DCI Marketing, Gladson Turn Thin Air into Thick Profits

DCI Marketing has a long commitment to providing their retail clients with carefully tailored, effective marketing solutions. Their merchandising systems align an effective retail environment with a consumer grounded, easy-to-shop design that projects your desired brand message and image.

Just over a year ago DCI Marketing brought some of their merchandising innovations to Gladson’s Professional Shelf Solutions Group^sm. DCI was experimenting with some new shelving systems which would revolutionize the way grocer’s stocked meats and other refrigerated items. The system involved a series of modular racks that could be moved to maximize space and, therefore, assortment.

Before

After

Coupling Gladson’s accurate product dimensions, crystal clear product images and the POG expertise of our Professional Shelf Solutions Group^sm with the new system, Gladson built illustrations of grocer perishable sections before and after the DCI Marketing systems. Gladson optimized the space, using the new racking system, our accurate product dimensions and images and applying years of POG aesthetics expertise. The combination of the DCI merchandising system illustrated both pictorially and financially through Gladson’s POG expertise, proved to be a winning recipe for demonstrating to a retail client the benefits of adopting these innovations.

Gladson has worked with DCI Marketing ever since and recently began to work on a new frozen food modular racking system that will do for Frozen Foods what DCI is already doing in the refrigerated sections. The before and after story POGs below tell the story. The After Picture shows all of the space freed up by the new DCI racking system and available for sales support from additional assortment.  In addition:

• The racking system on average stocks between 1 and 3 more of each sku

• The sections always present a full / clean look and even the last unit in inventory is pushed to the front of the racking (spring loaded)

• The system helps maintain POG integrity (especially when teamed with Gladson’s Image Restock Tags)

Once DCI helped our Shelf Solutions Group^sm understand how the new systems worked, Gladson took on the task of reconfiguring a 213”(8 Door Set) frozen food section to illustrate just how much more variety could fit into what appeared to be an already overloaded section.

Scott Bryson – Group VP, Consumer Packaged Goods explained, “DCI Marketing is constantly innovating merchandising solutions that move the science of customer-centric retailing forward. Gladson’s Professional Shelf Services Group^sm offers us the ability to illustrate the benefits of our systems in the most effective manner. A picture is worth a thousand words!  Gladson’s expertise, quick turn capabilities, flexible toolsets and Universal Product Masterfile™ make putting our story into pictures easy.”

“DCI makes great use of our Professional Shelf Services Group^sm. DCI resources remain focused on merchandising innovation customer research and then team up with Gladson when its time to put their new tools to work in everyday planograms.” commented Gladson's CEO.

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