THE RETAILER RECEPTIVITY GUIDE - P2PIShelf Danglers/Wobblers Shelf Strips Side Panels Standees Shopping Cart Ads Take-One Dispensers Stanchion Signs Window/Door Signs Violators Tearpads

RECEPTIVITY GUIDE An Index of In-store Tactics

Used by Leading Retailers

In collaboration with:Published as a supplement by:

THE RETAILER

WELCOME TO GREAT NORTHERN INSTORE. DISCOVER THE FUSION OF A CREATIVE SHOP, SHOPPER INSIGHTS, ENGINEERING DISCIPLINE, MANUFACTURING CHOPS, AND SUPPLY CHAIN

LOGISTICS. WANT YOUR BRAND TO WIN? YOU’VE COME TO THE RIGHT PLACE.

Great insights, great design,

great execution, Great Northern Instore.

Let’s have a great conversation.

Call us at 800.558.4711.

greatnortherninstore.com | Where Insights and Marketing Intersect

You have in your hands something rather unique: a limited-edition book version of the Institute’s 2016 “Retailer Receptivity” guide. This is the third revision of our guide to how 49 in-store marketing tactics are received (or not) by 15 major U.S. chains.

If you’ve read this far, I’d hope it’s dawned on you that this modest little booklet is a keeper. Anyone who has to walk stores as part of their job will, by bringing this booklet along, be better informed and I’d argue, better looking than someone without it. You’ll notice that we’ve laid it out with certain competitors (Walmart/Target, Wags/CVS, etc.) facing each other for quick comparisons. I know – nifty idea.

The 2016 edition was created by the Institute’s editors and sponsored by Great Northern Corp. A downloadable iPad App version is also being made available through Apple’s iTunes store.

This booklet is a guide to what’s “often, sometimes or rarely” used by chains. None are listed as “never” used because few retailers are completely inflexible. Those who dare, win… sometimes.

However if, after all this, you persist in thinking you don’t need this booklet, at the very least take it back to HQ and hand it to a colleague who has shopper, customer team and/or merchandising responsibilities. I have a feeling they’ll be very… receptive.

William SchoberEditorial Director

3

Great Northern Instore, one of the largest independent turnkey display producers in North America, is proud to collaborate with the Path to Purchase Institute to bring you this thought leadership piece full

of essential information in this Retailer Receptivity Guide.

Our shopper marketing approach, illustrated throughout this booklet, is to create innovative solutions is based on extensive retail knowledge delivering precisely what will work in store for our clients. Our ability to balance their need for creativity with cost effective solutions that get products noticed at retail helps them achieve success with both ongoing programs and key product launches.

We hope you find the information provided in this piece useful as you develop in-store tactics. Our team stands by ready to be of service if we can help you achieve your goals.

Mike Schliesmann SVP, Business Unit Manager Great Northern Instore Great Northern Corporation

Endcap Displays Floorstands/Shippers Category Management Systems Racks

Secondary Refrigerated DisplaysSpectaculars/Lobby DisplaysDump BinsShelf Trays/PDQs

A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards

Demonstration/Sampling Kits

Digital Signage Ads

Endcap Signage Kits

Floor Clings

At-Shelf Product Demo/Sample

Header Cards

In-Line/Category Headers

In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers

Placeholders, On-Shelf

Security Pedastal Ads

Shelf Blockers

Printed Handouts

Price-Label Messaging

Shelf Talkers

Shelf Danglers/Wobblers

Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS

SIGNAGE/MEDIA

RECEPTIVITY BY CHAIN: GREEN = OFTEN USED YELLOW = SOMETIMES USED RED = RARELY USED

Power Wings/SidekicksPallets

4



A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS

SIGNAGE/MEDIAPower Wings/SidekicksPallets

RECEPTIVITY BY CHAIN: GREEN = OFTEN USED YELLOW = SOMETIMES USED RED = RARELY USED 5



A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS



HOW BRANDS WIN WITH GREAT NORTHERN INSTORE

INSIGHTS

BRIEFINGThe brief sets the strategic roadmap for the project, focusing on relevant business goals. We work with the brand and research teams to nail down the critical details.

DESIGN DEVELOPMENT AND INTEGRATED ENGINEERING SOLUTIONSThis is a balancing act. We take the winning concept, engineer and customize it to retail environments while maintaining brand integrity.

CREATIVE AND IDEATIONThis is where the magic happens. Our creative team leverages insights to develop a range of concepts. Key here is the collaborative process which delivers insightful solutions and lands on the winning option.

