Term
| 3-D shopping environments |
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Definition
| A display designed to attach to the roof of a vehicle that can be used in a dealer showroom or for street marketing. |
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Term
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Definition
| The theory that a product in a store should convey its value proposition within five seconds from at least five feet away from its position. Warehouse club operator Costco is generally credited with establishing the practice. |
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Term
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Definition
| A specific goal set by a brand to have shoppers and retailers buy a product faster than expected or planned for. |
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Term
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Definition
| A premium or incentive offered to a prospective buyer to secure purchase. The term is used most commonly in the financial services industry. |
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Term
| account-specific promotion |
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Definition
| Marketing activity that's customized by a product manufacturer for a specific retail partner. Typically used in reference to campaigns in which the retailer is not involved in development but simply accepts the product manufacturer's program. |
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Term
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Definition
| A store aisle in which promotional items are displayed. Also referred to as a "power aisle." |
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Term
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Definition
| A store's main thoroughfare, often the first sales area that customers see upon entering, and considered to be prime real estate for promotional merchandising. Originally used to denote Walmart's power aisles, the term is now often used generally. The alleys, in general, can be found up front, near checkout, or in the back of the store. |
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Term
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Definition
1. The implementation or execution of a marketing plan
2. A purchase action taken by a shopper that's triggered by an in-store marketing activity (display, discount, sign, promotion, impulse, etc.)
3. The translation of shopper insights into actionable marketing activity. |
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Term
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Definition
| A group of non-competing stores operating under an alliance to benefit from volume purchasing or to gain exclusive territorial rights to market certain products. |
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Term
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Definition
| A retailer participating in an affiliated chain; or a retailer participating with other retailers in cooperative wholesale purchasing. |
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Term
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Definition
| A wholesaler that hosts a group of affiliated retailers; or a wholesaler who is a member of an affiliated wholesaler group. |
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Term
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Definition
| A style of corrugated shipper in which the structure of the display forms the shape of an "A." |
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Term
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Definition
| Broadly defining and grouping a shopper segment under a universal concept or theme. |
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Definition
| A movable merchandiser used to block a closed checkout lane. |
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Term
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Definition
| A wire extending above an open aisle that sometimes carries branded flags and pennants. |
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Term
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Definition
| A sign hanging perpendicular to the shelf on which it is attached, thereby sticking out into ("violating") the aisle. |
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Term
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Definition
| Two-pronged method of testing a new product's likelihood of success through internal (alpha) and marketplace (beta) tests. |
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Term
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Definition
| A product display that contains products from outside parties that did not pay for its manufacture or placement. Also used to describe the inclusion of a non-participating product within a store-wide seasonal program or other campaign. |
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Term
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Definition
| An area outside a gas station or other retail outlet in which merchandise displays are placed. |
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Term
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Definition
| Signage running above an aisle from one gondola to another. |
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Term
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Definition
1. The program through which certain items are ordered to be shipped by a vendor to a warehouse and then to a store.
2. Building a display from component parts.
3. The area of a P-O-P production facility devoted to assembling and kitting display components. |
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Term
| attach-to-merchandise display |
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Definition
| A display that attaches directly to the merchandise. The display usually provides some necessary informational messaging. |
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Term
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Definition
| A static sign attached to a shelf enhanced by the addition of customized audio capabilities, usually activated by push button or motion detection. |
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Term
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Definition
| A process through which the retailer's headquarters (or authorized wholesale grocer) approves and delivers new products, deals or special promotional stock to key stores without specific order from store managers. |
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Term
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Definition
| The ability of consumers to remember information about a brand, ad or promotion to which they were exposed. "Unaided awareness" refers to the ability to recall without assistance; "aided awareness" refers to cases in which the consumer's recall was prompted. |
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Term
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Definition
| A display designed for use on the counter or wall behind the bar in pubs, restaurants or other "on-premise" channels. |
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Term
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Definition
| A display that utilizes a fluorescent bulb or other lighting system to illuminate a film transparency or graphic from behind. |
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Term
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Definition
| A product-identifier card for peg hooks or spring-loaded shelves that appears when the product is out of stock. |
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Term
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Definition
| A scannable line graphic on packaging that contains a product's Universal Product Code and other identifying information. (See UPC.) |
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Term
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Definition
| A roll of paper or corrugate featuring repeating graphics that can be cut to various lengths and used to decorate or conceal the bottom cases of a mass display. |
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Term
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Definition
| Somewhat muddled term for the amount spent by a shopper or shoppers, apparently referring to the accumulation of products and the sound of a cash register. |
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Term
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Definition
| A performance measurement or standard that future activity can be measured against. |
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Term
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Definition
| A study that identifies performance measurements and standards for a specific industry, product category, or other group, thereby allowing individual entities to compare their performance with peers. |
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Term
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Definition
| Creation of a large branded presence through a display or other in-store marketing vehicle. |
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Term
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Definition
| A merchandiser that carries loose or bulk product. More commonly referred to as a "dump bin." |
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Term
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Definition
| A package with a translucent, molded plastic casing that covers a product and is attached to a piece of cardstock or other durable substrate. |
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Term
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Definition
| Informational text on a display or promotional piece; smaller in size compared with a headline or subhead callout copy. |
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Term
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Definition
| Abbreviation for a "buy-one-get-one" offer, a type of price promotion in which the shopper gets a second (or third) item at special discount with purchase of the first. Often used to denote a "buy-one-get-one free" offer, which technically is a BOGOF. |
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Term
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Definition
| Abbreviation for "buy-one-get-one-free." |
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Term
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Definition
| This display highlights a single bottle or bottles of liquor, wine or beer, often placed behind the counter in bars, restaurants and pubs. Many feature illumination and graphics to draw attention and generate trial of the product among bar patrons. (See Backbar Display.) |
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Term
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Definition
| Also called a "neck hanger." An ad sign or tag that hangs around the neck of a bottle. Largely seen in the wine and liquor industry. |
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Term
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Definition
| The trademarked name of a product or group of products. |
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Term
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Definition
| The goodwill that a brand has established among consumers. |
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Term
