Problem:
CR (Chicago Rawhide) and NAPA wanted to increase:
1) awareness that NAPA stores were a prime source of bearings for agricultural machinery and
2) provide exposure to hard parts in the front side of the store versus the traditional “behind the counter” approach.
Opportunity:
CR wanted to:
1) feature four types of bearings,
2) cross merchandise a limited selection of tools and accessories,
3) enable frequent signage changes to feature on-sale items,
4) capture prominent space near the parts counter,
5) have the display carry a high stock level for each SKU, and
6) prominently placed a literature display with the full line of CR bearings sold under NAPA’s private label.
Solution:
Automotive In-Store Marketing, Inc. developed a merchandiser that:
1) used a low-cost, existing stock display thereby minimizing tooling costs,
2) adapted stock shelf-edge c-channels to hold product identification, SKU number and price tickets,
3) used icons for quick consumer identification between types of bearings,
4) developed a slide over sign with a stock-wide c-channel extrusion for rapid change outs of special promotional messages and prices, and
5) developed the planogram to incorporate both product and P.O.P. needs to create the merchandising display
6) sourced a stock literature holder that was packaged as a unit with the mini brochures.
Result:
1) The display was placed in selected NAPA stores whose customer base included rural demographics that matched agricultural bearing usage and demand.
2) Prominently displayed, the merchandiser stimulated consumer awareness and increased sales and volume of agricultural bearings.
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