Problem:
STP (prior to its acquisition by Clorox) wanted to assist Kmart in reorganizing the performance chemicals section into a reduced number of segments. At the same time the goal was increased consumer awareness of the existence of the performance chemicals section within a Kmart store.
Opportunity:
STP needed a MerchoGram™ that would:
1) incorporate simple header signage that named the section the “Performance Center”,
2) incorporate the Penske private label logo into the signage,
3) use color coded shelf-strips to divide the section into ten segments versus the traditional 17 segments, and
4) reposition the strongest brands to stimulate increased sales.
Solution:
Automotive In-Store Marketing, Inc. generated a complete MerchoGram™ that:
1) simplified the organizational structure by segment,
2) provided eye catching shelf-strips incorporating the segment names,
3) developed a new planogram which more logically organized the products by brand within the product’s function, and
4) developed an eye catching overhead signage system that was easily installed onto Kmart’s existing header card fixture.
Result:
Regionally rolled out, the system achieved all of its goals and objectives. The planogram was adopted in 1997.
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