Vulcan Industries aids the successful rollout of a new brand with innovative display options.
As a first-time entry into the convenience category, a new brand of health drink required merchandising fixtures to penetrate a new distribution channel. In order to guarantee placement in the top 100 convenience store chains, a range of fixture options was needed. Manufacturing the right merchandising fixtures was crucial to drive successful placements in more than 58,000 locations.
Vulcan Industries initiated and produced a portfolio of 16 fixture designs. These 16 concepts were reviewed and narrowed to five. Each display was designed with function and utility in mind.
The folding wire rack, a four-shelf design with a small footprint, accommodates a variety of placement locations and channels. With sturdy wire construction, the under-shelf roller rack fits beneath cooler shelves or on a gondola. The freestanding display features flat metal shelves that allow for singles to be merchandised. The single-bottle gravity feed loads from the top to ensure proper product rotation. Placing product up front in the cooler door, the suction cup door merchandiser has a changeable graphic strip that offers flexibility in store signage.
Vulcan Industries achieved a successful rollout. 38% of the convenience store targets were sold and 49,000 fixtures were produced, resulting in 25,200 product placements. Over a two-year period, the health drink company tracked $27.3MM of incremental revenue and $7.2MM in profit.