Problem:
Gila, the undisputed leader in auto specialty stores, faced increasing rivalry from aggressively merchandised competing products. Consumers were having difficulty distinguishing which level of light transmission was best suited to the benefits and features they sought. No merchandising strategy existed in the category that clearly helped consumers understand the mysteries behind light transmission, heat transference, and comfort. Research on consumer preferences was virtually non-existent.
Opportunity:
Gila wanted a complete packaging and merchandising system that would:
1) reflect consumer preferences based upon quantitative and qualitative research results,
2) better explain precisely how much light is not transmitted, how much heat is allowed to penetrate the vehicles interior, and what level of comfort is achieved with different types of film,
3) present in a merchandising display a pictorial and numerical method of explaining light transmission, heat transfer, and comfort,
4) provide a merchandising display that would not encroach or limit the amount of product typically merchandised in the window film section, and
5) introduce a new product called UltraShield™ designed to have the highest UV blockage in the category.
Solution:
Automotive In-Store Marketing, Inc. developed a complete packaging and merchandising system that:
1) provided new and colorful icons which clearly differentiated light transmission, heat transfer, and comfort levels,
2) used a picture of a driver behind an actual piece of film mounted to glass designed to show the consumer what a person outside the vehicle actually sees when looking at the person within their own vehicle,
3) produced two merchandising displays: one for an in-line situation and one for a countertop, and
4) enabled Gila to dramatically introduce its new line of UltraShield™ window film.
Result:
Introduced to the trade at the 1999 AAIA show, retailers showed an enthusiastic response. Gila’s category leadership was enhanced. The new line of UltraShield™ products was introduced in early 2000. Gila anticipates increased market penetration as a result of their new packaging, new merchandising display, and new item introductions.
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