Convenience stores are a major channel for beverage sales because they generate high volume and present a unique opportunity to launch new products. Todd McFarland, category manager for beverages at Exxon Mobil Corp, Fairfax, Va., spoke to
Chicago -- Providing customers with clear, concise and compelling P-O-P materials is especially challenging in home centers, where the sheer number of products and their complexity can overwhelm even the most patient shoppers.
P-O-P will especially help shoppers navigate the pathways, create overhead identities and help organize products within categories, he explained. Integrated fixture designs will simplify complicated categories and organize products more clearly.