Shopper Marketing - February 2016 - 57
CAREER ACHIEVEMENT True says that one of the more successful broad market merchandising projects she has worked on was a new line of specialty labels in unique shapes, textures and sizes. Website analytics provided a target market of small businesses that could use these products to brand and promote their products. To inspire small business owners, Avery needed to show them what the materials looked like - printed - and needed to communicate how easy it was to get great results. "Our cross-functional Avery team brought forth to market category solution signage, merchandising solutions and a few test vehicles to gain additional consumer insights and shopping behavior on this line of products," says True. "This line continues to gain momentum with line extensions and performance for the category." RECENT ACHIEVEMENT Avery worked on the labels category with superstore merchants at Staples and Office Depot/OfficeMax. Each of the retailers' objectives was independent, and True's team was able to collaborate with them to create planograms that are visually compelling and meet many of the outlined objectives set forth for each account. "At Staples, the labels set was increasing the shelving density and we needed to improve the category performance of our specialty labels by increasing the presence of those products in the set," says True. "At Office Depot/ OfficeMax, our objectives were about harmonizing the assortment, improving category navigation, and creating a product presentation to drive trade-up." FEBRUARY 2016 SHOPPER MARKETING y 57
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