The Challenge:
• Improve overall category navigation
• Put shopper into an ironing (not buying) mindset
• Present product information in a more compelling way: 1.Ease of product comparison, 2.Clear up-sell of product, 3. Justify value and 4.Make product features more relevant by explaining the associated benefits
The Solution:
• Ironer types identified by ironing frequency and volume
• Photographic style supported by frequency and volume defining headline
• Background to assist navigation and up-sell through communication of key features within category/
• Shelf barker: 1. Supplementing current Curry’s price and feature tickets, 2. A number of rating system of core features is prominent, 3. roundals highlight key product feature to assist up-sell, feature comparison and buying with confidence and 4. Suite of icons illustrate the product features making it easy for shoppers to compare and contrast
• Created three distinct sections within the existing Fixture to orient the shopper, each section relates to different amounts of ironing
• The sections are divided by ‘bus stops’ which drive standout within the category, enabling our shopper to narrow down choices
• Display of irons set at two levels, changed to an angle that invites the shopper to ‘lift’ the iron and examine the features
• Three versions of shelf signage developed