Variable print, “College Prepped”

The Challenge

Walmart wanted to execute a national in-store signage program during the Back-to-School/College season that celebrated the major universities nearest each store location. The signage needed to adhere to the school’s licensing agreement requirements, and Walmart wanted the program executed in just 10 weeks. Across the U.S., Miller Zell created, tracked and printed 1,974 different designs to bring the “College Prepped” program to life.

The Solution

As noted by the Harvard Business Review, “Successful localization hinges on getting the balance right.” It also hinges on precise execution of complex variable print and signage programs, which is right in the middle of Miller Zell’s Retail Marketing Solutions sweet spot. From Alabama to Wyoming, UNC Pembroke to UCLA to Yale, the program was executed in 3,965 stores, and 64 percent of the kits included variable print components.

The Result

Miller Zell’s Retail Marketing Solutions team led the way in managing over 20,000 different variable data points over a 10-week time frame. We designed, procured, produced, printed, kit packed and precisely delivered the entire program, with 100 percent on-time delivery. “It takes a large collaborative team to make these in-store initiatives come to life, and I could not be more honored to be a part of the visual merchandising team with Miller Zell,” said Walmart’s senior director, visual merchandising.