CASE STUDY AHOLD ICE CREAM

THE CHALLENGE

 

Ahold engaged the leader of the ice cream category to evaluate the shopper experience to improve sales in this section and increase category sales. Ice cream is always associated with having fun, parties, treats and holidays, so the goal was to create a fun environment with a strong CTA without being brand specific.

 

OUR THINKING

 

Engage the cross functional team to support Ahold’s goal to develop creative concepts that evoke holiday, fun and visual interest in the otherwise boring aisle.

 

THE METHOD

 

Purchase Point completed store checks of each store in the test market to obtain specific details of fixtures, store layout, and installation requirements. We then embarked on a collaborative multi-touch point design study and gained approval from all stakeholders on final designs and artwork.

 

OUR SOLUTION

 

Purchase Point created and produced prototypes then installed all within five test stores by hand. The result was an ice cream aisle that had visual appeal and drove shoppers into the aisle. Touchpoints included: Door decals, blade signs, header and floor graphics, and navigational signs. Ahold’s goal of a 10% sales lift for this category was achieved within 60 days and the test was rolled out to more stores regionally.