Anime Town: 5× Shelf Capacity
Removed packaging and cut prices 20%, fitting five times the stock on a smaller post-lockdown expo booth and growing revenue 20%.
The context
Post-lockdown, Anime Town faced flatlining sales, oversupply, and smaller booth allocations at expos than the pre-COVID norm. The conventional play would have been deeper discounts on a reduced selection.
The problem
A smaller expo booth meant fewer figures on display, which meant lower discovery and lower sell-through. Cutting the catalogue would have compounded the problem. The store needed a way to fit more inventory into less space without devaluing the product.
The approach
Analysed sales, inventory turnover and per-figure shelf footprint to identify packaging as the binding constraint on booth display capacity.
Modelled the economics of removing packaging combined with a 20% retail price cut.
Made the change as one move, sized against the booth's actual dimensions.
The results
5×
Shelf capacity
250 units on display vs. 50 previously.
−20%
Retail price reduction
Paired with the unpacking move to lift sell-through.
+20%
Revenue growth
Despite the reduced floor allocation.
Removing packaging let the booth carry roughly five times the previous on-shelf stock (250 units vs. 50), and the 20% price cut converted the extra visibility into sales. Revenue grew 20% despite the smaller footprint.
What it ran on
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