SEAMLESS EXECUTIONFor our customers, seamless execution means this—on time, on budget and out the door! Our shopper marketing approach is turnkey. That means from shopper insights, to the brief, to design, and execution, we handle it all.


“WE’VE BUILT THIRTY-YEAR RELATIONSHIPS ON INTEGRITY,

PERSONAL ATTENTION ANDBRAND SUCCESS.”

MIKE SCHLIESMANNSVP, BUSINESS UNIT MANAGER

GREAT NORTHERN INSTORE

MEASUREMENT AND OPTIMIZATIONHow well did it perform? Metrics provide best practice insights and enable us to learn what works to optimize for future programs.

ACTIVATION

To find out about our benchmark results related to the retail tactics described in

this booklet, call us at 800.558.4711 or visit greatnortherninstore.com/contact-us.



A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS



PETCO: Table displays positioned at the front of stores offer product samples and promote brand-sponsored in-store events.

MEIJER: Pallet trains, gondolas and endcap displays promote current campaigns in the retailer’s primary merchandising area: action alley.

CIRCLE K: Due to space constraints, smaller P-O-P materials such as cooler clings, door clings, power wings and merchandising strips are more common.

BJ’S WHOLESALE CLUB: Endcap displays often contain media carts that stock products under TVs running related video ads.

7-ELEVEN: Translite signs on Slurpee machines and adjacent Big Gulp soda fountains promote available flavors as well as related promotions and sweepstakes.

BEST BUY: Temporary displays are accepted, but the retailer is more interested in sophisticated endcaps and in-line displays designed to engage shoppers via interactive/demo capabilities.

WHAT’S HAPPENING ELSEWHERE?

15

BUSINESS GOALPurina research identified an opportunity to increase market share in the cat litter category.

SHOPPER INSIGHT Consumers did not like having to lift and carry heavy containers of cat litter.

PRODUCT INNOVATIONPurina created a lightweight product under its Tidy Cat brand.

CHALLENGEHow to convey the product innovation? Great Northern Instore designed an interactive display featuring the “Tidy Cats Lift Test.” Shoppers were invited to lift a generic package of traditional cat litter and then lift Tidy Cats.

CONCEPT & DESIGNGreat Northern Instore generated pencil sketches to get the collaboration flowing between our team and the client’s. We refined

the sketches into line drawings and then into 3D renderings. “Lift Test” mock-ups were created and tested in focus groups.

ROLLOUTThe Tidy Cats integrated campaign included: national TV, digital (website, banners, YouTube, cat-loving bloggers) and customized shopper activation plans for strategic retail accounts.

THE WINRetail confirmed it. As soon as shoppers picked up the container, they were sold. The display was inviting, colorful and had a fun headline: “Lift It to Believe It.” Plus it fit all the various retailer requirements. Incremental sales increased 54% to 99% in key markets.

PURINA’S TIDY CAT: A CATEGORY GAME-CHANGER


DISCOVER HOW GREATNORTHERN INSTORE

WORKS FOR YOU.LET’S TALK ABOUT

YOUR NEXT WIN.

Call us at 800.558.4711 or visit greatnortherninstore.com/contact-us.



A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS





A-Boards

Base Wraps

Balloons

Ceiling Signs

Checkout Ads

Checkout Dividers

Circular Rack Ads

Cooler Clings

Counter Cards


Digital Signage Ads

Endcap Signage Kits

Floor Clings


Header Cards


In-Store Radio

Outdoor Signage

Neckhangers

Inflatables

New Item Showcases

Pole Toppers



Shelf Blockers

Printed Handouts


Shelf Talkers


Shelf Strips

Side Panels

Standees

Shopping Cart Ads

Take-One Dispensers

Stanchion Signs

Window/Door Signs

Violators

Tearpads

Wall Banners

MERCHANDISERS



Shopper Marketing is about more than apps and digital coupons. We know a campaign

can live or die at the point of purchase. So we translate consumer insights. We design,

prototype and test solutions. We work with brand managers to align design strategy,

engineering, manufacturing cost, and ROI. It’s the magic we call brand-building solutions.

The result? You win. Meet our trend spotters. Call us at 800-558-4711.


TREND SPOTTER“WE’RE A CREATIVE SHOP WITH THE SKILLS OF AN ENGINEER

AND THE MANUFACTURING CHOPS TO PULL IT OFF.”DAN SABANOSH, DIRECTOR, SHOPPER MARKETING

Documents

THE RETAILER RECEPTIVITY GUIDE - P2PIShelf Danglers/Wobblers Shelf Strips Side Panels Standees Shopping Cart Ads Take-One Dispensers Stanchion Signs Window/Door Signs Violators Tearpads