A flexible modular retail display program for GAF roofing products
CLIENT
GAF, a leading roofing manufacturer, needed a versatile retail display solution to showcase its premium shingle products across stores with varying floor plans and space limitations. The challenge was to develop a more engaging brand experience that consistently reflects the brand, without requiring a different retail system for every retail environment.
PROJECT
MJE developed a modular roofing wall unit system designed to maximize product visibility, simplify merchandising, and give retailers greater flexibility in how they showcase GAF products.
Built around a versatile base unit, the system could be arranged in more than a dozen configurations, accommodating anywhere from 30 to 60 shingle sample boards. From compact aisle displays to larger multi-bay installations, retailers could select the configuration that best suited their available space.
Each display combined prominent GAF branding with educational panels highlighting product benefits, integrated literature holders, and convenient access to take-home samples. This allowed shoppers to examine roofing materials firsthand, explore product options, and make more informed purchasing decisions.
The modular design also eliminated the need for new tooling with each configuration, allowing the same core components to be adapted across different retail environments while maintaining a consistent brand presentation.
MJE provided project management and merchandising consultation, helping guide the program from concept through execution and ensuring the display effectively communicated GAF’s products and brand messaging at the point of sale.
RESULT
The result was a scalable retail display program that balanced brand consistency, product accessibility, and retailer flexibility.
With more than a dozen possible configurations, GAF could accommodate different retail footprints using a single modular system. The combination of hands-on sampling, educational messaging, and adaptable merchandising gave retailers a practical way to showcase roofing products while creating a more informative and engaging shopping experience.
