Repositioning a category leader as a platform.
Pickcel sold screens and software. We moved the story to the operating layer for in-store experience, and rebuilt the web surface around it.
Challenge
Move the narrative from "screens and software" to "the operating layer for in-store experience". Procurement teams were asking the same questions on every deal because the site answered none of them.
Thinking
- 01Replaced feature-first marketing with audience-led narratives for retail, QSR and enterprise buyers.
- 02Built a docs-grade product surface for solutions and integrations, so evaluation could happen before the call.
- 03Designed a CRM-aware demo flow that scores intent and routes the right leads to sales.
Outcome
Procurement teams stopped asking the same questions. Sales cycles shortened. The category language moved with us.
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