NEWELL RUBBERMAID // SHUR-LINE RETAIL STRATEGY


Changing the consumer
shopping experience.


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Shopping for DIY paint products in big box retailers is a daunting experience.  How can we turn consumer’s frustrations into a shopper-centric experience? 

Partnering with the Newell/Rubbermaid brand Shur-Line, a manufacturer of paint application products for DIY consumers, IN2 Innovation set out to explore merchandising innovations for paint products by gaining a comprehensive understanding of consumer shopping behaviors at home improvement centers. 

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We started by devising and conducting an extensive country wide ethnographic research plan that included in-home site visits to understand the planning process of a painting project.  Next, we accompanied these participants on shop-alongs, to observe and understand the decision making and purchasing process within the retail environment.

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The research data provided valuable insights that were converted into Incremental, Transitional and Breakthrough ideas through a series of workshops with the client. A combination of 35 ideas were refined and prototyped, 25 of which were implemented into a full scale aisle mock-up. These concepts were then tested with recruited respondents in the aisle environment for acceptability and adoption.

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IMPACT:
The impact of the full scale aisle prototype, along with implemented concepts, were positive indicators to increase point-of-sale, drive growth and simplify the consumer shopping experience. The results have been guiding both short-term and long-term merchandising innovations for messaging, graphics, signage, packaging and products in various national home improvement and big box retailers.