Savvy retailers are taking advantage of the rapid growth of premium water1, reminding shoppers about their daily H2O intake with ambient water display racks for 1-liter bottles of smartwater® – the fastest growing premium water brand2. The importance of this liquid refreshment continues to escalate as evidenced by increasing on-the-go purchases.
Here’s the good news for retailers:
smartwater’s profitability has prompted c-stores and other outlets to maintain a display year-round because water consumption is not limited to hot weather. And, since it can be enjoyed cold or at room temperature, clever operators make shoppers aware of both options by cross-promoting smartwater with point-of-sale at the cold vault and at the display.
Racks are often strategically placed in the “imminent zone” – also known as inspiration zone – located between the food area and the front register or cold vault and checkout. This prompts shoppers to grab hydration to consume in the near future. And while these units take up a small footprint, they hold ample product for big sales.
For more information or to add smartwater ambient racks to your store, contact your Coca-Cola representative. You also can access the merchandising units on Coke Catalog and point-of-sale tools on Design Machine.
Sources 1-4: Nielsen Scantrack CR 52 W/E 4/20/13