This document provides an overview of The Carlson Group's capabilities for developing strategic retail programs. It discusses their approach of Total Program Value (TPV), which involves comprehensive discovery, development, execution, and evaluation phases to create retail programs that deliver ongoing value. Through TPV's focus on strategic planning, consumer insights, brand objectives, and continual testing and evolution, The Carlson Group helps clients strengthen their brand image and meet business goals through custom retail environments and programs. An example success story highlights how they helped outdoor retailer Cabela's redesign their soft lines fixture program to better showcase branded apparel and footwear.

1. Capabilities Presentation
© 2013 The Carlson Group, Inc. All Rights Reserved.

2. 2

3. As a strategic partner,
The Carlson Group incubates, builds
and sustains smart custom programs
that deliver value across consumer
retail experiences.
3

4. Scope
Services
Retail Environments
Custom Fixture Solutions
Shop-in-Shop
POP
Graphics & Signage
DISCOVERY
Assessment
Consumer & Trend Research
Retail & Competitive Audits
Communication Strategy
Program Strategy
DEVELOPMENT
Retail Messaging
Conceptual Design
Engineering
Prototyping
Merchandising Strategies
EXECUTION
Program Planning
Manufacturing
Warehousing/Fulfillment
Shipping
Installation
EVALUATION
Testing
Measurement
Data Analysis
Interpretation
Program Evolution
4

5. Our team is fortunate to
be working with some of
the world's top brands.
As partners, we collaborate in expressing and strengthening
the brand image while supporting your business objectives.
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6. 6

7. › A Strategic Approach
› What We're Thinking
› Success Stories
› Tactical Tools
7

8. › A Strategic Approach
Structured for success.
We engage two capabilities that are critical to creating successful retail
programs:
›
Expertise in gathering the right information to inform strategy.
›
Experience in translating strategies into the design and
implementation of retail environments.
It’s a comprehensive view that maximizes your investment. We call this
process Total Program Value.
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10. › A Strategic Approach
We partner with the best
people in the business.
It’s a winning formula, where we draw on their expertise to amplify ours,
offering you solutions without bias.
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12. › A Strategic Approach
What is
Total Program Value?
In the fast-moving world of retail, nothing changes faster than shopper
behavior. Shifting consumer needs, influences and preferences vastly
outpace brands’ ability to introduce new and exciting retail experiences. In
addition, brands are looking far more closely at the ROI of retail programs.
There’s a new currency for information that can improve the performance
of your brand at retail. Whether you call it Shopper Marketing, Consumer
Research or Retail Strategy, using information to move the needle on
consumer behavior requires two things. The first is expertise in gathering
the right information, and the second is translating that knowledge into
programs which deliver ROI in the retail environment. TCG delivers both of
those capabilities with our approach for retail success, which we call Total
Program Value (TPV).
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13. TOTAL PROGRAM VALUE HAS FIVE PILLARS
1. TPV is holistic. It addresses the full ecosystem of retail programs,
from overall brand strategy through operational and logistic details.
All aspects of retail are included, so that programs address marketing,
merchandising and implementation concerns as thoroughly as they
consider the retail program elements themselves.
2. TPV takes the long view. TPV incorporates the full lifespan of retail
programs, delivering value at every stage. By emphasizing a cycle of
ongoing innovation, programs continually elevate what’s working, and
make incremental changes to address challenges. The emphasis on
testing and program evolution leads to smarter and more cost-effective
procurement strategies.
3. TPV is flexible. Each category and each brand is unique. Consequently
the meaning of success varies not only per organization, but also per
individual program. TPV addresses differing needs of both brands and
retailers, creating better-informed and more efficient programs while
calibrating the process to include only what is relevant.
4. TPV is smart. In the cycle of innovation, tribal knowledge accrues. In
addition, the model includes fully integrated participation by best-inclass partners in strategy, shopper marketing and digital media. These
seamless partnerships offer the depth of experience to be efficient
and effective, with nothing lost in the translation from strategy to
execution, no matter what mediums are involved at retail.
5. TPV has its feet on the ground. TPV is fact-based. Design is based
on response to actionable insights and observations. While there’s
an emphasis on the intellectual property of retail – the strategy and
evaluation – working in design and execution keeps us honest.
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14. › A Strategic Approach
How does it work?
THE FULL-CIRCLE PROCESS –
PROGRAMS THAT IMPROVE WITH AGE
Total Program Value means the end of the old lifecycle of retail programs.
The paradigm used to be a year of development, resulting in a program
with a 3-year lifespan in the market. The new model makes the most of
your investment in retail programs. Through the TPV cycle, we look both
outward – to discover what’s new and innovative in the market, and inward
– to evaluate programs for effectiveness and opportunity for improvement.
As information is gathered, it is applied to the next generation of your
program, to enhance what works or to improve what doesn’t.

