Coupon System Introduced

Custom Post-It Notes and four-color backer provide pull for P-O-P

By Tom Di Nome

OSHKOSH,WIS.- Service-Litho Print Inc. has combined its Ex-Static display backer with 3M Post-it Notes to create the POP'n Sell Dispensing System. The system can be used in many of the same P-O-P applications as static cling materials, but it adds more flexibility for offering rebates, coupons, recipes or cross-merchandising promotions.

The note dispenser is fixed to the Ex-Static backer, which can be four-color printed. The backer can be affixed to any smooth surface, indoors or outdoors, and can be repositioned without leaving residue. Notes are available in 3-inch by 4-inch or 2-inch by 3-inch sizes, and dispensers can hold between 25 and 250 sheets.

"It can really be used by any manufacturer for communication at the point-of-sale," says Steve Elbing, CEO of Service-Litho. "[Like static clings] it still provides the P-O-P message, then the POP'n Sell notes act as a vehicle to initiate a purchase."

Elbing notes that the system can increase redemption rates and also help marketers better control their consumer promotion offers. With the POP'n Sell, you actually see what the offer is, prior to pulling out the coupon or whatever the offer is. Because of that, [the systems have] had 100% redemption rate. Customers will stick [the adhesive note] on the product itself, or to the shopping list, and they'll hang on to it."

The note holder is made by an extruder company. 3M prints the Post-it Notes, and then Service-Litho prints the Ex-Static backer and assembles all the components into one system. Service-Litho will print customized, supplied graphics on the backer.

Since its introduction in early 2001, the POP'n Sell system has been used in a variety of retail en-vironments, including an application on gasoline pumps. Elbing notes that with more customers using pay-at-the-pump services, some stores are seeing fewer people walk inside. Using this system on gasoline pumps allows stores to mer-chandise their products outside to entice traffic into the stores. Also, Gerber has explored using the system with a poster that shows a child's development, for use in a doctor's office. "We'd attach one of the POP'n Sell pieces on it so a doctor or consumer could pull off a Post-it Note and write down information."

The price for the system ranges from $2.50 to $8, according to the amount of notes, their color and printing (either one- or two-sided).

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