New innovative Shelf -Talkers by Display Developments
(PRBuzz.com) May 23, 2012 -- In-store campaigns have returned to relatively low-tech tactics, but with more of a sophisticated strategy than ever before. Low-tech doesn't mean low-impact. Marketers are now relying on old standbys like shelf-talkers and end-cap displays.
Shelf-talkers, POS displays, in-store specials - they're all meant to help grocery shoppers make up their minds. Moreover, collaboration between retailers and manufacturers has grown increasingly complex.
Manufacturers competing for shelf space are paying more attention to what retailers want from in-store promotions.
Campbell Soup, an American producer of canned soups and related products, opted for shelf-talkers rather than more expensive sampling or end-cap displays. Many grocers think shelf-talkers are overused, but Campbell "felt something on-shelf would help shoppers locate the product a lot faster" among hundreds of soup varieties.
To introduce some new recipes Campbell's promotional agency and Performance developed a 2-sided shelf talker that included both a wheel with the general meat categories and fold-out take-one pads with the detailed recipes.
The wheel was printed on a heavy vinyl and the body of the talker was printed on a lighter vinyl, folded and taped. The wheel was attached to the body of the talker, and the reinforced take-one pads were then taped to the talker. The shelf talker is designed to stick out on the aisle and can be a point of sale display.
Nowadays, manufacturers with direct-store delivery use their own delivery staff to handle merchandising, and can easily customize displays to each store.
Display Developments offer shelf edge talkers that are manufactured in 1mm clear pvc and can be displayed above and below shelf. The company also offers brochure holders, chalkboards and display cases.