Logitech Staples Canada PC Gaming and Color Collection Half Pallets January 2016 Display of the Month Submission

Logitech Staples Canada PC Gaming and Color Collection Half Pallets

Logitech Staples Canada PC Gaming and Color Collection Half Pallets

Objective: The objective was to create a visually compelling display program for Staples Canada that featured two completely different product lines while maintaining a visual link identifying they are both from the same product company. Another objective was to not only have this act as two separate displays but to also be able to set them back to back to make a full pallet display if the store management deemed necessary. The Solution: Building off of a previously successful program, the use of curved side-panels (half mouse profile) creates a different visual in-store than “standard/normal” pallet and floor stand displays. To have PC Gaming and Color Collection to be totally different in color as well as messaging.

Insights: What makes the display different: Both displays programs leverage color and shape (to their respective market segments) to entice/engage the consumer. Both promotions are pre-packed, shrouded and packed separately but shipped on the same pallet. Once they arrive at retail, they are either placed back to back, or away from each other. This is at the direction of the store manager and the way his/her store is laid out to accompany the product offering.

Insights: What is the clear compelling message: There are actually two different messages that have been introduced over the last year. The first is “Let your Game do the Talking”. This is the PC gaming side and this display clearly merchandises controllers, gaming mice, keyboards and headsets, while in the branded colors of blue and black for the PC Gaming product. The opposite (yellow) side is all about the new color/pattern characters that are being introduced for holiday along with a specific keyboard. This side is “Mice to Meet You”. Both sides convey a crisp, clear message without a lot of clutter to distort the consumer from understanding what the display is showcasing. Both sides clearly have the Logitech logo prominently displayed so that the consumer knows the manufacturer of the product.

Insights: How does the display command attention: The use of shape and color carry the message for this program. As stated before, this display has a very different profile in-store than other programs. Logitech has branded their PC Gaming side with a rich Black and electric blue combination that is aggressive and techy. The use of matte and spot UV gloss on their packing gives this segment a high end “Apple like” to their offering. The Bright yellow of the Color Collection side is one of their new color offerings. The playfulness of the yellow along with the pattern Characters create a strong visual hook.

Insights: How does it leverage recognizable brand equity: Color carries the day here as this is a very subtle launch of the new logo and new Logitech color scheme. The PC Gaming continues with it bold Black and blue scheme while the Color Collection side introduces and entirely new color to the consumer. Logitech is clearly visible from several feet away.

Instore Life Cycle: What is the project duration of the display In store: Intended life of the display is 60 to 90 days. This display was shipped for placement October 1st for lifespan through the Christmas Holiday selling season. Quantity: 330 each of both pallets, but both pallets shipped on on skid. Price: Under $275 Each

Other Pictures:

Other Pictures: Submitted by Swedesboro NJ Design Team Account Manager: David Foster