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Definition
| Merchandising practice in which all of a brand's SKUs are stocked contiguously on the shelf, thereby creating a de facto billboard. Procter & Gamble's Tide is often noted for having one of the strongest brand blocks in the packaged goods world. |
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Term
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Definition
| The value of a brand as defined by consumer attitudes toward its stated attributes, product performance and perceived status. |
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Term
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Definition
| The person responsible for planning and coordinating all marketing activity for a specific brand. |
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Term
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Definition
| A Walmart weekly program, introduced in 2009, that makes product sampling and demonstrations an integral part of the store experience. The program is managed by Shopper Events LLC, Bentonville, Ark. |
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Term
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Definition
| A term for consumer electronics, especially smaller items like clock radios. The term "white goods" can refer either to bedroom/bathroom linens or major kitchen appliances. |
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Term
| CAD (Computer aided design) |
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Definition
| Computer software used widely for designing product displays and other marketing materials. |
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Term
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Definition
| A coordinated effort to market a product, often including an overview of advertising schedules and the various media and tactics to be employed. |
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Term
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Definition
| Displays designed to carry fast-selling products. |
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Term
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Definition
| A product line sold exclusively through one retailer whose trade dress is not owned by that retailer, or whose manufacture is not specifically contracted by that retailer (and therefore doesn't classify as private label). (See private label.) |
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Term
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Definition
| A display designed to attach to the roof of a vehicle that can be used in a dealer showroom or for street marketing. |
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Term
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Definition
| The area at or near a store entrance in which shopping carts are stored, often also used to merchandise new, seasonal, or promotional merchandise. |
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Term
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Definition
| A header or riser attached to, or slotted into, a case of product to enhance its presence, or an easel card positioned on top of a case stack. |
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Term
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Definition
| A cardboard or plastic strip designed to segment and organize products in display cases or freezers. The strip can carry a brand logo or other marketing message. Also known as "case organizer." |
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Term
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Definition
| A calculation in which a brand's annual marketing budget is divided by the number of cases sold to represent the level of support the product received. |
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Term
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Definition
| A mass display made up of stacked cases of product. The top cases in the stack are cut open to expose product and replaced with another open case as the items sell down. Case stacks are often enhanced with additional P-O-P elements, including signs set on top of the cases, affixed to poles near the cases (see pole topper), or with rolls of graphics (see case wrap) wrapped around the bottom cases. |
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Term
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Definition
| Cardboard or plastic materials that snap into the graphics channel of shelving units or food cases to present product information or a marketing message. (See Channel Strips). |
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Term
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Definition
| A roll of decorative paper or corrugate designed to surround the base of a case stack display. Also known as base wrap. |
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Term
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Definition
| A rack or other type of display designed to mount onto or sit near a cash register. It typically is used to merchandise high-impulse products like candy or cigarettes; also refers to a sign designed to mount onto the cash register. |
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Term
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Definition
| A product manufacturer who, through his size, market position or strength in delivering proven insights, is selected by the retailer to play a leading role in its category management activity. |
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Term
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Definition
| The practice of analyzing SKU selection, shelf merchandising, promotion and sales history to improve the business performance of a specific product group. The function is the responsibility of a retailer's category manager, with varying levels of support provided by relevant product manufacturers. |
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Term
| category mangement system |
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Definition
| An in-line display designed to make a specific product category easier to stock and maintain and/or easier to shop. |
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Term
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Definition
| Walgreens' "Customer-Centric Retailing" initiative, which involves new store layouts, re-focused product assortments, 30 different shopper trip types and five key shopper segments. |
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Term
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Definition
| A display sometimes found in convenience stores that suspends from the ceiling to present the illusion that it is crashing through. |
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Term
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Definition
| Literally, the large middle portion of a supermarket in which the majority of packaged goods are merchandised (in contrast to the perimeter, which typically houses fresh-food departments). The term is also used to identify the categories and product merchandised there. |
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Term
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Definition
| A specific wave shape in the inner portion of combined corrugated board that measures 9/64 of an inch in height. Used most widely for materials that require increased strength. |
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Term
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Definition
| A piece of molding that slides into or over the front edge of a shelf, often used to communicate brand messages, price or other information. |
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Term
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Definition
| Term used to describe the professed policy of some retailers to prohibit or severely restrict the acceptance of vendor-supplied P-O-P displays, in deference to easier store navigation and an overall cleaner appearance. |
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Term
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Definition
| A trademarked name owned by Clip Strip Corp. that has become the standard term for merchandising strip. |
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Term
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Definition
| The percentage of shoppers who buy a product versus all those who enter a store or specific category/department. If 100 shoppers walk down the laundry care aisle and 40 purchase a product, the closure rate is 40%. |
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Term
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Definition
| A retail channel in which chains charge annual membership dues and merchandise bulk items at discount prices within a warehouse environment. The three primary U.S. club stores are Costco, Sam's Club and BJ's Wholesale. |
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Term
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Definition
| A broad term used to describe a wide variety of partnerships—retailer and product manufacturer, product manufacturer and product manufacturer, etc.—who combine resources to conduct mutually beneficial campaigns. |
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Term
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Definition
| Strategic practice in which a retailer and product manufacturer combine their marketing resources and insights to create exclusive, mutually beneficial programs. It differs from account-specific programs, which typically involve much less involvement from the retailer; also sometimes used for collaboration between two product manufacturers. |
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Term
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Definition
| The amount of total sales generated from stores that have been open for at least one year, or long enough to make comparisons based on historical data. Typically expressed as a percentage increase or decrease, comparable store sales exclude sales derived through acquisitions or newly opened stores and are often used by investors and analysts to determine a retailer's overall health. Also known as same-store sales. |
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Term
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Definition
| A 200-store chain approves or "accepts" an in-store marketing program from a CPG. Although accepted chainwide, the display was set up, or "executed," in only 140 of the chain's stores. The compliance rate, therefore, is 70%. |
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Term
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Definition
| Standard term for an individual who buys and uses products and services. Differs from a shopper in that the consumer is not actively considering a purchase. |
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Term
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Definition
| A research practice in which individuals are solicited in person to take surveys and provide information about their attitudes and behaviors. |
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Term
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Definition
| The name for a wide variety of marketing activities whose goal is to induce specific consumer action. Among the more common consumer promotion tactics are P-O-P displays, coupons, sweepstakes and events. |
