Tagged Ads Fit On Shelves

Little Rock, Ark. -- Following pilot programs with supermarket retailers across the country, Vestcom is rolling out its AdTags shelf-edge labels. The four-color labels combine a product image and message with a price and bar code.Using this type of shelf-edge advertising is unique, according to Gary Goff, vice president of in-store advertising for Vestcom, because "we're able to marry a CPG's branded advertising message with the retailer's shelf price label so they are one in the same."The top portion of the AdTag fits into the shelf channel just like a regular shelf price label, he notes. "We produce and distribute AdTags in line with all the retailer's shelf price labels for that week, and they all get put in the same envelope," says Goff. "That tells the scan coordinator at the store level that that AdTag is the official price label for the week. The AdTags are then hung with the other labels."The AdTags can be customized to fit each retailer's shelf profile. Goff says they are designed to match the size, look and feel of the retailer's regular shelf price labels.Since specific advertising images are attached to the shelf price label, each label is SKU-specific, ensuring precision placement, says Goff. The company is also able to include variable messaging for different promotions.Most AdTags are made of a paper-laminate label, says Goff. Some tags have been printed on vinyl, and the company can use whatever material is requested. While Goff couldn't state specific pricing, he would say the rates for AdTags are competitive with other traditional shelf advertising services.Research following a test pilot phase during the last two years showed an 11% average sales lift in the supermarkets where AdTags were used, according to the company.

Tagged Ads Fit On Shelves

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