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16. › A Strategic Approach
The Process
of Discovery:
Anticipating Consumer
Response
“The best strategies are simple, and they’re designed to do two things: fix
what people hate, and give them more of what they love.”
- Rebecca Huston, Principal – Strategy, Huen LLC
Discovery establishes the foundation for success. Strong strategy is the
basis for better program design, and the better the design, the easier it is to
translate to a seamless execution. In Discovery, three levels of information
are layered together to inform strategy.
› The first level is a comprehensive understanding of consumer decisionmaking at retail. Which trends and behavioral patterns influence what
shoppers do in the retail environment? How do technology and new
media play in to the retail experience today? What successes and
challenges do we see in the market that can inform direction?

17. › The second level is category influence. Typical behavior patterns
change from category to category. (For example, men purchasing golf
clothing shop much more like women than they do in any other apparel
category.) Some categories see much greater influence from changing
technologies. (The PC category is in constant flux.) Understanding the
specifics of each category helps to shape solutions, and makes it easier
to anticipate consumer response to program elements.
› The final layer is the brand. Specific brand objectives, strengths and
challenges inform a virtual mixing board of options. Emphasis can be put
on key areas to amplify, alter and influence how shoppers interact with
the brand environment.
17

18. › A Strategic Approach
Direction and
Execution:
Putting Knowledge
to Work
Direction is the interpretation of discovery into program design. Execution
translates design into real-world retail programs. With TPV, brands and
retailers are partners in the process from the outset, so when we arrive at
these hands-on phases, there are no surprises. In addition, the engagement
of all partners from the beginning ensures a more effective and costefficient process, with nothing lost in translation. It’s a more comprehensive
approach leveraging the best thinking from all participants, which
conserves time and money without sacrificing results.
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20. › A Strategic Approach
Evaluation:
Reality Check
Evaluation completes one cycle, and sets up the next. In the TPV model,
performance is measured against short and long-term program objectives.
As in discovery, both qualitative and quantitative data contribute to the
full understanding of program success. Ultimately, evaluation delivers
information which directly impacts the next evolution of the program by
identifying elements that contribute to ROI, and those which aren’t worth
the investment.
“Retail programs today must deliver on higher expectations of shopper
experience and sales lift. Testing and evolving programs over time is a
better investment than creating new programs every 2-3 years.”
- Mark Adams, COO – The Carlson Group
20

21. › Testing in operating retail locations is the best possible way to gauge
the effectiveness of new program elements. Being able to watch what
consumers actually do beats asking them what they’re going to do
every time. Real-time, real-world observation is data you can count on
for accuracy. In addition, it’s relatively easy to see how a small change
affects shopping behavior. Positive changes can be implemented
throughout the retail channel; those that prove ineffective can be left by
the wayside.
› ROI is not a one-size-fits-all proposition. Metrics need to be calibrated
based on both organizational and program objectives. There are multiple
places to look for success beyond sales figures, including areas such
as brand recognition, social media imprint, frequency of store visits and
response to specific initiatives.
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22. › A Strategic Approach
What are the benefits?
BETTER OVERALL BRAND EXPERIENCE
›
TPV is a vehicle to bring brand strategy into the environment.
›
The process ensures that branded retail programs keep pace with
current brand marketing and communication.
›
TPV is structured to incorporate all the critical elements of the brand
including product merchandising, brand marketing and technology into
one seamless experience.
MORE EFFECTIVE CONSUMER CONNECTION
›
Design is driven by actionable insights that connect with consumers to
maximize the effect on their purchase decisions.
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23. ›
Both discovery and evaluation are consumer-centric. Understanding
the factors which affect decision-making, and evaluating how solutions
play out in real environments create a foundation of knowledge that is
directly applicable to the design of retail environments.
BETTER USE OF INVESTMENT
›
With TPV, you spend your budget with a sharp focus on fixing issues
and improving performance.
›
Retailer and category needs are anticipated, facilitating buy-in from
retail partners.
›
The iterative process is more innovation-friendly. It’s designed for
quick-turn testing and implementation without a full-scale overhaul
of programs.
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24. › A Strategic Approach
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4

