A key strategy for new product introduction and heightened exposure for existing product lines is the use of floor displays placed for a finite sales period.
There is a definite risk/reward proposition for all stake holders in these programs.
It is all about sell through.
High sell through increases the likelihood of repeat opportunities, while an unsuccessful program means unrealized sales and margin, and a credibility issue
How does your Off-Shelf Program get to retail?
Many times the shipper goes through the retailer’s distribution center which can mean shipment over weeks, not days.
Or, shippers can be sent direct to store via third party, with no set delivery schedule.
Once in store, the display is either set up by the retailer, who is trying to contain in store labor or a third party merchandiser who is assigned an execution window, not a specific schedule.
The odds of all this coming together successfully are not great.
So how can you ensure your chances for success?
Sounds simple, but make sure your display gets onto the sales floor.
Low placement percentages will kill a program, and if you are not getting the majority of your shippers up at the very beginning of the on sale period you are losing valuable sales time. The combination of these two virtually assures a failed program.