Committed to empowering its customers with healthy meal solutions, Dairy Management, Inc. (DMI) partnered with Kraft and Dannon to reinvent the dairy department. With the collective intent of growing overall dairy department sales, the group approached Big Red Rooster to create an innovative category reinvention process, addressing both the retailers’ and shoppers’ unmet needs.

Our team executed a robust qualitative research study to uncover shopper insights and inform the reinvention design. To get to the big ideas quickly, we facilitated a two-day innovation session, which was structured to tap into the dairy coalition’s collective industry knowledge. Armed with category analytics and secondary trend data, the 40-person group worked through a thinking path of Identify – Explore – Refine – Prioritize. The session created strong alignment between coalition members and uncovered a prioritized set of design principles for the dairy department of the future.

This subtle shift in vernacular – migrating from aisle to department – is a huge shift in mindset: both from a retail space allocation standpoint and a category design perspective. Our space planning team developed a category placement strategy that allowed for back-wall optimal operational efficiency, taking various flow and adjacency scenarios into consideration. Innovative visual merchandising solutions inspire shoppers with meal solutions and bundled products that showcase dairy as a central meal component, driving overall dairy consumption.

Armed with a new vision for the dairy department of the future, the DMI, Kraft, and Dannon coalition met with select retailers to engage them in a concept test phase. Our work has influenced dairy departments across the country.