Context: Costco club stores are one of the largest retail channels for Philips, comprising +100 million dollars in business. Currently there are two sub-brands merchandised on their shelves (Philips Sonciare and Philips Norelco). At Costco, the Philips packaged products are merchandised on pallets, with supporting touch-and-learn displays as well as trays and pallet skirts.
Challenge: My challenge is to constantly create a sense of freshness on shelf with updates to packaging every six months, as well as create consistency across sub-brands to have a larger impact for the Philips brand with despite the limited quantity of SKUs at shelf.
Solution: I initiated and facilitated a cross category CoCreate workshop where designers from both brands worked with our key stakeholders to establish a communication framework with the customer at the forefront of the thinking and developing an effective use of the Costco touchpoints to better serve the product story with each of those elements are used to support the over-arching proposition. At a distance, created an engaging “trigger” that is recognizable at the brand level by using large branding and appealing imagery to draw the consumer to the pallet. As the consumer approaches the display, our touch-an-learn structure serves as the main education element with the comparative features listed in an organized panel system. We were then able to create a more premium presentation at the pack level, by stripping away the clutter on the front of pack, which creates a sense of desire with consumers to convert. At launch, this platform was recognized and used by Costco management as best-in-class representation of how a brand should function at Costco .
