Shopper Marketing - August 2016 - 75


Dr. Scholl's
This small corrugated PDQ unit from Bayer generally does a fine job displaying rather oddly
shaped packages so shoppers can see the benefits and design of these foot care items. The
manufacturer even added small elastic
bands to help keep the products in the
display during shipping and while on the
shelf. One minor glitch that could and
should have been prevented: the products
are reversed in relation to the position of
the copy on the display. This might cause
shopper confusion or, worse, selection of
the incorrect item and a store return.
... minor glitch.

Allegra
Corrugated pallet displays can
be a double-edged sword. On
one hand, they hold a lot of
product and provide a "billboard" for product info. But if
they are poorly structured and
under-promoted, the product
sits and the retailer wastes
valuable real estate on a slowmover. This half pallet from
Sanofi's Chattem has little
chance of failure. The structure is excellent, the product is
neatly arrayed for easy shopping, and the display allows for multiple "sell"
messages and high-value promotional tearpads. Toss in bonus packs and wrap it all in
a bright, eye-catching color, and Allegra has
a major winner - one of the best efforts I've
seen in quite a while.

... set up for success.
Joe Ricci is an industry expert in
P-O-P merchandising. He is the
founder of Beacon Concepts Inc.,
Surprise, Ariz. Please offer your
comments to him at jericci@cox.net.
AUGUST 2016 SHOPPER MARKETING y

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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
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