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Calphalon Kitchen Outlets Store Merchandising

Creating a compelling in-store experience for the well-renowned Calphalon brand.

The future of retailers lies in a seamless transition between digital and brick-and-mortar. My robust email marketing helps support the in-store efforts by driving more customers to the Calphalon stores.

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Evergreen Point of Sale Promotions

Calphalon is a name that has a loyal following in the high-class kitchen goods market. Customers come from around the country to visit the 13 Calphalon Kitchen Outlet stores to seek a good value for cookware. The retail team wanted to increase quarterly sales growth by launching a spring sale promotion. However, we wanted the concept to be evergreen, allowing a reduction in printing and shipping costs for each new promotion. Thus, the retail team and I created the “What’s Cooking Sale” at the outlet stores.

The idea was for the visuals to remain consistent throughout the year, so store managers could swap out different “themes” in the display units depending on the monthly product promotion. I created a series of store signage that used the same library of typefaces, color schemes, and photography direction to create a consistent month-to-month experience.

Calphalon Kitchen Outlet Store Window Display
Calphalon Kitchen Outlet Posters for Merchandising

Designing the In-Store Experience

The brand typeface of choice is Futura. I used different sizes and weights to create visual interest. I chose a green color for the typography, seeing that the promotion cycle would run from summer until the holiday season — holidays had their own series of POP collateral. Then, from previous photography, the product would be featured on clean butcher board countertops with minimal decoration, drawing the eye to the product without distraction.