BACKGROUND
Epay, Australia’s provider of digital content solutions for gaming, gifting, and payments, collaborated with IGA to introduce a series of innovative End Cap Displays, creating a dedicated destination for all things gift cards within IGA grocery stores. Prior to this pilot initiative and the eventual nationwide rollout, IGA lacked a designated section for gift cards, making it difficult for customers to easily locate them. Epay’s solution involved designing a custom fixture that not only integrated seamlessly into the store layout but also effectively showcased the gift card category, making it more visible and accessible to shoppers.
The results from the pilot program were overwhelmingly positive. Despite the limited number of stores initially involved, the sales data demonstrated significant growth in gift card purchases, highlighting the potential for broader success. By strategically positioning the displays in high-traffic areas, Epay and IGA were able to create a new, focused category that attracted customer attention, ultimately driving higher engagement and sales. This initiative has laid the groundwork for a successful, long-term strategy for gift card retailing in IGA stores across Australia.
CLICK FOR MORE
https://youtu.be/JPZJ7zaB9oA
OUR SOLUTION
The solution involved designing a durable, permanent metal fixture that could be easily maneuvered by a single person into any location. The fixture was provided in a format that allowed for quick and efficient setup, complete with all the necessary gift cards, ensuring minimal time spent on-site. Given the diverse range of locations—from metro areas in Sydney and Melbourne to more remote regions such as in Queensland—efficiency was crucial in maintaining cost-effectiveness. ID POP installers were able to maximise productivity, often setting up multiple End Cap displays in a single day.
RESULTS
Only minor adjustments were needed from the original design that was piloted in Sydney. The sales impact was immediate, and soon after, a rollout plan was established for installations across Victoria, New South Wales, and Queensland. Looking ahead, the project is set to expand further into regions such as South Australia and North Queensland, with the ultimate goal of reaching all states and territories. Leading brands like Apple, Google Play, and Sony PlayStation, along with major telco companies such as Telstra, Optus, and Vodafone, are being offered premium space on the fixtures. With prime placement being highly sought after, this opportunity has created a competitive environment, encouraging brands to allocate additional resources to secure these valuable positions.
