Borges Spaghetti gains visibility with its display stands

Borges opts for a staircase-like display units instead of vertical displays in order to mark better visibility in MTs.

FMCG major Borges has opted for special display stands instead of previous vertical units across MT spaces in India. The change in POS material has been initiated to garner better product and brand visibility, while lowering damage parameters of the merchandise.

A source from Borges’s marketing team, explained, “For general FMCG products of noodles and pastas, marketers opt for vertical display units or on strips. However, it has not been so feasible for us when each of our spaghetti bag weighed 500 gms making the whole strip weighing a minimum of 2-3 kgs. Thus, we came up with the idea of a special display stand in the form of staircase. In this new display proposition, products cannot hide behind vertical steel hangers, entire visibility can be practiced and merchandising becomes much easier.” In these units with 4 rows, only 3 products are stacked in one row with auto FIFO (first-in-first-out) mechanism thus making the job of the merchandisers much easier. The units also enables consumers to view 3-4 products simultaneously at each glace contributing substantially to the visibility of the brand and the product.