Page 250 - DMGT552_VISUAL_MERCHANDISING

Unit 12: Visual Merchandising – Hands On

19. Any Retail Display at trade show can also employ portable stage backdrops, lightweight Notes
folding walls or fabric formations to display their ............................
20. A large format store could have ............................ sign system, sized to suit the location.



Case Study Consumable Product Placement Project

“Lawrence Merchandising Support Spurs Sagging Snack Sales”
Low retail sales of new snack product requires extra attention to boost 4th quarter sales.
A nationally known producer of a new snack consumable product worked diligently to
secure a prime end cap location with Target during the 4th quarter and was frustrated by
slow sales during the holiday season. Based on our long standing partnership with Target,
Lawrence Merchandising was recommended by the Target buyer as a great resource for
reaching the product at each store and working with store personnel to ensure sales could
be maximised. Target has recognised Lawrence Merchandising as a preferred vendor who
has handled several of their own brands with regular frequency and successful execution.
Lawrence’s familiarity of Target stores, policies, procedures and regular service in this
retailer proved to be beneficial in quickly addressing the situation and finding a solution
to help boost performance of the new product.
Our Role: To work with the store and identify potential reasons why the new snack
consumable product was not performing to plan and to assist the store in addressing
out-of-stock issues while ensuring product sell through.
The Challenge: A new snack item was offered for the first time in this retailer. In an effort
to brand the new item in the marketplace, the vendor negotiated a quarterly end cap in
some Target stores during the holiday retail season. Three weeks after the end cap set date,
only one third of the stores were reporting sales. The challenge was to determine the
factors contributing to low product performance and to quickly identify solutions to
increase sales.
The Solution: Target recommended Lawrence Merchandising as a resource for service
with a presence in all locations. Lawrence was contacted and was able to develop a plan to
quickly address the clients concerns. Within one week, Lawrence Merchandising reps
were deployed to all stores nationwide. During the scheduled one week service, Lawrence
was able to ensure that the product was out on the floor and set to planogram in every
Target store.

The Result: The snack company realised an immediate 35% lift across the entire retail
chain as documented by sales data provided by the client. Lawrence Merchandising ensured
the product was on the shelf and sellable, resulting in these higher sales figures. It does not
stop here. The relationship between the retailer and the snack company was further
strengthened through the added support during a time when the retailer was already
taxed with keeping up with the demands presented by day-to-day business during the
hectic holiday season. Based on the success of the sales and service of the product, this
retailer placed the product permanently in the snack check lanes in every store nationwide.
Lawrence Merchandising executed the snack lane flawlessly, resulting in even higher
ongoing retail success for this client.
Contd...

LOVELY PROFESSIONAL UNIVERSITY 245