Objectives

The objective was to create a highly functional, flexible and modestly stylized end cap for Duke Cannon products in CVS. Duke Cannon’s assignment was to create a beacon in store that visually resonated and connected with the prominently male target consumer. The brand requested a design that oozed masculinity without being overly thematic or overdesigned. The request was to create a simple, clean platform to showcase and grow Duke Cannon’s entire product line. Duke Cannon requested a rough sawn reclaimed wood with the added challenge of hitting and manageable budget.
 

How were the objectives met?

The Duke Cannon End Cap was widely adopted by CVS. We executed a test market with 55 units and immediately recognized a lift. CVS then quickly expanded the program into 125 more doors with plans for 500 additional doors in 2020. These end caps shipped flat from our DC and are assembled by store personnel at retail. Our team work very hard to complete all the major sub assemblies on our shop floor to ensure maximum compliance and ease of execution during in store set up. Additionally, we specified a UL certified lighting system to comply with CVS’s safety standards.
These units shipped direct to store with all distribution and tracking managed by us. During execution we recognized 100% throughput with zero returns, damage or missing components. All end caps were delivered on time, on budget and successfully set up.

Location: High Point, NC, United States

Submitter: Ryan Scott, Inc.

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