Point-of-purchase (P-O-P) displays that are shoppable from multiple sides have become requirements in club stores and with some mass merchandisers. Murray Biscuit Co. collaborated with Multi-Dimensional Resources, a designer and manufacturer of P-O-P displays, to bring this P-O-P tactic to grocery stores.

In the process, Murray has expanded interest in its Murray’s Sugar-Free Cookies line and saved thousands of dollars by owning the display’s injection molds and reducing manufacturing processes. Murray also has won additional distribution of the cookie brand and responded to a key tactic at retail today with a display in which marketing messages can change frequently and economically.

The cookie display works on multiple levels for both Murray and retailers. On the marketing side, the clever display positions the cookies in the drugstore section of grocery-pharmacies, away from the crowded cookie aisle. Murray says this tactic enables the visually coordinated display and cookie packaging to carry more top-of-mind impact for diabetics in the pharmacy area with its message of “sugar free.”

The shelves feature four-color process graphics, and graphics on both the shelves and the display’s recessed
outer side panels are changeable. Murray and retailers can leverage quick-changeover branding campaigns that extend the display unit’s life.

These back-end benefits compensate for the fact that the display units, shipped unassembled to save on space and shipping costs, require light assembly and shelf stocking upfront.