Objectives

To increase Costa sales in participating Dick’s Sporting Goods (DSG) stores by 10% and improve the sunglass shopping experience by providing a display that gets Costa out of the in-line case and into the aisle allowing better shopper engagement with the brand. Previously all sunglasses were displayed under lock and key via the in-line cases. Sales Associates managed the sunglass counter and check-out creating a “barrier to purchase”. This also merchandises Costa’s apparel, hats and accessories in a central location.
Increase Costa sales in participating Dick’s Sporting Goods(DSG) stores by 10% and improve the sunglass shopping experience by providing a display that gets Costa out of the in-line case and into the aisle allowing better shopper-engagement with the brand. Previously sunglasses were displayed under lock/key via the in-line cases. Sales Associates managed the sunglass counter and check-out creating a “barrier to purchase”. This also merchandises Costa’s apparel, hats and accessories in a central location.
Design an open sell (unlocked) aisle display directly across from the sunglass in line case counters. The assignment was to design and produce the skin of a DSG mandated standard H Frame Display to merchandise Costa Sunglasses, Apparel & Accessories. The display need to communicate the Costa brand story and educate consumers on the patented technologies and collections. Power would not be available in this area for display/fixture.
 

How were the objectives met?

The challenge was that the original H frame re-skin design direction did not fit well with the brand look and feel of Costa’s new display program. Additionally, we were challenged with creating a new fixture that not only encapsulated Costa’s look but also fit in with the retailers current store fixturing. We created a fixture that met the size and function requirements of the retailer as well as the brand aesthetics of Costa.
We took a boring everyday 4-way display and, with our brand knowledge, enhanced it to evoke the Costa brand ethos. Subtle ques like sailing rope shelf accents, suspended graphics and natural wood shelves help bring this fixture to life. Additionally, the rough sawn oak header with dimensional logo give this fixture a natural tone and a much more engaging design.
There are several hidden elements within the fixture allowing it to be retrofitted out in the field from "Open Sale" concept to secured-product design. This was a critical design element supporting retail execution when/if this new concept transitions to traditional brand fixturing.
This fixture executed very well and realized approx. 98% compliance. It shipped fully assembled with only the core shelves needing to be attached at retail. A very intuitive, graphic planogram was included with each fixture making it easy on store personnel to merchandise quickly. These shipped direct to store and all fixtures were distributed within one week.
Sales increased by approximately 50% vs. same period a year ago in the stores that executed the display.