Central Garden and Pet (CGP) had been experiencing declining or flat volume and SKU penetration across their line of equine products. The organization wanted to grow their Farnam brand business through deeper and broader SKU penetration at farm chain retailers. With this distribution method, equine products are often second or third priority in the sales mix and products are displayed on unconventional shelf systems that are inconsistent from store to store, and often unappealing and difficult to shop.
Our answer to this challenge was to strengthen dealer relationships and Farnam sales by supporting the in-store customer experience and stimulating cross-category/SKU purchases. We achieved this by developing a point of sale (POS) experience for 12 different storefronts that gave Farnam and supporting brands a dominating presence in the equine area of the store. It also provided an educational and user-friendly shopping experience that positioned Farnam brands as comprehensive equine care — from head to hoof.
