Goodbye Generic Gondola, Hello Inspired Innovation Center
When a brand is an established category leader, staying at the top requires constant innovation. Nestle Purina has been one of the leading brands throughout the history of the pet category. In fact, the brand is credited with inventing the crunchy, dry pet food known as kibble today. When Purina came to us with the challenge of reinventing their Innovation Center at their headquarters, we knew we needed to approach the opportunity with the same vigor that Purina uses to innovate its products and the pet category itself.
- Industry & Market Strategy •
- Shopper Research & Insights •
- Merchandising Strategy •
- Experience Design •
- In-Store Digital Engagement •
- Digital Design & Development •
Tell Me a Story
Because the grocery industry is changing so rapidly, our approach to the center focused on interchangeable displays, digital screens, and most importantly, a space that allowed Purina to tell a unique, specific story to each brand and retailer that visited.
Purina uses its Innovation Center as a venue to bring retailers to highlight existing and new products. In the past, the space at the center was primarily used as a full run gondola, showing exactly how product would look on a generic store shelf. It was effective, but not inspiring.
The Ultimate Show-and-Tell Setup
Now, the revamped Innovation Center allows for a fully customizable display area complete with several ways to interact digitally. Now, retailers can walk through the space and work with Purina team members to answer some of their most pressing questions:
- What are the newest products that will work best with my customers?
- How can we highlight new products better?
- Can we see the full spectrum of options that you offer for pets?
- What will an expanded pet products section do for my store?
Not only does this modular set-up help Purina sell new products into retailers, it also enables them to pitch products to local retailers interested in offering Purina products for the first time. One word to describe the way retailers have reacted to the new Innovation Center: amazing.