Client Description

Global Book Publisher

Background

• Children’s books were traditionally organized by age of reader yet research validated that children’s reading skills don’t align to their age.
• Several children’s book segments were underdeveloped. The retail environment (children’s books) was confusing and difficult to shop.

Objectives

• To conduct thorough Shopper Insights research to uncover and solve for the barriers to purchase.
• To implement these findings within a shopper-centric category definition that included reframed initiatives.

TPG Approach

• TPG’s engagement with a major retailer and publisher identified key parent and children reading habits and practices which were driven by the child’s reading comprehension and development.
• TPG led the redesign of the retail department, buying classification and marketing of children’s books from an age-based segmentation to a “reading development” segmentation.
• Five new reading development segments were created.

Impact/Results

• New platform for business analysis and decision making.
• New department layout at leading retailers.
• New signage program.
• All new marketing programs.
• Significantly changed the publisher’s view of how to manage their business.
• 25% category growth after in-store executions.