Redefining a Category

The Client: A leading manufacturer of power tools

Situation

The client had two weeks to prepare for a major line review with their largest retail customer at a time when sales were down and they were in jeopardy of losing space for their automotive power tools.

Approach

We examined how the products were sold in the store and found they were spread among several departments, while 30 continuous feet in the store was being used to sell low margin vehicle cleaning and detailing products.

Solution

We created a new line logic and complete planogram merchandising system that featured the client's power tools to complement the other auto detailing products and presented it to the retailer along with our client.

Results

Not only was this company’s business saved with their largest retail customer, but they were awarded a four foot exclusive program. The retailer was able to increase the average sale and improve margin overall in the newly created “auto detailing” category.