Harlequin Enterprises Pty Ltd

Strategic Intent of the Campaign

Increase sales of Harlequin Mills & Boon titles by creating greater awareness of the brand.
Own and protect retail space.

Brief

• Create a clear distinction between Mills & Boon titles and the competitor’s range.
• Creation of a destination that separates the Mills & Boon section identifying it as a category Leader.
• Must have the ability to stay fresh by displaying new campaigns to consumers.
• Simplify genre location, choice and purchase.

Solution Description

We assembled a merchandising system to achieve a marked improvement in the impact of the brand in-store. The retail display solution is modular in design to allow for use in Target, Kmart and Big W.

Quality materials and print were employed to portray the quality and romantic nature of the brand. Genesis simplified all logistic requirements such as storage, call-up, distribution and installation by accredited installers nation-wide.

Results

Strong sales growth has been recorded. In particular Target stores show 40% sales growth was achieved just months after the shopper marketing solution was installed.

Customer feedback

Excellent in-store presentation and point of purchase display is critical to the Harlequin Mills & Boon range. Every aspect of the design, manufacture and installation of our new in-store marketing for Target went exactly according to plan. All the critical deadlines were met on, or ahead of, schedule. The attention to detail from Genesis on post roll-out follow-up has been exceptional.