One Door, a leading provider of cloud-based visual merchandising software, is launching a new integrated marketing campaign that brings the traditional retail merchandising tool, the paper planogram, into the 21st century, according to One Door’s CEO Tom Erskine
One Door’s Chief Revenue Officer Marty Siewert explains, “B2B SaaS marketing doesn’t have to be sterile, cold, or all about dollars and features. We were talking about how crazy it is that every retail associate has a supercomputer in their pocket, but still use a paper process pioneered in 1971 to execute today’s complicated, ever-changing retail merchandising plans. Someone on the team said, ‘maybe we should throw a retirement party for the paper planogram and the concept for a campaign took off.”
The :55 campaign video with distinctive 1970s vibe to reflect the initial launch of the paper planogram, is the center of the ‘Retire The Paper Planogram’ campaign that will appear on YouTube, OTT, social media and will include display ads on a variety of advertising platforms. The video can be viewed here.
While the campaign has a fun, retro feel to it, it is also designed to educate today’s modern merchandisers about the benefits of converting to interactive planograms, the accompanying campaign eGuide, “The dynamic digital planogram is here” can be downloaded at https://onedoor.com/retire
Erskine adds, “We always want the One Door brand to reflect that getting retail right is a human undertaking, and that while technology and products are critical, the people in retail are the most important part of it. This campaign is human.”
One Door’s Merchandising Cloud platform is built for store teams first, transforming the way retailers plan, execute, and analyze their in-store merchandising. Merchandising Cloud is the only platform that delivers a mobile-first, interactive experience that guides store teams through merchandising tasks step-by-step, and shows them not just what to do, but how to do it.
Once work is complete, Merchandising Cloud uses AI-based Computer Vision and analytics to streamline real-time audits and provide insight into merchandising compliance and performance in every store.
The result is Confidence in Store™
About One Door: One Door, Inc. is the leading provider of cloud-based visual merchandising software. With One Door’s Merchandising Cloud, merchandising teams communicate, execute and confirm store merchandising plans in a unified, cloud-based application. Merchandising Cloud lets retailers quickly create and deliver localized and impactful experiences for customers. Learn more at www.onedoor.com.
Retire the Paper Planogram Campaign Credits
Agency: Joe Berkeley LLC.
Writer/Director/Editor: Joe Berkeley
Art Direction/Design/Animation: Tim Foley
Web Developer: Russ Apotheker
Content Marketing: Jane Roper
Media Planning/Buying: CommCreative
One Door
Tom Erskine – CEO
Marty Siewert – CRO
Ken Kuperstein – Director of Marketing
Jennifer Toohey – Marketing Programs Manager
Conor Murphy – Designer
