shelf talker

shelf talker definition - business

shelf talker

A sign or card attached to a shelf in a retail store that calls shoppers' attention to the nearby shelved product. For example, a card with “new" in bright red letters might be used to identify a new product.

Has any research been done to indicate the effectiveness of shelf talkers? If effective, this seems an inexpensive method for spurring sales.

Research shows shelf talkers are the most powerful influence on increasing a product's sales once it is on the shelf. The power of shelf talkers is so great that major retailers generally restrict them to major brands such as Kraft, Procter & Gamble, Coca-Cola, and Johnson & Johnson, and to themselves. Smaller companies can work through this challenge by providing in-shelf, clip-strip, power-wings/end-panel, and floor displays. Target prohibits all of these to maintain its cool, uncluttered image. Wal-Mart permits displays but carefully restricts shelf talkers. Grocery, drug, and dollar chains provide the best opportunities for smaller companies to put in displays and shelf talkers.

Deaver Brown, Publisher, Simplysoftwarecd.com, Lincoln, MA

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