Boosting sales for Geocel

Delivering a larger than life call to action, achieving engagement and tangible results

The challenge

Sherwin-Williams, a multinational provider of innovative paint and adhesive solutions to trade and commercial, asked us to help them realise a new in-store merchandising opportunity for Geocel product The Works. Primarily aimed at tradespeople, The Works is a sealant that’s paintable, flexible and even cures underwater. The Works was already in market, but Sherwin-Williams wanted to place it in the stores of a new retailer ­— one of the UK’s biggest building trade merchants. And give it a shot of adrenaline that would elicit engagement and boost sales.

The idea

The challenge was to design, print, build and deliver an incremental space merchandising solution that instantly appealed to the retailer’s customers: time-poor tradespeople who need to source the right product in seconds and get back on a job in minutes.

Our task was to create powerful cut-through that captivated busy tradespeople. Offered an attractive, quick and simple solution to a problem. And converted browsers into buyers at the shelf edge.

We did that by making The Works as big and powerful a solution as possible.  We designed and built a call to action that was quite literally larger than life: a 1.6-metre high model of the product. This was the centrepiece of a freestanding display unit delivered to stores pre-constructed. Staff could set it up in seconds, which ensured there would be no impact on in-store operations. We also supplied trays and POS solutions to support the launch of The Works in stores.

The result

Our customer insights drove the creative strategy. Fully understanding the needs of the customer meant that we could help Sherwin-Williams fulfil them. The ginormous call to action was installed in 55 stores. It proved to be the point of difference that achieved engagement and ultimately delivered results: a 74% sales increase over a four-week period.