Individual In-Store Merchandising Done for Retailers

Philips worked with each retailer to help that retailer customize the in-store displays for its light bulbs . A lot of retailers were very conscious of the look of their stores, and they wanted manufacturers to work within their framework. In most categories, things were done on an individual basis. For example, Philips found that Wegmans and Walgreens had very different requirements, and special solutions had to be developed for each of these important chains.

Home Depot had a whole wall of lightbulbs, and Philips provided the chain with a detailed plan-o-gram and recommendations to help it help its customers to find what they needed quickly. For example, Philips suggested educational materials to quickly direct people to the right lightbulbs. Philips provided signs and operating samples of products.

Philips also provided occasional off-shelf displays. The company suggested that the best way to sell some of these lightbulbs was to crossmerchandise them with other products. For example, if the retailer was selling fixtures, it was told that it should sell lightbulbs with them. Retailers were told that if someone is buying a chandelier that needs decorative bulbs, the right bulbs should be next to the chandeliers. There were also several other places within the store where lighting products could be crossmerchandised with whatever the retailer was selling.