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Term
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Definition
1. A long-term promotion designed to induce repeat purchase of a product by offering ongoing rewards.
2. A retailer promotion designed to generate repeat traffic by offering new items in a set (dinnerware, books) on a periodic basis. |
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Term
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Definition
| A method of gauging the potential success of a product launch or in-store marketing campaign by testing in a small number of stores in which all potentially influential circumstances are closely monitored. |
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Term
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Definition
| In shopper marketing research, a store in which standard conditions are maintained in order to compare sales and other factors with those from a test store. Control stores are selected for their similarities to the test stores. |
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Term
| convience store (c-store) |
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Definition
| A small, easily shopped store that merchandises an extensive assortment of high-volume products, such as cigarettes, beverages and snacks, along with a limited selection of numerous other items. More than half of all c-stores sell gasoline, and an increasing number offer fresh coffee and prepared-food options. C-stores range in size from enclosed kiosks shopped from the outside to 5,000-square-foot, full-service locations. Some supermarkets and other larger retailers operate adjacent c-stores to capture more convenience trips. |
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Term
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Definition
| The act of turning shoppers into buyers. |
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Term
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Definition
| A comparison of sales and shopper traffic totals for a store, department, category or product, usually expressed as a percentage. If 100 shoppers enter a store and 35 of them buy a product, the conversion rate is 35%. |
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Term
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Definition
| The practice of sharing the costs for mutually beneficial marketing activity among two or more parties. |
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Term
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Definition
| All expenses related to the manufacture, sales and distribution of consumer products. In the case of product manufacturers, it includes all promotional allowances paid to retailers. Some companies also classify the production and distribution of displays and signs as a cost of goods sold rather than as part of the marketing bud |
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Term
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Definition
| A standing sign used to deliver advertising messages, used most often at checkout or other type of service counter. |
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Term
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Definition
| A mat used to present advertising messages at the point of sale. Often protects the counter from looking worn. |
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Term
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Definition
| Compact displays, typically carrying small amounts of product, designed to fit on a store's counter to drive impulse purchase without impeding work activity. |
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Term
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Definition
| A printed voucher distributed to consumers as a purchase incentive by offering a stated price discount or other type of deal. The discount typically is redeemable only for specific products or brands identified within the copy, although retailers sometimes offer coupons with broader redeemability (such as "20% off any single item in the store"). The coupon must be submitted by the consumer at the time of purchase. |
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Term
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Definition
| A small device that distributes coupons in store, most often attached to shelves or cooler doors near the product in question. Sometimes activated via motion sensor. |
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Term
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Definition
| A pad of coupons that is glued together for easy tear-off. |
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Term
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Definition
| Commonly used acronym for "consumer packaged goods," which encompasses a wide variety of food, beverages and general merchandise pre-packaged for sale to consumers. |
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Term
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Definition
| The practice of marketing or displaying products from different categories or store departments together to generate incremental purchase or, to a lesser degree, improve the shopper experience. Product selection most often is based on consumer usage patterns reflecting either specific meal solutions (peanut butter, jelly and bread is an obvious example) or a broader theme (such as the common seasonal grouping of outdoor grills, charcoal, beer and marshmallows). |
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Term
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Definition
| A strategy in which store designs and layouts, merchandising activity, product selection and/or marketing initiatives are developed to meet the needs of specific consumer groups. |
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Term
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Definition
| A term made popular by Best Buy to express its strategy of basing store design, merchandising, marketing and even labor strategies on the needs of specific customer demographics. |
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Term
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Definition
| Any retail operation, technology, service or program to which the shopper is exposed. Often contrasted with "back-office" activity. |
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Term
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Definition
| The business mantra used by Kroger to express its efforts to use a deep understanding of its shopper base as the foundation for all decision-making. |
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Term
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Definition
| The practice among product manufacturers to devote personnel, money and other resources to the development of specific marketing and merchandising programs for key retailers, often in close collaboration with those accounts. |
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Term
| customer relationship management |
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Definition
| Originally used specifically for computer-based methods of tracking customer interactions, the term now refers to the practice of efficiently managing all aspects of customer interaction and the use of purchase history and other data to develop targeted marketing offers. The underlying goal is to manage each customer based on individual preferences and needs over time rather than on isolated transactions or general behavioral assumptions. |
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Term
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Definition
| The practice of dividing a retailer's shopper base (or a brand's user base) into groups that reflect their demographics, lifestyle needs, purchase habits and shopping behaviors in order to develop more effective methods of marketing and merchandising and, ultimately, to engender deeper loyalties. |
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Term
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Definition
| A shipping case in which the front portion has been torn off (or "cut"), thereby exposing the product and turning the case into a merchandiser. Commonly found stacked together as case stacks within aisles or on shelves (particularly in price-impact stores where labor is more scarce). Usually cut with box cutters, many now are designed to be self-opening. |
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Term
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Definition
| The introduction of a new product into the shelf set, which involves a change to the existing planogram. A cut-in usually occurs between major shelf resets. |
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Term
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Definition
| A sign or small graphic attached to channels of shelving units with a thin strip of material. Also known as shelf "wobblers" due to their propensity to move with air currents. The term "ceiling dangler" is sometimes used to refer to signs hung from the ceiling. |
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Term
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Definition
| A sign with advertising on one side and just a service message on the other, such as, "We appreciate your business." |
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Term
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Definition
| Local support by a retailer for an advertiser's promotional program. Methods include in-store display materials, cooperative advertising, local contests, identification in media ads, etc. |
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Term
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Definition
| A special package design, like bonus packs, that typically carry the marketers' promotional pricing graphics. |
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Term
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Definition
| A company purchases space in a store, where the space is used for displaying that company's product. |
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Term
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Definition
| P-O-P that shows how a product functions. |
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Term
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Definition
| A design concept that encourages recycling by eliminating hazardous and non-recyclable components. |
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Term
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Definition
| Cardboard packaging that precisely fits and thus protects a part's contour. |
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Term
| digital advertising network |
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Definition
| A narrowcast network combining targeted entertainment and/or informational content with advertising. Distributed through digital networks and/or screens in place-based, out-of-home consumer venues such as retail, transit, malls, grocery, health clubs, medical offices, gas stations, office buildings and hotels. |
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Term
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Definition
