INSIGHTS
After the aisle reinvention, shoppers at Walmart stated they could more rapidly discover the candy they wanted.
The aisle reinvention increased Edgewell’s sun care brand sales by 86%.
Metro Market experienced a 64% rise in store visits and a 4% increase in sales after their aisle reinvention.
After the aisle reinvention, shoppers at Walmart stated they could more rapidly discover the candy they wanted.
The aisle reinvention increased Edgewell’s sun care brand sales by 86%.
Metro Market experienced a 64% rise in store visits and a 4% increase in sales after their aisle reinvention.
Aisle reinvention has proved a very worthwhile endeavor according to the case studies discussed in this brief. For instance, after Walmart reinvented their candy aisle, they found customers bought more and enjoyed the buying experience. Another example was Edgewell sun care brands aisle reinvention. The company saw a whopping 86% rise in sales with its customer education focused aisles. Metro Market’s aim was to attract more millennials to the stores. Not only did they see a 64% increase in visits but a 4% increase in profits as well. Below we discuss these cases in more detail.
Research into large retailers, supermarket chains, reputable advertising and branding agencies provided the information on our five case studies. We did include a 2015 case study due to the quality of the information in the article, and the awards the reinvention received.
Not one of the case studies in our research supplied any images before the reinvention. Each of the case studies provided images which included post and/or during construction pictures. They can be found in the case articles attached to the brief.
Research into large retailers, supermarket chains, reputable advertising and branding agencies provided the information on our five case studies. We did include a 2015 case study due to the quality of the information in the article, and the awards the reinvention received.
Not one of the case studies in our research supplied any images before the reinvention. Each of the case studies provided images which included post and/or during construction pictures. They can be found in the case articles attached to the brief.
WALMARTS STORE AISLE REINVENTION
DRIVERS OF THE REINVENTION
Shoppersat the candy aisle of Walmart had difficulty in finding their favorite candy choices amongst the cluttered and vast array of choices.
DRIVERS OF THE REINVENTION
Shoppers
AIM
Hershey's, who also runs an aisle reinvention company, wanted to convert the candy aisle into varying and responsive shopper experiences. Conditions of the reinvention were the cubic footprint of the concept had to fit within the retailer’s current space, and it had to accommodate a new assortment strategy. The 60-day reinvention equally could not disturb any neighboring categories.
Hershey's, who also runs an aisle reinvention company, wanted to convert the candy aisle into varying and responsive shopper experiences. Conditions of the reinvention were the cubic footprint of the concept had to fit within the retailer’s current space, and it had to accommodate a new assortment strategy. The 60-day reinvention equally could not disturb any neighboring categories.
HOW
The areas within the existing 64-inch single-sided candy gondola were divided into distinct storefronts. The storefronts were assigned a theme associated with key product characteristics and/or usage instances. A real main street United States look was created by varying elevations, signage and collaborating digital technology to inspire engagement.
The areas within the existing 64-inch single-sided candy gondola were divided into distinct storefronts. The storefronts were assigned a theme associated with key product characteristics and/or usage instances. A real main street United States look was created by varying elevations, signage and collaborating digital technology to inspire engagement.
RESULTS
This approach reduced the totalSKUs but de-cluttered the aisle and improved sales. Shoppers stated they could presently find the candy and/or snacks they wanted more quickly. Shoppers also defined the aisle reinvention as “surprising” and “interesting,” and a “welcome change of scenery.”
This approach reduced the total
EDGEWELL PERSONAL SUN CARE AISLE REINVENTION
DRIVERS OF THE REINVENTION
Edgewell Personal Care wanted to educate consumers on proper sun care and stimulate shoppers in the category.
DRIVERS OF THE REINVENTION
HOW
The aisle was irradiated bydown and backlighting which focused on the product category with a subtle reference to sunlight. A noticeable water theme was used throughout. The aisle featured turquoise colors, wave-shaped shelf fronts, and back-panel graphics. Graphics and sound effects transported shoppers to the beach, while sunscreen protection education was supplied through interactive messaging. In addition, a video loop encouraged shoppers to use a digital application to help in buying suggested products specific to local conditions.
The aisle was irradiated by
RESULTS
Within the first two weeks of the aisle reinvention, the Orlando store witnessed a 43% rise in sales throughout the category.Edgewell brands experienced an 86% increase in product sales. The reinvented display also received a gold award in the 2015 OMA’s.
