While developing Joe Fresh Beauty, the creation of custom cosmetic merchandise fixtures was being concurrently conceived with Array Marketing.
Array was unable to proceed to prototype development until every cosmetic SKU (including all packaging components) was finalized. Thus, in the midst of developing the cosmetics range, I was facilitating meetings and juggling approvals of merchandise fixtures which included design concepts, pre-production prototypes and signage.
Products and fixtures were being developed simultaneously and delays of any sort were simply out of the question. Timing was absolutely critical, launching on time was paramount and maintaining a calm composure throughout was essential!
- The tower, 9 ft gondola and pallet configurations were developed and mass-produced on time!
- The three formats allowed Loblaw Companies to maximize the presence of the program in stores of varying layout and space
- Visual branding flexibility was built into each fixture – headers and graphics could easily be updated and changed-out at store level as needed
- Interchangeable product cassettes allowed for new product innovations to be swapped-in with ease and speed