Giant Eagle Liquor Dept.

Project:
Giant Eagle grocers was seeking to elevate their beer, wine and liquor departments with a more refined presence and better customer level communication. Our research showed that liquor drinkers who shopped at the liquor agencies inside of groceries were very brand loyal so any product education needed to focus on information about quality, mixology and flavor that could help support the sales of higher ticket products.

Challenges:
Cross merchandising was a part of the strategy for this department but as usual the support to keep this system in place was left with the store managers so it made more sense to do some amount of scores merchandising in the physical space and to tall out ingredients list in more of a passive way with signage. I researched, wrote and organized the copy and design for all of the signage in this department and worked as part of the team to develop filtering and floor set planning. The shelf level educational signage for each type of liquor focused on region. history, variety and tiers of quality.