Its Happening: TTR Display Standardization

By The Costco Packaging Guys — About Us/ LinkedIn

Quick Answer: Costco standardized TTR (Take To Register) display cards starting with 4Q2023 programs. The new standard requires a 10"W x 15"H TTR card, identical modular trays, three-side shoppable layout, butterfly skirt construction, and three fillers to cube the layout. The philosophy driving this change comes directly from Costco's SVP level: Costco is not a marketing billboard — displays must be product first, not brand first.

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"Costco is not a marketing billboard.

We sell products and our pallet displays need to be product first. Stocked with product, or in this case Take To Register (TTR) cards, and align with the "no-frills" shopping experience that is Costco. Gone are the days of the big brand billbord"

Example of a brand billboard, aka Marketing Card display

Above is not a direct quote, whatsoever. I'm 100% paraphrasing.

It is the gist of high level conversations with Costco buyers as we worked though implementing these guidelines for a 4Q2023 program. This new style and philosophy comes straight from the SVP at Costco who is going to be personally approving all false bottom pallets

Dont shoot the messenger....

In my humble Costco Packaging opinion, there is a ton I love about what we'll call the "Marketing Card display". It speaks to many of the fundamentals we discuss here often at The Costco Packaging Guys- Value Statements, 5x5 rule, etc. I think many brands really get these right but, the times they are a-changin'

JBL Charge 5 display reworked to Costco's new Standardization guidelines

When we got our hands on the first draft of a TTR Standardization document back in August 2023, we were shocked to say the least. It was brief, but outlined (just) enough to turn our projects on end.

Since, we worked with the Costco buying team in detail to create a clear three page guideline based on what Costco sent out.

Here is our very detailed guideline shining a spot light on Costco's goals

Heres the skinny:

Each TTR Card is now a standard 10”W x 15”H

Every Tray is identical & Modular

Layout is a (must) three-side shoppable

Butterfly skirt construction new size!)

Three Fillers are required to cube the layout

Please see the Official Costco Packaging Guys Guideline HERE

There are exceptions to these rules. This is a guideline not a requirement. Always consult your buyer for approvals and questions

Cheers

TCPG

Frequently Asked Questions

What is a TTR display at Costco? TTR stands for Take To Register. A TTR display is a pallet display format where product is arranged in standardized trays that customers can pick up and carry directly to the register. Costco standardized the TTR format starting with 4Q2023 programs, requiring a consistent card size, modular tray construction, and three-side shoppable layout.

What are the new Costco TTR display card dimensions? Under Costco's TTR standardization guidelines, each TTR card must be 10" wide x 15" tall. Every tray in the display is identical and modular. The layout must be three-side shoppable, use butterfly skirt construction, and include three fillers to cube out the pallet properly.

Why did Costco standardize TTR displays? The direction came from Costco's SVP level with a clear philosophy: Costco is not a marketing billboard. Displays need to be product first, aligned with Costco's no-frills shopping experience. The old "Marketing Card" style — large brand billboard panels — is being phased out in favor of standardized, product-focused TTR cards.

Are the TTR standardization guidelines a hard requirement? The TTR guidelines are a strong directive rather than a hard requirement — there are exceptions. However, all false bottom pallets are being personally approved by Costco's SVP. Suppliers should always consult their buyer for approvals and questions, and download The Costco Packaging Guys' detailed three-page TTR guideline for full specifications.

What is a butterfly skirt in Costco packaging? A butterfly skirt is a structural element at the base of a Costco pallet display. The new TTR standardization includes an updated butterfly skirt construction with a new size requirement. It provides structural stability while maintaining the clean, product-forward aesthetic Costco now requires.