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Halo Case Study
Creating the Halo EffectVivonet, the people behind Halo, were on to something. They had developed a touch screen point of sale system for restaurants and retailers that could work over an internet connection and at a fraction of the cost of a traditional system. Instead of a complex array of servers, proprietary equipment, limited flexibility and the need for really deep pockets, Halo was offering a web-based (think Salesforce.com or Netsuite.com) solution that could use any hardware device and without the hassles of onsite software upgrades - Halo customers would always have the latest version of the software automatically.
One of the big hurdles was that perceptions of a web-based system were not all that positive. In fact, perceptions of the whole POS industry were somewhat sleazy. Many potential customers were heavily invested in legacy systems and had a hard time letting go.
Positioning Halo
After looking at the industry, we felt Halo could legitimately own the web-based POS category. Although it was not all that sexy, the positioning statement we proposed was "Leaders in secure web-based point-of-sale". It was where we wanted people to place Halo in their minds - leading the way in a whole new category of POS. Because Halo was so easy to use, we all agreed that it should be easy to buy.
Our research revealed that customer service, trust and expense were on top of the bitch-list for almost everyone we talked to. Our messaging strategy included language like: "Everything you've hated about POS is about to change" and " I kind of miss having to wait for the next available representative" - Halo's customer service wait times averaged less than 40 seconds. We also decided to have the price right up front with a nothing-to-hide attitude - no complex quoting process was necessary.
WOW designed the look and feel of the brand including the user interface, logo, ads, website and a long list of branded materials. We also produced a testimonial video of successful restauranteurs from across North America using Halo and sharing their genuine thoughts.
Halo is growing quickly but as importantly, the Vivonet team is united around their brand and extremely proud of it. Our prediction is that within the next few years Halo will be a dominant player in the broad POS business by leading customers away from archaic business practices.