EDA Australasia wins Gold and Silver POPAI Awards for Excellence in Retail Advertising!
Since 2000, POPAI Australia & New Zealand has held an annual awards contest with the intent of raising the bar by recognising and rewarding excellence.
We are pleased to announce that EDA Australasia recently won both Gold and Silver POPAI Awards for Excellence in Retail Advertising, for our Category Management updates in Woolworths, (Batteries and Torch Category), and Kmart, (Cosmetics Category).
Woolworths challenged Energizer Australia and their major competitor to each provide their vision for the new Batteries and Torch Category. The stakes were very high, as the winning brand was to be granted exclusivity in Woolworths, alongside Woolworths’ own private label range, (plus one other environmental battery supplier).
EDA’s mission was to create a shopper-focused, category solution to engage, educate and assist shoppers to navigate and determine product selection by application, usage and performance requirements.
Energizer’s key messaging was incorporated into a category solution that provides the consumer with simple information on how to select the correct battery type for their particular device. To ensure that the messaging always remains up to date, the header and mid-shelf pelmet graphics can be easily overlaid with temporary, seasonal promotions; or completely changed.
Energizer Australia, with the EDA Australasia category solution design, received exclusivity in Woolworths, increasing their percentage of the category from 61% to 78%. They have now rolled out the Batteries & Torch Category Solution into over 700 Woolworths’ stores across the country and 53% of general shoppers in Woolworths purchase from the new category fixture.
Kmart Australia required EDA Australasia to create an innovative category management solution designed to improve shopper experience, making Kmart the first choice for all cosmetic needs at an affordable price.
The challenge was to create an inviting, easy to shop category solution incorporating full inter-changeability including brand, hangsell to shelf modules, backing panels & promotional areas.
The innovative design by EDA Australasia offers shoppers a clean, stylish high quality look that compliments the cosmetic brands and the Kmart in-store look and feel and showcases a complete brand spread of Cosmetic brands in one location.
Shoppers are immediately engaged on entry to the cosmetics zone by the visual appeal and presence of the category and due to sub segmentation into usage, shoppers can easily find all their preferred cosmetic requirements in one location without the need to scan shelves and locate the products they are seeking.
Kmart Australia, with the EDA Australasia category solution design, has sustained sales growth of 3%+ across all stores and insights reflect increased customer satisfaction due to ease of shop-ability. Theft reduction was also a key element in this design and has exceeded 30%.