Within the first two weeks of the aisle reinvention, the Orlando store witnessed a 43% rise in sales throughout the category.
LOWE'S BULB AISLE REINVENTION
DRIVERS OF THE REINVENTION
The Canadian division of the super-market chain Lowe’s, stocks more than 440 light bulb varieties. Shoppers were potentially overwhelmed by the numbers of options available to them.
DRIVERS OF THE REINVENTION
The Canadian division of the super-market chain Lowe’s, stocks more than 440 light bulb varieties. Shoppers were potentially overwhelmed by the numbers of options available to them.
AIM
To develop an interactive solution that would help educate shoppers about the growing complexity of light bulb choices. Secondly, they wanted customers to be guided to the right product for their needs.
To develop an interactive solution that would help educate shoppers about the growing complexity of light bulb choices. Secondly, they wanted customers to be guided to the right product for their needs.
HOW
A complete light bulb aisle redesign included an iPad display to dramatically simplify the product selection process. Attractive visuals, digital signage, and interactive tablets were used to form “The Bright Idea Lighting Education Center”. This included a ‘Bright Idea’ software application which filtered the many products into seven, fun, and simple feature sets. Color-coded messaging was used on the iPad shelf to help consumers find their suggested product quickly and painlessly.
A complete light bulb aisle redesign included an iPad display to dramatically simplify the product selection process. Attractive visuals, digital signage, and interactive tablets were used to form “The Bright Idea Lighting Education Center”. This included a ‘Bright Idea’ software application which filtered the many products into seven, fun, and simple feature sets. Color-coded messaging was used on the iPad shelf to help consumers find their suggested product quickly and painlessly.
RESULTS
Lowe's has reported an improvedshopper experience and a notable increase in same-store sales year-to-date.
Lowe's has reported an improved
METRO MARKET REINVENTION
DRIVERS OF THE REINVENTION
Metro Market (Wisconsin) research revealed that millennials in the vicinity would shop at four or more stores regularly. They would purchase a few items at each location seeking more culture and
DRIVERS OF THE REINVENTION
Metro Market (Wisconsin) research revealed that millennials in the vicinity would shop at four or more stores regularly. They would purchase a few items at each location seeking more culture and
AIM
The aim of their reinvention was to attract younger consumers to the store.
The aim of their reinvention was to attract younger consumers to the store.
HOW
Specialty departments were designed stylishly using micro-shopping experiences that felt similar to shopping in multiple stores. Individual departments were made to feel crafted and local, with precise identities. They used signage, and stickers, clings, packaging, butcher paper and bagsto build distinct brands in each department.
Specialty departments were designed stylishly using micro-shopping experiences that felt similar to shopping in multiple stores. Individual departments were made to feel crafted and local, with precise identities. They used signage, and stickers, clings, packaging, butcher paper and bags
RESULTS
In comparison to their other stores, they saw 60% more items in carts. There were 64% more store visits and sales were up 4%. The designers Cramer-Krasselt received the 2018 silver Shopper Marketing Effie Award in the category Aisle Re-Invention.
In comparison to their other stores, they saw 60% more items in carts. There were 64% more store visits and sales were up 4%. The designers Cramer-Krasselt received the 2018 silver Shopper Marketing Effie Award in the category Aisle Re-Invention.
ALBERTSONS BREAD AISLE REINVENTION
DRIVERS OF THE REINVENTION
The research results from Albertson's bread aisle suggested to Sara Lee there was inefficiency and a lack of uniformity in merchandising systems. This annoyed consumers and slowed the shopping experience.
DRIVERS OF THE REINVENTION
The research results from Albertson's bread aisle suggested to Sara Lee there was inefficiency and a lack of uniformity in merchandising systems. This annoyed consumers and slowed the shopping experience.
AIM
To correct the situation by reinventing the bakery aisle.
To correct the situation by reinventing the bakery aisle.
HOW
A low-profile and adjustable header structure was created that integrated with existing store gondola shelving while creating a fresh clean look. Graphics were designed for the store segments which included mouthwatering food visuals. Their products were re-merchandised for the new shelves, which were very distinct from their competitors.
A low-profile and adjustable header structure was created that integrated with existing store gondola shelving while creating a fresh clean look. Graphics were designed for the store segments which included mouthwatering food visuals. Their products were re-merchandised for the new shelves, which were very distinct from their competitors.
RESULTS
Sales increased year-on-year due to theredesign which allowed for simpler and easier access to their products.
Sales increased year-on-year due to the