In the fast-paced world of consumer-packaged goods (CPG), grabbing the customer’s attention is critical. As a consultant in this field, I’ve seen firsthand how effective merchandising can significantly impact product sales. One such powerful tool is the supermarket display shipper. Let’s delve into what this is and how it can be a game-changer for product sales. 

What is a Supermarket Display Shipper? 

A supermarket display shipper, often referred to simply as a ‘shipper,’ is a pre-packed display unit used in retail stores for merchandising products. It’s designed to be both a transit container and a ready-made retail display. Typically made from corrugated cardboard, shippers are durable enough to protect the products during shipping and attractive enough to serve as a point-of-purchase display. 

How Does it Boost Sales? 

  1. Increased Visibility: The primary advantage of a supermarket display shipper is enhanced visibility. Placed in high-traffic areas of a store, such as near the entrance or checkout counters, shippers make products more noticeable and accessible to shoppers. This increased visibility is crucial for new products that are trying to gain market exposure or for promotional items that need to stand out. 
  1. Convenience for Retailers: Retailers love display shippers for their convenience. These units arrive pre-packed, eliminating the need for store employees to spend time stocking shelves. This ease of setup means the product gets to the floor faster and is available for purchase immediately, which is a win-win for both the retailer and the supplier. 
  1. Cost-Effective Marketing: Shippers serve as a cost-effective marketing tool. They can be customized with eye-catching graphics and branding, turning them into standalone advertisements for the products they contain. This is particularly beneficial for smaller brands or new products that may not have the budget for extensive marketing campaigns. 
  1. Encourages Impulse Buys: Supermarket display shippers are excellent for encouraging impulse purchases. By placing products in unexpected locations or at points in the store where customers make last-minute buying decisions, shippers can significantly boost sales. This is especially effective for products like snacks, drinks, or seasonal items. 
  1. Flexibility and Versatility: Display shippers offer flexibility. They can be designed in various sizes and shapes to fit different spaces within a store, making them a versatile option for different types of products. They can also be easily moved around the store to test different location impacts on sales. 
  1. Enhances Brand Perception: Well-designed shippers can enhance the perceived value of a product. High-quality graphics and sturdy construction can give the impression of a premium brand, encouraging customers to try the product. 

Best Practices for Effective Shippers 

  • Eye-Catching Design: Invest in high-quality, visually appealing graphics that align with your brand identity. 
  • Clear Messaging: Ensure that the shipper communicates the product benefits and any special promotions clearly. 
  • Optimal Placement: Work with retailers to place shippers in high-traffic areas or strategic points in the store. 
  • Monitor Performance: Track sales data to understand the effectiveness of the shipper and adjust as needed. 

In the competitive landscape of supermarkets, a well-executed display shipper can be a powerful tool in a brand’s arsenal. It not only enhances product visibility and encourages impulse purchases but also serves as an efficient and cost-effective marketing medium. For any brand looking to increase product sales and market presence, investing in creative and strategically placed supermarket display shippers is a smart move. As a CPG consultant, I’ve observed the significant impact these displays can have on driving sales and brand recognition, making them an indispensable element of retail marketing strategies. 

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