Shopper Marketing - May 2016 - 100


RICCI AT RETAIL

Odds and Ends

1

Packaging, positioning, execution
and a beehive
1 Dreamfinity
I've seen a lot of products packaged in peculiar ways over the years, but these mattresses
from Comfort Revolution's Dreamfinity really
caught my attention. Spurning traditional onthe-floor bed settings that encourage shoppers
to lay on sample mattresses, this club store
opted for the strikingly different mattress-in-atube approach. There are even carry handles
built into the plastic ends. It certainly is a unique
way to sell mattresses, but I think I would prefer
to shop the old-fashioned, test-them way.
2

... good
communicator.

100

y SHOPPER MARKETING MAY 2016

... mattress in a tube.

2 Paper Mate and Sharpie
Quite often good displays end up in positions
that are not exactly where the brand intended.
Newell Rubbermaid took the extra step of listing its brands on the back of this nice little corrugated floorstand so that shoppers approaching
from behind would know what was on the other
side. It cost Newell virtually nothing to add value
to the display and increase chances of reaching
a potential customer. The concept isn't anything
earth-shaking, but smart merchandising and forward thinking like this always give some brands
that winning edge.



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
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