#POPWellDone (*) Pulco’s cross-category display inspires shoppers

#ShopperMarketing #CategoryManagement #RetailStrategy
June 2025 — bh

Pulco’s cross-category display inspires shoppers

Founded in 1973 in Marseille, Pulco is the undisputed expert in lemon concentrate. Yet its versatility is often underestimated.

Most consumers associate Pulco with adding a refreshing twist to water. However, there’s much more to it — Pulco also makes an excellent ingredient for desserts, dips, vinaigrettes, and even hot dishes.

So how do you communicate that versatility to shoppers?

1. Pulco is typically found in the beverage aisle

That makes sense — the most obvious use of Pulco is to refresh drinks with a lemon flavor. So, consumers naturally look for it in the soft drinks or juice section.

But that placement limits the customer’s imagination.

Placing Pulco in other aisles sparks inspiration

Pulco’s cross-category display inspires shoppers

A smart way to showcase a product’s versatility in-store is through cross-category merchandising. Pulco does exactly that with this eye-catching display.

The iconic bottle shape reinforces brand recognition, while the playful summer awning adds a cheerful, seasonal touch.

Accessible from both sides, this 360° floor display optimizes space and earns its place in multiple departments:

  • in the fresh section (for vinaigrettes or as a flavor boost in dishes)
  • in the baking aisle (e.g. for lemon cake)
  • at the fish counter (where lemon is a classic pairing)

This encourages shoppers to try new things. By subtly presenting Pulco in unexpected places, the display stimulates impulse purchases and increases in-home usage. Pulco invites consumers to discover it’s not just a thirst-quencher — it’s also a surprising kitchen ally.

Pulco’s cross-category display inspires shoppers

Want to learn more about in-store cross-merchandising? Click below. 👇

❯ Read more

(*) Why #POPWellDone? Like you, we regularly visit stores. But instead of focusing on our shopping list, we often find ourselves distracted by eye-catching POP display — professional bias, you know. Always on the lookout for fresh ideas, trends, and inspiration, under #POPWellDone we share the stories that caught our attention, sometimes to the point of forgetting why we came to the store.