Fujitsu Transaction Solutions was the U.S. retail technology division of Fujitsu Ltd, the $40 billion Japanese information technology powerhouse. Research showed Fujitsu was a highly respected brand among U.S. retailers. But it was seen as a hardware company—not a full-service provider of groundbreaking retail solutions.

The challenge was to stress Fujitsu’s full range or retail offerings, from hardware to software, from point-of-sale to self-checkout systems, from loyalty programs to online ordering, from managed services to breakthrough mobile shopping, and more.

We worked with Fujitsu’s management team and analysts to develop a strategic market position. Together, we coined the phrase “Pervasive Retailing” to capture Fujitsu’s broad capabilities and its largely unknown value proposition.
We then launched an integrated communications plan. The creative team developed “In Touch with Retailing” as a tagline to emphasize Pervasive Retailing’s ability to provide technology solutions via multiple shopper touchpoints. News releases announced the campaign. Full-page ads highlighted the broad range of Fujitsu’s offerings. Email marketing campaigns, trade show messaging and demos, analyst presentations, and a quarterly Pervasive Retailing Journal kept target audiences up to date on Fujitsu’s ongoing thought leadership.

A post-campaign research study showed that roughly 50% of respondents now associated Pervasive Retailing with Fujitsu. But the biggest reward for us was the need to write several news releases announcing new clients Fujitsu had won because of all of our combined efforts.