25. Take-Aways
Of all the brand communication mediums, the retail environment is most
closely aligned with consumer purchase behavior. As such, retail offers an
unparalleled opportunity to directly affect how shoppers make decisions
about products and services. Total Program Value offers the best possible
approach for organizations to create retail programs which deliver on those
opportunities.
›
TPV is a comprehensive approach, working at all levels and phases of
retail program development to deliver lasting value.
›
TPV focuses on the unique needs of your brand, its relationship to core
consumers and today’s markets.
›
TPV is consumer-centric, building engagement through integration of
environment, merchandising and communication.
›
TPV is a vehicle to amplify and leverage your brand’s marketing and
communication efforts at retail.
›
TPV empowers your organization to make informed and effective
decisions about retail programs.
›
TPV makes fiscal sense. It’s a tool to optimize your retail investment,
putting budgets to work in ways that maximize ROI.
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27. › A Strategic Approach
› What We're Thinking
› Success Stories
› Tactical Tools
27

28. What this means for you:
Understanding market trends and innovations in all aspects
of retail will ensure that you can lead, rather than react. Both
what's happening in the market and your brand initiatives have
implications for your approach to retail.
We make sure you’re set up to succeed as you move in new
directions.
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30. › What We're Thinking
The pace of change
continues to accelerate.
Retail can’t sit still.
ANTICIPATE › Know where the market is going. You're either in front or
behind - and ahead is the only place to be in today's fast-paced market.
FLEXIBILITY › Consider designs that are built to accommodate
frequent updates, from fresh messaging to new product initiatives, to the
ability to add program elements seamlessly.
KEEP LEARNING › Evaluating programs – especially in real world
environments – gives you unmatched visibility and insight into a program’s
effectiveness. Use those insights to continue the cycle of evolution.
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32. › What We're Thinking
Give them the right
information at the right time.
COMMUNICATION HIERARCHY › Develop and follow a clear
communication hierarchy. Deliver the essential information in the right
place, and at the right point in their retail journey.
MULTICHANNEL ENGAGEMENT › Digital and social media can
amplify consumer engagement. It's essential to have a clear strategy for
how these channels contribute seamlessly to a better brand experience.
LESS IS MORE › Chances are, consumers aren't taking in - or even
noticing - all you brand communiation. Carefully consider content, making
sure that it's both relevant and as simple and direct as possible.
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34. › What We're Thinking
An explosion of experiential
retail is adding excitement
to the industry.
ENTERTAINING › Shopping at its best is entertainment. Physical
retail enriches the experience by offering personal contact, hands-on
engagement with products and the excitement of a brand’s edited point of
view about what’s important.
PERSONALIZED › Brands and retailers who are creative in using
the wealth of data available to better understand their consumers can
offer them exactly what they want, and need, from the store experience
(sometimes before those consumers know it themselves). The most
personal experiences where the individual consumer is understood,
remembered, and anticipated is the ideal in any channel, from value to
prestige.
OMNICHANNEL › The multichannel retailer has the opportunity,
as well as the responsibility, of using technology in ways that add to the
retail experience. Technology is both an integral part of today’s store and
a complementary offering to physical retail. In store, consumers expect
a seamless integration of technology that goes beyond cost-of-entry,
providing a deeper, content-rich and more personalized experience.
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37. › A Strategic Approach
› What We're Thinking
› Success Stories
› Tactical Tools
37

