I've seen many cleaning products FEATURED at BBY with isle displays.
IMO, when you are new product, you dont want to be in the store that has 50 cleaning products, you want to be in the store with very FEW.
I've seen displays running advertisements at BBB, BLOWING product out! BBB helped OxiClean/OrangeGlo/Kaboom break the $200 million mark running the infomercial IN THE STORES...lol...
This PR is old, but you get the idea...
DR products filling up retail Aisles.(more retailers are selling "As Seen on TV" products )
Publication Date: 01-DEC-02
Author: McCrea, Bridget
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Lured by media dollars and brand recognition, big-name retailers are merchandising more DRTV products than ever.
A stroll through the Bed, Bath & Beyond store in Clearwater, Fla., is a lot like a walk through DRTV product wonderland. While some national retailers sequester their "As Seen On TV" products to a few shelves or an end-cap display, this retailer proudly displays such wares in some pretty strategic places.
Quick Chops sit on the floor in a waist-high display positioned in one of Bed, Bath & Beyond's busiest aisles. Just steps away are a few dozen Oxiclean six-pounder canisters. Around the corner are a variety of Kaboom kits, and just up the aisle, a 13-inch TV/VCR combo is perched strategically above a pyramid of Samsonite Space-Savers by Space Bag, belting out the benefits of "shrinking bulky sweaters, jackets, coats by squeezing out the excess air through a patented one-way valve."
DRTV's influence extends out of Bed, Bath & Beyond's kitchen department and into the bath and bedding area, where AeroBed takes center stage in three sizes and two displays. Near the registers, jars of Blue Relief Pain Relief Gel take up real estate in the highly coveted impulse area, waiting patiently for an ailing consumer to snap them up.
This is just one example of a retailer that not only takes pride in its DRTV affiliations, but also maximizes it like never before, placing the products in several of the store's prime selling spots. Just what percentage of the national retailer's sales comes from products that either grew up on DRTV, or that are currently running on DRTV spots and/or infomercials, is anyone's guess. The company and many of its counterparts either ignored or declined interview requests, but based on the amount of floor space the retailer allocates to products like Oxiclean, Kaboom and AeroBed, you can bet it's pretty...