Controlling the Zildjian brand in a dynamic retail marketplace.
For the last 60+ years of its 394-year history, working drummers and percussionists relied on personal relationships with independent music stores to select Zildjian cymbals. Ahead of the music superstore era, Zildjian engaged Catapult to re-imagine its retail presentation.
Cymbals are heavy and hard to label; they collect fingerprints, and look alike to entry-level buyers. We reorganized the offer around a “sound palette,” – the language drummers use to describe their own signature sound. We also developed a modular merchandising system that could retrofit existing cymbal rooms or accommodate new construction in large format stores. The holistic approach not only solved retailer display issues but also increased sales across all series in the palette.