Shopper Marketing - August 2016 - 133


Signs

merchandiser
25.9%

73.3%

Checkouts
14.7%

0

10

20

30

40

50

60

Center
we're
quoting out things it does comes down to cost. But What do you think of working with just one turnkey
store/promo
P-O-P supplier?
when
I personally
am working, I want folks
who do not
We don't/rarely
Mobile/crowd-sourcing*
Lobby/entrance
3.9%
The advantage of working with one turnaudit gotten RODRIGUEZ:
service
7.4%
make
me keep hounding
them to see if they've
key11.1%
supplier is consistency in quality and value delivmy emails. That's the most annoying thing. 11.1%
*For example,
Quri, Gigwalk,
Thisetc.allows you to have a partner rather than a
I've had to have talks with people's bosses:
they Field
getAgent,ered.
the initial order, and then they disappear and I can't get supplier, and one that is invested in your mutual success.
MARRONE: When you work with one turnkey vendor,
a response!
Which factors are most important in affecting a retailer's
Are the following chains accepting fewer
MARRONE: The qualities I find very important are they get to know you, there's little learning curve and
decision to accept vendor-supplied P-O-P?
or more displays than in the past?
is expedited
more efficiently.
Basihonesty,
goodintroduction
turnaround and the latest in packaging account management
Fewer
Same
More
New product
technology and manufacturing processes. Cost is not
the cally, they react to requests and issues more quickly.
56.7%
18.2%
54.5%
Kroger
The
disadvantage
to27.3%
that is that things
can become
most
important
thing.
Customized
for their
stores
and you're affected by their internal issues.
46.7%
STRINGER: We deal with vendors that help us with
de- complacent,
44.1%
44.4%
Albertsons 11.1%
sign
work. We
also
purchase
Coordination
with
seasonal
eventsour corrugate from them: If they go out of business or fall out with their freight
36.7%
ship your stuff,
risk. I don't
they cut it, stack it and ship it to us; we then build it,
and company
15.0%you're at40.0%
Walmartand can't45.0%
price reductions
believe in putting all my eggs in one basket.
doAdditional
the pack-out
and shipping pretty much all in-house.
33.3%
50.0%
31.3%
Target 18.8%
We want a vendor to take the time to understand the
obConstruction/materials
jectives we're trying to achieve from a shelf-back or shop- The more traditional way is to manage a stable of
23.3%
7.1% - what are
64.3%
28.6%
Meijer
vendors
your views on that?
per standpoint, as well as the way we and our cross-func- P-O-P
Cross-promotion with other products
tional partners operate. That type of intimate knowledge
is STRINGER: We don't have a large stable of providers, but
16.7%
66.7%
25.0%
Costco 8.3%
absolutely critical. And all of that then flows into the design we have a couple. We like that model because you have
Fees provided for placement
but you're also getting
work, which is the biggest thing. That's a big, big deal.
16.7% contingencies,
63.6% fresh thinking
18.2%and
Walgreens 18.2%
Collateral (signs, price cards, etc.)

13.3%

INSTITUTE ANALYSIS: A caveat is in order here. The charts
Manufacturer/third-party
setup
gauging how well individual chains do or don't perform on
10.0%
certain tasks (opposite page and below, left & right) are included
Size/weight
here merely as "indicator" research. Our survey respon3.3%
dents don't always have comprehensive, chain-by-chain
knowledge, some may answer based on a perception, and
0 sometimes
10 the most
20 knowledgeable
30
40
50 shy away
60
respondents
from answering altogether. We'd suggest using these charts

How well do these chains perform in terms of chain-wide
execution of programs they accept at corporate?
Excellent/Good

Costco

Average

How receptive are the following chains to
new or unusual P-O-P ideas?

Poor/Awful

70%

Sam's Club

77.8%
11.1%
Ahold 11.1%
as conversation starters with your team members to see if
there areCVS
any problem
areas to be addressed
or opportunities
36.4%
54.5%
9.1%
being missed.
The "receptivity" chart (below, right) is a good example:
78.6%
7.1%
Sam's Club 14.3%
Albertsons may indeed be more open to "new or unusual"
ideas as its management has been shifting in recent years;
0 also just reflect
25
50that Albertsons
75
this rating may
the fact
tends 100
to accept a lot of displays in general.

20%

66.7%

Very Receptive

10%

44.4%

Target

42.9%

42.9%

Meijer

41.7%

50%

37.5%

14.3%

Meijer

61.5%

38.5%

8.3%

Costco

44.4%

22.2%

Walgreens

CVS

33.3%

44.4%

22.2%

Albertsons

64.7%

14.3%

71.4%

Ahold
25

50

54.5%

55.6%

CVS

40%

60%

11.8%

Walmart

36.8%

63.2%

14.3%

Sam's Club

23.1%
0

75

45.5%

44.4%

100%
0

20%

62.5%

33.3%

23.5%

80%

Target

55.6%

Walgreens

Walmart

100%

Kroger

33.3%

Kroger

Albertsons

Not Receptive

76.9%
25

50

75

100

100

Source: P2PI.org/Shopper Marketing P-O-P Trends Survey (June 2016)

7



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

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
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