Coca-Cola Vertical Push Displays: Visibility & Sales Optimization

Executive Summary
Coca-Cola implemented a vertical push metal display system using constant-force springs to ensure continuous visibility and availability of its mini beverage multipacks (235 ml). This solution, developed by AIM Worldwide, reduced manual restocking needs, optimized the shopper experience, and reinforced Coca-Cola’s premium brand image.

Challenge

Push System Impact at Point of Sale
Push systems (vertical springs) in point-of-purchase (POP) displays automatically keep products at the front of the shelf, minimizing empty spaces and improving product rotation. According to Li (2021), “spring-loaded pushes optimize shelf space and ensure products remain visible as inventory decreases” (Li, 2021).

Coca-Cola Context: In high-traffic retail stores, ensuring constant visibility of mini multipacks was critical to maintaining sales volume and brand experience.

Coca-Cola faced three key challenges in the modern trade channel:

• Decreasing Visibility: Multipacks placed on lower levels lost visibility as stock was depleted.
• High Restocking Demand: Store staff spent nearly 40% of their time rearranging shelves (Chandon et al., 2020).
• Brand Consistency: Coca-Cola required a display that reflected its modern, high-quality identity.

Solution

Technical Solution: Vertical Push Display Design
AIM Worldwide designed a display unit with the following features:

• Robust Structure: ¾” tubular frame, 20/22-gauge sheet metal, bright red powder-coated finish—the iconic Coca-Cola red.
• Vertical Push Mechanism: Constant-force springs elevate products as units are taken, ensuring full-face availability.
• Interchangeable Graphics: Double-sided printed PVC header, acrylic front with printed vinyl strips, clear side panels, printed PVC back panel.
• Capacity and Dimensions: 32 multipacks (4 per level × 8 levels); dimensions: 40.5 × 129 × 31.5 cm (W × H × D).

The result is a display that merges mechanical functionality with brand-aligned aesthetics, eliminating visual gaps and enhancing shopper engagement.

Results & Impact at Retail

Competitive Advantages:
a) Continuous Availability: Product always front-facing, with no manual intervention.
b) Reduced Operating Costs: Less time spent restocking frees up labor.
c) Visual Impact: Coca-Cola’s signature color and premium materials attract shopper attention.
d) Campaign Flexibility: Easy-to-update graphics.
e) Future-Proof Design: Ready for IoT integration or LED lighting upgrades.

The Coca-Cola vertical push display has been deployed in high-traffic modern retail locations, such as convenience stores and supermarkets. This placement supports both logistical efficiency and strategic visibility: in these environments, shopper attention is fleeting, and maintaining product presence increases conversion opportunities significantly. Moreover, its compact footprint allows placement in impulse zones without obstructing shopper flow. This design approach reinforces brand equity at the shelf and contributes to a seamless, efficient shopping experience.

Opportunities Ahead

• IoT Smart Sensors: Real-time inventory tracking.
• Digital Headers: Dynamic promotions or branded content.
• Format Expansion: Adaptable to snacks or cosmetics.
• Sustainable Materials: Recycled aluminum or post-consumer plastics.

Conclusion & Call to Action
Coca-Cola’s vertical push display redefines in-store execution by combining simple engineering with bold visual impact. It ensures availability, enhances shopper experience, and protects brand identity.

Ready to elevate your retail strategy with push-style metal displays?
Get in touch with AIM Worldwide and transform your grocery store displays.

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