Embed Size (px)
DESCRIPTION
Armed with a deep understanding of the existing LP brand experience (gained during an extensive research phase of this project), InReality set out to design and implement a completely new way to shop for moulding in the big-box home improvement retail environment. Our focus was to improve the shopping experience by simplifying the decision-making process and providing inspiration to help shoppers envision the product in their homes. To simplify the decision-making process, we arranged the product by color instead of profile, a key insight we learned during preliminary focus group testing. The second breakthrough was a two-wall vignette display that showcased various moulding profiles in context—a concept entirely new to this product category. Coupled with an updated graphic set, the vignette provides the inspiration, education and encouragement that ‘Do It Yourselfers’ need to get their next moulding project started.
Citation preview
Copyright © 2015 InReality. All rights reserved. www.inreality.com �1
LP BUILDING PRODUCTS®
RETAIL CASE STUDY | Lowe's Retail Merchandising Set
LP turned to InReality to develop a cost-effective solution to turn sales around for their EverTrue moulding line sold at over 1,700 Lowe’s locations across the US.
COMPANY SNAPSHOT:
LP is one of the leading manufacturers of premium building products. Founded in 1973 with current operations spanning the United States, Canada, Chile & Brazil.
Industry: • home improvement / building products
Markets: • retail home centers, dealers & building
product distributors
THE REALITY GAP:
LP was having difficulty:
• communicating the value of their EverTrue moulding line to grow sales
• developing a cost-effective and feasible new solution
• implementing new solution in 1,720 Lowe’s locations
Customers were having difficulty:
• understanding how and why to use the moulding
• selecting the right moulding
• envisioning the moulding in their homes
CHALLENGE Since its early beginnings as a small independent corporation, Louisiana Pacific (LP) Building Products has been meeting the needs of its customers in the new home construction, repair and remodel markets with its value-added, engineered wood building products. But when sales in their EverTrue pre-finished interior moulding line began to fall below expectations, this 50 year-old innovator knew they needed to look forward to address the needs of their customers and stay ahead of the competition.
SOLUTION Historically, for LP a merchandising update to their moulding line in a big-box retail environment meant simply changing the colors of their finishes. This time the approach was very different.
Prior to designing and developing the new concept, InReality conducted a “reality gap” analysis and research. This process armed LP with a deeper understanding of the “reality gaps” between the existing LP in-store customer experience and the actual needs and expectations of their Lowe’s customers. This phase was also the tipping point for the project because it helped define the parameters of the problem and, in turn, the solution as well. The reality was that customers were having difficulty understanding how and why to use the moulding, selecting the right moulding, and more importantly, envisioning the moulding in their homes.
To combat these gaps, InReality’s solution included not only a color change, but a completely new way to shop for moulding in the big-box retail environment, featuring a two- wall vignette display that showcased various moulding profiles in context—something entirely new to this category.
Copyright © 2015 InReality. All rights reserved. www.inreality.com �2
"We gave customers the license to be individuals in a way that had never been done before in this category.”
-CRAIG MILES International Sales & Marketing Mgr, LP
Focusing on customer needs and expectations helps LP shrink the gaps their customers experience at big box retailers.
RESULTS The solution provides a new and improved customer experience, helping consumers envision and select mouldings. The flexible design allows LP to quickly make changes to the display as market needs shift, and has helped promote LP as a retail thought leader and innovator.
A NEW CUSTOMER EXPERIENCE
Two key components of the new solution include the visual inspiration and the simplified consumer decision-making process. The visual inspiration allows consumers to better understand and picture how they can use the mouldings in their homes. The simplified decision-making tree, on the other hand, helps consumers with moulding selection and removes the heavy burden placed on sales associates to assist consumers in this category. Both elements have helped transfer the reins of power back into the hands of consumers and create an entirely new experience for them. Coupled with signage, POP, collateral and way-finding updates, the new vignette, with its do-it- yourself (DIY) appeal, provides the needed inspiration, education and encouragement for customers to feel comfortable getting started with their next moulding project.
Copyright © 2015 InReality. All rights reserved. www.inreality.com �3
"The new solution has allowed us to take a position as a thought leader and an innovator in the category and establish a foundation to build this brand differently than all the other brands in this category.”
-CRAIG MILES International Sales & Marketing Mgr, LP
FAST, COST-EFFECTIVE UPDATES
Normally you mean one thing for your client and something else for your end user," said Craig Miles, International Sales & Marketing Mgr for LP"in this case we’ve crafted something that gives us the efficiency of spend and a consistency of message through the entire channel to the end user.” In addition to creating a new, meaningful customer experience, the display also offers LP a cost-effective solution for staying current with new design trends. Moreover, the fluid design provides the added benefits of easy implementation, shorter down time and faster updates of the display.
Copyright © 2015 InReality. All rights reserved. www.inreality.com �4
InReality Retail Marketing Firm
About InReality InReality transforms how customers experience brands and retailers in-store. We turn customer insights into innovative solutions for the reality of 21st century retail.
For almost 20 years, we’ve worked with clients, like The Coca-Cola Company, Tempur Sealy and The Home Depot, to build stronger, more enduring customer relationships, while creating measurable results. And, we offer the real-world expertise and convenience of handling everything under one roof—from research, strategy and design to production, implementation and analytics.
To learn more about our services, team, work, and latest insights, visit www.inreality.com.
Follow Us
@IRPost
linkedin.com/company.inreality
(770) 953-1500
120 Interstate North Pkwy E, Suite 226
Atlanta, GA 30339
Contact Us
slideshare.net/InReality
