Somerfield is raising its promotional game and has particular enthusiasm for the free-standing display unit's power in-store
Merchandised displays play an important part in optimising visibility for brands in-store.
They often feature as free-standing units placed strategically in aisles or at footfall hot spots alongside popular ranges.
This week we have focused on these types of display units and their role in promotional activity.
There were seven prominent branded free-standing units visible across retailers' promotional feature space this week displaying well-known household names: Duracell, Heinz, Hellmann's, J20, McVitie's, Walkers and Wolf Blass.
While all retailers use free-standing display units to some extent, Somerfield accounted for half of the branded merchandised displays recorded this week. Free-standing units account for 5% of all Somerfield's promotional display activity.
Branded free-standing display units, thanks to their very nature, will promote only one company's products, unlike gondola ends, which are often shared.
As is shown in the above photograph from the Hellmann's display in a Somerfield store, the free-standing display accommodates the Hellmann's logo, its signature mayonnaise along with its better-for-you variants, as well as its range of salad dressings. The offer invites shoppers to purchase any of the featured products for £2.
Somerfield has raised its promotional game across the board in recent weeks, as our retailer chart indicates. This week it accounted for 13% of all promotional activity.
This compares with an average of 8% two months ago, which led to the retailer being a recurrent resident at the bottom of our retailer chart.
Based on its increase in individual promotions, Somerfield has replaced Tesco in this week's Promotrack chart rankings.
The latter, although a gargantuan promoter, favours using large gondola ends to highlight one or two particular brands rather a myriad of them.
Merchandised displays play an important part in optimising visibility for brands in-store.
They often feature as free-standing units placed strategically in aisles or at footfall hot spots alongside popular ranges.
This week we have focused on these types of display units and their role in promotional activity.
There were seven prominent branded free-standing units visible across retailers' promotional feature space this week displaying well-known household names: Duracell, Heinz, Hellmann's, J20, McVitie's, Walkers and Wolf Blass.
While all retailers use free-standing display units to some extent, Somerfield accounted for half of the branded merchandised displays recorded this week. Free-standing units account for 5% of all Somerfield's promotional display activity.
Branded free-standing display units, thanks to their very nature, will promote only one company's products, unlike gondola ends, which are often shared.
As is shown in the above photograph from the Hellmann's display in a Somerfield store, the free-standing display accommodates the Hellmann's logo, its signature mayonnaise along with its better-for-you variants, as well as its range of salad dressings. The offer invites shoppers to purchase any of the featured products for £2.
Somerfield has raised its promotional game across the board in recent weeks, as our retailer chart indicates. This week it accounted for 13% of all promotional activity.
This compares with an average of 8% two months ago, which led to the retailer being a recurrent resident at the bottom of our retailer chart.
Based on its increase in individual promotions, Somerfield has replaced Tesco in this week's Promotrack chart rankings.
The latter, although a gargantuan promoter, favours using large gondola ends to highlight one or two particular brands rather a myriad of them.
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