Problem:
Wal-Mart wanted to generate more sales and profit from the automotive seat-cover category. Its current fixture for seat covers consisted of its regular stock, steel construction. The product lacked on-shelf visibility and therefor there was little identification in the minds of consumers that Wal-Mart sells seat covers. Fashion Magic was challenged with the opportunity to develop completely new packaging that would be compatible with a new fixture design.
Opportunity:
Fashion Magic sought to develop a total merchandising system that would
1) organize seat covers into easily recognizable shape segments,
2) clearly differentiate between universal, truck, and a new designer series,
3) provide an easy selection process based on color coding the packaging and display graphics, and
4) increase the amount of product on-shelf per linear foot
Solution:
Automotive In-Store Marketing® developed a packaging and merchandising system that:
1) used simple icons to enable the consumer to quickly identify the quality levels,
2) employed main package color codes to reinforce quality and style differences,
3) merchandise the products at an angle ensuring down-aisle visibility in both directions, and
4) provided easy access for the consumer to touch the fabric without damaging the contents.
Result:
Fashion Magic was awarded with significantly increased on-shelf presence using a modified version of its original design. Sales and volume increased significantly in new markets and experienced above average growth in established markets.
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