CPG + RETAIL
Retail is changing. Today’s shoppers connect to the brands and products they want in many ways. The foundation of consumerism hasn’t changed much but what has changed is the way we shop and buy. More than ever, we’re demanding retailers entertain and inspire us to shop and purchase in-store and online. The final frontier for decision making is most often at the shelf, but thanks to companies like Amazon, the actual shelf itself has changed. Customers showroom purchases online, engage with tastemakers, expert associates, and make their purchases on a device from anywhere from in the store or across the world. New channels have emerged and so must our sensibilities in marketing to the new shopper.
TURNING OCCASIONAL SHOPPING INTO A CHiLD'S DESTINATION
How to increase aisle traffic by 300% in Wal-Mart stores through better product categorization and organization, and creating new occasions and points of inspiration for shoppers.
CRAYOLA - WAL-MART AFFLUENT AISLE DESTINATION
One of the most seldom visited aisles in Wal-Mart stores is the arts and crafts aisle with shoppers only visiting an average of once per year. Crayola wanted to increase this traffic and we partnered with Wal-Mart for our testing. Research concluded the only time people considered shopping was during the back to school months. We also discovered the aisle to be confusing and though Crayola had pioneered many new, amazing developments in the category, consumers felt confused about the offering. Items were being merchandised by age group instead of benefit or by the type of art kids could create with the tools. We created a destination shopping experience to inspire kids to do more with Crayola. We used big colorful crayons and imagery to not only highlight the A&C section on the end caps but to also call attention to the newest innovations. We also stocked less SKU's of traditional items and added things like wrapping paper, party favors and gift and card making areas to encourage shoppers to think about Crayola as a gift/special occasion destination. The result? A 300% increase in traffic to the aisle on average at stores that incorporated the more inviting aisle reinvention. Concepts were so successful they eventually were modeled for other channels like Grocery.
CPG + PACKAGING
Creation of custom packing and rebranding for several SKUs for Colgate and Chemtura, a Great Lakes Chemical subsidiary.
target® in-store destination signage
Coca Cola and Target worked together to create a more appealing run for the beverage aisle to highlight the new product facing technology they developed. Signage needed to feel at home with the Target brand while offering organization to the cluttered aisle. We also created shelf talkers and communication points so highlight new product innovation and sale items.
fast lane & pop merchandising solutions
We worked with Coca Cola to develop more fool proof ways to display product in store in the fast lane and point of purchase. Store clerks often tasked to put together complicated displays got frustrated and rarely setup displays correctly wasting time and resources. We developed merchandising solutions that were ready-to-go directly from a loaded palette in 2 or less steps. These also featured ways to merchandise one or more mixes Coca Cola products to encourage sampling across the entire portfolio of Coca Cola products.
Deliverables:
In-Aisle merchandising
Fast Lane merchandising
POP/Display
Results:
Translate the My Coke/Make Every Drop Count total portfolio initiative to aisle level
Implement flexible in-aisle messaging and merchandising of the product portfolio
Deliver new creative solutions to retro fit existing shelving and display units
Create designs that speak to specific channels (Grocery, Mass, Convenience)
Increased footprints and integration throughout multiple channels by incorporating flexible offering/footprints
Mcneil-tylenol end cap merchandising solution
Tylenol wanted to highlight the release of their new line of Go Tabs. One major issue was the OTC analgesics aisle was already overcrowded and the task of creating room on the shelf for a new product while not cannibalizing existing merchandising of legacy products. We created end cap merchandising wedges that "faced" themselves by dispensing product at an angle plus the display featured room to display the new products benefits. The triangular wedge packaging also decreased costs in shipping because two shelves worth fit together like a puzzle to come packed by two's in one box. We also created self-facing dispensers the width of candy bars to easily fit at the register and extend merchandising opportunities at the point of sale .
DELIVERABLES
Campaign ideation
Launch Strategy
Signage and Graphics
POP
Shipper Carton
In-Aisle Destination
Information Graphics and signage system
Future packaging design and mechandising
Results:
Increased messaging opportunties within aisle and end-caps
Cleaner, simplified merchandising/restocking while optimizing SKU presentation
Easily implemented within/across mass channels with improved relations with store management/logistics
In aisle destination with Tylenol as brand champion
High visibility for new product with minimal spend on additional media
uniever - slimfast in-aisle destination and solution shopping run
The dietary and weight loss aisle is one of the most confusing areas of the OTC section. Slimfast wanted to help eliminate confusion surrounding their numerous product offerings by creating what we called the "Solution Zone". We visually celebrated the natural curves of a woman while highlighting profiles of real women, not fitness models, on their diet and weight loss journeys. These profiles were assigned color coding to organize and highlight different Slim Fast products with differing goals for need states from hunger control to meal replacement and weight loss to higher protein offerings for people seeking to increase lean muscle.
Deliverables
POP sales tools
In-aisle messaging
Communication tools
Shelf Talkers
Results:
Created in-aisle destination with Diet/Nutrition supplements
Educational, informative and directional communication at shelf level
Created color coded segmentation to help guide consumer and merchandise the runs more effectively
Solution based concept aids in lessening fear and doubt in making choices for the consumer.
Break through both clutter and confusion within the target perception of Diet/Nutrition segment
Multiple connected touchpoints allowed for greater portfolio selling.
Familiar feminine shapes and real models capitalized on both the campaign but gave the opportunity to speak to more demographic groups at the shelf.
HEB in-store bilingual aisle reinvention
HEB challenged CPG companies to come up with solutions for the increasing bilingual markets in their Texas stores. Our concept centered around the premise no matter the language, everyone can identify delicious items in the snack aisle by sight alone. Using larger than life images of cookies and crackers common to both English and Spanish speakers alike, we used two sided signs to carry the bllingual messaging and color coding to add better organization and visualization in an aisle over saturated in bright packaging.
INTEGRATED MARKETING CAMPAIGNS
hilfiger "H" Line logo design and in-store signage and promotions
Tommy Hilfiger created a high-end line of shirts and suits featuring more luxurious fabrics, blends and patterns for its customers. Dubbed the "H" line, I created the H-line logo, promotions, fixtures and in-store signage that highlighted and reflected the craftsmanship and refinement of the line.
