Retail Display Designer Rolls out New Aisle Reinvention Initiative
for Kraft Cheese
Display Boys’ Innovative Designs Set to
Enhance “Shopability”
and Stimulate Consumer Interaction
SANTA ANA, Calif. (Business Wire EON/PRWEB ) November 6, 2008 --
Display Boys (www.displayboys.com),
a full-service, premium retail display specialist, is partnering with
Kraft Foods to reinvent the cheese aisle. The initiative aims to enhance
the “shopability” of
the cheese aisle and leverage the strength of Kraft’s
snacking cheese portfolio with the rollout of branded Snacking Cheese
Centers in over 1,000 grocery store locations nationwide.
“Snacking is clearly on the rise and Kraft
identified an untapped opportunity in the cheese section. Display Boys
has developed an innovative, dynamic aisle encouraging shoppers to stop
and discover our variety of delicious snacking cheeses,”
said Tyler Williamson, brand manager for Kraft cheese business. “We’re
thrilled with Display Boys’ work and excited
to roll out the Snacking Cheese Centers. Our goal is to delight
consumers with an engaging shopping experience and help drive sales.”
Kraft Foods engaged Display Boys in February 2008 to reinvent the
snacking section of its retail cheese aisles in recognition of the
broader snacking category growing to over $90B. Display Boys developed
the new Kraft Snacking Cheese Center, a branded structure that allows
for easy navigation; builds a relationship between the consumer and the
brand, as well as between the brand and the retailer; and creates a ”one-glance”
interaction. The rollout began in October 2008 and is expected to be
complete in over 1,000 stores by the end of the year.
“In general, with 30 percent of shoppers
around the world waiting until they're actually inside the store to
decide which brand they'll buy, it is critical to be forward-thinking
and consider designs that fill the needs of the consumer, brand and
retailer simultaneously,” said John Riley,
co-founder and vice president of Display Boys.
“We’ve worked with
Kraft in the past to reinvent their coffee and pizza aisles, developing
a distinctive P-O-P destination site that draws the consumer’s
attention to both brand and product.”
Continues Riley, “It’s
a success story we hope to repeat for Kraft in cheese.”
Research shows consumers who buy cheese have significantly longer
shopping trip times versus non-cheese buying shoppers (40 minutes versus
24 minutes). Display Boys’ strategy in the
aisle reinvention initiative was to design a visual structure that would
directly engage consumers and potentially convert in-store traffic into
actual shoppers. The award-winning designs of Display Boys have been a
driving force behind in-store merchandising campaigns and product
launches for more than 300 brands, and have covered over one million
linear feet of retail space.
ABOUT DISPLAY BOYS
Founded in 1989, Display Boys is a leading full-service retail solutions
specialist, providing innovative, dynamic, eco-conscious, premium
branded retail environments that build brand equity with consumers. Led
by retail industry visionaries, Display Boys blends deep consumer, brand
and retail insight, with structured, yet organic, design sensibilities
to create authentic brand experiences. As a full-service specialist,
Display Boys’ expertise ranges from initial
concept design to engineering, manufacturing, logistics management and
installation. For more information, please visit www.displayboys.com.
See the original story at: http://eon.businesswire.com/releases/display_boys/snacking_cheese/prweb1580454.htm
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