Creating a winning merchandising strategy with 3DEXPERIENCE

WD-40, a California-based manufacturer of household chemicals, including its signature lubricant of the same name, needed to expand its brand presence throughout Europe. The company needed a way to easily design and deploy its brand merchandising proposals in an attractive way to retailers.

Although many consumers easily recognize WD-40’s products through its distinctive blue and yellow can, this wasn’t enough to attract shoppers’ attention when walking through a store. What WD-40 needed was a more impactful merchandising strategy and better execution at retail to increase their flagship product’s market penetration.


Adopting Dassault Systèmes’ 3DEXPERIENCE® platform, they managed to design the most effective merchandising strategy for each retailer. Using virtual technology, WD-40 was able to optimize growth and brand revenue at the point of sale by defining the best shelf-space approach for both product line and category. The cloud-based version of the solution offers a collaborative environment to share ideas and effective merchandising strategies with their ecosystem in a much easier way.


Since deploying the solution, WD-40 finds it much more efficient and effective to promote their category management proposals to retailers especially when referencing new products. The engaging approach to visually illustrating merchandising plans helps promote new innovations much faster. By involving retailers’ merchandising department earlier, they feel more involved and provide better feedback.


Coming up with the best planograms, or merchandising plans, is an important first step. Educating their sales teams and convincing stores to apply them is the task ahead. WD-40 hopes that the 3DEXPERIENCE can be used by all their business units in Europe to create and promote their 3D planogram recommendation to retailers in their sector. This will help increase the number of selling points that buy into their category management proposals.


Check out the written case study to get more details on how the 3DEXPERIENCE platform on the cloud is helping WD-40.

Maryann Dennehy

Maryann Dennehy

Maryann is a Senior Communications Manager on the Dassault Systèmes corporate publishing team. She’s been with the company for over 13 years, in roles ranging from marketing communications, creative and branding manager to marketing programs manager. Twitter: @3DMTL