Problem:
Philips Automotive Lighting faced increasing competition in the automotive aftermarket. Consumers indicated difficulty in selecting the right product. The automotive lighting section was traditionally disorganized. Reading a printed catalog was often difficult for consumers. Small bulb selection created substantial confusion. Automotive lighting traditionally lacked strong merchandising presence in-store.
Opportunity:
Philips Automotive Lighting wanted a system that would:
1) provide a electronic guide to proper product selection,
2) feature halogen lamps where ever appropriate,
3) organize the section into easily identified color-based groups,
4) provide consumers with icons for rapid product – type association, and
5) demonstrate to retailers a commitment to category leadership.
Solution:
Automotive In-Store Marketing, Inc. developed a system that:
1) divided automotive headlamps into easily recognized segments,
2) grouped small bulb applications within easy consumer reach and access,
3) employ color coded shelf strips with product type copy which organized and increased consumer shoppability,
4) developed a header and down-aisle flag system which increased the category’s presence, and
5) created an interactive shelf-edge merchandising system that completely replaced a paper catalog.
Result:
Beginning with a national roll-out at Western Auto, the interactive merchandiser successfully replaced paper catalogs at this chain and others throughout the United States. Sales of halogen bulbs increased. Consumer satisfaction was raised. Philips enhanced its category leadership position.
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