Objectives

Garland Foods tasked us with finding a unique way to merchandise fresh produce on a floor display within the produce department of Winn-Dixie. The display would be up for the holiday months of September to December 2020.

The customer had several requirements for the project. We were given a $100 to $150 per display budget. The display had to be temporary in design, yet industrially sturdy to able to withstand the retail produce environment that would be moisture rich with probable wet product and to withstand being restocked multiple times. The display must be versatile, easily positioned, and must NOT require any special or unique tools for assembly. Display kits must include a set up
instructions sheet for easy assembly. Most of all, the display must be visually appealing, encourage shopping, be easy to shop, and depict a natural and healthy “farm-fresh food” feeling for shoppers.

Garland Foods ordered 250 units for delivery at retail by September 1, 2020. The displays were shipped knocked down flat, to the stores for on-site assembly by third party merchandisers arranged by Garland Foods.
 

How were the objectives met?

Pricing: The displays came in within budget.

Fulfillment : 100% of the displays were shipped and delivered on time to client/retail locations

Performance: The displays performed well to position additional fresh produce within the department. The shelf liners performed as planned and display integrity and durability requirements were met. Restocking of produce was successful for associates to do.

Shopability: Shoppers engaged easily with the display.

Sales: The customer experienced full sell thru on expected product lift throughout season. The customer was pleased with performance and will look to increase execution opportunities throughout the year. 2021 expectations are to potentially double the store set to 500+.

Comments from the Customer: The display was a success, surviving the produce floor for about five months. When the customer presented the display at one of Winn-Dixie’s "Display Stores" events, the director of produce called out the display saying, "it was the highlight of the show."

Location: Kansas City, Missouri, United States of America

Submitter: Vanguard Companies

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