Sell "Real Estate" in Your Stores

Here's a great concept that grocery stores have been exploiting for years.
The scheme is very simple yet is advantageous to the stores, customers and
suppliers.
Offer preferred fixture locations in your stores to distributors for a nominal fee.
This generates some distinct advantages:
You give distributors an opportunity to generate extra publicity, interest and
sales for their products.
distributors as well as retailers can measure consumer interest for specific
products, especially newly introduced product lines.
Your store can be one of the first to feature a vendor's new product line,
generating a high level of customer interest and building store brand.
Offering your store as a opportunity for suppliers to feature and test their products
in preferred areas of your store builds solid relationships between retailers
and suppliers. Your organization will be the first vendors think of when they want
to test and feature new products.
Creating a program like this, referred to as a co-op advertising program also adds
some newly found revenue for the store for very little investment.
Co-op programs can start of modestly. Offer a couple of aisle end displays for your vendors
and build it into selling space in your main aisles or even your entrance area and windows.
If you do a co-op promotion with a vendor on a large scale, you can create a special
marketing event around it. At this level you can split newspaper or other media advertising with
the vendor. In many cases the vendor may pay for all the promotion themselves and
schedule their reps at your store to offer demonstrations of the new product line to your
customers.

Take Action Today
Make a list of your local or regional vendors that would be interested in participating in a co-op
program.
Select some stores as test markets and implement your first co-op vendor event.
Start small and build the scope of the concept until you can offer large co-op events
to distributors across your entire chain.

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