We are really excited about the new series of Dragons Den on the BBC, where the good, the bad and the hapless come to pitch to the dragons to invest in their innovative business ideas.
One excellent pitch from the last episode involved husband and wife team Collette and Geoff Bell showcasing their product "Shampoo heads"; a new branded range of hair care products specifically designed with children in mind.
Boots the chemist are a UK and ROI based pharmacy chain. The huge company has been so convinced by the products design, manufacturing and marketing strategy that it has decided to place the products into a gondola end display unit in every Boots store in the UK for a four week period for free!
Retail stores normally charge a premium to brands to display their products on the gondola ends as these are areas which experience high consumer traffic and therefore drive increased sales.
A gondola end display is either a temporary or permanent structure that is normally located on the end of the aisle in supermarkets and retail stores. These displays will usually feature an eye catching design, bright colours, big bold logos and even large floor stickers to draw the consumer's attention to the product on offer.
Gondola ends are typically used by brands to promote new products or products which have a limited time promotional price, for example.
The process of setting up a new gondola display works like this:
Brands (e.g Glaxo Smithkline) will employ the services of a field marketing agency to handle the installation of a gondola display. Field marketing agencies will then use promotional staff and/or field merchandisers to go into the retail store to construct, set up and stock the gondola end.
Retail stores change their promotional offers and new line promotions regularly so promotional staff can find this a regular source of promotional work.
The promotional staff personnel may also be required to return to store periodically to check the status of the gondola end display.
The promotional staff member will feed back a variety of information to the field marketing agency such as number of units sold, condition of the display, quantity of stock remaining etc.
Field marketing agencies will in turn feed back this information to the brand to enable them to make further decisions about how to manage the promotion, commit more stock and ultimately drive more sales.
We wish Shampooheads the very best for the future and hope that their securing of the Boots contract is their springboard to success!
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