| A flat-screen digital display. The term covers both large screens (usually mounted on walls or ceilings) and small (a few inches in size, attached at the shelf edge), as well as single-screen displays and chain-wide narrowcast networks. They offer information, advertising copy, animation, and/or broadcast-quality content. Today, the screens are usually programmed and networked from a remote, central location. Also used synonymously with in-store TV; dynamic signage; digital out-of-home media and electronic signage. |
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Term
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Definition
| Process in which the product is delivered directly to individual stores by a manufacturer's field representative rather than to a distribution center. DSD vendors often have an advantage when it comes to in-store execution, because they have the labor to set up programs, as well as more personal relationships with store personnel. |
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Term
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Definition
| An unscrupulous but fairly common practice in which a retailer buys product in large volume from the manufacturer at a promotional price, then sells a portion of it to other retailers or sales channels at a profit. |
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Term
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Definition
| A small-footprint retailer offering a wide variety of merchandise but a limited number of SKUs in each. The name comes from the practice of selling all merchandise at $1 or less, although few chains actually adhere to it. Once viewed with disdain by product manufacturers as a place for diverted or damaged product, the channel has produced two significant players -- Dollar General and Family Dollar -- whose size and increasing sophistication have made them key accounts for a number of CPGs. |
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Term
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Definition
| Commonly used acronym for "direct-store delivery." |
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Term
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Definition
| A merchandiser that carries loose or bulk product. |
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Term
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Definition
| Flat signs or cards with a chipboard easel attached to the back, providing support for the display to stand on a counter, shelf, or case stack. Also a free-standing floor unit of wood, plastic or metal to support signs, large cards and frames. |
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Term
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Definition
| The name of Walgreens' monthly rebate catalog. |
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Term
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Definition
| Efficient Consumer Response (ECR) is a strategy in which a chain, distributor and vendors work together to take out cost from supply chains. |
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Term
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Definition
| A test of corrugated board to determine the force that will crush standard board while standing on its edge. The test measures the stacking strength of corrugated boxes and fiberboard. |
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Term
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Definition
| Electronic Data Interchange, which involves transmitting information directly by standardizing computer. |
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Term
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Definition
| Alternative term for endcap or endcap display. |
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Term
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Definition
| Merchandising space located perpendicular to and at the end of store aisles, used to prominently display products on sale or other special items. Space allocation is often negotiated between retail buyer and product seller. Endcaps are considered to be prime store real estate offering great potential for incremental sales. |
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Term
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Definition
| A singular product display built specifically for placement on a store endcap, or a collection of product and P-O-P materials set up to simulate a product display |
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Term
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Definition
| Measure of a marketing vehicle's ability to capture, then hold, the attention of shoppers. |
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Term
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Definition
| A brand distributed through a single retailer but not directly owned or manufactured by that retailer. |
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Term
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Definition
| The act of carrying out the various aspects of an in-store marketing program. Most commonly used in reference to store-level execution of brand campaigns. |
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Term
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Definition
| Common name for this plastic is Styrofoam. Usable at sub-zero temperatures; can expand or blister at high temperatures. |
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Term
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Definition
| The practice of using various stimuli related to the five senses to immerse consumers in a physical representation of the brand message. |
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Term
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Definition
| The process of pushing heated plastic through a die, which is cut with the desired profile. (Think of the Play-Doh "Fun Factory.") Extruded parts are used when a shape with undercuts or long, continuous straight lengths of plastic are needed. Often called "profiles," these are commonly used in shelf-edge signage applications. |
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Term
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Definition
| Term for each row of product stocked on a shelf or display. A brand's strength at retail is often based on the number of facings it commands on the shelf. Determining the number of optimal facings for each SKU is a key component of planogram development. |
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Term
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Definition
| A giant replica of the product used most frequently in the display of class cosmetics. |
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Term
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Definition
| The now legendary phrase popularized by Procter & Gamble ceo A.G. Lafley, who in a 2002 letter to shareholders defined it as the moment "when consumers stand in front of a store shelf ... and decide whether to buy a P&G brand, or a competing product." The phrase has been widely interpreted both as an affirmation for the importance of in-store marketing and as an endorsement for the store as a viable brand-building medium. As such, it has become an oft-quoted battle cry among industry practitioners. |
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Term
| floor decal/graphic/cling |
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Definition
| A plastic substrate that adheres to floors (and is easily removed) on which advertising graphics are printed. The tactic is used most often to draw attention to a product in close proximity, but is also utilized to direct shoppers from other areas of the store or to communicate retail messages. |
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Term
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Definition
| A freestanding merchandiser designed to sit directly on the sales floor. |
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Term
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Definition
| A fixture that holds product on four sides. It is most commonly found at Walmart, which uses numerous four-ways in its Action Alley merchandising plan. |
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Term
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Definition
| Any display designed as a stand-alone merchandising unit. |
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Term
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Definition
| The area including and surrounding checkout—upfront, near the entry doors—that attracts high traffic volume and is therefore considered a prime location for secondary merchandising. |
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Term
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Definition
| A secure shelving unit for stocking products that accommodates shopping from at least two sides. It is the primary method of merchandising for most packaged goods retailers. It comes in two standard sizes: "high profile" gondolas are about 72 inches high, while "low profile" gondolas stand about 48 inches high. |
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Term
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Definition
| A display slanted or otherwise designed so that merchandise automatically slides or is pushed forward as upfront items are removed from shelves. |
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Term
| group packing/secondary packaging |
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Definition
| A sustainable packaging/display term. P-O-P packaging that does not come in contact with the product and can be removed without affecting the product unit's characteristics. A toothpaste tube's carton and shipping case are examples. |
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Term
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Definition
| Commonly used abbreviation for "health and beauty aid," used interchangeably with HBC ("health and beauty care"). |
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Term
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Definition
| A board that sits atop a display, fixture or case stack to communicate the primary points of communication. Differs from a riser in that a header is typically larger or more detailed. |
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Term
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Definition
| A product that derives a significant portion of its sales from unplanned purchases. Batteries, gum, magazines and other products merchandised at checkout are largely impulse items. |
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Term
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Definition
| Purchases made without prior planning or careful consideration, often triggered by in-store stimuli. The opposite of a planned purchase. |
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Term
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Definition
| Retail sales resulting from impulse, or unplanned, purchases by shoppers. |
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Term
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Definition
| Within the standard shelf set or planogram. |
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Term
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Definition
| A merchandising unit designed to fit into or attach to a retailer's larger shelf fixture or gondola. |
