Shopping Experience
Simplified, quantified, and specified, so you only have to measure once.
/ Pratt Industries Ltd: Intro
Pratt Retail Specialties
Pratt Industries is the largest, privately-held producer of 100% recycled containerboard in the world. Tasked with alleviating the stress and indecision that consumers can face in selecting the right materials for home packing supplies, Pratt approached Sprout with the task of solving these category issues for one of Pratt’s largest clients, The Home Depot. Our team created a line-visualization strategy that improves and updates the product presentation on the Home Depot website. Employing an umbrella approach to communication assets, the team designed a broad range of deliverables, from on-product labels to best-practice package animations.
/ Pratt Industries Ltd: The Challenge
The Consumer Challenge
The packing materials category is by definition essential, especially when you have to protect your belongings or your household when you relocate it from Point A to Point B. But one thing is also certain- it isn’t a sexy category. These materials have an incredible amount of research and development invested in them so they can ensure the results that consumers expect when they buy them. As it turns out, the really hard part is actually guiding consumers so they can pair their individual needs with the correct materials and the right amounts of them. Cracking the code on those conditions proved to be half of the challenge.
/ Pratt Industries Ltd: The Approach
Understanding the Consumer Need
By spending time in-store with consumers, the Sprout graphics team created an improved user journey roadmap that explains how shoppers are currently navigating the retail landscape. These learnings allowed Sprout to create visual outcomes that drove the development process. These powerful visuals, in combination with the newly updated inventory listing images and walkthrough videos, are certain to eliminate the confusion and frustration that was common in this department a thing of the past.
Context Connects the Consumer to the Brand
Sprout also developed an app that can lead shoppers through the steps required to efficiently pack up a wide array of housing scenarios and direct consumers to the specific materials needed so they do not have to over-buy on any element of their relocation.
Bringing It All Together
Utilizing an especially efficient process, Sprout relied heavily on our visualization expertise to quickly develop the digital tools to allow the client to appreciate the scope of our strategy. Understanding the range of ingredients required for a standard home-packing project, Sprout went to work creating a complete range of images for each online inventory SKU listing and a host of videos outlining the best packaging methods for consumer’s everyday household items.
Graphics Seal the Deal
In order to better position the Pratt brand and communicate the features and benefits of each product, Sprout’s graphic design team redesigned the labels to highlight the Moving Calculator, a materials estimator shown on each package front. We also needed to include new product photography on each SKU label to reflect the updated inventory listings with suggested packaging items. Given the simplicity of these products, we felt it was best to keep the imagery very focused on key attributes and the graphics focused on benefit statements.
Digital Assets at your Command
With packaging dielines in hand, the team created hyperrealistic video animations and images from the bottom up, starting with folding boxes to paper-wrapping glassware to stretch-wrapping bureaus and dressers, and everything in between. Working with the Pratt team to understand the best methods for packing home goods, Sprout provided the brand with all the digital assets it needed to help consumers understand their product line.
/ Pratt Industries Ltd: The Outcome
Wrapping Things Up
At final hand-off to the client, over 10 product category animations and 300 graphic images were delivered to the client, along with updated on-package graphics for nearly 30 packing material supply SKU’s. Over 3000 images were created during the development and iteration process in order to finalize the final graphics and product communication assets. Pratt has been very pleased with the process, involvement, and assets that we’ve supplied, and Sprout could not be prouder of our team, and everyone who contributed to deliver this impressive program.
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Leveraging a team of talented designers and state-of-the-art 3D technologies, Sprout was fast, efficient, and stayed within budget. All this while delivering content and quality that far exceeded Pratt’s expectations and elevating our position in the marketplace. Our digital merchandising strategy and in-store shopping experience are now synced, resulting in a seamless and harmonious omnichannel…
