Lextant: One of Ohio’s Best Places to Work

Lextant is thrilled to be named one of the “Best Places to Work” in Central Ohio by Columbus Business First! The annual awards recognize companies in the region who are doing their best to foster a great workplace for their employees.

Business First collaborates with Quantum Workplace to conduct employee satisfaction surveys for each nominee and based on the results, 50 companies are selected as winners within the following categories: micro, small, medium, large and extra-large companies.

The 2016 winners will be honored at a luncheon on November 10. Visit this page for more information.

Communicating Through the Clutter

Today’s world is a world full of choices; when you go to the store, you are faced with row after row of products. This array can lead to confusion, indecision, and ultimately disappointment.  Products may have unique features or superior design, but not articulate what is special about their product in a way that is actually clear to the consumer.

The bottom line: the best product in the world will still lose at the point of purchase if it cannot communicate clearly to the target consumer.

To learn more about how to create brand messaging that resonates with consumers, read Chris Rockwell’s article for Brand Packaging Magazine here.

Shedding Light on the Light Bulb Aisle

Imagine yourself in the light bulb aisle.  You hold your old bulb in your hand.   Your knowledge of light bulbs is limited.  You pace back and forth trying to understand exactly what the different labels mean, frustrated and confused about why something as easy as picking out a light bulb has become so difficult.

Though you probably never heard of it, the Energy Independence and Security Act of 2007 changed the way light bulbs are presented to costumers in the aisle.

Store Brands recently interviewed Lextant CEO Chris Rockwell about the opportunities that retailers have to minimize confusion and promote private labels in the light bulb aisle.  Lextant helped Lowe’s do just this by understanding exactly what the customer needed in order to get the most out of their shopping experience.  Lextant was able to identify that customers focus on shape when trying to replace old bulbs and built an experience around this finding, complete with color coding and signage that people now could understand.

Click here to read the full article.

Will Pedestrians Accept Autonomous Vehicles?

Would you trust a vehicle without a steering wheel?  What about one without a gas pedal and a brake?  These sensory cues have been in cars since their invention. Even though autonomous cars do not require these features, Chris Rockwell believes that they should have them anyways, at least during the introduction of the technology.

As autonomous technology is further introduced into society, the sensory cues that these vehicles exhibit will arguably be just as important as how the vehicles function.  In order to convince the general public to accept and ultimately adopt this technology, there are some features that cars should have.

Other than passengers, pedestrians will have to communicate with and trust autonomous vehicles.  When people go to cross a street in a cross walk, how do they know the approaching car will stop?  You might make eye contact with the driver as they approach.  When you are walking down a street in a neighborhood, how do you know the car will go around you?  You might wave at the driver as they go by.  These communications do not occur as simply with a machine.  So how do we learn to trust them?

To read the full article, click here.

Using Technology to Engage Millennials

After conducting our millennials research, you could say Rockwell is a bit of an expert on the subject.  Rockwell used this expertise to talk to Beauty Packaging about using technology to engage with millennials, specifically in regards to CPG brands.  He suggests five main ways to increase engagement.

First, extend your story.  According to Rockwell, millennials “purchase with purpose.”  What values does your product reflect? Second, fuel millennials’ self-reliance.  Uniqueness is important to millennials.  Do you offer a way to customize your product?  Third, amplify impact.  Millennials want to feel like they are making a difference.  They want the products they buy to somehow make the world a better place.  Fourth, help them reach their goals.  Millennials are extremely goal oriented, so products that help them reach goals will sell.  Last, help them connect.  Create ways that people who use your product can engage with others.

To read the full article click here.