bespoke theatre and shelving to bring the confectionery category to life

We designed a range of simple but effective elements to breathe life into the existing confectionery displays:

• Curved shelves made from clear PETG with category-coloured vacuum-formed curved fronts
• Shelves in four different sizes to give the confectionery bays a cascading appearance
• Metal plinths with a curved front
• Impactful colour-coordinated foamex headers with ‘Treat Yourself’, ‘Shareables’ and ‘From Me to You’ category messaging
• Cascading RSBs with hooks for the bags in the ‘Shareables’ bays
• Large PETG signage for each end of the bays and smaller bus stops for the centre
• Smart PETG snack troughs to display Walkers crisps alongside the confectionery

The equipment was prototyped across five bays in the WHSmith Merchandising Centre, Swindon, to ensure that all elements fitted correctly and the overall impact was achieved.

Once the prototyped equipment was approved, 20 stores were selected as trial sites. Surveys were conducted with these sites to ascertain the stores’ individual requirements and the technical specification of their existing display equipment. We then liaised with WHSmith to agree on the new planograms of products per bay so that we could determine the colours and messaging needed for each.

  hundreds of individual elements in-house

• 200+ curved shelves of various sizes, with different-coloured vacuum-formed fronts
• 75 RSBs with 500+ bag hooks
• 50 vacuum-formed children’s pods
• 40+ category headers and bus stops

  all equipment across 20 trial stores

Our team coordinated all the installs across a six-day period. Representatives from Kraft and our own creative team were also onsite to project manage and assist with the merchandising of the bays. 

  an increase in confectionery sales

Trials are expected in other WHSmith outlets over the next few months, but the initial 20 stores have already reported an increase in confectionery sales since our install.