Nearly two-thirds of shoppers polled in recent surveys by Mass Connections say their decision to buy products is influenced by signs and displays at least some of the time and that they are most likely to notice endcap displays.
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By James Peters, CPP
"How can I certify that my package or P-O-P display is sustainable?"
I've already heard that question in several forms as sustainability gains more importance in the packaging industry. However, the immediate answer is: "You can't certify anything as 'sustainable.'"
Why not? Because, right now, no uniform definition of sustainability exists. At least two definitions have emerged so far, and that number should grow before true standards are established.
We are currently seeking an Individual to fill a 2nd Shift Industrial Maintenance Technician Postion in our Maintenance Department.
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Remember when "sustainability" used to be called "recycling"?
The first time the word "sustainability" shows up in the Institute's archives comes in a November 2005 cosmetics category report, which discusses the trend toward natural beauty products. The first mention of a recyclable P-O-P display dates back to July 1990, when an article about fitness brand Weider notes that the company's temporary displays were often made from recycled die-cut cardboard "despite the slightly higher cost" involved.
To some consumer product marketers, retailers are the enemy. Rarely a day goes by when we don't hear a complaint about the process of getting P-O-P into stores. Some marketers see the whole process as adversarial and can be quite bitter about the experience; others are wistful, longing for a time when retailers were more passive and the world was a simpler place.
But the world has changed. Retailers aren't the enemy, but they really aren't interested in being your buddy, either. Good marketers are realists, and they understand that by working closely with retailers, they can (dare I use the phrase?) create a "successful partnership."
