The checkout line at Duane Reade pharmacy includes some of New York's most coveted properties. Within a five-
The radius of the cash register, the world's dozens of largest brands compete for attention from hooks, shelves and shelves, and each inch is distributed according to the location of the product in the retail order.
At a time when all retail seems to be migrating online, many consumer staples still survive or die based on their location in the detailed schematic, stores such as Duane Reade use these schematics to maximize the profitability of shelf space.
For new and expensive brands with no history, make sure that any location in these schematics or plans-o-
As we all know, gram is very difficult.
It is almost impossible to claim precious land close to the register, just like a struggling young artist moving his milk crate to Park Avenueop.
About before Jordan Eisenberg appeared. Mr.
Eisenberg, 31, is the founder of UrgentRx, a single-brand manufacturer
Seasoning dose foil bag, powderthe-
Prescription drugs with the same active ingredients were found in products such as Bayer, Pepto Bismol, Benadryl and Excedrin.
UrgentRx's design was filmed without water, and its sales are good enough that the company expects revenue to exceed $3 million this year.
Headquartered in Denver, the company has 10 employees, attracting $7 million in financing from investors such as Sam Zell and real estate tycoon Herb Simon;
Private equity billionaire David Bond man
And actress Hillary Swansea.
But what really drives the company's early success seems to be
Eis Berg works with major retailers.
In the three years since the company went public, he has placed UrgentRx products near the checkout counter at 2,700 retail stores across the country, including Duane Reade, Wal-Mart and Kroger.
He estimates that recent agreements and ongoing negotiations should put products into 27,000 stores by the end of the year.
Cost of goods sales
When large chains shoot flyers on new brands, they usually charge stiff fees first
The figure is less than $100,000, he said.
How did he do it?
There is a simple view: Sir
Eis Berg realized that although most small brands cannot break through the plan,o-
Gram, they can convince retailers to allow them to enter profit margins beyond the plan --o-gram.
He won the first sight.
Eis Berg is a reputation of a "store prophet" who is a master who discovers the waste of space hidden in front of him.
Use a variety of customized
The burly former engineering major designed the lazy susan-
It's like rotating pallets on columns lined up, shelves hanging at the end of the display wall, and fancy rack units that seem to float above the sales counter.
Kim Feil, chief marketing officer at Office Max, said: "What he is doing is beyond a bold step . " Office Max recently signed an agreement to allow mint and sugar holders in front of the cash register for the horizontal UrgentRx display. A 30-
Years of sales experience, Ms.
Feil put Mr.
Eis Berg's tactics at 5-
The energy of an hour got its personal shot
By developing a carton with 12 tears, put the bottle into the shelf
Exact size of lid and candy, mint or gum slot.
"But there are not many others," she said . ".
The most recent afternoon
Eis Berg is testing his latest prototype for Duane Reid in Manhattan.
Although the outer chain has installed his lazy Susan queue-
Two lines Display-
In its third location, there is no queue for its old and small stores. So Mr.
Eis Berg asked his manufacturer to design a different way of showinga 2-by-12-
Coated metal strips with three clear acrylic pockets are attached to the front.
Sir, near 44 th and Ninth Avenue.
Eis Berg entered an old Duane Reade with a prototype full of UrgentRx bags to observe the nearby attractions in front of the store.
On the cash register, a cash register surrounded by razors, cigarettes, nicotine substitutes, candy and chewing gum is calling customers.
Next to the checkout counter, a stack of chocolates takes up the small counter space available.
Then the UrgentRx rack popped up in view, sir.
Eis Berg holds it up and shows how to fix it on the back of the arm that supports the register screen.
Suddenly, it became the most prominent point of sale in the store.
After a while, he stood next to a metal refrigerator in a prime location opposite the counter.
He equaled the same shelf with the side of the box.
"Put some magnets on the back and it can also be put there," he said . ".
On the other side of the case, he showed how his shelf was placed on one side of the lifeguard shelf.
"That's why my wife is not going to the store with me anymore," he said . ".
He's obviously a little obsessive-compulsive.
After reading "secrets on inventor's Notebook" at the university, he talked to author Maurice Camba about his apprenticeship, who was Mr. Skyy Vodka and depilation agent visit.
Prior to the meeting, Camba's office held a meeting at least once a month for two years.
He finally helped.
Kanbar started with four companies. By the time Mr.
Eis Berg, 27, started two of his own companies: Credit card maker CollarCardcard-
Men's clothing chain as a premium gift size shirt bracket;
PMS Buddy is an app to remind a man's wife or girlfriend of when to have a menstrual period.
The app received 30,000 downloads on the day actors Ashton Kutcher and Twitter hit.
UrgentRx was inspired by Mr.
Eis Berg is seriously allergic to the fruits and vegetables he eats. he opens a benajo pill and wraps it in cellophane and puts it in his wallet to prevent swelling in his throat.
When he realized that his 61-year-old father was doing the same thing with aspirin, the idea was consolidated and it was well known that aspirin could improve the chances of survival for a heart attack.
Soon after the test
Marketing began in Colorado.
When a Denver man claimed that UrgentRx's aspirin formula saved his life, eis Berg became the subject of local news coverage. Mr.
Eis Berg said he believes many brands can learn from his unorthodox approach to sales.
Walking into a Staples store on Broadway, he said many brands made a mistake in designing display equipment.
He pointed to the counter, where there was a plastic container with a serious dent, almost drained of hand sanitizer bottles.
"Look, once these things are gone," he said, "then get thrown away because it looks cheap.
In the next block, sir.
Eis Berg met another Duane Reade in a new place, this one.
Inside, he noticed that half of the UrgentRx packets on the display were either upside down or in the wrong slot.
"It was a constant battle," he said, taking out all the parcels and re-
Classify them and put them in place.
He noticed a lady waiting in line with a box of benajo.
"You should try this here . "
Eisenberg handed her a pack of UrgentRx anti-allergy drugs. Go.
"It's much better than other products.
She took the package and read the back of the package and returned benadry before turning to the cashier: "I will try one of them.
"I'm not ashamed at all ,"Eisenberg said.