We've been seeing it for decades in supermarkets, pharmacies, and convenience stores. Discreet, almost banal, the folding promotional basket is nevertheless one of the most effective merchandising tools. Its presence is so natural that we often forget to question its origin, its function, and the reasons for its longevity in a constantly evolving commercial world.
A bit of history
The folding promotional basket first appeared in stores in the 1960s, when self-service was becoming a popular sales model. Retailers needed simple solutions to highlight their promotions, end-of-line items, and seasonal arrivals.
This lightweight, easy-to-handle metal basket met this need. It could be deployed in seconds, folded to free up space, and instantly created a promotional area. In a context where every square meter counted, its usefulness quickly became evident.
A design thought to sell
Its design has remained virtually unchanged for over fifty years.
- Robust metal structure that allows products to be seen from all sides.
- Folding format allows it to be stored flat when not in use.
- Adjustable bottom to keep items visible, even in small quantities.
- Built-in sign holder to display prices, discounts or promotional information.
The combination of these simple yet effective features explains why this basket is still adopted today.
A versatile and affordable tool
The folding promotional basket is suitable for a wide variety of settings. It's found in supermarkets for seasonal promotions like Easter, back-to-school, and the holiday season. It's also seen in pharmacies to clear out end-of-line items or showcase new products. In convenience stores and specialty stores, it's popular for its flexibility and small footprint. Many retailers also use it in checkout lines to display small items and encourage impulse purchases.
Its affordable price makes it accessible to everyone. It's a minimal investment that generates an immediate impact in terms of visibility and sales.
Why it remains essential
Retail has evolved enormously since the 1960s. Digital technologies and marketing strategies have become more sophisticated. Yet, the folding promotional basket is still around.
It remains relevant for three essential reasons. Its simplicity, since it requires neither complex installation nor special maintenance. Its mobility, since it moves easily around the sales floor. Its effectiveness, since it attracts attention and stimulates impulse buying.
The folding promotional basket is anything but a trivial item. It's a timeless tool that proves that in retail, the simplest solutions are often the most effective. Versatile, affordable, and robust, it continues to showcase products, attract attention, and boost sales.
It is found both in promotional areas and in checkout queues, where it still contributes to generating impulse purchases at the last moment of the customer journey.
These objects that we no longer look at, but which still shape our businesses.
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