Shopper Marketing - August 2016 - 25
phones. Also, a TV tower display has live video
playing on each model, enabling picture and
sound comparison. Lastly, a Garmin Vivofit
activity tracker display allows customers to
touch the product while watching an instructional video.
The interactive merchandising is housed
in a maple-laminate, slatwall-anchored bookcase system, and product is organized by category within the bookcases and in freestanding aisle displays placed on a diagonal to spur
customer approach.
Because truck drivers and traveling business people typically enter stores from different sides, Love's and DAS had to begin
awareness outside with pump topper signs.
Tech-related circulars waited at the entrances
and related posters adorned the restrooms.
"Mobile Tech" signs hang from the ceiling to
distinguish the mobile zone from "Truck and
Auto" and "Travel Gear" areas. The area is positioned along the highest-traffic aisle leading
to and from the restrooms.
The collaboration between Love's and DAS
won a Convenience Store News store design
award in 2015, and store sales have increased,
as have shopper traffic and dwell time in the
area. "Love's has been able to establish itself
as the leading destination for leading electronics on America's highways, while driving
significant incremental sales and insuring opSM
erational efficiencies," Sloan says.
RETAILER: Love's Travel Stops
MANUFACTURER: DAS Cos.
KEY INSIGHT: Truck drivers say travel
centers are their leading mobile electronics channel option. Traveling business people require being connected for
work and entertainment.
ACTIVATION: The retailer rolled out
a store-within-a-store concept called
the "Mobile to Go Zone" that turned a
stagnant apparel area into a modern,
interactive place to capture sales in the
high-growth electronics category. Love's
expects to have adopted the concept at
300 locations by fall.
AUGUST 2016 SHOPPER MARKETING y
25
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
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
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