38. › Su cess Stor es
Succes Stor
ess orie
CABELA'S SOFT LINES
FIXTURE PROGRAM
Designed for Cabela's first small footprint Outpost prototype
in Union Gap, WA, this program calls attention to Cabela's
newly revamped Branded Product offering for apparel and
footwear.
Our challenge was to develop a retail strategy and a
corresponding standardized fixture package with improved
merchandising, communication, and visual presentation
to showcase the quality and value of Cabela's branded
products.
Strategic Partner › HUEN
As strategic partner, Huen’s scope of work for the project included the
following: Consumer Research and Strategy, Retail Assessment and
Strategy, Communication Strategy, Merchandising Direction and Creative
Direction.
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39

40. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
CHALLENGE: MERCHANDISING IS PRIMARILY ITE M-BASE D
S
T
B
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41. BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
PROGRAM STRATEGY
DIRECTIVES
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
CHALLENG E: APPAR E L AR EA LACKS CE NTRAL FOCUS
N
S
CHALLENGE: UNCLEAR NAVIGATION & IMPAIRED SIGHTLI N ES
T
S
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42. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
CHALLE NG E: FOOTWEAR AR EA LACKS LIFESTYLE, PRODUCT FOCAL E LEMENTS
F
O
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43. BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
PROGRAM STRATEGY
DIRECTIVES
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
CHALLE NG E: E N D CAPS DI FFICULT TO M E RCHAN DISE, LACK GRAPHIC OPPORTUN ITIES
H L
L
R
N
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44. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
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45. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
45

46. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
46

47. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
47

48. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
48
48

49. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
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49

50. › Success Stories
CABELA'S SOFT LINES
FIXTURE PROGRAM
“We have increased our Cabela’s Brand Product
penetration in all apparel and footwear categories
that this fixture program supports. We have enjoyed a
SIGNIFICANT increase in margin basis points relative
to comparable margin rate to our chain and our total
apparel and footwear sales penetration is significantly
higher in the Outpost location versus our other new store
openings in 2012.
Our “stretch” sales and turn goals were all met and our
performance per square foot in our apparel and fixture
division has set a new threshold for the company. We are
extremely happy with the continued performance and will
be implementing this fixture program into 20 additional
stores in 2013.”
- Melissa Schultz
Senior Director of Visual Field Merchandising
Cabela’s Inc.
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50

51. TESTING
DATA ANALYSIS
INTERPRETATION
EVOLUTION PLANNING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
51
51

52. › Suc
c
ccess Stories
s
MOUNTAIN HARDWEAR
FIXTURE PROGRAM
The newly launched Mountain Hardwear fixture program
brings a powerful new presentation of the iconic outdoor
brand to independent outdoor specialty retailers.
The retail program is an interpretation of a newly developed
store concept and companion trade show booth that made
its first appearance at the Outdoor Retailer show.
Strategic Partner › HUEN
As strategic partner, Huen’s scope of work for the project included
the following: Communication Strategy, Merchandising Direction and
Creative Direction.
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54. › Success Stories
MOUNTAIN HARDWEAR
FIXTURE PROGRAM
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55. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
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55

56. › Success Stories
MOUNTAIN HARDWEAR
FIXTURE PROGRAM
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57. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
57
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58. › Success Stories
MOUNTAIN HARDWEAR
FIXTURE PROGRAM

59. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
59
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60. › Success Stories
Succ
Succe Storie
cces
DICK’S SPORTING GOODS
FOOTWEAR DECK
Dick’s tapped The Carlson Group to develop and optimize
the next generation of their shared service footwear program.
The charge was to deliver a theatrical brand experience for
the consumer while making it easy to see, try and buy athletic
footwear.
A product of a dynamic new partnership with creative
strategy agency Huen, the project spanned services from
consumer research through the initial test rollout.
Strategic Partner › HUEN
As strategic partner, Huen’s scope of work for the project included the
following: Consumer Research and Strategy, Retail Assessment and
Strategy, Communication Strategy, Merchandising Direction and Creative
Direction.
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62. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK
CLIE NT R E N DE R ING
E
N
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63. BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
PROGRAM STRATEGY
DIRECTIVES
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
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64. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK
LACK OF EXCITE M E NT & TH EATE R
F
U NCLEAR NAVIGATION & I M PAI R E D SIG HTLI N ES
C
G
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65. BRAND INTERVIEW
RETAIL AUDIT
ASSESSMENT
PROGRAM STRATEGY
DIRECTIVES
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
LACK OF SEATI NG
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65

66. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK
66
66

67. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
67
67

68. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK
68
68

69. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
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69

70. › Success Stories
DICK’S SPORTING GOODS
FOOTWEAR DECK

71. TESTING
DATA ANALYSIS
INTERPRETATION
EVOLUTION PLANNING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
71
71

72. › Success Stories
Succes St ries
e
ACADEMY SPORTS + OUTDOORS
ENDCAP PROGRAM
Retailers need ease of implementation and consistency,
while brands want to make a distinctive statement. The
endcap program for Academy neatly addresses both sides.
The foundation is a common structure, adapted to optimize
brand voice and highlight key products and initiatives.
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74. › Success Stories
ACADEMY SPORTS + OUTDOORS
ENDCAP PROGRAM
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1911
1914
1917
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119
82.5

75. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
ROUTER CUT AS SHOWN
SEE BOM
SEE BOM
SEE BOM
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SEE BOM
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BLACK OXIDE
ZINC
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
---------------------HEX SOCKET BU
PHILLIPS PAN H
1
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2
8
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75

76. › Success Stories
ACADEMY SPORTS + OUTDOORS
ENDCAP PROGRAM
Facilitated all project communications including
design reviews and sell-in between Academy and the
participating brand partners.
Under Armour
Adidas
Nike
76
Wolverine
Skechers

77. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
Asics/Puma
Lifestyle
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
Kids
Reebok
77
New Balance

78. › Success Stories
ACADEMY SPORTS + OUTDOORS
ENDCAP PROGRAM
78
78

79. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
79
79

80. › Success Stories
Su cess t e
COLUMBIA SPORTSWEAR
BASELAYER FIXTURE
Columbia Sportswear’s Baselayer product offers exceptional
technical features and benefits. The Baselayer fixture system,
compatible with Columbia’s existing program, makes the
most of those technical elements and the distinctive product
packaging. The concept was supported by a strategy
platform defining consumer connection, point of difference,
and product attributes.
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1

82. › Success Stories
COLUMBIA SPORTSWEAR
BASELAYER FIXTURE
The most successful competitors in this product
category connect the dots between specific
product features and benefits to the end user.
Given the limited real estate available for
messaging, it made sense to lead with one strong
benefit: FACT – 20% warmer. The bold graphic
impact of Omni Heat adds a powerful visual
element to the presentation.
The Baselayer product appeals to some of the
most athletic and active of Columbia’s consumers.
They’re more willing than most to try a new
product, especially if it comes with a clear benefit
that can improve their outdoor experience.
CONSUMER
CONNECTION
COMPETITIVE
DIFFERENTIATION
82

83. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
Technical products like Baselayer are purchased
as gear – more like equipment than apparel. The
deciding factors for consumers are functional
rather than aesthetic considerations.
FIXTURE
SOLUTION
PRODUCT
CHARACTERISTICS
83

84. › Success Stories
COLUMBIA SPORTSWEAR
BASELAYER FIXTURE
8
84

85. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
85
85

86. › Success Stories
COLUMBIA SPORTSWEAR
FIXTURE PROGRAM
Columbia’s signature fixture program elevates the brand and
its products, while being engineered for maximum compact
build, saving packaging and shipping cost. Built on common
components, the program is flexible enough to work in all
channels of distribution from flagship branded retail to big
box environments.
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87. 87
87

88. › Success Stories
COLUMBIA SPORTSWEAR
FIXTURE PROGRAM
88
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89. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
89
89

90. › Success Stories
COLUMBIA SPORTSWEAR
FIXTURE PROGRAM

91. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
91
91

92. › Success Stories
c sSo
THE NORTH FACE
FIXTURE PROGRAM
The North Face global retail program incorporates distinctive
and sustainable materials, including Plyboo and SkyBlend,
that maintain the signature aesthetic of The North Face
across retail, wholesale and co-op channels of distribution.
This program was redesigned and value engineered for
maximum compact build, reducing packing materials and
shipping costs.
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3

