2010 Design of the Times Award Winner
Command attention and drive impulse sales by placing the ChapStick product in a highly impulsive location for shoppers, at the checkout lane under existing shelving, visually separating the product from other items in the super cluttered front end checkout lane. Design a merchandiser that allows for maximum visibility of the ChapStick brand logos to leverage brand equity.
The iconic ChapStick tube and product logo are prominently
featured in the design to connect with the shopper at checkout,
where the impulse rate for ChapStick purchases is significant. By
raising the product above competing products at checkout, The
ChapStick Grab and Go Undershelf Merchandiser separates the brand
not only from cross category competition at the front end but also
competing lip balm products that have emerged and now compete for
market share in the category.
The ChapStick Grab and Go Undershelf Merchandiser highlights "America's favorite lip balm" by showcasing the product's iconic logo and the familiar product tube itself to convey information to consumers about the product availability for impulse purchase. Given the maturity of the brand and high level of consumer awareness, availability information is a powerful driver for creating impulse purchases. The angled nature of the unit assures that the product itself is always in-stock as the natural gravity feed created by the angle feeds product forward.
The ChapStick Grab and Go Undershelf Merchandiser drove shoppers to make an impulse purchase by positioning the product at the right place, at the right time to stimulate impulse purchases of the iconic ChapStick products, edging out emerging competition in the category. The efficiency of the unit allows various ChapStick flavors to be included simply by switching out the product tray, achieving a major long-term marketing goal of claiming retail real estate but to also have the flexibility of changing product mix during various selling cycles and seasons and promotion featuring flavors.