An Immodest Proposal

TREX attendees taking the Aisles & Avenues tour of Times Square now have a comfortable place to go to the bathroom.

Just in time for the Christmas rush, Procter & Gamble has opened the Charmin Restrooms, a 5,000-square foot pop-up "store" in Times Square created to give holiday shoppers, tourists and visitors a clean and accessible place to make a pit stop. (Those who spend time on Manhattan's streets know that, typically, you don't want to use the bathroom of any establishment that will actually let you do so without making a purchase.)

On paper -- of the notebook variety, mind you -- this concept is right on the money, although it admittedly sounds a little silly to use marketing jargon to discuss a public toilet. But current marketing wisdom tells us that we must present the brand's message to consumers at a time and place in which they will be receptive; that we should give them a chance to sample the product whenever possible; that we should present the brand in a relevant context; and that we should immerse them in the brand "experience."

To present the Charmin experience, you can't possibly find a more relevant time -- nor more receptive consumer -- than the moment a New Jersey resident who's just completed six hours of shopping with his wife realizes he won't make it back to Fort Lee, NJ, without causing permanent damage.

Since this is a P&G initiative, I guess the obvious line would be to ask if such an experience officially constitutes a "Second Moment of Truth" -- which, in this case, might more appropriately be called the Moment of Truth, No. 2?

All cracks aside, this is brilliant marketing strategy. In an age where many marketers seem to develop the now-requisite "brand experience" first, then seek ways to shoehorn in the brand afterward, or develop interesting programs that deliver the brand message adequately but don't fully connect product with consumer, Charmin has hit closer to home than most brands can ever hope to get.

P&G already knows this, which is why Charmin has been sprucing up bathrooms at state fairs, festivals and other Port-o-John-dotted venues since 2000 in an ongoing program known as "Pottypalooza."

But why not take it into stores? Retailers, too, are intent on enhancing their environments to deliver an "experience" that will foster customer loyalty. Those who jump right to the mood lighting, scented aisles and ambient themes before making sure there's enough toilet paper in the bathroom are getting way ahead of themselves.

Former Wal-Mart executive Julie Lyle once told a conference audience about the misguided brand marketer who wanted to provide valet car service outside supercenters on Black Friday. The marketer, as she explained it, obviously had never witnessed the chaos of a Wal-Mart parking lot.

But what about bathroom attendants on Black Friday? I doubt exit interviews have ever determined how many Wal-Mart shoppers cut short their trips because nature calls and the supercenter restroom is not a good answer. Think of what the Charmin Restroom could do for store dwell times. And for P&G's brand, what better way to unite Moments of Truth No. 1 and No. 2? (Hey, it's a thought.)

At any rate, we suggest that TREX attendees who'll be using Manhattan as a virtual retail laboratory next month, and the less-industrious types who'll simply be doing some holiday shopping, make a pit stop in the Charmin Restrooms at 1540 Broadway (near 46th St.) to get a good look at the "brand experience" in action -- whether you really need to or not.

Peter Breen
Managing Director, Content
In-Store Marketing Institute

Members: More information here.

Shopper Mindset: Purchase Influences in the Drugstore Channel from Planet Insights

Special displays have a significant influence on the purchase decisions of drugstore shoppers, according to Planet Insights. The research analysis agency examines the influence of displays, product labels and checkout coupons in Walgreens, CVS, Rite Aid and other top chains in an Institute-exclusive report.

Members: View the research here.

Desktop Marketing Conference: Preparing for Line Reviews by John Schaffeld, Proteus Design

In the old days, a line review was the forum in which product manufacturers unveiled their latest products to retail buyers. Now, buyers tend to know what products they want before the review even happens, so manufacturers must find a "silver bullet" to make their products stand out. In a presentation from the In-Store Marketing Expo, John Schaffeld, vice president of product development and engineering for Proteus Design, outlines 10 strategies manufactures can use to leave with a deal in hand.

Members: View the presentation here.

Issues: The Retail Media Debate

More than two-thirds of brand marketers believe the store has "good" or better potential as a marketing medium, although questions about funding, measurement and content strategies abound. In an article published in The Hub magazine, Brian Harris of The Partnering Group analyzes the results of a survey on the store as media conducted by Reveries.com.

Also, in an article written exclusively for the Institute, Laura Davis-Taylor of Retail Media Consulting urges the marketing community to adapt advertising strategies to fit the retail environment rather than modify stores to accommodate existing strategy.

Members: View the articles here.

Store Checks: Wal-Mart, Puma, Sears, Bloom

In Niles, IL, Wal-Mart's "store of the community" initiative requires a merchandising mix customized for a neighborhood of Asian-Americans, senior citizens and high-income families; Puma opens a new brand store in New York City featuring interchangeable display "skins"; Sears gives its Lands' End brand a heck of a lot of real estate; and an updated look at Food Lion's unique Bloom format, which recently launched an unconventional loyalty program.

Members: View the store checks here.

Welcome New Institute Members

The In-Store Marketing Institute is delighted to welcome new and renewing members to the Institute family. Below is a list of the companies that signed up recently. Welcome aboard.

• Alcone Marketing Group
• American Licorice Co.
• America's Kitchen
• Anchor Wall Systems Inc.
• Artisan Complete
• Aspen Marketing Inc.
• Avery Dennison
• B & K/Mueller Industries
• Blue Chip Marketing and Communications
• Compass Display Group
• ConAgra Foods
• Coop
• Cott Beverages
• Creative Carton
• D&D Commodities Ltd.
• Drake Container
• Fleet Laboratories
• Fluke
• Food Lion LLC
• Graphic Packaging International Inc.
• H&R Block
• Heinzeroth Marketing Group
• Idea Planet
• Intuit Inc.
• Jelly Belly Candy Co.
• Justman Packaging & Display
• MarketSource
• Matchpoint Marketing
• MindShare
• Moen
• National City Bank
• Partners + Napier
• PEP
• Perrigo
• Playtex Products Inc.
• Promarket Mexico
• Rand Display
• Saatchi & Saatchi X
• SFGT
• Spring-Roll LLC
• TerriG Inc.
• USA Today
• Young & Rubicam
• YoYo USA Inc.