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

• 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.

Impact/Results

• 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.