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Philips

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Case study
Philips

Philips, a global leader in personal care and home electronics, aimed to revamp its in-store presence across Europe to better serve shoppers in the male grooming segment. The challenge was to create an intuitive and informative merchandising concept that simplifies product selection and supports buying decisions in a complex category.

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Industry
Retail
Business line
New Store
Practice
Category Management
Context

Initially, Philips sought a partner to handle the production of multi-material POS assets for a rollout in 40 stores. However, a store audit conducted by Altavia’s team revealed deeper issues in how the category was being presented and perceived at the point of sale. The grooming category lacked clarity, with insufficient guidance for customers comparing products by function, features, or usage.

Recognizing the opportunity, Philips shifted scope from a basic execution to a strategic category reinvention, backed by design expertise and shopper insight.

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Our Ambition

We set out to transform the male grooming section into a clear, engaging, and easy-to-navigate destination that helps consumers make confident purchase decisions.

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Our approach

After initial store checks, we redefined the mission from simple POS production to full-spectrum category management:

  • Designed a new visual and structural merchandising concept tailored to shopper needs.
  • Developed a modular shelf system combining educational signage and intuitive navigation.
  • Managed production using durable, high-quality multi-material units suitable for wide-scale deployment.
  • Coordinated logistics, implementation, and in-store installation across 50+ retail locations.
  • Extended the concept to additional stores in Germany and Austria in subsequent phases.
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Our Results

– Rollout successfully expanded from 40 to 50+ stores.
– Positive client feedback led to continued deployments across additional markets.
– Enhanced shelf clarity and navigation reported by field teams.
– Elevated brand visibility within a competitive category.
– Streamlined implementation through end-to-end coordination.

This project evolved from a straightforward POS request into a comprehensive category transformation, anchored in design thinking and shopper utility.

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