Black Friday Endcap Promotion

Black Friday Endcap Promotion


Challenge: The client was launching their product in WalMart Stores and needed a trusted supplier who could not only engineer an impactful display per retailer guidelines but also, manage it logistically through WalMart Distribution Centers.

Project Engineering:

  • Richardson’s point-of-purchase and design experts consulted with the client on display specifications that would not only support their branding initiatives but also, effectively display the product units on shelf.
  • Richardson worked closely with the client’s agency and produced several rounds of mockups for approvals internally and from the WalMart buyer.
  • Since Richardson handled all facets of production, color was consistent between the offset, screen and flexo processes that were required to produce all items on appropriate substrates.

Success Points:

  • Richardson was able to bring the price point of the display down with a full litho labeled base, for maximum graphic real estate, and direct printing the step insert.
  • Richardson also produced 300,000 offset-printed product brochures which were included in the display units.
  • Richardson’s fulfillment department assembled 4,000 displays, packed them with brochures and product units, and prepped them for shipment to 42 DC locations.
  • To support cross merchandising efforts pre-launch, Richardson produced kits containing peg-hook talkers, shelf talkers, and beanflips and mailed these to stores prior to the Black Friday event.

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