Becton Dickinson Updates Displays

Becton Dickinson Consumer Products has created a second-generation, color-coded version of its modular power wing/floorstand display. The merchandiser supports the company's various elastic health-support products, which includes its Ace and Bauer & Black brands. The key to the display's flexibility is that it allows separate prepacked power wings to be connected back-to-back and attached to a floorstand to produce a permanent aisle display."We've often done temporary displays in the past, primarily as second-placement options and for products with seasonality, such as our fever-measurement lines," explains Bette Leogrande, manager of marketing and merchandising for the Franklin Lakes, N.J.-based company's consumer products. "In this case, we wanted to create a merchandising vehicle that offered a streamlined approach as well as flexibility to target any retailer's needs."The company typically has offered prepacked power wings in three widths: 30, 36 and 48 inches to meet the needs of its independent drugstores as well as pharmacies in larger supermarkets. But marketers found offering this many options complex and it burdened retailers with more inventory than they could handle.The solution came in providing one size for each of four power wings for the company's Ace woven-brace line, Ace neoprene braces, Bauer & Black precision brand support hosiery, and arthritis-relief products. Designed and produced by Henschel-Steinau Inc., Englewood, N.J., each power wing measures 14 inches wide, 48 inches high and 7 inches deep and is made of injection-molded plastic. A pole and base kit allows the retailer to connect any two power wings to make a stand-alone floor display."That approach made it very easy to target specific customer needs and allow them to display the products they wanted without having to create special mixes," Leogrande explains. "The mix-and-match approach provided a level of customization." Initial tooling costs were low, she adds, because the pieces could be created from Henschel-Steinau's stock tools.That four-option system was introduced last year and allowed the company to phase out its various other display options. In March, the company created a second-generation version now being used in Wal-Mart stores. The key difference comes in the three-piece hook system used to display UPC and pricing tags. On the Wal-Mart design, these include color-coded ovals on each product's tag. The colors correspond to positions on an outline of a running human body shown on the three-sided header. For instance, a yellow spot sits on the outline's foot, and all products used for foot ailments include a yellow oval on their hook tag.The riser includes a band of edge-lit acrylic on all three sides to provide a neon-like effect. "It really makes the display stand out in the pharmacy department and draws the consumer's attention to the color-coding key," Leogrande says. The display also features vacuum-formed side signs and headers with a three-dimensional Ace logo printed sideways and includes a color-coded tape measure to allow customers to measure their knee or wrist size."Our goal was to create a permanent display that was innovative, cost-effective and state-of-the-art," she says. "We also wanted to phase out the range of power-wing options we had to have available in stock. We were looking for display flexibility within our product groups, and this format achieves that."

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