Packaging - LED Lighting
Service Area Product Packaging - Innovation
Challenge - Increase Sales of Current Planogram Items
Key Attributes - Creative Solutions - Drawing on Past Category Experience
Result - 15% Increase In Sales, Lower Return Rate, Customer Credibility
Product Line - Aftermarket Trailer Lighting
The Problem:
During our monthly product meetings, sales teams managing AutoZone, Advance Auto, and Walmart noticed a decline in sales velocity for our aftermarket lighting line. The team suspected that the transition from incandescent to LED lighting was facing consumer resistance due to the higher retail price.
To address this, we had already refreshed the packaging with a more eye-catching design, incorporating foil accents in the "LED" branding and emphasizing the product's longevity. While these changes improved the visual appeal, the limited billboard space on the clamshell packaging prevented further expansion. Given these constraints, we needed a strategy to enhance perceived value, justify the premium price point, and drive consumer adoption.
The Solution/Added Value:
Taking a step back to view the product from the consumer's perspective, I considered what would instill confidence in this new LED lighting option.
Drawing from my experience in product development for seasonal and toy industries, I recalled the effectiveness of "TRY ME" packaging. This approach had proven highly successful for Halloween and Christmas products, allowing consumers to see the product in action before purchasing.
I sketched some initial concepts and collaborated with our factory, directing them to consult with seasoned experts in "TRY ME" packaging from my past seasonal product suppliers. After negotiations, we developed a functional "TRY ME" package that added only $0.60 to the overall cost of an item priced at approximately $35—an investment well justified by the added consumer confidence and potential sales boost.
The Result:
The impact was immediate and impressive. Consumers engaging with the "TRY ME" feature experienced firsthand the brightness and power of the LED lights, significantly increasing their confidence in the product.
Retail buyers were highly impressed with this innovative packaging solution, and our sales teams gained a compelling tool to strengthen their presentations and line reviews. As a result, sales surged by over 15%, generating an estimated $1.5 million in incremental revenue within the first year.
The Point:
Sometimes, we are so close to a product that we fail to step back and view it from the consumer's perspective. A fresh set of objective eyes can uncover unseen opportunities.
