HBA Speakers Discuss In-Store Marketing's 'Arrival'

Has in-store marketing finally shed its reputation as the neglected stepchild of the marketing world?That question was posed Sept. 27 by speakers at the Health & Beauty America Expo in New York City. It was prompted by a Sept. 21 article in The Wall Street Journal titled, "In a Shift, Marketers Beef Up Ad Spending Inside Stores." Among other topics, the article examined Procter & Gamble's "First Moment of Truth" initative, which aims to raise in-store marketing "from an art to a science," according to Dina Howell, P&G's Director of First Moment of Truth.The fragmentation of mass media has given in-store marketers new clout, says Benjamin Weshler, CEO of DSI Group and a speaker at the HBA Expo. Weshler said that changing media habits "has led to an unprecedented focus on the importance of point-of-purchase in-store merchandising as an essential and vital part of the marketing mix."That point was seconded in a presentation by Alan Foshay of Rapid Displays, who cited the article and noted that brand marketers' attitudes toward in-store marketing seems to be changing. "The reality is, a 30-second commercial is no longer your most impactful vehicle. It's what you can do in-store or on package."The in-store industry has assumed an "Alice in Wonderland" quality with the arrival of digital signage systems, self-checkout kiosks, plasma screens and other accoutrements, which have transformed the retail landscape, Weshler said. "The real challenge is how to apply these technologies to engage, inform and educate consumers at retail."Weshler illustrated the power of in-store marketing in several case studies in his presentation. In one, Levi Strauss & Co.'s Dockers produced customized digital signage for J.C. Penney's existing brand fixtures that allowed shoppers to learn more. The effort resulted not only in a 30% sales increase but in measurable shopper insight revealing that 66% of department traffic interacted with the brand.In other presentations at the show:A close relationship between marketers and P-O-P suppliers can be beneficial for both, according to Michael Livoli of Unilever's Axe brand and Kelley Thornton from Shorewood Display. "Our goal is to work seamlessly to bring two disciplines together for the maximum effect," said Thornton. The partnership is particularly crucial considering that about 30% of Axe sales comes from display merchandising, said Livoli. Coty, Inc. built off the successful 2004 U.S. launch of its Rimmel brand (see Related Articles) with the introduction of two new SKUs, Volume Boost and Jelly Gloss. The brand's P-O-P partner, Diam International, helped Rimmel create merchandising that "make each product a star," according to Coty's Spicer Khakoo, who co-presented along with Diam's Joe Berzok.

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