Ricci at Retail

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Ricci at Retail

A collection of featured Ricci at Retail reviews.

This clever plastic shelf sign/aisle interrupter promoting Colgate-Palmolive’s Colgate mouthwash does a terrific job of flagging the new Advanced Health product. Consumers are instructed to “shake to activate” the ingredients.

I came across this display from Mars Inc. right before Halloween, although it featured a NASCAR panel since there was a local race in Phoenix that week. The metal and clear plexiglass unit is built to hold a ton of product and last for years.

This club-store pallet unit from Diageo grabbed my attention immediately with its bright orange-red pallet wrap and cut case displays along with a header touting Bulleit’s award-winning bourbon. The wrap also had three drink images and recipes for each to make this an even smarter buy.

This wonderful assortment of artificial Christmas trees in various styles, heights, colors and lighting patterns was a major attraction for shoppers of all ages in this major home center store. The display did a great job of showing shoppers exactly what they could have in their homes.

United Technologies’ Kidde markets various affordable smoke detectors, as shown in this display made up of individual corrugated floorstands. Smoke detectors and alarms have a finite life, so replacing the entire unit often is the best option.

We close a chapter on one of the legends of the past, Joe Ricci, who is retiring his column, “Ricci at Retail,” as of the March issue of Shopper Marketing magazine.

Pallet-sized displays often can look sloppy as product sells down and the base area is contacted by mops and shopping carts. This corrugated unit from Bayer is designed to hold selected versions of various One A Day items in easily identified spots.

This corrugated endcap from Bic has a lot going for it. The product load is excellent with several varieties shown (and the store enhanced things further with more trays on the lower shelves). The header is visible from several aisles away and includes pricing channels with set numbers.

In the middle of February each year, the Valley of the Sun (i.e., the Phoenix market) becomes home to the huddled masses yearning to get warm and watch major-league baseball teams in spring training.

What would the back-to-school season be at retail without a school bus display? This huge version from PepsiCo/Frito-Lay is loaded with multi-packs of lunch-box sized snacks such as Doritos and Cheetos. The corrugated unit is solid and nicely decorated, but the height is a little concerning.

As I have confessed previously, I am a gadget guy. I have a strange fascination with tools, devices and things that fill a very specific need. This display from Core Home is basically a series of plastic tubs on a metal “tree” unit with wheels – with an understated header.

Knowing that crayons are a staple on back-to-school shopping lists every year, Sally Hansen teamed with Crayola to reach girls who are not too far removed from early school days but now want to project an image of sophistication and fun.

L’Oreal USA has produced some of the best cosmetic displays over the years to match its fine line of beauty products. These thermo-formed units continue that tradition – with one graphics twist that I found particularly sharp.

Creative Award: Semi-Permanent, 2015 POPAI OMA Awards CompetitionEntrant: InnerWorkings, ChicagoClient: William Grant & Sons, New YorkRicci at Retail says: “I love the display itself and the concept of the ‘lightness’ of the gin, but the copy lines need to be a bit larger and I am concerned abo

When Hallmark Cards subsidiary Crayola introduced a new blue crayon, the brand made it a fun exercise for all by staging a contest to name the color. This endcap unit stocked a variety of items in traditional colors, and it also outlined everything in that basic blue.

What kid wouldn’t be attracted to – and beg mom to buy – these huge crayon replicas, especially when they are filled with a bunch of building blocks that could add hours of fun to the child’s day?

To support the latest “Batman” movie from Warner Bros. and The Lego Group, they created a two-sided version of Batman as the largest Lego you’ve ever seen. This 3-D corrugated wonder owes the store associates credit for doing a fantastic job assembling a complicated unit.

Nothing screams football like beer bottles wearing helmets surrounding the Lombardi Trophy.

Position this enclosed Lego City display on a shelf adjacent to the City toy sets, give it an electric eye to trigger the internal light and a small knob to set some items in motion, and then add kids and let the magic happen.

This beautifully designed and decorated four-sided corrugated pallet unit from McKee Foods’ Little Debbie stocked enough Christmas-themed cakes to make every shopper’s mouth water in anticipation.

"This S.Pellegrino “Christmas Tree” from Sanpellegrino Group and Nestle Waters is a fine example of using your core product package and colors in a creative way to make an interesting and attractive display.

I love these products from California Innovations as well as the “total lunch solution” concept. While the display (a basic corrugated pallet unit) does a good job protecting and somewhat displaying the products, there is something basic that bothers me.

Never one to understate its feature movies, Walt Disney Co. deployed a corrugate and graphics aisle display that dominates everything for 20 feet – in any direction. The imagery is spectacular. You almost expect Belle and the Beast to dance right off the display.

This island of “Batman” and Lego toys and accessories dominated the front end of a major mass retailer.

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