Background

Crayola’s analysis of CAS and its retail presentation found that “stopability” and “shopability” were low, while the section was not delivering the fun inherent in the category.

Insight

Mothers and children do not enter the stationary aisle looking for art supplies; they enter looking for products to aid self-expression and creativity.

Creating a destination that provides one-stop ‘imagination building’ and the products to support it will grow the appeal and potential of the category.

Action

Crayola   expanded the category definition and to Children’s Creative Expressions (CCE) and redesigned the aisle to includes a broad range of products to satisfy Mom’s aspirations for her child.

Result

one major drug chain has increased year-to-date sales by 20 to 30%. A grocery retailer has enjoyed sales increases of 30 to 40%

Reference Karolefski, J. (2007, November 8). Crayola Connects with Consumers Using New Assortments, Merchandising. retailwire.com.

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