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Pfaltzgraff

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Pfaltzgraff, a 200 year old company famous for traditional, quality ceramics, needed to revitalize itself within the changing tableware industry. Shook Kelley’s branding team analyzed the reasons consumers chose Pfaltzgraff, as well as the market forces shaping their decisions.

Pfaltzgraff

The target demographic included females aged 27 and older, brides, mothers and grandmothers, as well as “fringe” customers such as men and ethnic groups.

A new concept was created that would be perceived as a total shopping experience, a retail destination which carried an innovative and unique product line. The new prototype was designed to not only enhance impulse decisions, but also create a consumer mindset that the retailer could offer more than “just china.”

Most consumers buy plateware, glassware and silverware only a few times in their lifetime

Realizing that most consumers buy plateware, glassware and silverware only a few times in their lifetime, the new store concept broadened the product line to include accessories such as gift baskets, frames, photo albums, place mats, seasonal centerpieces, candles, wine, napkin rings, etc. Capitalizing on the wide variety of meals served at home—from romantic dinners and dinner parties, to breakfast in bed and holiday meals—Pfaltzgraff’s product line was broken into categories for gifts.

In addition, the new store prototype provided for enhanced customer service, particularly in the areas of merchandising, shipping, returns, checkout and loading. The prototype dedicated areas for customers’ comfort and convenience, as well as making stores “tourism friendly.” The new Pfaltzgraff prototype proved that shopping for china can be fun, an experience consumers will return to again and again.

The target demographic included females aged 27 and older, brides, mothers and grandmothers, as well as “fringe” customers such as men and ethnic groups.

A new concept was created that would be perceived as a total shopping experience, a retail destination which carried an innovative and unique product line. The new prototype was designed to not only enhance impulse decisions, but also create a consumer mindset that the retailer could offer more than “just china.”

Most consumers buy plateware, glassware and silverware only a few times in their lifetime

Realizing that most consumers buy plateware, glassware and silverware only a few times in their lifetime, the new store concept broadened the product line to include accessories such as gift baskets, frames, photo albums, place mats, seasonal centerpieces, candles, wine, napkin rings, etc. Capitalizing on the wide variety of meals served at home—from romantic dinners and dinner parties, to breakfast in bed and holiday meals—Pfaltzgraff’s product line was broken into categories for gifts.

In addition, the new store prototype provided for enhanced customer service, particularly in the areas of merchandising, shipping, returns, checkout and loading. The prototype dedicated areas for customers’ comfort and convenience, as well as making stores “tourism friendly.” The new Pfaltzgraff prototype proved that shopping for china can be fun, an experience consumers will return to again and again.

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