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Term
| instantly redeemable coupon (IRC) |
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Definition
| A coupon available within the store that can be redeemed for an immediate purchase. Distribution vehicles include packaging stickers, shelf dispensers, display tearpads and checkout receipts. |
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Term
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Definition
| All marketing activity carried out within a store, including tactics such as displays, merchandising, media advertising promotions, sampling, and coupons. Also, any marketing activity designed to drive traffic to stores to make specific purchases. |
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Term
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Definition
| A display that invites and often responds to interaction from shoppers via buttons, touchscreens, functioning product samples or other means. |
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Term
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Definition
| A freestanding floor display that merchandises product on all accessible sides. |
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Term
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Definition
| A "J" shaped hook extending from the shelf or pegboard from which merchandise is hung. Often used to spark impulse purchase. |
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Term
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Definition
| Abbreviation for "knocked down" display. (See below.) |
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Term
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Definition
| The act of putting in-store marketing materials together, as into kits. |
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Term
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Definition
| Displays that are shipped flat and generally independent of the merchandise, in consideration of freight costs and logistical issues. They must be assembled and packed at the store. |
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Term
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Definition
| A term used for all in-store marketing that illustrates its general proximity to the purchase decision, but refers specifically to the final step in the process when the shopper is considering a product on display. |
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Term
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Definition
| A ridged sheet of plastic containing light properties that display different visuals at different angles, often creating a 3-D image. |
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Term
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Definition
| The sales or revenue increase from an in-store marketing initiative that usually is short-term or promotional in nature. Expressed as a percentage. Also called "uplift." |
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Term
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Definition
| A product marketed under an existing brand that offers a new flavor, formulation, scent, size or packaging shape to the portfolio. The product typically expands the brand's presence in an existing category (as opposed to a brand extension), ideally to attract new users. It also sometimes is used defensively to prevent the loss of brand sales to competing products, even though it may result in cannibalization of existing brand products. |
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Term
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Definition
| The practice of targeting promotional offers and other marketing messages to the recipient's physical location, such as her proximity to a store or even a specific aisle within a store. If combined with loyalty-card information or other historical purchase data, the practice even makes consumer-specific targeting possible. The primary method of delivery is a personal smartphone, although in-store technologies theoretically could also be used. |
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Term
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Definition
| A system that allows an entire high-ticket product package to be seen and held while remaining safely secured to the fixture. |
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Term
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Definition
| A product offered to shoppers at cost or even below cost as a way of driving traffic to the store and gaining additional, profitable purchases. |
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Term
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Definition
| The methodology a retail business employs to curb physical loss of property (from earthquakes, floods, hurricanes, and so forth), reduction in inventory (due to theft, damage, spoilage and so forth), and loss of money due to clerical error or theft (employee, customer, or vendor). Also known as "LP" or "Security." |
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Term
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Definition
| A sign or other P-O-P element that is attached to a primary display, typically to add a dimensional presentation or highlight specific information. |
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Term
| marketing at retail initiative (MARI) |
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Definition
| A research project spearheaded by Point-of-Purchase Advertising International that is striving to develop industry standards for measuring shopper "engagement" (interaction) with in-store marketing materials. |
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Term
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Definition
| A large-format store carrying a wide variety of popular product categories, typically at discount prices. The most common examples are Walmart and Target. |
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Term
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Definition
| A long, narrow device made of plastic or metal with hooks or grooves used to merchandise individually wrapped packages of a product. The low-cost displays are typically used to provide secondary placement for relatively small packages of high-volume product, and are often used to facilitate cross-merchandising (such as batteries in the electronic toy aisle). Also commonly referred to as a "clip strip." |
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Term
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Definition
| A display whose components can be constructed or combined in multiple ways to produce different sizes and shapes, thereby accommodating the requirements and/or needs of various retailers. |
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Term
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Definition
| A display that features a moving component, usually battery-powered but sometimes requiring electricity. Used to attract more attention to the display. |
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Term
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Definition
| The National Association for Retail Marketing Services. |
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Term
| national association of convenience stores (NACS) |
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Definition
| A group for convenience store owners and operators. |
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Term
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Definition
1. A display made to merchandise a premium that will be given away with product purchase. It typically is placed near the product in question and delivers the promotional message.
2. A display shipped flat in a container, with the product still in shipping cases, and set up at retail. |
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Term
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Definition
| An ad specialty or other type of gift offered free with product purchase and typically displayed near the product or at checkout to help influence the purchase decision. |
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Term
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Definition
| A P-O-P material that fits over the neck of a bottle to deliver a marketing message at the shelf. Also called a bottle hanger. |
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Term
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Definition
| A promotion or other marketing message delivered on the product's packaging; a free gift included as part of the product's packaging. |
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Term
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Definition
| Research conducted to assess whether a CPG's merchandise is actually on a given shelf at a given store at a given time. The goal is to determine whether replenishment or out-of-stock issues at the store level are a major problem. |
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Term
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Definition
| Abbreviation for "over-the-counter" medications, which require no prescription for purchase. |
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Term
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Definition
| A display that sits above a checkout counter, allowing the cashier to reach the product without abandoning his position. C-stores often use overhead merchandisers to stock cigarettes. |
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Term
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Definition
| A consumer product pre-packaged for sale at retail that is relatively small, carries a low unit price and is consumed on a frequent basis. The term is used for all pre-packaged food and beverage, health and beauty, and general merchandise products. It does not include, as examples, apparel or consumer electronics. |
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Term
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Definition
| Displays that are folded flat for shipment, but are included in the same box as the merchandise and assembled in stores. |
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Term
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Definition
| A type of display built on standard pallets for efficient shipping and rollout to sales floors with minimal effort. Pallet displays are typically pre-packed with product and shrink wrapped for shipping. Many contain additional graphic panels and structural elements for enhanced product imagery, brand logos or other messaging. Some consist of a series of stacked trays that can be removed and discarded as product sells down. Full-size pallets that display product on all four sides are most common, especially in larger stores where floor space isn't as tight, but half pallets and quarter pallets are also commonly used. |
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Term
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Definition
| The route that shoppers take from discovery of a product/need to actual purchase of a product. May include several steps such as consulting research or product reviews on the Internet, discussing products with their friends, being exposed to media advertising, traveling to a store, and examining the product on shelf or display before buying. |
