The display program was developed to drive awareness and ROI. The endcap leveraged the key brand attributes, appealed to shoppers, and maximized in-store effectiveness. The endcap held five SKUs of product, was easily shoppable, and sturdy enough for restocking, all while following the Walmart guidelines. The image theme and direction were meant to be “Informative” using the core brand colors and clean lines, with an overall emphasis on contrast. The copy theme and direction were also “Informative,” using the core brand name, price/value, product usage instruction.
Through collaboration, research, and testing, it was determined simplicity would accentuate the variety of products and make choice and shopping the display easier. The PetIQ brand equity is strong across the retail marketplace and thus the branding and graphic treatments of this display had to complement those of their other displays. Collaboration also led to the design of the display to arrive fully assembled, easy to lift, and placement on the Walmart endcap. Once positioned, the display was easily shoppable and educating. To differentiate and increase attraction, the team added a dimensional element to the display. The curved shape would draw attention to the graphics and product while promoting the brand. This provided visibility to the branding when approached by shoppers.
Program Summary / Results
Cost Effective: The display was produced complete turnkey and cost optimized to meet the customer’s budget and program objectives.
Fulfillment: The 1,900 displays shipped fully assembled with product and were delivered on time to client/retail locations.
Compliance: Key performance factors drove compliance.
Performance: The display performed well across retail, improving impulse purchases, ensuring brand equity, and driving additional sales lift.
Shopability: The display was developed to be easily shopped.
Overall Success: Through customer collaboration, leveraging insights, and strong design activation, the display maximized ROI and increased product sell-through.