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{Great Ideas} Five More Simple Tips for Truckstop Retail Displays

Posted in: Great Ideas, Darren's Great Ideas for Independent Operators

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Welcome to the newest post in our blog series, Darren’s Great Ideas! for Independent Operators. The author, Darren Schulte, NATSO’s new vice president of membership, brings to NATSO a wealth of knowledge about our industry.

Join Darren here every other Thursday for his biweekly retail column.

{Great Ideas} Five More Simple Tips for Truckstop Retail Displays

Did you get any good tips from my last Great Ideas post on Six Simple Tips for Truckstop Retail Displays?

Remember, summer time is a great opportunity to wow new-to-you customers with your visually pleasing and dynamic displays featuring hard to resist promotional opportunities.

With that in mind, today I have five more guidelines to follow to build great displays:

  1. Attention grabbing displays can be good, but do not go overboard to the point that a customer is afraid to take the product off the display or the display itself is not simple to shop. Although extravagant displays can be effective, do not overpower the product as it may have a negative effect on sales. If you plan on making a grand display, for example a display with a sculpture, have a simple display with the featured product next to it so customers will be able to shop the product.
  2. Be wary of vendors that are "doing you a favor" by building your display before the promotion begins. The item may not be on discount yet, which can cause additional problems for you and your customers.
  3. The display should never have to be back-stocked into the cooler to make up for out of stocks in the cooler, shelf and or additional storage. If this happens, the visual for the sale is gone and the product stops selling.
  4. All varieties of the product should be displayed on the top row of an end cap/bulk stack so that all the items are available to the customer. You should either stripe the products vertically or horizontally, but do not combine the two striping.
  5. When taking inventory of the product throughout the promotion, don’t count the display into inventory for reordering purposes or you will run out of the display before the next delivery. Do not include the display in inventory for ordering purposes until the display is down at the end of the promotion.

These are only guidelines to successful marketing in your store, so remember to be creative, while also following these guidelines and ensuring your DSD vendors are as well.

/// Read more Darren's Great Ideas for Independent Operators posts here

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Join the conversation! Do you follow these guidelines for your display? What other tips would you provide?

Or have a different retail merchandising, marketing or operations question? Post your question in the comments and Darren will answer it in the next Darren’s Great Ideas! for Independent Operators.

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About the Author

Darren Schulte

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators.

Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Learn about NATSO's Profitable Retail Review program here.

Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: 

  • Love's Travel Stops and Country Stores,
  • HESS Corporation, 
  • Petro Stopping Centers, and
  • TSC Global/Barjan LLC.