Case Studies

Rain Bird Drip Merchandiser

Client Brief

Rain Bird is the leading manufacturer of irrigation systems for homes, commercial developments, farms, sports arenas and golf courses worldwide. Rain Bird water-saving irrigation products are used in more than 130 countries.

Opportunity

Increase Rain Bird’s share of the DIY irrigation market by educating homeowners about the benefits of Drip irrigation, a watering method that Rain Bird has crafted into simple do-it-yourself projects that can be done easily without digging and without any special plumbing skills. The watering devices literally snap together for watering of vegetable gardens, flower beds, bushes and other landscaped areas.

Strategy/Implementation

Create a unified communications plan that recognizes different experience levels with Drip irrigation. For advanced users, primarily those living in hot, arid states where Drip is well known, focus on Rain Bird’s superior product performance to encourage switching brands when repairing and expanding systems. For beginners, especially in northern climates, demonstrate the fundamental benefits of water savings, easy do-it-yourself installation and improved plant health/growth.

Through shopper intercepts and other research, it became evident that there is great confusion in the category. Among challenges is the great number of Drip components offered by competitors, all without clear presentation of purpose.

The new Rain Bird program includes

New POP message strategy: A fresher, cleaner and more inviting presentation was developed that is adaptable for use in hardware stores as well as warehouse channels. Educational signage suggests starting with a kit, choosing among boldly marked packages for the garden, container plants or landscaped areas. To expand watering coverage or to make repairs, shoppers can select additional products that are clearly identified and color coded by end use: Red for water source connections, Blue for emission devices, Brown for tubing, etc. A laminated flip book also helps guide selection, following that same format and showing suggested starter projects as well as more advanced installations.

New packaging: Previous packaging was hard to read and understand, particularly in a warehouse store. A new bin box labeling system was designed for that environment, featuring large product descriptions and product images plus consumer friendly copy and color coding that ties into the new selection system.

Customized display bins: For bulk items that are not sold in a visual pack, new hanging bins help organize the inventory with improved visibility and large graphic channels to show each product in use.

PK Kits: When a new merchandiser is set, Rain Bird field sales representatives often utilize this time to provide product training to store associates. The PK kits are easily customized for different retail settings and include videos, Powerpoints, demo items, posters with low-tack labels to “build” a system on an illustrated background and quick-reference brochures for all trainees.

How-To Videos: In addition to their use in training of store associates, three new “Drip Irrigation Basics” videos were developed with content for beginners as well as more advanced users. The videos appear on the Rain Bird website and YouTube channel plus on PlanitDIY, a popular consumer site offering how-to advice on a wide range of home projects.

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