Brand and product managers have plenty of challenges these days. Retail competition is so intense and it’s difficult to get onto retail shelves and catch shopper’s attention. And when they get their products on store shelves, they feel horror when their products are clumped together with the competition in a way that seems to destroy their expensive branding efforts.
Have you seen the state of many store shelves? Whether it’s Walmart, Loblaw, Great Canadian Superstore, or even boutique shops, store personnel can’t keep the shelves tidy enough. Do you think it’s a problem?
Product managers have to get innovative and more of you are seeing the advantages of using and optimizing POP display. Point of purchase display is where some very innovative display packaging strategies are keeping brands competitive and retaining brand equity. POP is where the real persuasion takes place, if your display provider is doing it right.
A quick look at the soap aisle at Walmart, Superstore, Sobeys, or Shoppers Drug Mart highlights how banal product packaging is. There’s not enough differentiation other than some colours and a logo, and who can read the microscopic printing on the clutter of products?
And is it a conspiracy by the big box stores to quash brand differentiation so everyone has to compete on price? Does the limited selection show independent producers aren’t trying hard enough to get on their shelves? Is your product stuffed away on the shelf looking like a pet store puppy dog hoping to be picked?
|From the POPAI 2012 Shopper Engagement Study:If you’re not putting your brand on ‘display’ you’re less likely to put your brand in the shopper’s basket.From organic labels to premium labels to private labels today’s shopper has more product choices than ever before. If you’re not utilizing in-store marketing to put your product on display you’re likely losing out in the battle at the shelf to get your product into the shoppers basket. The study found that nearly 1 in 6 brand purchases are made when a display with that brand is present in store|
Given there is limited soap brand selection on Walmart, Shoppers Drug Mart or Costco shelves, we know many independents aren’t being creative enough to get there. If a product is good enough quality at a low enough price, it has a shot at big sales in these stores. You can’t rely on your primary packaging to get things done though, and it is tough to beat out major national brands. As this picture above shows, the store aisle shelves are a mess that eat away at your brand equity – what’s powerful and memorable here about any of these major brands?
Soap packaging is as good as it can be, but that little bottle or package on the shelf doesn’t have a chance because it’s invisible and competing too much on price. The soap’s price is the featured visual on the shelves. If you’re going to get your product sold in these retail stores and smaller boutique stores, you will need powerful POP packaging design strategy to get noticed and get your brand message across.
Disrupt the Sleepwalking Shopper
POP displays stand out from the aisle and disrupt the shopper’s automatic shopping behaviour. Besides designing a powerful display, you need to get it positioned unusually on the floor. Disruption is the key. In the soap category, shelf talkers and shelf displays can work because they do draw attention, however floor displays are where the real promotion takes place. This pallet display at right is big, bold, attention getting and compels shoppers to purchase. Standees often block out competitor’s products on the shelf and they are in the walking path of shoppers.
Good POP display design lets you get your product benefits across where your primary packaging can’t.
Notice how the SUDAFED logo and tagline in the graphic below is highly visible as is the visual of sinuses. Then the product benefits are listed. It’s quick and visible and the individual product packages are right at hand and at basket height. All the shopper has to do is pop it into their basket and they’re on their way.
When is a Good Time to Innovate? How about Right NOW
POP display is your golden opportunity to dominate competing brands in that store – an opening to take control and outperform. To excel, you’ll need a great POP strategy and that’s something Ravenshoe Packaging can help you with. Ready for Retail is one particular trend in packaging you’ll want to ask Ravenshoe about. Packaging industry people are excited about its potential in today’s retail environment.
Persuasive packaging is the essence of packaging design. Don’t think of pop packaging as boxes. They are persuasive sales devices and they can uplift and reposition your brand, induce trial usage and repeat sales. POP disrupts shopper’s monotony and cuts into the category leader’s sales.
A great POP display unit may be a necessity as you negotiate with retailers and distributors to gain access to the big box store market. There’s no better way to boost your sales.
Ravenshoe Packaging is located in Markham, Canada. See the difference they can make in your retail success now.