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The Honey Pot Company Black History Month Endcap for Walmart

Case Studies / February 22, 2023
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Program Details
The Honey Pot Company was born out of one woman’s need to naturally heal herself. And evolved into a mission to clean up the feminine care aisle. As a female, Black-owned business, Walmart approached them to enjoy prime merchandising space in March as the mass merchant drew attention to women-owned brands to mark Women’s History Month. The endcap would help position The Honey Pot as the “first complete feminine care system, powered by herbs.” The customer tasked our team with developing a display that would drive brand equity, product awareness, and ROI.

Execution Details
Being new to the retailer and the feminine care products market, the display had to drive shopper awareness, engagement, and conversion while positioning the brand equity and telling the brand story. Through collaboration, research, and testing, we felt simplicity in imagery and messaging would allow for clear brand and product introduction plus easily communicate and capture the story with shoppers.

The team leveraged the brand’s primary color on the overall display which provided a soft tone against the product colors that created contrast and shopper fixation. To differentiate the endcap in Walmart’s beauty department, the header featured an image of Beatrice Dixon, the brand’s Black woman founder and chief executive officer. This provided additional attention and engagement to the display, brand, product, and story.

The richness of the brightly color code products and planogram made choice and shopping easy.  The use of imagery on the vertical instruction panel highlighted the product benefits. While the side panel provided the brand’s value and mission.

Program Summary/Results
Cost Effective: The display was produced complete turnkey and cost optimized to meet the customers budget and program objectives.
Fulfillment: 100% of the displays were shipped and delivered on time to the retail locations.
Compliance: Key performance factors drove 100% 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. Placement on the end of the aisle allowed for clean sightlines and shopping space for increased dwell time.
Sales: The display helped the client validate a new POP Display concept and maximize ROI with increased product sell-through.