category reinvention

Clients  
Newell Brands/Calphalon

Challenge
Develop an ownable and shoppable retail concept focused on Bed, Bath & Beyond’s Cookware/Cutlery Room while incorporating all the brands and storage within the space.

Insight
Consumers appreciate the value of cooking at home…
- Cost effective
- Healthier
- Surprise and discovery
- Family bonding
- Create/preserve family traditions

Idea
Knowledge is a Wonderful Thing to Taste

Solution
After an in-depth research on cookware, a “retail safari” to see how cookware and cutlery was commonly merchandised, and learned about the wide range of SKUs Newell Brands stocked at Bed, Bath & Beyond, I’ve managed and led a team in developing a space that incorporated 3 areas (while cleverly hiding storage space) to help any type of Foodie along their purchase journey: Inspiration, Lifestage, and Education.

Inspiration encourages experimentation among all types of Foodies. From illuminating new products and understanding its benefits to providing insightful “Did You Know” info featured on interactive displays, helped to pique curiosity and draw traffic into the space.

Lifestage would help the Foodie identify how they use their kitchen and where they are in life. So, for example, providing simple navigation and iconography helped to easily find the perfect product that meets their specific needs. Or promoting and highlighting “Must Haves” to help make cooking even more enjoyable and exciting.

Education would provide the insight and know how to inspire the Foodie to explore and experiment further. By creating a flexible space, it helped to provide room for simple cooking or product demos to creating more engagement with its interactive displays where a Foodie can personally receive further guidance and info.

Overall, the new space armed the Foodies of all levels, knowledge and confidence to enable their enthusiasm as well as helping them to realize the benefits of cooking at home.