MERCHANDISING

SUBWAY^® - Touchpoint Zone

Problem

For years, SUBWAY's in-store merchandising lacked a cohesiveness in look from one area of the store to the next. Each element was treated as a separate entity versus part of an integrated communications platform. As a result, the in-store environment had became "cluttered" with varying objectives, designs and messaging competing for customers' attention.

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Solution

Catapult helped SUBWAY rethink and expect more from their merchandising. From the store exterior to the checkout line and exit, we identified key selling zones, each with a unique communication need. This Touchpoint Zone Merchandising approach helped make the in-store experience simpler and easier for consumers and more profitable for SUBWAY.

Touchpoint Zone Merchandising addresses the unique information needs of consumers at each key decision-point within the store, while ensuring a consistent look and feel. Signage elements are part of a comprehensive messaging platform, transforming SUBWAY's merchandising into a strategic advantage in selling and in creating a more consistent set of brand equities.

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Results

Since implementing Touchpoint Zone Merchandising, sales are up 20%, store traffic is up over 15%, and average check is the highest of major competitors. And SUBWAY remains the fastest growing chain within the QSR category.