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
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