Iomega Merchandising Refresh

Storage products are now commodities and consumers have a range of choices that make the purchasing decision more elusive. As the leader in storage products, Iomega wanted to hold a strong market position in spite of lagging sales. New technologies were making older solutions obsolete. With inventory still on the shelf, Iomega needed to communicate that it had the broadest range of storage solutions on the market and remind the consumer that it was the most trusted brand. Cintara developed a “destination storage” concept, designed a new merchandising system that would consolidate all of Iomega’s products in one area of the store. What had been confusing and spec-driven messages in the past became simple benefit-focused messages.