Case study: The Candy Table
When Cloetta challenged us to design a more open and welcoming candy display, we decided it would be economical if we could re-use as many existing components as possible. So, we used the same shelves as previous installations and a new support frame to change the shelf angles. Existing bins are combined with new top trays to best present the candy at customer eye level.
The table gondola ends were a focus for us, since it is the first thing the customers sees. They needed to be inviting to the shopper by merchandising candy, but also accommodate scoops, bags and cups at the start of the shopper’s interaction with the display. Communication was also key to the design, including branding, pricing and ingredient information. We were mindful that the Candy Table should be easy to produce, transport and assemble. Ease of merchandising and cleaning was also an important consideration for the solution.
Display development becomes more interesting and relevant when we work in collaboration with Cloetta. We have an open discussion of ideas and insights, get fast answers to our questions, and we feel the results in store reflect that.
Initial brief
Make pick & mix candy even more of a destination category, that is easy to navigate and fun to shop. Plus: an innovatiove display for the Jelly Bean Factory.
Ideation, creation and design
The HL team took a lot of aspects into account including shopper and market trends. The idea to design a display which is functional, easy to merchandise and offers a great shopping experience.
Mock-ups, prototyping & testing
HL presented several design ideas for Cloetta. After bouncing some ideas and a few meetings together with the design team, Cloetta selected one render that ticked all the boxes and gave the best shopper experience. For example, instead of the common wall of bins, this display presents the candy at table height, allowing for eye-catching branding and still all the functionality required.
Olle Larsson the HL Engineer shares his perspective on the collaboration with Cloetta
"Here at the design center, we always appreciate the opportunity to work with Cloetta, for example to create concepts and 3D renders to visualize displays and see how we can help them win space in store or to collaborate to design and engineer an entirely new display. Cloetta share their shopper insights and other learnings from in-store evaluations and measuring shopper behaviors, which is valuable feedback to have during the design process."
"When collaborating on a project we have weekly meetings, so we can share and discuss 3D models in progress, working together to find the best way forward and to make design decisions. We have an inhouse workshop, which means we are often able to make quick prototypes and 3D prints to test a design, speeding up the design process."
Production
The production of the new display was a collaboration between two HL factories: the factory in Gliwice produced the actual pick & mix bins, while the factory in Harlow did the metal work to produce the display.
In-store installation
The winning concept was installed in Hemköp Sabis outside of Stockholm in the autumn of 2022 – with great success! The CandyKing display is the true centre piece of the store’s confectionery category, drawing shoppers to visit and pick out their favourite treats.
“The best thing about working with HL is that they are solution-oriented,
creative and fun to work with.”
Philip Andreasson,
Global Head of Assortment, Pick & Mix at Cloetta