Two-part color experience positions True Value as paint destination
INSPIRATION REALIZED CAROUSEL COLOR CENTER | US
size 19 x 19 x 10 ft.
client True Value
POP type permanent
product category home & garden
Contributing Shop! member:
Serving as a focal point for True Value retailers’ transition to a destination for paint, this carousel-style permanent display facilitates a fear-free color selection experience. By creating a bold, disruptive color display and paint department environment, the color center enables True Value to reflect its commitment to paint from the moment shoppers enter its stores.
In addition to communicating brand messaging, the Inspiration Realized Carousel Color Center provides a two-part shopping experience that takes the anxiety out of color selection. True Value’s color palette has 1,288 colors grouped into eight hue families displayed on large single chips (sized 2 1/4 in. by 4 in.). They are arranged in a let-down system of seven colors of a given value range with saturation levels from light to dark.
The display is arranged in a carousel format. When consumers are shopping for paint, the first trip is all about inspiration and choosing color. The second trip focuses on the paint purchase. The back side, or functional area of the carousel, has all the equipment needed to get paint accurately and efficiently mixed without a long waiting line, ensuring a positive shopping experience.
The creative process for this display started with creating a color presentation that was unlike anything currently in the marketplace. True Value wanted a presentation that was clean, contemporary, and made shopping for color a simple and pleasant experience.
While competitive paint companies are launching displays with more colors, True Value chose to reduce their color display’s selection by over 800 colors, as consumers expressed that they were overwhelmed with too many colors.
Once True Value selected the palette, colors were divided into hue families. Consumer research conducted in a pilot program indicated that when shoppers go to a store to view colors, they have a project in mind and an idea of the colors they want. This presentation allows them to find the desired colors with ease.
After the unit went through many rounds of revisions over an 18-month period, a final design was agreed upon that incorporates a halo on the top to attract customers from every direction. A prototype of the full-size display in foam core was created for a 2016 conference in Denver, which allowed True Value the opportunity to fine tune the actual size and height of the display from a shopper’s perspective.
The producer then did the final engineering on the display and created prototypes in two test stores. True Value recorded how customers reacted and interacted with the unit.
Results were exceptional from the start. Final modifications were made, and True Value moved into production in Spring 2018.
Since launching this new initiative in Spring 2018, over 350 True Value Hardware Locations have implemented the new “Inspiration Realized” Color Centers in their stores. These participating stores have seen their paint sales outpace other True Value stores by 11%.