Spicing up America and transforming a billion dollar brand
The challenge...
McCormick and Company, the largest spice manufacturer in the world, had struggled for decades with its point-of-purchase display systems. Stocking and updating inventory was a nightmare for retailers, and shoppers where frustrated with the shear difficulty of locating specific spices on the shelf due to the overwhelming number of products in front of them. McCormick was very aware that frustrations were mounting with retailers and consumers alike. That's when I received the call from the McCormick brand managers that had been tasked with fixing the problem once and for all. And the rest became history.
The solution...
After scouring reams of past consumer research studies and analyzing test results from prior attempts, I worked with an incredible design team to develop initial concepts and prototypes to present to McCormick. The recommendation was accompanied by a strong case for the actual merchandising unit itself, and how it fit into a much broader category opportunity [GAME CHANGER] for consumers shopping for spices.
Detailed sketches of the new McCormick retail wall, with brand blocking, merchandising and prototype unit drawings.
Prototype units were approved by senior management, including president/CEO, and were fast-tracked for production and initial merchandising test at Wegman's new store opening in Hunt Valley, Md. The consumer and retailer testing validated our teams recommendations. Within 2 years, the merchandising system could be found in over 30,000 stores across the United States.
The new merchandising system simplified the process of finding the right spice for consumers. Our 'brand blocking' approach lets McCormick's signature red color flood the aisle making it almost impossible for shoppers to miss. Gravity-fed dispensers keep spices organized for shoppers and make stocking the product much more efficient for retailers.
The intelligently designed planogram manages every item, showcasing an optimal assortment.
In the end, I played a key role and was a primary catalyst in transforming a billion dollar brand. I helped redefine an entire consumer packaged goods category... With a better shopping experience... A stronger store presence... Happier retailers...And much happier shoppers.
This brand transformation was wildly successful and I was invited to share my thoughts and perspectives at a gathering of the nations's top retailers and consumer packaged goods companies at first annual Path-to-Purchase Conference in Chicago, IL.