Notebooks and juice boxes may be backpack staples, but they don't often share display space in supermarkets during the back-to-school shopping season. Why? Retailer category managers are inclined to protect their turf, and school supply manufacturers don't always see the benefit.
"[The manufacturers'] perspective is, 'I'm going to get display anyway,"' said Caren Berlin, a youth marketer.
Nevertheless, cross-category promotions are popping up with more frequency as packaged goods makers ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Click here to read the FAQ page if you have any questions (opens in a new window)
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.