94. › Success Stories
THE NORTH FACE
FIXTURE PROGRAM
94

95. RETAIL MESSAGING
CONCEPTUAL DESIGN
DESIGN INTENT
ENGINEERING
PROTOTYPING
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
95

96. › Success Stories
THE NORTH FACE
FIXTURE PROGRAM
96
96

97. PROGRAM PLANNING
MANUFACTURING
INSTALLATION
WAREHOUSING
FULFILLMENT
DISCOVERY
DEVELOPMENT
EXECUTION
EVALUATION
97
97

98. 98

99. › A Strategic Approach
› What We're Thinking
› Success Stories
› Tactical Tools
99

100. 100

101. Company Overview
Web Site
www.carlsongroupinc.com
Locations
USA:
HQ: Chicago
350 E. 22nd Street
Lombard, IL 60148
Contact:
Mark Adams, COO
mark.adams@carlsongroupinc.com
Additional Offices:
Portland, OR
Los Angeles, CA
CHINA:
Shanghai
789 Zhaojiabang Road, 10th Floor Unit 3
Shanghai Jun Yao International Plaza
Shanghai, China 200032
Leadership
Greg Carlson, Principal
John Carlson, Principal
Mark Adams, Chief Operating Officer
Scott Reczek, Director of Finance
Jim Thompson, Director of Production
Brad Kurz, Creative Director
Sabine Liu, Managing Director, China
Charles Tracy, Program Services Director
Laura Dillon, Human Resources Director
Memberships
Path to Purchase Institute
A.R.E.
IDSA
Inception
1999
Incorporation
Oregon
Structure
S-privately held
Tax ID
93-12652222
Dun & Bradstreet Number / Rating
17-117-3219 / 1R3
101
SS-CO

102. Clients
Adidas America
Academy Sports + Outdoors
Ariat
Ashworth
Asics America
Babolat
Cabela's
Chaco
Claire's
Columbia Sportswear
Dick’s Sporting Goods
Dockers
Everlast
Helly Hansen
JanSport
Keen
Mountain Hardwear
New Balance
Nike
Nintendo
Nixon
Oakley
Onitsuka Tiger
Redington
Reebok
Reef
Rio Products
Sephora
Skechers
Sony
Sorel
Speedo
Sports Authority
TaylorMade-adidas Golf
Teva
The North Face
Timberland
Under Armour
Urban Decay
Vans
SS CLI
SS-CLI

103. Recognition
We are passionate about creating memorable retail experiences. Every so often, we are honored to be recognized for that
passion. Our work has garnered 17 Design of the Times Awards, 7 POPAI Outstanding Marketing at Retail Awards and special
recognition for sustainability and green awareness from ARE.
Timberland Pro Core Fixture Program
Timberland Kids Clubhouse
Timberland Women’s Fixtures
The North Face Boise, ID
The North Face DSG Wardrober
adidas Outlet Program
Reef Denim and Tee Stacker
Reef Girls Nesting Table Set
Columbia Baselayer Fixture
SS-REC

104. Recognition
Asics Tech Tower
Asics Kayano POP Launch
Asics Counter Display
Nike One Counter Display
Taylor-Made TP Red/Black Ball Tower
adidasGolf Tour 360 Program
Nike Bauer Hockey Flexlite Display
Nike Pro Fixture H-Rack
SS-REC

105. DISCOVERY
Discovery is about aggregating your needs and project parameters while aligning that information
with the overall goals of the design. If needed, additional insights are gathered through market audits
and competitive brand assessments. Through this process design and merchandising principles are
established and reviewed with project stakeholders before concepting begins. These guidelines are
the lens through which all concepts are viewed.
Brand Interview
Program Strategy
Kickoff meeting with project stakeholders to
understand brand positioning as well as all
challenges and requirements of the project.
Determine an approach to guide concept
development and ensure solutions are in
alignment with consumer behavior and the
brand.
Retail Audit
Photographic documentation of current
in-store programs to identify trends, best
practices and opportunities.
Directives
Insights are translated into specific design
principles which are adhered to throughout
concept development.
Assessment
Summarize learnings and relate back to
project objectives.
SS-DIS
SS DIS
S