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Term
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Definition
| The borders of a store's interior, encompassing the walls and adjacent areas. In stores with a racetrack layout, the perimeter is often the most heavily trafficked area of the store. In the traditional supermarket format, the perimeter is the location for fresh food and service departments such as deli, bakery and meat, and therefore has become a shorthand way of referring to those departments. |
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Term
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Definition
| A low cost substitute for polycarbonate. It has higher impact strength than acrylic. PETG is available in clear and opaque formulations and can be injection molded, vacuum formed or extruded. A PETG sheet is easily die-cut and is a good material for screenprinting. Common uses in P-O-P: lenticular signage, clear shelving, lenses and signs. |
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Term
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Definition
| A schematic diagram used to direct the exact placement of specific SKUs on store shelves. Planograms typically are created for product categories and sub-categories. |
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Term
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Definition
| The site of a consumer transaction, most commonly used to denote the retail environment. |
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Term
| point-of-purchase advertising |
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Definition
| Marketing strategies and tactics executed within the store environment, including (but not limited to) displays, signs and proprietary audio and video networks. |
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Term
| point-of-purchase display |
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Definition
| A product merchandiser designed to hold product and influence purchase at retail. |
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Term
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Definition
| Often used as an alternative term for point-of-purchase, although some practitioners make a distinction by using POS in reference to checkout/cash register technology and P-O-P for anywhere else in the store. |
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Term
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Definition
| Signs communicating an ad message that are mounted on paper or plastic poles. The poles usually are set at the floor by a corrugate pedestal or wire stand, with the product stacked around them. They most commonly are used in beverage merchandising. |
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Term
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Definition
| Point of Purchase Advertising International, a global trade association for practitioners of marketing at retail. |
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Term
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Definition
| A company involved in the design, manufacture and supply of displays, signs, and other in-store marketing materials to product manufacturers, retailers, and marketing agencies. |
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Term
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Definition
| Material that's generated by manufacturers, such as overruns or waste, and incorporated back into the manufacturing process. |
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Term
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Definition
| A product display designed to hang from a store fixture, most often on the sides of endcap displays. (See Sidekick.) |
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Term
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Definition
| One of the more popular display types. A product merchandiser that is filled with product at the plant and shipped as a single unit rather than separately. The practice reduces labor demands at the store, and therefore generally is believed to improve execution. Sometimes used synonymously with "shipper display," although that term usually denotes less elaborate, lower-cost units. |
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Term
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Definition
| The more commonly used acronym for "Pioneering Research for an In-Store Metric," a research initiative undertaken in 2006 to develop a formula for measuring store traffic at the category level using sales data and other known variables. |
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Term
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Definition
| A line of products exclusive to a single retail entity whose brand and trade dress is owned by that retailer (as opposed to an exclusive brand). Private label products are either manufactured by the retailer or outsourced to another party. |
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Term
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Definition
| Walmart's multi-year chain modernization initiative that involves nearly every aspect of the store, from SKU counts, product assortments and category adjacencies to merchandising tactics, in-store communications and customer services. |
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Term
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Definition
1. Marketing strategies and tactics whose goal is to directly stimulate consumer action.
2. In the retail community, a special price offer. |
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Term
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Definition
| A display produced and distributed for use during a specific time frame, often in conjunction with a particular consumer promotion. |
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Term
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Definition
| A rebate, discount or other monetary reward given by a manufacturer to a retailer in exchange for special marketing or merchandising consideration. In theory, they serve as reimbursements for expenses incurred by the retailer when performing certain tasks. In practice, however, they often have become "pay to play" charges for planogram facings, secondary display space, circular ads and other marketing activities. |
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Term
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Definition
| The habits and tendencies exhibited by a shopper when buying products. |
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Term
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Definition
| The consumer's act of choosing to buy a product. |
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Term
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Definition
| A factor, either tangible or intangible, that affects a shopper's decision to buy a product or not. |
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Term
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Definition
| A consumer's predisposition to buy a product, or the likelihood that she will buy. |
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Term
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Definition
| A stimulus that inspires a purchase decision. |
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Term
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Definition
| In broad terms, anecdotal research. The analysis of narrative feedback derived from a handful of consumer focus groups is an example of qualitative research. |
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Term
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Definition
| n broad terms, data-driven research. The analysis of scanner data to forecast sales is an example of quantitative research. |
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Term
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Definition
| A display whose footprint accommodates shipment and, if desired, display on a quarter pallet. Sometimes shipped four to a pallet for use as a full pallet in some locations or to be broken down in others. |
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Term
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Definition
| A continuous aisle that runs in a circle or oval around the entire store with products merchandised on either side. |
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Term
| radio frequency identification |
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Definition
| A technology in which the location of a specific pallet, display, shipping case or individual SKU can be verified by an attached data chip called an electronic product code. The chip emits radio waves that continuously broadcast its data to nearby readers, which can be attached to a door, forklift, shelf or hand-held device. To date, the technology’s advancement in the retail industry has been driven largely by Walmart and its efforts to track product shipments to stores. Walgreens has been testing its capabilities for determining in-store marketing effectiveness for several years. |
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Term
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Definition
| A display or other unit carrying different products that have seasonal, functional or other similarities. Also called a "cross-merchandising display" when the products being promoted are from different categories or manufacturing sources. |
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Term
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Definition
1. A major change or revision to an existing planogram, section, department or entire store undertaken to accommodate new product lines, packaging or fixtures, or an improved configuration as determined by the retailer.
2. The realigning or adjusting of dies or tools during a production run; not to be confused with the operation setup that occurs before a production run. |
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Term
| retail commission on shopper marketing |
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Definition
| Sponsored by Coca-Cola and run by The Partnering Group and the In-Store Marketing Institute, the commission of retailers and brands formed to enhance the shopping experience, increase same-store sales and boost profit performance through the design of a next-generation model for retailer/manufacturer collaboration. The group's goal is to do for shopper marketing what was done for category management decades ago. |
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Term
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Definition
| Walmart's online data information network, a best-in-class system that gives product vendors near real-time access to sales data. |
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Term
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Definition
| Term for in-store events and other marketing activities that enhance the store experience by entertaining shoppers. In the early 2000s, Walmart was enamored enough of the concept to seek trademark protection of the word (although its application was eventually denied). |
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Term
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Definition
| Acronym for "request for quotation." Some use it synonymously with RFP (see above). |
