A critical benefit of the Solutions at the Shelf™ program is that it gives marketers
the ability to target a key audience by store location. Typically, information dispensers
are placed in proximity to over-the-counter remedies that correspond most directly
with the prescription alternative. There are no correlative OTC products for the
ADHD category. Consequently, other factors were taken into consideration such as
shopper traffic and demographics.
Brand A Version 1: Parent-targeted
including the aisle carrying back-to-school supplies. Further analysis, including
discussions with the retailer, revealed that a better alternative was the children’s
OTC cold/cough section near grape-flavored Motrin®. Years after launch, the
brand again implemented a Solutions at the Shelf™ strategy. In the later program,
information dispensers were placed in the analgesics section to take advantage of
the significant foot traffic and large audience found there.
Brand A Version 2: Adult-targeted
This effort was directed to adults, with shelf dispensers in the Analgesics section,
one of the most heavily-shopped in the pharmacy. A later program was placed in the
Vitamin aisle for the same reason, as it is also a busy area of the store that reaches
a healthcare-focused adult audience.
Brand B: Parent-targeted took a similar tactical approach, with placement near Motrin® in the