Client Description
National Book Specialty Retailer & Publisher
Background
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.
Objective
Revitalize Children’s Books Category reversing the recent sales trends and erosion of household purchases in other categories.
TPG Approach
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Performed consumer and shopper research to uncover the underlying reasons for the declines.
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Identified fundamental miss-alignment in the current age based definition of the category versus the child’s reading development stage needs of the customers.
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Restructured the Category Definition impacting the merchandising, marketing, and product development requirements conveyed to the publishers.
Impact/Results
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New Children’s Reading Department design.
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Section navigational signage guiding customers to the appropriate reading development section within the department.
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Improved collaboration with publishers resulting in navigational information included on the back covers of books.
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Dramatic increase in Department Sales.