Case Study

The Journey From Less To More

Crompton

Services

Industries

Consumer Electricals & Home Appliances

Overview

Sales Uplift

As a result of dynamic counters driving the brand, there was a measurable rise in Crompton’s sales.

Increased Product Line Visibility

We worked on a three-pronged approach (improved design, cross-promotion, and better training) to enhance Crompton’s retail visibility

Retail Network Expansion

Expanded retail network via strategic rollouts, strong partnerships, and consistent brand presence.

Retail Universe Scanned

Retail outlets were assessed to identify high-value targets.

Crompton realized that they needed a new retail identity to boost visibility, customer involvement, and experience consistent with modern retail.

Rethinking Retail: Crompton’s journey from less to more

Designing Simplicity to Drive Visibility and Growth in India’s Retail Landscape

A market leader in the home electronics category, Crompton Greaves has been synonymous with trust and quality for over eight decades. However, the industry in which they operated was becoming dynamic and highly competitive, forcing the brand to reevaluate its retail presence nationwide.

Despite the clout behind their name, Crompton’s products weren’t getting the shelf space that they deserved due to retailers’ reluctance. Thus, Crompton sought to address retailers’ ingrained attitudes by redesigning their retail areas, which wouldn’t just increase their retail visibility across their touchpoints all over India, but also propel expansion in a very competitive market.

Since the challenge was an all-inclusive project, requiring a unified design and national execution ability from the agency side, Crompton narrowed their search and got in touch with D’Art Design, due to our proven record in executing 60000+ touchpoints all over India.

The Mission

Challenge

Project Blue Wave’ was initiated in response to the very challenges associated with ‘Blue’—Crompton’s brand color—which lacked true visibility across retail spaces. Added to this were issues like dealer-customized signage, missed opportunities to build brand mindshare in multi-brand environments, and minimal capture of channel wallet share. All of this led to stagnation across key business metrics

Solution

Visibility inconsistencies needed to be resolved, channel wallet share had to be increased, and the channel offering required a rethink to help monetize every inch of retail space. All of this had to be achieved through a revamped design approach that showcased Crompton’s diverse product lines. Truly, 'Less is More.'

Outcome

The transformation led to a boost in product visibility and a rise in sales. Scaling up to 2000 stores and redesigning 3.3 lakh sq. ft., Crompton was able to increase counter visibility—proving that a well-executed, consumer-focused journey delivers measurable impact at scale.

80/20 Rule

Prioritizing high-potential stores over scaling wide, as we realized that about 80% of our revenue is generated by about 20% of stores.

4 categories

The in-store experience was redesigned to hero Crompton’s key product verticals

3.3 Lakh sq. ft.

The spatial transformation spanned over 3.3 lakh square feet across outlets - a testament to D’Art’s ability to execute on scale.

As we went store-to-store, we realised that Crompton generates 80% of their revenue from 20% of the stores.

The Revival

To understand the challenges that Crompton faced, we conducted an audit to understand where Crompton’s current (now, at the time) retail identity stands and what challenges it faces by utilizing our vast market knowledge.

As we went store-to-store, we realised that Crompton generates 80% of their revenue from 20% of the stores. The said narrow band was further exacerbated by layout and visibility issues, and subpar retailer training, which surfaced time and again and affected a bulk of their sales.

Thus, we worked on a three-pronged approach to enhance Crompton’s retail presence

Thus, we worked on a three-pronged approach to enhance Crompton’s retail presence, which included:

Strategic Design Deployment: Counter layouts were redesigned to best showcase Crompton products, especially high-margin items like lights and fans.
Cross-Promotional Opportunities: To create a smooth shopping experience, cross-category retail offerings were developed to promote complementary products like pumps and lighting.
By educating retailers about the advantages of exhibiting a wider range of products, we helped to change retailer’s perspective from one of resistance to acceptance.

Crompton increased retail counter visibility , transforming once unresponsive counters into dynamic brand showcases.

The Turnaround

As a result of dynamic counters driving the brand, there was a measurable rise in Crompton’s retail visibility across the nation. Additionally, retailers were exponentially more willing to stock Crompton’s product on their shelves, which helped the brand to expand their retail footprint and enhance their standing as a reliable consumer electronics partner.

The solutions to Crompton’s challenges set a new benchmark for retail participation in the consumer electronic industry, as the solution didn’t just focus on shelves as a visibility tool, but tackled the problems from 3 fronts to eventually drive sales.

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