Leveraging display panels for both horizontal and vertical shelf orientation
Context
Individual retailers shelve food storage products in different orientations — Walmart, for example shelves packages vertically while Target orients packages horizontally.
Learning
- 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.
- 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
- Consistency in package layout limits consumer friction as evidenced by strong purchase measures across both vertical and horizontal merchandising strategies.
- This flexible design mitigates the financial burden of producing retailer-specific packaging to confirm to merchandising variances
