The primary objective of the project was to develop a unique floor display that was temporary in design, yet industrially sturdy. The display had to able to withstand the retail produce environment that would be moisture rich with probable wet product and to withstand being restocked multiple times. The display also had to be visually appealing, encourage shopping, be easy to shop, and depict a natural and healthy “farm-fresh food” feeling for shoppers.
The waterfall design structure presented products toward shopper. The design utilized double wall construction, metal shelf supports and plastic clips, to meet the high durability demands. Corrugated shelf liners carried a food grade moisture barrier to help to provide protection to the display structure. Opting for corrugated liners, over plastic liners, allowed tight budgets to be met while minimizing recyclability concerns. The displays were kitted flat into easy to manage shippers. Printed assembly instructions provided a component list and illustrated assembly steps. Instructions also included a QR code that linked merchandisers to a video tutorial, that guided assemblers through the assembly process and provided additional info on who to contact for additional assistance and/or replacement components. Graphic branding and imagery enabled the display to attract, engage and convert shoppers effectively.
Performance: The display performed well to position additional fresh produce within the department. The shelf liners performed as planned and display integrity and durability requirements were met. Restocking of produce was successful for associates to do.
Sales: The customer experienced full sell thru on expected product lift throughout season.
- 2021 Shop! OMA Award Competition: Gold OMA Award in the Food – Temporary Display division