106. DEVELOPMENT
Conceptual Design
Beginning with loose, hand sketched concepts, our design process aims to build consensus
throughout development. By focusing on design principles defined in Phase I, concepts are weighed
and evaluated according to project objectives. This allows the solution to evolve through a logical
progression of ideas, and eliminates subjectivity when choosing a final design direction.
Deliverables*
R1
Loose sketches enable us to quickly visualize
big picture concepts without getting bogged
down in details.
› 2D black and white sketches exploring
aesthetic direction and functionality
› 2D color elevations exploring color usage,
graphic and logo treatments
R2
3D color renderings of individual fixtures
explore materials and merchandising, with
sufficient detail to communicate features and
functionality.
› 3D color renderings with merchandise
› 3D color shop configurations
› Materials and finishes called-out, physical
samples provided
R3
Fully rendered 3D environments facilitate
internal buy-in for final concepts before
proceeding to engineering and pricing.
› Sufficient detail to direct engineering and
pricing
› Final material board(s) provided
*Scope/deliverables vary by project
SS-DEV-CD

107. EXECUTION
Manufacturing
Global
Material / Component Disciplines
Domestic and offshore strategic partners
› Wire and Metal
› Wood
Capacity
› Acrylic
USA : 3M+ square feet
› Glass
CHINA : 13M+ square feet
› Vacuum Forming
› Injection Molding
Partner Attributes
› Graphics
Trade specific…selection based on core
competency and expertise
› Digital/Interactive
Flexible…ability to fabricate material and
components
› Recycled
Performance…qualified and tested to TCG’s
performance standards
› Textiles
› Found Object
› Sustainable, Green
Benefits
China Operations
Capacity…allows for blended production and
risk mitigation
Shanghai
Located at Junyao International Plaza
Buying power…negotiation leverage through
multiple supplier sources
Operations
9 years
Flexibility…not tied to fabrication methods or
materials
Staff
Dedicated team focused
on QC / Compliance /
Logistics
Speed to market…enabled by a network of
suppliers and blended options
Partners
Strategic relationships with
10 core suppliers
Volume
75% of production mix
generated in China
SS-EXE-MA

108. EXECUTION
Quality Control
Production Viability & Best
Practice
Consult extensively with supplier partners
during engineering phase to establish
best production methods for lowest cost
and highest quality of components and
assembled parts.
Fit & Function
Conduct tests to verify mating and
functionality of parts.
Test Pack-outs
Conduct test pack-outs to evaluate carton
performance and inner pack protection.
Sample Approval
Finished Goods Audit
Provide material and finish samples for
approval and use as control samples
during production.
Conduct inspection after assembly/packout to confirm contents, fit/function and
ease of assembly.
On-site Monitoring
Program Immersion
On-site inspection and monitoring
throughout production from work in
progress fabrication through assembly
and pack-out.
Complete extensive review sessions with
our program services team using a client
facing program playbook to enhance
field performance and customer service
responsiveness.
First Article Review
Perform first article inspections on all
component parts to assure compliance to
engineering specification.
Tour
Provide on-site facility tours for project
stakeholders
SS-EXE-QC

109. EXECUTION
Program Services
Global program support for implementation of retail executions
Services
Benefits
Warehousing & Fulfillment
Inventory Management
Site Surveys
Installations
Logistics
Recycling
Simplified approach: Efficient
consolidation of inventory and services—
one stop shop for your direct to store
services.
Dedicated staff: Single point of contact
for all services.
Customer service: Direct response
communication protocols for your
programs.
Program immersion, field support:
Extensive program review sessions with
our team using a client facing program
playbook to enhance direct field support
and customer service responsiveness.
System Tools: MAS 500 ERP and
OnTrack™ proprietary system for order
fulfillment, real time inventory management
and tracking.
SS-EXE-PS1

