The challenge

TRESemmé was the only big-pack shampoo/conditioner that had a cap instead of a pump, creating challenges in getting formula out of its bottle. It needed standout in-store theatre to call out the bottle’s product redesign that would allow for a more seamless user experience, while also highlighting its formula’s newly added benefits. All with the ultimate aim of driving sales and growing ROI.

The approach

We developed a bespoke off-location display that resembled the new TRESemmé 940ml bottle. The unit was designed to be versatile, easy to assemble and deliver strong brand  impact within a crowded shopping environment:

• Eye-catching design that creates a unique brand experience
• 3-5 minutes quicker to set up than previously used designs
• Capable of storing all SKUs and not just pump bottles
• Easily moved to and installed in different aisle locations without requiring re-assembly

The results

The POS solution allowed the field force to get maximum utilisation out of the display by negotiating new positions at store level, while also achieving:

• A gold win in the Temporary Display category at the 2022 Shop! ANZ Retail Marketing Awards
• 45% ROI increase over two critical half prices over the six weeks displays were in stores
• 29% uplift in retail sales value (RSV) in Coles stores vs the previous year