Designing Effective Merchandising for Nestlé

We have created merchandising displays and sales force sheets for Nestlé (among other things). This shows how innovative visuals and enablement resources can be a powerful revenue driver.

The Project: Impactful Shelving Displays and Sales Materials

As a design and marketing agency, we worked with Nestlé on revamping their in-store product merchandising and sales enablement materials, in their overseas markets. The goal was to make it easier for Nestlé’s sales teams to sell products to retailers while also helping them visualise promotions, including impactful shelf displays, with ordering information in one strategically designed A4 size page – what we called ‘sell sheets’.

Our solution had two major components:

Eye-Catching Shelving Displays – we designed attention-grabbing shelving displays with product arrangements to increase visibility and impact in stores. Using insights around shopping behaviour and psychology, these displays were crafted to draw customers in and encourage more product purchases, yet assisting retailers on merchandising displays that help them to increase sales per area.

Sales material – we designed user-friendly, creatively impactful, and accessible ‘Sell Sheets’, made exclusively for their sales teams, that included product imagery, descriptions, ordering and merchandising information. These enabled their teams to easily present and sell products while giving retailers a clear vision of how to merchandise and market the products effectively.

The Design Process

We started by analysing Nestlé’s current in-store branding and presence compared to competitors. Our team conducted store audits and shopper interviews to understand areas for improvement.

Using those insights, we developed initial design concepts for new product layouts and sales sheet formats. We tested these with focus groups to incorporate feedback and fine-tune them.

The final merchandising displays combined improved product sightlines, clever attention-grabbers like header cards, and product arrangement strategies to boost appeal. Also, the sales sheets helped retailers to engage product visuals with the key information retailers needed in an organised accessible format.

Collaborative Implementation

Once the designs were approved, we worked closely with Nestlé’s teams to roll out the project. This involved:

• Producing the physical shelving units and displays
• Printing sales sheets and distributing them to the sales force
• Training sales teams on how to use the new materials

The Impact: More Effective Selling

• The redesigned merchandising system has impacted Nestlé’s product visibility and made it easier for their sales teams to sell in more retail locations.
• Retailers have responded very positively to the displays and sales sheets, helping drive more sales for them.

By reimagining their merchandising through smart, user-focused design, Nestlé was able to create an optimal selling experience that aided both their sales teams and also how retailers can display better for increased product turnaround, showing how innovative visuals and enablement resources can be a powerful revenue driver.