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CASE STUDY

Retail Endcap Display Case Study: Designing, Producing, and Installing a National Display Program

Endcap marketing is a proven sales tool: a visually strong display lets a brand highlight its style and its products right where the shopper decides. Making that work across independent retail, at scale, is a design problem, a production problem, and a logistics problem at the same time.

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The challenge

Drummond’s client has been in business since 1924 and is one of the world’s largest multicultural hair care product companies. They sell through a range of retail channels, including independent beauty shops concentrated in densely populated cities.

Drummond was tasked with designing an endcap display that would put the client’s flagship brand prominently in front of shoppers inside beauty shop retail stores — increasing sales and building brand loyalty with both shoppers and shop owners.

Key challenges:

  • A highly competitive category, with many brands selling into the same shops
  • No real brand loyalty among retail shop owners
  • Beauty shop owners are passive about product sales
  • The display has to stand out and catch the buyer’s eye on its own

The solution

Drummond’s holistic approach included custom design for permanent product endcap displays built to give the client’s brand a competitive advantage. Working directly with the client, our design team created and refined prototypes to enhance the products and meet retail sales needs. The rollout also included in-store graphics, field installation, and proof of installation.

The design process started with the client sending sample ideas of endcap displays and color themes. We created a concept design, then built a prototype. The first prototype was not optimal for displaying the brand, so our design team proposed a new color scheme and design changes that would hold more product. The second prototype was approved.

The results

Phase One produced 25 endcap displays, installed across three markets: Atlanta, Detroit, and Charlotte. Our install crew added graphics in the field, merchandised the displays with 117 different SKUs, and obtained store manager sign-off on execution.

Phase Two produced 35 endcap displays going into five additional markets.

Phase Three extended the program to endcap displays for over 100 independent retailers nationwide.

Drummond’s partnership with this account had 100% support and approval in all phases from the client.

Reimagine

Drummond works with clients at every step of design, production, and installation. From our Wavelength platform technology and account support through reporting, design, store-level installation, and merchandising — one partner, one accountable process.

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