Case Studies | Premium Pens Retail Display
TUL, a premium writing instrument brand, has been well received in the marketplace. However, it was important to correctly introduce the private label writing instruments into the new Office Depot/OfficeMax planogram. TUL wanted a unique custom retail display that worked with the new planogram, but wanted to carve out a separate space to create awareness and elevate the premium image of their new pens.
Commodity category is overwhelming to shoppers with hard to discern product differentiation
Shoppers don’t understand the technology, but they recognize the feel of a fine writing instrument when they try it
So trial is critical to converting shoppers to the new TUL products
Retail merchandising display needed to accommodate a variety of store fixtures and layouts
Created an in-line merchandising display system that integrates into the existing planogram
High quality, tech-forward materials and design enhance the premium image and attract shoppers
Created simple and changeable trial writing area for shoppers to test TUL pens
Modular store merchandise display allows for different fixture heights, layouts and placement across the chain
Successful rollout has exceeded the brand’s growth plan for the pen product
Samaritan Display Group, Inc. | 1230 Remington Rd | Schaumburg, IL 60173
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