Marketers seek innovation in retail displays, contests - The Packer

Marketers seek innovation in retail displays, contests

11/30/2012 12:15:00 PM
Melissa Shipman


Convenience for retailers

Wada Farms Marketing Group LLC, Idaho Falls, has new bin options, including a 1,000-pound bin display that has a wood-grain texture and a more generic Idaho potatoes label to make it easier for retailers to offer several brands from one display.

“We pack several labels, so the previous display kind of had its limitations on the variety or label you could pack in the bin,” marketing director Chris Wada said. “This is branded only as Idaho potatoes, so it’s self-promoting in that way.”

Wada said the bin is convenient for retailers because minimal effort is needed to set it up.

Another new option is a specialty, secondary display that consists of a base for retailers to use to market specialty potato offerings separate from the traditional 5- or 10-pound bag displays.

“It’s a base that can be a semi-permanent display within the produce section and then shipping containers are sent in and placed directly into this base,” Wada said.

Ideally, Wada recommends using this base to display a variety of products.

“Every few weeks or month, a different item can be shown hopefully to get consumers to focus in on specialty items,” he said.

Shippers agree convenience for retailers is important for these displays.

“It can be set up in five or ten seconds,” Wada said. “I’m not sure how you could make it any easier.”

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