The rebuilding of our stationery offering has begun with this new display of Scotch tape from 3M. While our tape range has been good, it has not been brand focused and this has meant a mixed message to our customers.
We selected Scotch after researching the various consumer brands, the breadth of their range and the marketing behind the brands. Scotch won on all fronts.
Having made the decision to focus on Scotch we needed to find a supplier who could match our commitment. Too many newsagent stationery suppliers do not commit to brands as much as we want – making creating brand centered displays challenging.
What we have on display now of Scotch product is about 70% of where we want to be. Once we are satisfied, we will be framing and capping the range to boldly proclaim the brand. Then, we will move onto our next brand focus in a different category.
Remember to apply vertical merchandising strategies Mark 🙂