Winning At Checkout

How seasonal merchandising captured shopper attention.

HOW WE DID IT

For 30 years, Acosta’s FrontLine Marketing division has executed customized, turnkey merchandising display programs in the highest-visibility areas of the grocery store: the checkout and pharmacy. These locations are ideal for driving the purchase of forgotten or unplanned items and providing a high-impact secondary placement that protects against price comparisons at the shelf and drives shopper engagement.

This element of our display programs drove substantial success with longtime partner Johnson & Johnson and its sun care brand, Neutrogena Sun. Leading into the summer season, we positioned the brand at the checkout of one of our largest retail partners, Albertsons-Safeway, marrying the perfectly timed product with the perfect location.

Before the execution of the program, our team used our proprietary retail distribution dashboard to determine which of the client’s UPCs were most widely available at retail and recommend the items likely to drive the most significant product velocity. Once we selected UPCs, we partnered with the retailer to request incremental product orders to ensure sufficient inventory was available to stock the display and meet increased demand.

After we completed the program, FrontLine’s Research & Analytics team conducted a matched panel analysis using our proprietary modeling program to determine the program generated a 50% incremental product sales lift for Neutrogena Sun, delivering a strong ROI for the client.

The success of this program was due to several factors, including our strong partnerships with the client and retailer. But this program’s success is not a one-off occasion: FrontLine Marketing’s perimeter display programs drive incremental product sales across brands and categories. Our sole objective is to get our clients’ products out of the aisle and into the cart.