Black & Decker Creates Multi-Vendor Display for Wal-Mart

Black & Decker's new category management system for Wal-Mart's power tool aisle, which began rolling out in June, was designed with input from key competitors and near-daily communication with the retailer. The new format, says Bea Dorsey, Black & Decker's merchandising supervisor, has significantly increased the brand and category statement for power tools and accessories by making the aisle more visually appealing and improving the information provided to consumers.To achieve these goals, emphasis was put on designing attractive, informative signage systems. Four were developed: overhead category pieces to grab attention and announce each category segment; information cards, providing features and benefits for each individual product displayed; accessories strips, which describe key accessories to be used with each tool shown; and aisle violators to segment specific product types.In each case, especially on individual information cards and accessory strips, Black & Decker worked with the other category suppliers to provide exact product data, to the point that the other suppliers proofed and approved the pieces created by Black & Decker's merchandising team. The full program was produced through four vendors: HMG Worldwide and Hunter Display Inc., both in New York; and Darko Inc. and Forest Manufacturing, both in Cleveland. Bevel Design, Baltimore, handled the graphic design. Black & Decker then coordinated shipments of products from all suppliers to ensure they arrived in conjunction with the new fixtures."Being the category manager allows us to fine-tune the displays based on actual sales results," Dorsey says. "That data helps us strengthen our relationship and allows us to recommend products we think will do best, given the impact of what's selling."It also means more than simply controlling the final production of pieces and having more say in how they look, she says. "It ensures we have the right products out there at the right price at the right time. Wal-Mart is very forward-thinking in how it approaches these concepts. We're already looking at additional merchandising opportunities we may have with them in the future."

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