Ralphs, the Los Angeles-based grocery chain, wanted to lure more shoppers to the pet aisles of its stores. To help make that happen, the Kroger Co. division called on Display Boys, a Santa Ana, Calif.-based creator of branded retail environments.

“Their goal was to have shoppers see Ralphs as a key destination for pet supplies, and reduce trips to other locations” that specialize in such products, says Darin Rasmussen, Display Boys’ co-founder and president.

To accomplish that goal, Display Boys developed a signage system for the aisle that provided educational information without creating any visual clutter. “We created metal way finders with updateable graphics, aisle signage, educational panels, blade signs, overhead signs and floor graphics which clearly locate aisle categories and provide visual stimulation from both angles of the aisle,” Rasmussen explains.

In addition, Rasmussen notes that Ralphs can reset the aisle’s plan-o-gram of products in such a way that educational panels can run the length of both sides of the aisle. “The idea was to create a visually stimulating view of the aisle that breaks it up in such a way that it attract ‘aisle skippers,’ as well as provide the ultimate height for engaging shopper in the educational information,.” he says.

Thus far, Ralphs has installed the aisle design in more than 60 of its 300 stores.