We’ve created many point-of-purchase initiatives to improve retail merchandising for our clients in the past, but this is our first experience with at-shelf coupon machines. This summer, we developed two iterations of a Neptune Retail Solutions Coupon Machine promoting Dr. Scholl’s new products across food and drug channels nationwide. The objective, as with most at-shelf-POP, is to go beyond the package message (which can often get lost at shelf) to provide a platform for additional product communication and education, as well as generate product interest and trigger purchase by offering instant savings. We like the machines because they’re the first things a shopper sees when walking by the shelf, immediately putting the promoted products at the forefront of the consideration set. Look for our Scholl’s coupon machines at retailers across the country this summer.