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.