ACCO Quartet Packaging Strategy:
Decisions, decisions... made easy.

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Quartet was the leader in dry-erase and bulletin boards, selling primarily to medium and large businesses through its catalogue. However, when it came to selling to consumers and small businesses through mass and specialty retailers, the company wasn’t making compelling connections due to their undifferentiated and unorganized line of products. Furthermore, retail customers were not seeing value in its higher-end offerings and were buying the basic, low-margin product out of ambivalence.

Through observing shoppers, we uncovered that the primary problem people had was picturing what the boards would look like in their home or office environment, and particularly, how a higher-priced item could better fit their particular needs. Quartet’s merchandizing display focused on how to be productive and lacked this kind of contextual information.

Our team developed a flexible and visually engaging merchandizing and packaging system that helped people see how their new board could enhance a traditional or contemporary environment, be it home or office. Having a clear strategy in place guided our team in reducing the number of SKUs in the line while maintaining the same shelf real-estate and offering a broader, more distinctive range of products to the consumer. The new color-coded, tiered packaging system reinforces customers’ grasp of product designs, materials and features. It works in both larger and smaller sections and enables people to make clear purchasing or trade up decisions.