Creating Walmart’s first “phygital” packaging design

Lucidity Lights Inc.
Creative Director (Packaging), and Go-to-Market Strategist

In my role as Creative Director at Lucidity Lights, I oversaw four international DTC lighting brands: Catalina, Alsy, Tensor, and Creswell. Lighting fixtures from these brands were sold at Target, Walmart, Home Depot, and Lowe’s stores, under private labels, including Better Homes & Gardens and Mainstays, sold exclusively at Walmart locations.

In this role, I oversaw multiple comprehensive packaging redesigns for Walmart’s Better Homes & Gardens and Mainstays brands, which captured attention from the aisle and drove increased sales. The packaging changes included the creation of elevated yet efficient digital composite imagery, informational graphics, and interactive QR codes. These innovative enhancements:

  • Connected the retail and e-tail shopping experience for consumers through the use of QR codes

  • Unlocked dynamic digital retargeting ad capabilities from a print channel, a first for Walmart’s packaging

  • Improved customer engagement and sales, both in-store and online

Packaging box for a Victorian style floor lamp with a bronze finish, showing an interior living space with a yellow armchair, a small side table with a flower vase, wall art, and the floor lamp.

The Approach

I wanted the products to not only stand out on the shelf, but also to connect the retail shopping experience with digital. After all, the packaging can’t include too much information, or it will feel cluttered and less premium.

My strategy was:

  • Include informational graphics with clear dimensions to reduce friction in the path to conversion. We knew from research that consumers were often unsure of how lighting fixtures would “fit” in their space; this resolved that uncertainty.

  • Highlight key features with visual “callouts” on the side of the package, creating a “zoomed in” experience that consumers are familiar with from the web.

  • Incorporate a QR code that drives to the Walmart product detail page (PDP), to provide additional details on special features, showcase product videos, and critically: capture the visitor’s browser cookie to enable dynamic retargeting ads. While Walmart’s team didn’t share specific performance results, they did share that this approach was very effective in driving conversion for those who were in the consideration phase.

  • Create elevated composite (vs studio) lifestyle imagery, which was better for production timelines and budget. Our team’s talented packaging designer, Andrea Erekson, created the images and overall packaging design, adhering to Better Homes & Gardens’ strict brand guidelines.

A product advertisement for a Victorian style floor lamp with a bronze finish. The image shows the floor lamp's measurements, features, and design details including a frosted glass shade, ornate Victorian base, and a three-way switch for adjustable brightness.
The image features a modern living room with a yellow armchair, a small white side table with a tall vase of purple flowers, a framed abstract black and white art piece on the wall, and a floor lamp with a bronze finish and frosted etched glass shade. The top section displays the text "Better Homes & Gardens" on a gray background, and the bottom section describes the floor lamp as having a bronze finish, Victorian style, 5'10" overall height, a 3-way switch, adjustable brightness, and a frosted etched glass shade.
Interior room with a yellow armchair, a small side table with a glass vase and flowers, two framed art pieces on a white wall, a floor lamp, a white bookshelf with books, a gray rug and hardwood flooring.
Packaging box for a Victorian style floor lamp with bronze finish, showing a living room scene with a yellow armchair, a small side table with a vase of flowers, a modern art piece on the wall, and the tall floor lamp with a frosted glass shade.
Part of a living room with a white sofa and a blue pillow, a black metal corner shelf with potted plants and framed pictures, light pink curtains, and a light-colored rug.
Product box for a Mainstays 5' 9" Etagere Floor Lamp with a charcoal finish and frosted white shade, showing a photo of the assembled lamp and product details.

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