Objectives

Procter and Gamble partnered with ASDA, one of the UK’s leading supermarket chains whose estate comprises of supermarkets and hypermarkets. This unit was implemented into 30+ stores spread across UK mainland locations.

As part of the ASDA annual range review for Health and Beauty categories, it was identified that Oral Power care should be given an increased space allocation, allowing for a dedicated bay within priority stores to accommodate a stand-out Power toothbrush display.

The target audience are all dental category consumers, specifically to entice the repeat manual toothbrush shoppers to transition over to a power product. With this there is a drive to encourage a trade-up within the category for existing power toothbrush purchasers; and the intention to reinforce investment in the purchase each time they return to the stand for replacement refill heads.

To increase percentage sales and share of spend within the category for power toothbrushes, specifically driving awareness of the Oral-B brand and range

To achieve best in class display for the dental category whilst also delivering the WOW factor, innovation and stopping power.

Enabling interaction whilst validating the desire to purchase.

Supporting Procter & Gamble’s and ASDA’s directive around loss prevention.

Drive introduction into the power toothbrush category for Kids (age 3years+)

Communicate the benefits of each product within the range, encouraging brand and product loyalty through repeat purchase

Provide easy to use intuitive unit with
- Clear call to action ‘PRESS ANY BUTTON TO FIND OUT MORE’
- engaging illuminated buttons in front of the display handles
- on-screen direction to ‘FEEL THE POWER’ of live working products
- Facilitate an educational and informative video on-screen, as well as printed displays to visually and audibly provide key benefits and handle specification of the product the shopper is interacting with.
- Provide consumers with access to Oral-B advertisements used holistically across other marketing platforms; condensing the content to reflect the reduced concentration time consumers will have whilst in a retail environment.
- Enable simple static image of the comparison benefits between two handles at the same time – aiding in driving upgrade and assisting with navigation across the range.
- Display a refill head information panel showcasing each out of the box to enable the shoppers to see the physical items without the risk of theft.
- Utilize colour categorization across the stand for ease of merchandising and simplified differentiation between products.

How were the objectives met?

Increase sales and share of spend
- A 3-month store trial demonstrated a 42% sales uplift for featured products versus the control store.
- Production rollout achieved a 27% uplift in sales of same products and achieved 100% compliance enabled by a fully integrated installation service.
- This sales increase has stayed consistent and has aided Procter & Gamble’s and ASDA’s decision to increase the number of stores this display will be sited in during 2016.

Best in Class display
- The unit has a premium look and feel to represent the Oral-B brand and to mimic the product packaging through use of specific print finishes. Along with this the edge-lit frame around the display creates a segregation in the flow along the aisle, causing customer intrigue and disruption to the standard shopper cycles.
- The display incorporates themed illumination, and diffused LED strip lights to create a brand ambience which then achieves further stopping power along the aisle. The unit uses a bright call to action on the home screen.
- The unit is produced from high-quality powder-coated metalwork, complimented by acrylic and graphical elements, along with TV screen and integrated technology components such as illumination and media player.

Enable interaction
- The focus area of the unit is the Touch & Feel shelf, incorporating out-of-box, working handles showcased at a suitable height for ease of access. A benefit of the unit is the handles being charged in situ to provide consumers with accurate examples for weight, texture and power of the products.
- Having Touch and Feel on the stand allows consumers to make informed decisions whilst supporting the closure of the sale.
- During the store trial the IDR box recorded the number of lifts per handle. Astoundingly during a 3month period the unit recorded 80,000 handle lifts across the 5 handles, this is truly reflective of the volume of interaction

Prevent stock losses
- Each of the handles has a security collar around the lower part of the model and they are then connected to the unit through use of a strong wire cable and security recoiler to prevent/deter theft of these items.

Drive introduction for Kids
- The featured area for kids is positioned at an eye-level for young children. The tray has bright encouraging visuals featuring some of the characters available on the Oral-B Stages range, and highlights the key ages for the different handles. With 2 out-of-box handles so the children and parents can be involved in the decision making process.

Loyalty and repeat purchases
- Once a consumer purchases their power handle, they have the requirement to buy replacement refill heads from the same brand range.
- As the display informs the consumer any of the Oral-B refill heads work across the full range of Oral-B toothbrushes so they can be sure to have continued use of their investment purchase and evolving dental needs.