Armed with a deep understanding of the existing LP brand experience (gained during an extensive research phase of this project), InReality set out to design and implement a completely new way to shop for moulding in the big-box home improvement retail environment. Our focus was to improve the shopping experience by simplifying the decision-making process and providing inspiration to help shoppers envision the product in their homes. To simplify the decision-making process, we arranged the product by color instead of profile, a key insight we learned during preliminary focus group testing. The second breakthrough was a two-wall vignette display that showcased various moulding profiles in context—a concept entirely new to this product category. Coupled with an updated graphic set, the vignette provides the inspiration, education and encouragement that ‘Do It Yourselfers’ need to get their next moulding project started.

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LP BUILDING PRODUCTS
®
RETAIL CASE STUDY | Lowe's Retail Merchandising Set
LP turned to InReality to develop a cost-effective solution to turn sales
around for their EverTrue moulding line sold at over 1,700 Lowe’s
locations across the US.
COMPANY SNAPSHOT:
LP is one of the leading manufacturers of
premium building products. Founded in
1973 with current operations spanning
the United States, Canada, Chile & Brazil.
Industry:
• home improvement / building products
Markets:
• retail home centers, dealers & building
product distributors
THE REALITY GAP:
LP was having difficulty:
• communicating the value of their
EverTrue moulding line to grow sales
• developing a cost-effective and
feasible new solution
• implementing new solution in 1,720
Lowe’s locations
Customers were having difficulty:
• understanding how and why to use
the moulding
• selecting the right moulding
• envisioning the moulding in their
homes

2. CHALLENGE
Since its early beginnings as a small independent
corporation, Louisiana Pacific (LP) Building Products
has been meeting the needs of its customers in the
new home construction, repair and remodel markets
with its value-added, engineered wood building
products. But when sales in their EverTrue pre-
finished interior moulding line began to fall below
expectations, this 50 year-old innovator knew they
needed to look forward to address the needs of their
customers and stay ahead of the competition.
SOLUTION
Historically, for LP a merchandising update to their
moulding line in a big-box retail environment meant
simply changing the colors of their finishes. This time
the approach was very different.
Prior to designing and developing the new concept,
InReality conducted a “reality gap” analysis and
research. This process armed LP with a deeper
understanding of the “reality gaps” between the
existing LP in-store customer experience and the actual needs and expectations of their Lowe’s customers.
This phase was also the tipping point for the project because it helped define the parameters of the problem
and, in turn, the solution as well. The reality was that customers were having difficulty understanding how and
why to use the moulding, selecting the right moulding, and more importantly, envisioning the moulding in their
homes.
To combat these gaps, InReality’s solution included not only a color change, but a completely new way to
shop for moulding in the big-box retail environment, featuring a two- wall vignette display that showcased
various moulding profiles in context—something entirely new to this category.
Copyright © 2015 InReality. All rights reserved. www.inreality.com 2
"We gave customers the
license to be individuals
in a way that had never
been done before in this
category.”
-CRAIG MILES
International Sales & Marketing Mgr, LP
Focusing on customer needs and expectations helps LP shrink
the gaps their customers experience at big box retailers.

3. RESULTS
The solution provides a new and improved
customer experience, helping consumers envision
and select mouldings. The flexible design allows LP
to quickly make changes to the display as market
needs shift, and has helped promote LP as a retail
thought leader and innovator.
A NEW CUSTOMER EXPERIENCE
Two key components of the new solution include
the visual inspiration and the simplified consumer
decision-making process. The visual inspiration
allows consumers to better understand and picture
how they can use the mouldings in their homes.
The simplified decision-making tree, on the other
hand, helps consumers with moulding selection
and removes the heavy burden placed on sales
associates to assist consumers in this category.
Both elements have helped transfer the reins of
power back into the hands of consumers and create an entirely new experience for them. Coupled with
signage, POP, collateral and way-finding updates, the new vignette, with its do-it- yourself (DIY) appeal,
provides the needed inspiration, education and encouragement for customers to feel comfortable getting
started with their next moulding project.
Copyright © 2015 InReality. All rights reserved. www.inreality.com 3
"The new solution has allowed us
to take a position as a thought
leader and an innovator in the
category and establish a
foundation to build this brand
differently than all the other
brands in this category.”
-CRAIG MILES
International Sales & Marketing Mgr, LP
FAST, COST-EFFECTIVE UPDATES
Normally you mean one thing for your client and
something else for your end user," said Craig Miles,
International Sales & Marketing Mgr for LP"in this
case we’ve crafted something that gives us the
efficiency of spend and a consistency of message
through the entire channel to the end user.” In
addition to creating a new, meaningful customer
experience, the display also offers LP a cost-
effective solution for staying current with new
design trends. Moreover, the fluid design provides
the added benefits of easy implementation, shorter
down time and faster updates of the display.

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InReality
Retail Marketing Firm
About InReality
InReality transforms how customers experience
brands and retailers in-store. We turn customer
insights into innovative solutions for the reality of
21st century retail.
For almost 20 years, we’ve worked with clients,
like The Coca-Cola Company, Tempur Sealy and
The Home Depot, to build stronger, more enduring
customer relationships, while creating measurable
results. And, we offer the real-world expertise and
convenience of handling everything under one roof—
from research, strategy and design to production,
implementation and analytics.
To learn more about our services, team, work, and
latest insights, visit www.inreality.com.
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info@inreality.com
(770) 953-1500
120 Interstate North Pkwy E, Suite 226
Atlanta, GA 30339
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