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Term
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Definition
1. The topmost shelves of a gondola, often too high to be shoppable and frequently used to store overstocks.
2. A graphic panel or card attached to the top of a display. |
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Term
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Definition
| A marketing term used by Walmart to identify products whose prices have been deeply discounted for periods of at least 90 days and, most often, for six months or more. Items in the rollback program are identified as such through signage, circular features and, occasionally, media advertising. |
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Term
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Definition
| Manufacturing process used to produce hollow parts, ranging in size from medium to large. A common example is the "Big Wheels" toy. In P-O-P applications, a rotationally molded part can be hollow, making it lightweight for shipping yet structurally sound for service on a sales floor. Sometimes, sand or water is poured into the part on-site to help anchor a display. The downside is slow production cycles. |
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Term
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Definition
| A circular fixture for clothing. |
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Term
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Definition
| Promotional tactic in which a full or smaller version of the product is given free to consumers. Often used for new product launches to induce trial. |
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Term
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Definition
| Placement of product in a location separate from its primary shelf position; or, the actual display on which a product receives the additional merchandising. |
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Term
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Definition
| Existing data; the analysis and synthesis of existing data to inform new learning |
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Term
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Definition
| Alternative term for pre-pack shipper or shipper. |
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Term
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Definition
| The gradual purchase of product from a display. |
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Term
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Definition
| The process of gaining retail approval to conduct an in-store marketing campaign. |
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Term
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Definition
| A printed sheet or brochure with detailed information about a product's available pack sizes, display options and promotional offerings, typically used by product manufacturers to sell in programs to retailers. Also sometimes called a "one sheet." |
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Term
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Definition
| The purchase of product by shoppers, discussed in terms of quantity and duration; also used synonymously with "sell down." |
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Term
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Definition
| A display designed to remain in place for an extended period of time, usually between two and six months. |
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Term
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Definition
| A recessed channel on the front of store shelving units where pricing labels or other messaging can be inserted. |
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Term
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Definition
| A display or fixture attached to standard shelving units to increase available space on the shelf or interrupt the aisle in an effort to focus more attention on a product or product category. |
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Term
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Definition
| A label placed on shelves or in shelf channels containing information such as price, product size, bar codes or temporary sales offers. |
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Term
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Definition
| The length of time a product can safely remain on display before it spoils or deteriorates in quality. |
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Term
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Definition
| A formed mat or base that helps to keep products neatly arranged on shelves or displays. |
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Term
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Definition
| A small sign affixed to a shelf edge, typically used to highlight temporary promotions, new product introductions or other advertising messages. |
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Term
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Definition
| A display that includes prepacked merchandise and the display structure all in one carton, usually designed for quick and easy set-up in the store. |
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Term
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Definition
| A popular research technique in which a trained moderator accompanies a consumer on a shopping trip to observe tendencies and reactions to in-store stimuli. |
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Term
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Definition
| The term, used primarily in the United Kingdom, for designing and building store interiors. The more common U.S. term is "store design." |
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Term
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Definition
| Evaluation of a store's ability to satisfy shoppers by making their experience fast, easy, informative and pleasant. |
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Term
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Definition
| Data-driven learning that leads to an actionable understanding of shopper behavior and purchase influences. |
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Term
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Definition
| Research practice of interviewing consumers before or after their shopping trip (usually outside the store) to gain an understanding of their attitudes and behavior. |
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Term
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Definition
The use of strategic insights into the shopper mindset to drive effective marketing and merchandising activity in a specific store environment. Key elements of effective shopper marketing include:
• an organizational culture that embraces shopper insights as a key component of the marketing strategy;
• strong collaboration between retailer and brand marketer, in which both sides work toward mutually beneficial objectives;
• the development of programs that, in addition to driving sales, can build brand equity for both product and retailer by engaging shoppers in relevant ways. |
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Term
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Definition
| Techniques retailers use to identify key customer segments, usually with a special nomenclature. For example, until recently Best Buy would target a soccer mom-type it named "Jill," and an affluent professional it named "Barry." CVS looks for "Sophie," an older empty-nester, "Caroline," a young, single working woman, and "Vanessa," who's married with children. Walmart doesn't name names, but looks for "brand aspirationals," "price value shoppers," and "trendy quality seekers." |
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Term
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Definition
| The amount of merchandise lost due to shoplifting, employee theft, spoilage or other factors after the retailer receives it. |
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Term
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Definition
| A small display designed to hang on the sides of an endcap or fixture. Most sidekicks ship prepacked for quick set up. Many retailers have permanent endcap hardware to house prepacked sidekicks from manufacturers. Some sidekicks ship with a temporary base that lets retailers use the display as a floorstand. The term is often used synonymously with power wing, although this term refers primarily to larger displays. |
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Term
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Definition
| Brand name for a rigid PVC (i.e. plastic) sheet product used quite frequently in permanent display and signage applications. Very popular because it is offered in a wide variety of colors. The name is sometimes improperly used to describe any colored plastic sheet. |
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Term
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Definition
| Term used by Walmart and other retailers for a service that lets shoppers buy products online and pick them up at stores near their homes. |
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Term
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Definition
| The more commonly used acronym for "stock keeping unit," a numerical identification tag given by a retailer to a specific product, brand, flavor, variety and/or package size. Rhymes with "flu." |
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Term
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Definition
1. Taking a cold, hard look at the sales and profit performance of specific products and deciding if they should continue to be offered for sale in a store.
2. The systematic evaluation of product performance, usually intended to reduce the number of SKUs offered in a specific category. |
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Term
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Definition
| A loss prevention term referring to the act of a cashier passing merchandise around the cash register barcode scanner without actually scanning the item. |
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Term
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Definition
| The tendency for consumers to fail to redeem a promotional offer for which they qualify. Marketing plans will often include a projected slippage rate. Most commonly used in the discussion of rebates, for which slippage rates can be significantly (and profitably) high. |
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Term
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Definition
| A fee paid by a manufacturer to a retailer to provide shelf space—or, a "slot"—for a new product. The payment ostensibly covers the administrative and labor-related costs of adding a new item to the system, as well as the potential lost sales involve din making room for an unproven product. |
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Term
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Definition
| Brand name for News America Marketing's in-store media business, which runs a national network of advertising opportunities for product manufacturers in supermarkets, drugstores, dollar stores and mass merchants. Also, the name for News America's weekly co-operative free-standing insert program. |
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Term
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Definition
| A large display that frequently combines multiple display formats (shippers, stacked merchandise, inflatables, signage, lights, audio, etc.) and products to achieve greater impact. Spectaculars are commonly built around seasonal or event themes, such as Halloween, the Super Bowl or the holidays, and are positioned in store lobbies or perimeters due to the large amount of floor space they require. |
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Term
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Definition
| A freestanding sign frame that allows for easily changeable graphics and messages. |
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Term
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Definition
| A free-standing insert containing ads for a single consumer product manufacturer that is distributed separately from the standard weekly co-op inserts. Procter & Gamble distributes a monthly stand-alone FSI called brandSaver through the Valassis network. |
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Term
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Definition
| A freestanding cut-out, typically made of corrugate and most often depicting a person or animated character that communicates a brand's promotional activity or celebrity endorsement. Standees usually are distributed as one component of a broader display program, but often are used distinctly. |
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Term
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Definition
| A numerical identification tag given by a retailer to a specific product, brand, flavor, variety and/or package size. |
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Term
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Definition
| A private-label brand marketed under the retailer's name; often used as a synonym for private-label brand. |
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Term
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Definition
| A visit to a retail location to observe general conditions and/or gather specific information. Often used in the context of measuring compliance for an in-store campaign. |
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Term
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Definition
| Groups of stores that cater to similar shopper segments, or have other compatible operating characteristics, and therefore are managed collectively by the retailer. |
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Term
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Definition
| Walmart's strategy of tailoring store layout and product selection to match the needs of local shoppers. |
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Term
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Definition
| Branded area of a store designed as a distinct shopping destination. It most commonly is used to identify literal co-branding partnerships, such as Dunkin' Donuts restaurants inside Walmart stores or Staples aisles in Stop & Shop supermarkets; also often used interchangeably with "vendor shop," or to describe a retailer's own merchandising initiative, like Best Buy's Magnolia Home Theater departments. |
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Term
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Definition
| When thieves (often professionals operating in teams) "sweep" merchandise off a shelf or simple peghook into their pockets, bags or specially made clothing. |
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Term
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Definition
| Small pads of coupons or product information that can be torn-off as individual sheets. Also called "take-one pads," tearpads are often attached to displays or shelving near the products they promote. |
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Term
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Definition
| A limited, controlled geographical area in which a new product or marketing plan is launched as an experiment. Results from the launch are carefully monitored in order to revise and develop plans for expansion into other markets. |
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Term
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Definition
| A retail outlet used to test new products, marketing concepts or merchandising strategies to gauge their effectiveness. |
