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Pack Fixtures In Supermarkets
Research Conclusions
The results of tests conducted on pack merchandising methods the last 13 years
yield one consistent result:
RJR pack sales and share of pack sales are maximized with a strong presence
at the checkout.
Pack fixtures incorporated into checklane merchandising for other categories
generate higher sales and share than front-end fixtures not part of the
checkout. Beltline racks, universal merchandisers and express checklane
displays (in conjunction with another industry fixture) will generally yield
higher RJR sales and share than centralized spinners or gondola end frames.
Research Results
Three major package merchandising tests involving various pack fixtures and
locations in supermarkets have been completed. The objective of each test was
to identify the method that yielded the highest RJR share and total category
pack sales. Attempts were made to measure pack shrink in two of the tests,
but results were unreliable.
UPM's Versus CPM's
Von's. Los Angeles - 1990
Test objective was to determine the financial value to RJR of having RJR
package fixtures in a major chain versus Philip Morris' package fixtures. RJR
centralized and universal package fixtures were tested against Philip Morris
centralized fixtures. RJR's universal fixtures included flighted pack
promotion using promotional toppers of the fixtures. RJR load plans placed
RJR brands in the top section of each fixture, while RJR brands were located
at the bottom of the Philip Morris fixture. Two centralized fixtures were
used in each store and located near the first and last checkouts. Two
universal fixtures were used in each store, located at an express checkout and
a frequently used regular checkout.
Results
RJR centralized versus PM centralized:
RJR's share of pack sales was a significant 3.9 share points higher with
the RJR fixtures.
There was no significant change in total category pack volume.
There was no difference in RJR share of total cigarette sales (packs and
cartons ) when either the RJR or PM spinner was used.
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