Case Study: Redefining The Children’s Books DepartmentContact Us
National Book Specialty Retailer & Publisher
Sales of Children’s Books Department had been experiencing a continual decline for several months having a broader impact on total store sales and customer household purchases.
Revitalize Children’s Books Category reversing the recent sales trends and erosion of household purchases in other categories.
Performed consumer and shopper research to uncover the underlying reasons for the declines.
Identified fundamental miss-alignment in the current age based definition of the category versus the child’s reading development stage needs of the customers.
Restructured the Category Definition impacting the merchandising, marketing, and product development requirements conveyed to the publishers.
New Children’s Reading Department design.
Section navigational signage guiding customers to the appropriate reading development section within the department.
Improved collaboration with publishers resulting in navigational information included on the back covers of books.
Dramatic increase in Department Sales.