Point of Purchase Design for Convenience Stores- Part II

Posted by Jim Hollen on Apr 14, 2016 2:30:00 PM

In our last blog we discussed how we were able to leverage our point of purchase design experience to improve the merchandising effectiveness in the entrance area of a convenience store chain. We showed how the chain was able to use our stock SFL-Pinwheel displays to get product off the floor and create a better merchandising presentation. In today’s blog, we’ll look at an opportunity we saw to improve the merchandising approach for the candy and snack section of the stores.
Express Mart 4 Point of Purchase design
The candy and snack gondola was located at the center of the store. This gondola was a key profit engine for the chain, but it was cluttered and not well organized. We thought it was a bit tired and unremarkable. It was sandwiched by a wire gondola and stacked products. The merchandising presentation made it very difficult to find what you were looking for. There was nothing that differentiated it from other typical gondolas that you might see in a convenience store. The 3 pictures below show the gondola from different angles.
 
 
 
Express Mart 3 Point of Purchase design

Express Mart Point of Purchase design

Our solution was to redesign the gondola. We organized the products into easy-to find sections, added LED-lit acrylic header signs for each section, created slotted panels to allow for multiple hook configurations, designed adjustable wood and wire shelves that could be positioned straight or angled, and added LED lighting underneath the shelves. We also replaced the ugly wire end cap and stacked product with removable and configurable end caps featuring a digital media player to attract shopper attention. Our design is shown below with and without product.
 
 EXPRESS MART CANDY AND SNACK FIXTURE CONCEPTS Point of Purchase designEXPRESS MART CANDY AND SNACK FIXTURE CONCEPTS Point of Purchase design

Below we show several different variations of this gondola solution to illustrate the versatility and range of options available with this design. We designed some different treatments for the header signs, changed finishing colors, and added vinyl graphics in some of the scenarios to improve branding.
 EXPRESS MART CANDY AND SNACK FIXTURE CONCEPTS Point of Purchase designEXPRESS MART CANDY AND SNACK FIXTURE CONCEPTS Point of Purchase designEXPRESS MART CANDY AND SNACK FIXTURE CONCEPTS 6 Point of Purchase design

In our next blog, we will show how we redesigned the front-end check stand and counter area to improve the store’s merchandising effectiveness.


Topics: Custom Design, POINT OF PURCHASE DISPLAY, Custom Retail Displays, convenience store

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