Brand Overview · Roca
Roca should turn familiar brand recognition into a clear Carera buying path.
For consumers, Roca can feel familiar and practical. The opportunity is to make Carera's route clearer: what can be researched, what can be browsed, what requires enquiry, and when a showroom visit or WhatsApp conversation should lead the buyer toward purchase.
Homeowner Experience
Recognition needs to become action
A buyer may recognise Roca, but recognition alone does not explain what to do next. Carera should make the route from brand familiarity to product choice, enquiry, showroom visit, and assisted purchase easier to follow.
Trade Experience
Designers need a practical information route
Trade customers need to know where to find product information, which ranges suit which project type, how to confirm availability, and who to contact for specification or quotation support.
Shopper Experience Audit
Where the Roca journey can become easier to buy through.
| Dimension | What The Buyer Can Do | Friction To Purchase | Opportunity |
|---|---|---|---|
| Research Online | Recognise the brand and explore product categories. | A buyer may not immediately understand Carera's specific buying route. | Create “why buy through Carera†content focused on guidance, showroom, and local support. |
| Browse Online | Compare range options and product types. | Range browsing can become passive without a clear enquiry action. | Add “ask for recommendation†and “book showroom comparison†prompts. |
| Buy Online | The clearest path appears to be assisted enquiry rather than complete online checkout. | Price, stock, and conversion route may need direct confirmation. | Use WhatsApp/contact and consultation-led flows to move buyers from comparison into decision. |
| Physical Store | Validate product quality, dimensions, and combinations in person. | The showroom should be positioned as the easiest way to finalise a practical choice. | Connect product pages directly to showroom consultation and appointment prompts. |
| Trade Information | Use Roca for practical residential or project specification. | Specifier material and project support routes are not prominent enough as a dedicated trade experience. | Add project-use guidance, specification support, and direct trade contact prompts. |
| Repeat Purchase | Return for replacements, matching products, or additional bathrooms. | Repeat buying triggers are not actively surfaced. | Use post-purchase prompts around matching items, maintenance, and upgrade cycles. |