Client Description
Global Book Publisher
Background
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Children’s books were traditionally organized by age of reader yet research validated that children’s reading skills don’t align to their age.
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Several children’s book segments were underdeveloped. The retail environment (children’s books) was confusing and difficult to shop.
Objectives
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To conduct thorough Shopper Insights research to uncover and solve for the barriers to purchase.
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To implement these findings within a shopper-centric category definition that included reframed initiatives.
TPG Approach
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TPG’s engagement with a major retailer and publisher identified key parent and children reading habits and practices which were driven by the child’s reading comprehension and development.
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TPG led the redesign of the retail department, buying classification and marketing of children’s books from an age-based segmentation to a “reading development” segmentation.
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Five new reading development segments were created.
Impact/Results
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New platform for business analysis and decision making.
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New department layout at leading retailers.
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New signage program.
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All new marketing programs.
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Significantly changed the publisher’s view of how to manage their business.
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25% category growth after in-store executions.