Window

Window

n. See EVZ, FAST-WALL, FRONT1. “That's for the window.”

NOTE: “Window” no longer refers to an actual window! It's just a quaint, held-over term meaning the front-most, major DISPLAY area of the STORE. The world has sure fallen a long ways, hasn't it? Nowadays, if you put something in a real Window, someone would most likely just break it and take it.

Window-Cut

Window-Cut

v. To (carefully!) cut a rectangular, window-like hole in one side of a CARDBOARD CASE, and thereby allow the PRODUCT to be seen and even withdrawn, e.g., from a DISPLAY of STACKED CASES. —n. The hole made by so cutting a CASE: “Window-cut these to match the display.” See also BASE-CUT, BOX CUTTER, H-CUT, LIFT-CUT, PEEK-CUT, SHARK-CUT, STACK-CUT, TAPE-CUT, TOP-CUT, TRAY-CUT, X-CUT.

NOTE: Cut too deep and you've got STORE DAMAGE—bad, and potentially messy. Three very important things to remember here:

1. Use only a sharp, new blade, so edges are clean and nice.
2. Use only a standard-issue BOX CUTTER with the blade set to proper, shallow cutting depth
3. Before cutting, tip the CASE on its side, so the contents settle down and away from your cut! The idea is so important, it's worth repeating...

TIP: A Cut Above. Making a TRAY- or WINDOW-CUT? Whenever possible, turn the CASE on its side so you're cutting down from above. This allows the contents to settle away from the CUTTER blade, so you're less likely to damage anything inside.

Depending on CASE size, the typical Window Cut essentially removes the entire front side of the CASE except for a small, one- or two-inch strip along the bottom edge. Cut straight and true, and happy are you!

If you Window-Cut the CASE'S back by mistake, just take out the PRODUCT and reinsert it LABEL-FORWARD. Don't weaken the CASE by also cutting the opposite side. If you're making tall STACKS, also consider using a little of the CARDBOARD you cut out to make cross-ties between STACKS for additional stability.

On a STACK of Window Cut CASES in a FAST-WALL or EVZ DISPLAY, it's customary to also make an additional TOP-CUT on the topmost CASE in each STACK, so that both the top and front of the CASE are open. A final bit of finesse is to “ease the corners” of such topmost CASES by taking a sizable diagonal slice off the right angle on the two upper-, front-most corners.

Wing

Wing

n. The PRODUCT DISPLAY or DISPLAY space on either side of an AISLE'S END-CAP: “Kill that wing.” See also 3-WAY.

Wing Base

Wing Base

n. A long and narrow, low platform that supports a DISPLAY, and goes at an end of an AISLE to guard one side of an END-CAP: “You'll need a wing base.” Most often also requires a DUCK-FOOT SIGN HOLDER.

NOTE: Wing Bases serve at least two important functions:

1. Raise (sometimes limited quantities of) PRODUCT towards the all-desirable CUSTOMER eye-level (See also DUMMY UP), and


2. Get PRODUCT off the FLOOR, so packaging is less likely to be ravaged by the nightly efforts of the CLEANING CREW.

“Worst EVER... !”

“Worst EVER... !”

adj. Something that is really, really B-A-D, bad! See also YUCKY. Contrast BEST EVER... !.

NOTE: Feel free to nominate your own contributions to this list, many of which I suppose might be categorized under “What were they thinking?!” (Answer: not much.)

...Acronym. And the undisputed winner is... “R.O.T.” for “Rule Of Thumb.” Whoever thought it was a good idea to bring anything whatsoever to do with rot into a grocery store needs to get a new bulb.

...Combination of Two Innocent Flavors. Artificial bacon bits and canned peaches in heavy syrup. See YUCKY for more.

...Mismatch of Packaging vs. Shelf Display Technology. Puffy, air-filled, slippery little foil bags of ground coffee vs. a strong-coiled SPRING TRAY. Is somebody out there laughing over this one? Not me.