DOT 25-Year Retrospective, Part 3
For the past 25 years, the Path to Purchase Institute has recognized the very best in marketing and merchandising at retail through its Design of the Times awards program.In recognition of this milestone anniversary, the Institute this year is conducting a special three-part retrospective to celebrate the “Best of the Best” from the program’s first 25 years.
The 4 C's of Effective In-Store & Digital Activation
- Command attention
- Connect with the shopper
- Convey information
- Close the sale
In conjunction with executives from MarketingLab/SellCheck, we evaluated the top winners through the years to identify the in-store campaigns that represented truly breakthrough thinking and innovation, applying the “4 C’s” of effectiveness that MarketingLab devised in 2010. The groups also looked beyond the top winners to recognize other noteworthy campaigns. Please enjoy the third and final part of our presentation of the industry’s finest work of the last 25 years. We’ll then unveil the “Best of the Best” on Nov. 14 at the Path to Purchase Expo in Chicago.
The Children’s Place Back-to-School
Retail Category: Specialty
Client: The Children’s Place
Size of run: 1,100
Won: Best of the Times 2015
Comment: From across the store shoppers can see the real product styled and grab one off the shelf for a closer look.
Shakers Vodka Floor Display
Retail Category: Liquor
Client: Infinite Spirits
Entrant: Global Marketing Group
Size of run: 500
Won: Best of the Times 2005
Comments: The structure of this unit mimics the shape of the Shaker’s Penguin, and the powder-coated silver color also matches the bottle capsule. Removable shelves give the display flexibility.
Patron Margarita Station
Retail Category: Liquor
Activation Tactic: Freestanding, Aisle, Shipper or Pallet – Permanent
Client: The Patron Spirits Co.
Entrant: Bish Creative Display
Size of run: 434
Won: Platinum 2018
Comment: The consumer is instantly drawn to the product because of the combination of Patron’s colorful packaging and the sleek design of the display.
Uniroyal NailGard Tire Demo Unit
Category: Motor Vehicles & Parts
Client: Michelin Americas Small Tires
Entrant: Mirro Products Co.
Won: Best of the Times 1999
Comment: To provide an attention-grabbing promotional vehicle, this display was designed to illustrate how the company’s tires prevent flats.
Virtual Boy Floor/Counter Displays
Category: Multiple Materials/Fixture
Client: Nintendo of America Inc.
Producer: Schutz International
Production Run: 5,000
Won: Best of the Times 1996
Comment: This display, which creates a simulated video arcade environment in the retail arena, combines metal, injection-molded and vacuum-formed plastic and rubber components into a functional design.
Disney Publishing Permanent Spinner Rack
Client: Disney Publishing Worldwide
Entrant: The Display Connection Inc.
Won: Best of the Times 2000
Comment: As shoppers turn the display, characters at the top begin to move as a surprise and attention-grabbing element.
Mountain Dew Gravity Feed Floorstand
Retail Category: Convenience
Activation Tactic: Aisle/Shipper/Pallet - Permanent
Entrant: NYSCO Products
Size of run: 2,000
Won: Platinum 2017
Comment: The goal here was to develop floorstands that could be placed in as many potential retail spaces as possible.