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Term
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Definition
| Allows product to be displayed from the front, left side and right side. |
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Term
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Definition
1. A single promotional event intended to encourage the sale of more than one product or brand.
2. An entertainment tie-in. |
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Term
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Definition
1. A coupon, sample, or reply card glued by one edge to a page of advertising.
2. A special card attached to a display to call attention to a special sale or other feature. |
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Term
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Definition
| A purchase decided upon after entering the store. Although largely used synonymously with "impulse purchase," the terms sometimes differ in the level of spontaneity involved. A shopper who buys deodorant after in-store stimuli remind him that he needs some (or that the product he usually buys is on sale) has made an "unplanned purchase," while a shopper who buys an energy beverage for the first time after noticing a display has made an "impulse purchase." |
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Term
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Definition
| Universal Product Code (UPC): The unique number assigned to a product for identification purposes, printed on the product's packaging with an accompanying barcode so that it can be optically scanned at checkout to automatically log the sale. Retail point-of-sale systems align UPCs with pricing information so the correct price will be charged (and recorded). |
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Term
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Definition
| The annual spring period in which television networks sell advertisers air time for the fall season. Walmart has adopted the "upfront" concept in selling ad space on Walmart TV. |
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Term
| VAR (value-added reseller) |
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Definition
| A VAR packages applications and services for re-sale. |
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Term
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Definition
| An area of the store devoted to a single brand or product vendor and featuring branded, vendor-specific displays and signs. Also referred to as a store within a store. |
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Term
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Definition
| Merchandising units provided to retailers by manufacturers or distributors. |
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Term
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Definition
1. A sign attached perpendicular to the shelf, thereby sticking out and "violating" the aisle.
2. A visual device affixed to packaging graphics used to promote a special feature. |
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Term
| VIP (value improvement program) |
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Definition
| An initiative launched in 2006 by Ahold USA's Stop & Shop and Giant-Landover chains to move their pricing policy from high-low to EDLP. |
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Term
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Definition
| Leveraging the word-of-mouth nature of the Internet and other digital media to spread marketing communications from person to person. |
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Term
| virtual retailing/simulations/reality |
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Definition
| The use of computer-driven store simulation technologies to conduct market research and achieve other key business objectives. Practitioners are employing an array of tools that include visually basic but highly functional two-dimensional and video-based simulations of shelf sets and small-scale store environments that can run on any computer; visually basic 3-D simulations with predetermined shopping paths and limited durations that are online-compatible; intermediate 3-D simulations of product categories and store departments with high-resolution graphics suitable for larger screens; high-quality, full-store 3-D simulations with special technology requirements. |
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Term
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Definition
| Arranging products in a manner that considers visual aesthetics and/or merchandising effectiveness. Also known as "visual presentation." |
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Term
| VMI (vendor managed inventory) |
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Definition
| Letting a vendor or supplier have the authority to re-order or manufacture parts or products as needed. Some P-O-P producers maintain VMI relationships with their clients for display programs that take many years to deploy and/or involve replacing parts in the field on an ongoing basis. |
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Term
| VPI (value producing item) |
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Definition
| A Walmart program in which store managers, as well as corporate executives, select products with high sales potential to support with additional merchandising activity. Formerly called "volume producing," the program's name was changed to reflect consideration of products that also bring non-sales benefits, such as environmentally sustainable items. Product marketers lobby extensively to earn the designation. |
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| A merchandiser holding product on four sides. Differs from a spinner rack in its lack of mobility. Not accepted by many retailers because of the large amount of floor space it requires. |
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| A retail format in which shoppers pay an annual membership fee. Club stores cater to both small business owners and individual consumers, offering a wide variety of product categories but limited SKU selection within them. These no-frills retail environments accommodate little in-store marketing. In the U.S., three chains dominate: Costco, Sam's Club and BJ's Wholesale. |
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| Any large store that sells merchandise on oversized racks, giving the impression that the customer is buying "direct" at lower prices. The format was pioneered and mastered by chains like The Home Depot. Today, the format is so ubiquitous that even luxury goods are sold in this manner. |
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| A fixture in which the merchandise hangs down at an angle, creating layers or tiers. |
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| A term for either bedroom/bathroom linens or major kitchen appliances. The term "brown goods" refers to consumer electronics, especially smaller items like clock radios. |
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| Alternative term for "Warehouse Club." |
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| A wing is a small, temporary display—sometimes called a "sidekick"—that is mounted onto the side of an endcap. Sometimes wings are even attached to the sides of other wings. (See Sidekick.) |
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| At its simplest, two sections of straight wire, bent at an angle to form an interlocking base with four "legs" that insert into a rolled paper tube. Commonly used to hold up pole toppers. |
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| Also called a "dangler," a very small, lightweight sign that hangs from a shelf or wire. |
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| The spread of information about a product or store through common human conversation and interaction. The concept became a marketing "discipline" when companies began attempting to trigger word-of-mouth buzz about their products. Also known as "viral marketing," especially in the context of digital media. |
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| Often called "base wrap," a roll of continuously printed materials—typically on single-face corrugate—used to decorate a display. Base wrap is most commonly used around beer case stacks. (See Base Wrap.) |
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| Maintaining or housekeeping a product set so that it conforms to the current planogram. |
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