Background:

The marketing firms for a national publishing company wanted to help their client, Sam’s Club, feature Santa’s Kids books just in time for the busy Christmas season. After the same book series was marketed in national mainstream bookstore, the client discounted the cover price from $18.99 to $12.38 and set it sights on moving a higher volume through Sam’s Club stores. With tight budget constraints, the publisher wanted a carrier display that would stand out and move books through retail before the end of the Christmas season. Drake opened a new chapter for Santa’s Kids.

Objective:

• To drive impulse sales of Santa’s Kids books during the Christmas season using bold graphics and colors.
• To deliver a dramatic display with limited program budget dollars.
• To meet a short timeline opportunity from pack-out to in-store delivery to meet the tight in-store delivery deadline.

Solution:

Working with the publisher’s advertising agency and marketing firm, The Drake Company developed a brightly colored pallet display structure that integrated with the Santa’s Kids books’ graphics. To leverage the center aisle placement position in the store, Drake designed a four-sided pedestal-style display and incorporated the high gloss of the foil, UV-coating and four-color process printing on the product sleeve for a more attractive visual impact. Using elements from the books’ cover art graphics, the Drake creative team created litho label graphics for the side panels while its structural design team used a minimal amount of corrugated reducing costs and keeping the project under budget.

In addition to executing an attractive display, Drake Pack delivered the fully assembled project to the Sam’s Club Stores ahead of schedule. The product was received into the DrakePack warehouse where pricing labels were affixed, displays were assembled and product was loaded, packed-out and shipped to over 500 Sam’s Club Stores across the country.

Results:

The product arrived at Sam’s Club Stores in plenty of time to take advantage for the Holiday retail sales rush exceeding store sales of Santa’s Kids by 95% over projected estimates.