The Challenge
Haleon sought to maximize the impact of its Excedrin in-store retail footprint, ensure merchandising compliance, and drive immediate product trial and sales at Walmart.
Display compliance is a persistent retail challenge. If displays are not installed, a promotion can appear to underperform even when stores with compliant displays are actually over-indexing. Without knowing which displays made it to the floor, strong local performance can be buried inside incomplete execution data.
The brand also wanted to turn the physical display into a digital education moment, reaching migraine sufferers at the shelf when they were actively planning for symptom relief.
What TPG Built
TPG Rewards designed and deployed an in-store activation using embedded NFC technology on PDQ trays. Each tap created a location signal tied to the physical display, allowing TPG to support two separate use cases from the same chip.
First, merchandising teams were instructed to tap the display during installation. That tap helped confirm that the display reached the intended store and was set up, giving the brand a clearer view of execution before judging promotional performance.
Second, consumers could tap the display to open an educational video in their mobile browser. The content explained migraine triggers, including falling barometric pressure, one of the common weather-related factors associated with migraine onset.
Using the tap location, TPG connected the engagement to the shopper's local market and checked weather forecasts for that area. After the video, consumers in markets with forecasted falling barometric pressure received an Excedrin Day message reminding them to keep Excedrin nearby, along with an instant Barcode Buck$ digital offer to encourage purchase.
Why It Mattered
The experience connected retail compliance, shopper education, local weather intelligence, and purchase motivation in one shelf-level interaction. The brand could better understand where the display was live while consumers received content and an offer that felt relevant to their immediate context.
