SuperValu

"This clever, two-sided corrugated floorstand was intended to get shoppers' attention in the baby aisle, not to hold products. Supervalu used a graphic of a toddler reaching for a mobile, while the mom to mom private label products are stocked in the adjacent in-line section. The mobile is battery-powered (and aided by air currents) to create eye-catching movement."

The supermarket operator is reducing clutter -- from shelf tags to wayfinding -- to improve improve in-store communication.