The best way for up-and-coming brands to get on grocery store shelves, is to first get on the floor in a retail point-of-purchase (POP) display – especially for organic foods.
The Gotcha: not just any floor display will do the trick – they need to be expertly created and simple for the store to set up. Here’s a guide to ensuring a successful grocery floor display.
David vs. Goliath
Big consumer brands own grocery store shelves. They pay slotting fees to the stores, which is why you never see a new, independent product in a prominent shelf location or on an endcap. However, they have an Achilles Heel: they’re already well known, aren’t very creative and are relatively uninteresting.
Up-and-coming brands will have a major challenge getting on shelves but, if your brand and products are of interest to the grocery store buyer, they will find a way to put you on the floor – and you’ll want a floor display design that enhances your uniqueness and creativity. With a strong sell-through on these floor displays, you can earn you way onto shelves.
Floor Display Design & Fulfillment
While the retail display approval process is less rigid than for warehouse clubs like Costco and big box retailers like Walmart,
floor display designs tend to be more product specific with standardized styles typical relative to the type of product: boxes, bags, bread, coffee,
To ensure flawless delivery, you’ll want to establish a timeline for all decision making and approvals. This is the best way to ensure that all decisions are made in a timely manner and makes everyone accountable for the success of the program. Otherwise, you can easily miss crucial deadlines (especially around holidays), which is a great way to send your stress level through the roof.
Also, if your product to be featured on the floor display isn’t yet available because it or the packaging is still in development, just make sure you plan for some wiggle room to fit the planogram – you’ll want to avoid planning for 80 boxes to display only to discover that 66 will fit or both you and the retailer will take a big revenue hit.
Ease of Setup
Grocery floor displays often take the form of:
- Pre-Packed Displays: displays partially or fully “pre-packed” with your product
- Knock-Down Displays: corrugated displays shipped flat on pallets with your product (with optional airpacks)
The right form factor depends on the weight and size of the product, risk of damage during transit and how easy we can make it for grocery stores to set up the display. Pre-packed displays are the easiest to setup because you simply pull off the shrink-wrap and shroud, then it’s ready to go.
The “X” Factor
Of course, working with an experienced partner will ensure success. TPH Global Solutions has over 50 years of both retail POP display and packaging experience for food and other products sold in grocery stores. Not only can our expertise help you sell more products when you get the opportunity to do so, but we can also help you win the opportunity in the first place by being your design and supply chain consultant.