Situation: Largest label
maker in the world needed to have a way to maintain sales
of existing products and promote value-added products
with no advertising budget except in-store promotions.
Insights: Retail customers
asked Avery to make the label section more shoppable.
Since this section represents a significant profit center
for office supply stores, they welcomed the change.
Approach: U&I worked
as the consumer understanding component of the team
with their package design firm and in-house marketing
group to develop the 24 linear-foot display with more
compelling packaging and communication. Getting It!® components
of Knowledge Mapping and three rounds of In-context,
in-depth interviewing were used.
Results: Innovatively
redesigned packaging allows for more beneficial
consumer experience. Package design also facilitates
ease of stocking, sell-up potential, and new product
placement. Noted as an industry and company success.
Retailers have found that this approach has lead to
greater sales in all categories and has addressed the
ease-of-shopping need.
