Island Display for MRF Tyres
Problem
Despite successful Above The Line (ATL) campaigns, MRF's new products lacked traction in-store. The campaigns had driven awareness, but the products weren’t moving as expected at the retail level.
Approach
The team observed shopper behaviour across eight MRF-exclusive outlets. It became clear that, while shoppers were familiar with the brand, there was a reluctance from sales assistants to promote new products. This reluctance stemmed from a desire to avoid losing a sale on older, more familiar products. Additionally, the in-store environment failed to reflect the energy of the ATL campaigns.
Solution
To address this, the team recommended creating visible, premium space for new products using existing retail props. This allowed the store to carry the same look and feel from the ATL campaign into the store. As a result, MRF standardised in-store product launches with a complete store makeover aligned with the ATL campaign, ensuring a consistent visual presence that matched their marketing efforts.