I was intrigued by the tins of Chupa Chups on the stand I noticed in a shop (not a newsagency) yesterday. On closer inspection I discovered that they were tins of shortbread biscuits on a Chupa Chup branded stand. The message was confusing.
If I was this retailer and I no longer had access to the Chupa Chup product for this stand and I wanted to reuse the stand – at the very least I’d remove the Chupa Chup branding.
Too often small business retailers including newsagents use stands for products they were not intended for. Take magazines in our channel, I often see Pacific titles in Bauer supplied stands and Bauer titles in Pacific supplied stands. Such misplacement of stock harms our suppliers and us.
We need to be more diligent about supplier supplied branded stand use. Suppliers spend money promoting our brand and if we work against this is dilutes what we can gain from their investment.