My experience in all facets of marketing spans nearly 30 years. During that time I have been directing the brand activity for many household names primarily in the confection category. As is the case with many products the impulse nature of the purchase decision is paramount to a brand's success. This is never more evident than in candy. Off shelf merchandising and creative solutions are integral to any effective Marketing plan; especially in today's congested retail environment.
I had the occasion to meet Dale and nick Patti (The Patti Group) about seven years ago when I was looking for an effective method to permanently merchandise an item that was emerging as a very strong seller for one of our key customers. The customer was used to purchasing our product in a semi-permanent display unit but their in-store execution was poor and most of the key components to make it effective were discarded. This practice led to a high incidence of out-of-stocks and margin drain for Charms. We needed a solution.
The Patti Group along with myself and our regional sales manager set down with the customer to seek a permanent way to hold space for our item and capitalize on the impulse nature of the category. The results were no less than sensational. In a relatively short period of time, they developed a unit that conformed to an existing retail fixture, and prominently put our product in a position where sales were maximized for our customer. The results were a 400% increase in sales and to this day the units remain in place generating similar returns. The investment of time coupled with creative design solutions made this one of the most successful programs Tootsie Roll Industries has even done.
In summary, if you are looking for a solution to an existing merchandising problem or want to create a new opportunity, the Patti Group has the team, the experience and the foresight to move your business forward.
