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09:33 Nov 24, 2009
French to English translations [PRO]
Bus/Financial - Marketing / Market Research / merchandising
French term or phrase: facing
The French use the term "facing" (which is definitely not French) to design the fact of placing a product at the end-of-aisle displays to attract customers' attention. What term do the Anglo-Saxon use ?
Cathy Pernot


Summary of answers provided
4 +1facingxxxBourth
4end-cap
Travelin Ann


  

Answers


1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
facing


Explanation:
According to Mesdames Duvillier and Grüber's Dictionnaire Bilingue de la Publicité et de la Communication:

facing
- «facing», front de vente : unité de présentation d'un produit, vu de face sur une étagère de gondole.
- A single front-view exposure of a retail item on a store shelf.

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Note added at 1 hr (2009-11-24 11:11:40 GMT)
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The following give details and make it clear that it's not a display unit but a way of arranging things, let's say "Tudor Minis" classic chocolate mints, on the shelf so you get a "solid display" of the product, even if the shelf behind is empty. It needn't be in a gondola, but that presumably is where it will achieve maximum effect.

http://en.wikipedia.org/wiki/Facing_(retail)
retail.about.com/od/glossary/g/facing.htm
http://www.facerllc.com/index.php?section=18


xxxBourth
Local time: 21:56
Native speaker of: Native in EnglishEnglish
PRO pts in category: 85
Notes to answerer
Asker: Can,wesay that we "do" the facing ?


Peer comments on this answer (and responses from the answerer)
agree  Verginia Ophof
5 hrs
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10 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
end-cap


Explanation:
While facing is often used in US retail, it normally means how many of a certain product are visible - for example, 10 facings of xx shampoo. The display at the end of the aisle is referred to as an end-cap.


    Reference: http://en.wikipedia.org/wiki/Endcap
    Reference: http://www.merriam-webster.com/dictionary/endcap
Travelin Ann
Local time: 15:56
Works in field
Native speaker of: English
PRO pts in category: 12
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