2. Be flexible
Retailers typically reset their cold vaults only a few times a year. So it’s important to have a flexible secondary position for new products. Suction cups inside a cooler door, a secondary cooler at the checkout or ice barrels can get the job done. Barry offers PepsiCo’s LifeWtr bottled water, which rolled out in February 2017, as an example.
“The only way we could actually get them into the stores was to use warm displays and barrels for points of purchase,” she says. “Sales were good, [but I believe] they would have been significantly better had they been able to make it into the vault.”