Disrupt, Startle, and Get in their Path
The 2014 Xmas retail shopping season is just about here and the pressure is on for many manufacturers to sell on the retailer’s “branded shelving.” Which products will do well?
Whether your product is pharmaceuticals, children’s toys, clothing accessories, electronics accessories, personal care, etc. your key task is to get noticed. We most often talk about shelf-impact but standing out on the shelf against powerfully competitive products is really tough.
It’s a lot like fishing with a hundred other pro fisherman expecting to land the big one. Well, it’s not impossible to turn your POP display into a big, shiny lure to get shopper’s attention. I like to think some of the insights you’ll find here on the packaging blog will give you a significant strategic advantage when you’re casting your line at retail.
Make a Big Splash and You’ll Get Seen
Actually, I was fishing on a lake last weekend with my nephew, and he imparted some of his wisdom about the fish. He said the fish bite right away when your lure hits the water. After that they won’t. Seems the fish’s brain is hardwired to respond upon sudden awareness of the lure. Minimum effort needed.
The experts design the lures to spin and sputter and everything else to get the fish interested. But it wasn’t enough, because they didn’t chase. Was it my yellow lure? Maybe I needed a red one with longer grassy stuff on it?
Research shows that shoppers also respond to impulse, however if the product is not out where they can see it, there’s not going to be an impulse. Your product is shrouded in darkness, remoteness, and chaos! The solution: Get it out where it can be SEEN!
The shelving units in stores are being branded themselves, and this can add to your sales problems, with the retailer’s brand impinging on or weakening your unique presence. All of a sudden your primary packaging isn’t getting the job done. Now you’re scratching your head wondering why one product is winning it all (i.e., the retailer’s house brands).
Winning with Creative POP Displays
POP displays are perfect for making a splash right in the aisle. What impact do you think it has when a child sees a selection of fascinating toys in that display?
You’ve got your choice of permanent or temporary POP displays. There’s some impressive permanent displays showing up these days but wow are they expensive to build, ship, and construct in the stores. Not really a great option after all.
What Makes Temporary Displays Work so Well?
The foremost reason for their success has to do with how unique they are. They make a sudden splash in the store and they’re not around forever. Shoppers know this is a splash. And they like that. It makes shopping more fun when there’s a surprise around the corner. It’s good for the retailer too who is desperate to improve their customer experience.
With respect to the temp corrugate, POP displays themselves, the main attractors are:
- the display’s shape
- the display’s colours
- exposure of the product
- the messaging
- quality of the unique value proposition
- incentives (extra product, contest, discount)
You can learn more about these factors by looking at the findings of our display survey. And check out this post on exceptional display design tips.
We can get into the strategic mechanics in more detail later. At this point you need to hone in the matter of making a big splash in the store. You need to separate your brand from the humdrum competition and play on the impulse shopping aspects so the shopper picks up the item. Once they get in their hand, they find it tough to put it back on the shelf.
If you need to brush up on some retail packaging marketing tricks, there are some great posts on Pop display design using corrugate or coroflot, and on impulse shopping and how 80% of buying desicions are made in store now. A testament to how retail marketing is headed.