110. EXECUTION
Program Services
Warehousing & Fulfillment
Logistics
US, Canada, Europe and Brazil locations
1,000,000 sq ft
ISO and Lean certified
Complete pick and pack services
Store/shop rollouts
North America
Parcel – FedEx & UPS service
LTL
Air ride trailers
Pad wrap
Lift gate/ramp
Inside delivery
White glove
POD reporting
Inventory Management
ERP system managed, real time
Customizable reports usage, rolling, stock status, forecasting and
cycle counting
Site Surveys
Custom, specific surveys to fit unique
scope of work and multiple locations.
CAD drawings available upon request.
Installations
Value added installation manual
Complete install services:
International
Global Distribution
Container/freight forwarding
Air freight
Recycling
End of life fixtures and graphics
Obsolete inventory
Reporting:
› Build outs
› Recycled vs. landfill
› Fixtures
› Weight/% of material diverted from
landfills
› Graphics/Signage
› Retrofit Kits
› Info can be used for sustainability
marketing purposes
› Electrical
Digital images and sign off sheets
provided within 48 hours of install.
SS-EXE-PS2

111. Our proprietary project management system allows you to manage more projects more efficiently.
It facilitates project flow and communications into an effective, efficient format that allows you to
schedule, communicate, organize, review and share important project milestones.
Features
› Secure login
› User access levels
› Project snapshot, archives
› On-line document approval, change
Benefits
› Centralized information
› Speeds review, approvals
› Streamlines project team communication
› Portability, accessibility
› Less stress
SS-PL

112. Our proprietary order fulfillment and inventory management tool features order cart entry, shipment
tracking, and inventory allocations by region or field rep. It allows field access to instruction sheets,
plan-o-grams and other important documents.
Features
Reports
› Secure login
› Inventory (program and rep)
› User access levels
› Location order history (by location)
› Easy order entry
› POD Tracking
› Order history archive
› Order status
› Reporting
› Activity (most or least ordered item)
› On-hand inventory
› Backorder
› Backorder
› Distribution
› Critical re-ordering levels (timing)
› Transportation
› Trending (activity orders by item and
volume)
› Allocation/order history (by users)
Benefits
› 24/7 access
› Inventory levels by item/by rep
› Rep selling tools and aids
› Digital image of display with specific
information, such as instruction sheets and
plan-o-grams
› Real time inventory tracking
SS-OT
OT
T

113. Prototype Review Book
Provides focus on consumer/shopper objectives and solutions. It shines a
pre-production spotlight on potential manufacturing problem areas while providing a place to
aggregate all stakeholder perspectives, comments and directives.
Benefits
Features
› Program consistency
› Check list of all design and visual
merchandising solution objectives
› Simplifies project team decision
making, approvals
› Material samples and alternatives
› Eliminates misinterpretation,
translation errors
› Renderings with merchandise to verify
capacity, shop-ability
› Detailed documentation of all
changes, directives
› Master CAD, engineering drawings to verify
fit and function
› Documentation of all program elements
SS-PRB
SS

114. Program Playbook
Supports consistency across formats and channels by providing a single source to reference
program drawings, shop layouts, assembly instructions and shipping information.
Features
Benefits
› Color renderings with merchandise
› Main assembly drawings
› Saves time and money by eliminating
guesswork
› Floor plans, shop layouts
› Streamlines communications
› Instruction sheets
› Reduces managerial oversight, workload
› Customer service contact
› Program training tool for on-boarding new
team members
SS-PP

115. Sell-in Guide
A user friendly vehicle to sell in programs to retail partners with a focus on retailer needs. It is a
visual representation of how solutions work on retail floors and has the added benefit of fostering
future program acceptance and expansion.
Features
Benefits
› Description of fixture element solutions,
visual merchandising suggestions
› Unified, consistent selling tool for achieving
retailer acceptance
› Iterative floor plans/layouts help retailers
visualize program
› Helps to push program into more doors
› SKU assortment per fixture
› Helps to secure better retail floor position
SS-SIG
S SG

116. Installation Manual
Establishes global guidelines for achieving consistency in presentation. This manual provides the
framework for installtions to run on time, on budget and meet all of your expectations.
Features
Benefits
› Installation steps and procedures
› Cost efficiencies through standardization
› Item key and coded packaging descriptions
› Distribution and location plan summaries
› Minimizes surprises by addressing all
potential issues upfront
› Elevations, floor plans, shop layouts
› Streamlines communication
› Merchandising and set-up details, call outs
› Main assembly engineering
› Instruction sheets