--- title: Case Study - Perception Kayak | Heinzeroth Marketing Group description: This case study describes how Heinzeroth upgraded shopper preferences for Perception Kayaks to increase inventory and sales at 850 Dick's Sporting Goods stores. image: https://www.heinzeroth.com/hubfs/images/perception-kayak.jpg --- [Skip to main content](https://www.heinzeroth.com/case-study-upgrade-shopper-preference#main) [![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ![HMG Logo-Secondary-4C](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Logo-Secondary-4C.png?width=240&height=50&name=HMG%20Logo-Secondary-4C.png) ](https://www.heinzeroth.com?hsLang=en) - [Show submenu for Capabilities Capabilities ](https://www.heinzeroth.com/capabilities) - [Marketing Strategy](https://www.heinzeroth.com/capabilities#strategy) - [Creative](https://www.heinzeroth.com/capabilities#creative) - [Merchandising](https://www.heinzeroth.com/capabilities#merchandising) - [Digital + Inbound](https://www.heinzeroth.com/capabilities#digital) - [PR + Social](https://www.heinzeroth.com/capabilities#pr) - [Integrated Marketing](https://www.heinzeroth.com/capabilities#integrated) - [Show submenu for Markets Markets ](https://www.heinzeroth.com/markets) - [DIY Consumer](https://www.heinzeroth.com/diy-consumer-brands) - [Building Products](https://www.heinzeroth.com/building-products-brands) - [Industrial](https://www.heinzeroth.com/industrial-manufacturing) - [Service Businesses](https://www.heinzeroth.com/service-businesses) - [Our Work](https://www.heinzeroth.com/our-work) - [Show submenu for Resources Resources ](https://www.heinzeroth.com/resources) - [Blog](https://www.heinzeroth.com/blog) - [Marketing for Consumer Brands](https://www.heinzeroth.com/guide-to-packaging-pop-and-advertising) - [Marketing Strategies for Building Product Manufacturers](https://www.heinzeroth.com/marketing-strategies-for-building-product-manufacturers) - [How to Prepare for a Product Line Review](https://www.heinzeroth.com/how-to-prep-for-a-product-line-review) - [Website Design Strategy Guide](https://www.heinzeroth.com/website-design-strategy-guide) - [About](https://www.heinzeroth.com/about) Open main navigation Close main navigation - Show submenu for Capabilities Capabilities - Capabilities - [Capabilities](https://www.heinzeroth.com/capabilities) - [Marketing Strategy](https://www.heinzeroth.com/capabilities#strategy) - [Creative](https://www.heinzeroth.com/capabilities#creative) - [Merchandising](https://www.heinzeroth.com/capabilities#merchandising) - [Digital + Inbound](https://www.heinzeroth.com/capabilities#digital) - [PR + Social](https://www.heinzeroth.com/capabilities#pr) - [Integrated Marketing](https://www.heinzeroth.com/capabilities#integrated) - Show submenu for Markets Markets - Markets - [Markets](https://www.heinzeroth.com/markets) - [DIY Consumer](https://www.heinzeroth.com/diy-consumer-brands) - [Building Products](https://www.heinzeroth.com/building-products-brands) - [Industrial](https://www.heinzeroth.com/industrial-manufacturing) - [Service Businesses](https://www.heinzeroth.com/service-businesses) - [Our Work](https://www.heinzeroth.com/our-work) - Show submenu for Resources Resources - Resources - [Resources](https://www.heinzeroth.com/resources) - [Blog](https://www.heinzeroth.com/blog) - [Marketing for Consumer Brands](https://www.heinzeroth.com/guide-to-packaging-pop-and-advertising) - [Marketing Strategies for Building Product Manufacturers](https://www.heinzeroth.com/marketing-strategies-for-building-product-manufacturers) - [How to Prepare for a Product Line Review](https://www.heinzeroth.com/how-to-prep-for-a-product-line-review) - [Website Design Strategy Guide](https://www.heinzeroth.com/website-design-strategy-guide) - [About](https://www.heinzeroth.com/about) - [Let's Talk](https://www.heinzeroth.com/contact-us) [Let's Talk](https://www.heinzeroth.com/contact-us?hsLang=en) # Perception Kayak Upsell shoppers without treading water. ### Client Brief As a key brand of kayaks, Perception is known to paddlers everywhere for its premium features and wide range of accessories. But lower-priced brands dominated the assortment and sales at Dick’s Sporting Goods. Our challenge was to upgrade shopper preferences to premium Perception features while earning greater in-store presence and improved margins for the retailer. ## Our Work [01 Point of Purchase Display](https://www.heinzeroth.com/case-study-upgrade-shopper-preference#POP) [02 Brochure Design](https://www.heinzeroth.com/case-study-upgrade-shopper-preference#brochure-design) [03 Product “Truth Labels”](https://www.heinzeroth.com/case-study-upgrade-shopper-preference#truth-labels) ![perception-kayaks-logo-crop-color](https://www.heinzeroth.com/hs-fs/hubfs/images/Client%20Logos/perception-kayaks-logo-crop-color.png?width=400&height=82&name=perception-kayaks-logo-crop-color.png) ![perception-prodigy-10-storage-mockup-01](https://www.heinzeroth.com/hs-fs/hubfs/images/Client%20Work/Perception/perception-prodigy-10-storage-mockup-01.jpg?width=1200&height=800&name=perception-prodigy-10-storage-mockup-01.jpg) ### 850 Dick's Sporting Goods Stores With a large amount of floor space devoted to kayaks during peak seasons, Heinzeroth developed a new point-of-purchase strategy and content including free-standing display with flip chart, take-home product brochures and on-boat labeling to guide shopper selection toward the Perception brand. The strategy increased inventory and sales at 850 Dick’s Sporting Goods stores. ### 01 Point of Purchase Display ![CO-FlipbookDisplay-wCloseup](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/CO-FlipbookDisplay-wCloseup.jpg) ### 02 Brochure Design ![perception-brochure-mockup-01](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/perception-brochure-mockup-01.jpg) ![perception-brochure-mockup-02](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/perception-brochure-mockup-02.jpg) ![perception-brochure-mockup-03](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/perception-brochure-mockup-03.jpg) ### 03 "Truth Labels" We created a visual system for shoppers to compare the value of Perception kayaks versus their competitors. These “Truth Labels” applied to the boat provided a quick comparison of premium features such as comfort, stability, safety, durability, innovative design details, and the shopper’s intended use, such as lakes, streams, ocean, or other waters. ![COaccessories](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/COaccessories.jpg) ![Perception_TruthLabel_01a](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/Perception_TruthLabel_01a.jpg) ![Perception_TruthLabel_01b](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/Perception_TruthLabel_01b.jpg) ![Perception_TruthLabel_01c](https://www.heinzeroth.com/hubfs/images/Client%20Work/Perception/Perception_TruthLabel_01c.jpg) ![HMG Mark-Secondary-Rev](https://www.heinzeroth.com/hs-fs/hubfs/images/HMG%20logos/HMG%20Mark-Secondary-Rev.png?width=70&height=70&name=HMG%20Mark-Secondary-Rev.png) Ready to get started? Great. We are too. 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