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Posted in: Brand Positioning & Development, Retail


Challenge: Plan-it worked with Pergo, the flooring manufacturer, to understand how to most effectively market its line of flooring products developed specifically for Sam’s Club that did not utilize the Pergo brand name.

Objective: To develop a positioning and communications strategy for the new line.

Solution: “Do-it-yourselfers” who were also Sam’s Club members were interviewed in a shopping environment to understand critical drivers in choosing flooring brands, reactions to new products including perceived quality when the Pergo name was not utilized, and ultimately, how to motivate purchase of these products. Members were exposed to flooring samples of varied brands and alternative merchandising and displays.

Result: Based on insights from this exploratory study, Plan-it made recommendations for communications and merchandising strategies, both in-store and in advertising that were implemented across stores.