Leveraging display panels for both horizontal and vertical shelf orientation.
Context
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Individual retailers shelve food storage products in different orientations — Walmart, for example shelves packages vertically while Target orients packages horizontally.
Learning
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Ziploc solved this dilemma by adopting a single package design with individual panels that can be faced forward to conform to each retailer’s unique shelving conventions.
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Using a limited number of consistent key elements on each panel helps Ziploc to establish a functional label hierarchy irrespective of orientation on shelf.
Growth Outcome
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Consistency in package layout limits consumer friction as evidenced by strong purchase measures across both vertical and horizontal merchandising strategies.
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This flexible design mitigates the financial burden of producing retailer-specific packaging to confirm to merchandising variances.
