Sporting Goods

Retailer: Costco
Location: King of Prussia, PA

More companies are starting to look at packaging through the lens of shopper marketing

Directly targets moms for first time

Brand: Bauer Supreme TotalOne hockey skates
Key Insight: Footwear SKUs are generally displayed sideways on slatwall, giving shoppers a side profile view.
Solution: Present this high-priced skate facing forward as if it's floating off the slatwall.
Description: Shoppers can extend a pull tab on the display to learn more technical information about the skate. Displays hit stores one month before the skates.

Brand: Schwinn bicycles
Key Insight: A retail audit and shopper interviews revealed that while shoppers are familiar with the Schwinn name, they don't have an emotional connection to the brand.
Solution: Ratchet up the brand's appeal through a call-to-action campaign about enjoying life centered around the nostalgia of the classic bicycle bell.
Description: In-store kits were sent to independent bike dealers, carrying T-shirts, bells and other goodies.

Brand: Schwinn bicycles
Key Insight: A retail audit and shopper interviews revealed that while shoppers are familiar with the Schwinn name, they don't have an emotional connection to the brand.
Solution: Ratchet up the brand's appeal through a call-to-action campaign about enjoying life centered around the nostalgia of the classic bicycle bell.
Description: In-store posters support the emotional feel of the new Schwinn campaign.