Research by in-store communications specialist Bezier has revealed that 'clear-floor' policies intended to reduce clutter are leading retailers to reject 40% of POS displays. Free-standing variants often fall foul of such policies.
However, the research also found that marketers could boost their chances of success by planning better.
Of the retailers polled in the DIY, grocery, health and beauty, and leisure sectors, 10% said material they were sent was inappropriate in its content or design, 1.6% said it was damaged upon receipt, and 8.8% reported it was 'totally irrelevant'.
Although clear-floor policies have been most implemented by supermarkets, the report found the practice was being extended to other sectors.
Such policies are holding up a Kimberley-Clark campaign to promote its aloe vera-enriched Andrex product. The manufacturer has been holding talks with retailers including Tesco, Sainsbury's, Morrisons, Asda and Waitrose about sending hand masseuses into stores to push an on-pack promotion offering holistic treatments in exchange for tokens.
But a Kimberly-Clark spokeswoman said Waitrose had declined to participate.She added that, while the other supermarkets were willing to allow brands to run promotional activity in their car parks, they were reluctant about branded activity taking place in-store. The exception is Asda, which will be allowing the hand massages.
Pic: Somerfield
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