Walmart tasked our team to update the previous year’s travel train program to tell a better story. The display needed to make life easier for busy families, increasing convenience by saving customers’ time, all while providing the lowest everyday price. The display had to hold almost 4,000 pieces of product, be easily shoppable, and sturdy enough for restocking. Graphically the display needed to use the core colors and have clean lines with an overall emphasis on contrast. The copy them and direction were, Simplicity – “Trial & Travel.” The display had to follow the Walmart MVP train guidelines and be made with recycled material that is also recyclable. And ultimately, the display needed to attract, engage, and convert shoppers.
During the rendering concept phase, our graphic artists developed random image patterns that could be applied to various parts of the display. When these parts were printed, the images would appear as a lighter pattern on top of a darker background. Initially, the idea was to use flood-coated corrugated sheets with 1-color and then run them through the printer/die-cutter to have the second color printed while being die-cut into the various parts of the display. After discussing this with our purchasing team, we had a cost-saving idea that took this project into another realm.
The idea was to see if our corrugator could print the corrugated sheets inline at the corrugator using a screened print plate, thus eliminating the need to print the sheets with the 2nd color on our die-cutters. We quickly engaged our corrugator, and they were as excited about the challenge as we were. After running a few tests and a couple of different types of print plates, they finally were able to produce printed sheets from the corrugator using 1-color ink with a screen print plate that produced the look of 2 colors.
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 2,744 displays shipped fully assembled with product and were delivered on time to client/retail locations.
Compliance: Key performance factors drove compliance. The display arriving on-time, fully assembled, loaded with product, easily positioned, and meeting Walmart’s requirements.
Performance: The display performed well across retail, improving impulse purchases, ensuring brand equity, and driving additional sales lift.