The result?
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- A massive leap in shopper engagement
- Higher average selling prices (ASPs)
- Bigger baskets and more inspired buyers
IT’S NOT ABOUT MORE TECH. IT’S ABOUT MORE MEANING. In a world that often defaults to QR codes and screens, Irma challenged a critical idea: tech shouldn’t just be layered on — it should enhance the story. Whether it’s a hands-on gaming demo or a display that feels more like a curated outfit than a utility shelf, the power lies in making the consumer feel something. The goal? Invite. Inspire. Irresistible. (And maybe throw in a little “iconic” while we’re at it.)
RETAIL IS FAR FROM DEAD. IT’S JUST GETTING INTERESTING AGAIN. If you’ve ever doubted whether people still care about in-person shopping, let us recap the flagship Micro Center store change your mind. It’s proof that when you build something worth experiencing, people show up.
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- Lines around the block
- Tech fans treating it like a destination
- Merch that’s buzzworthy, immersive, and absolutely irresistible
A Few Highlights from the Mic
On the nature of the work:
“We’ve been on a rollercoaster together — big dreams, bold risks, sometimes nausea — but always in pursuit of better experiences.”
On retail strategy:
“You don’t just repackage products. You rethink the story. Consumers aren’t shopping by specs anymore — they’re shopping by identity, by purpose, by emotion.”
On channel complexity:
“It’s not just about your brand showing up well — it’s about showing up in a way that works in someone else’s environment. Best Buy is not Walmart is not Target. Understanding that is everything.”
On results:
“This wasn’t just a glow-up — it was a complete category reset. From product placement to display design, we built something that inspired action. And it worked.”
Ready to see how retail strategy meets real-world results?
Watch the full episode of The Color Bar Podcast:
Whether you’re marketing a mouse or a luxury experience, the truth remains: consumers are craving more connection, not more clutter. As Irma put it, “Start with what’s good for the consumer, and build from there.” Its advice we live by at Response.
So if your brand is ready to reimagine the retail experience, to push boundaries, surprise shoppers, and maybe even get a standing ovation, let’s talk.