SHOPRITE GETTING VERTICAL PLANOGRAM FOR GADGETS

JOEL ELSON

PHILADELPHIA -- Wakefern Food Corp., Elizabeth, N.J., the wholesale buying arm of the ShopRite co-op, has developed a new planogram that will be the prototype for kitchen implement and gadget displays at ShopRite stores.

Michael Patterson, merchandising specialist for Ferolie Group, a consultant to Wakefern, said "This set is going into new ShopRites and existing ones that have the space for this configuration." The new vertical design calls for installation of 72-inch-high fixtures, in variable lengths. A green simulated-marble canopy to draw shopper attention to the products tops the sets. Patterson said the vertical shelf schematic "is a more aesthetic display for housewares."

The planogram includes displays of 17 feet of glass and aluminum foil bakeware, 10 feet of gadgets, 5 feet of metal bakeware and 2 feet of cookware. At the start of the aisle, assorted Hamilton Beach and Proctor Silex countertop appliances are set up on shelves in a 10-foot-wide section, with some sample products mounted on small shelves against mirrored backing.

At Glazier Supermarkets ShopRite, opened here last month, kitchen tools, gadgets and cooking implements are displayed in a 45-foot section of shelved and pegged selections at the front half of an 84-foot-long kitchenware and baking aisle.

Small kitchen appliances displayed included can openers, marked $9.99, toasters and waffle-makers for $24.99, crock pots ticketed at $36.99 and toaster/broiler/ovens selling for $49.99.

Some ShopRite retailers display gadgets, tools and cookware horizontally in half the space, with smaller items J-hooked on a pegboard on the upper half of a gondola and larger items placed on the lower-shelf tiers.