‘Silent Salesmen’
Of course, there is definitely still a place
for a well-conceived and constructed “pa-
per collateral”—bottle neckers, shelf talk-
ers and table tents. The important thing
is to understand how the retail landscape
has changed, according to Gary Clayton,
VP and director of marketing at Paster-
nak Wine Imports, which carries labels
from Cave de Lugny, Los Vascos, Valdo
and more. “In the past, it was one size fits
all,” says Clayton. “That still happens, but
the market is so dynamic these days. One
of the macro changes in the industry is a
shift from establishing national POS pro-
grams to more targeted, customer-focused
As an example, the importer recently
worked with Whole Foods in California
on a cross-merchandising promotion with
the chain’s fish counters. Where legal,
the in-store materials allowed customers
to receive a dollar off seafood purchases
when they also bought a bottle of Cave
de Lugny Chardonnay. “Part of the objec-
tive was to create multiple displays and
merchandise sets, both in the wine de-
partment and outside of it in the seafood
department,” says Clayton. Pasternak
conducted a similar promotion with HEB
stores in Texas, offering consumers $2 off
store flowers with a purchase of Valdo
Prosecco, an ideal Mother’s Day or Valen-
tine’s Day tie-in.
Clayton says the trick to a successful
POS program is to make it simple and
functional: “It has to be easily accessible
and simple in its approach. Everyone
throughout the chain has to understand
what’s going on, from distributors to
store managers, to the people stocking
the shelves in multiple departments.” In
turn, attractive, well-placed collateral—
whether it’s as grand as a lifesize Captain
Morgan or as small as a Chardonnay neck
hanger—generates added value, not just
for the wine brand in question, but for the
store identity as a whole.
POS marking holidays is a natural way to
capture shoppers’ attention and turn it into
impulse sales, not to mention give the store a
fresh look.
Superior graphics and printing are the norm
today, giving retailers an opportunity to both
enhance the shopping experience and flag new
products. Case cards and shelf talkers such
as these for Diageo’s new Once Upon a Vine
brand draw shoppers in with catchy artwork
and text that complements the bottles.
On-premise POS is typically more subtle.
Lucid smartly used fountains (above), spoons,
glassware and balanciers (individual drip delivery
systems) to support their absinthe, prompting
curiosity from anyone within eyeshot.
It’s not just about the materials you use,
but how you display them; remember that
the ultimate look reflects on the store, not
just the brand.
Know the law; rules governing certain
promotions (e.g., sweepstakes, discounts)
vary from state to state.
If you make your own shelf talkers, create
a consistent look in terms of size, format,
lettering or type, color, logos, etc.
Take advantage of novelty: POS case
cards, neckers and other signage are
especially important for new brands.
Shoppers have different budgets and
notions of value; using signage to promote
wines at various prices communicates an
awareness of diverse interests and budgets.
Take advantage of holidays and
seasonality to freshen up your look of your
store using POS materials.
tips for optimizing
pos signage
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