Retail ROI: POP and Packaging Working Together
In the age of technology one really must question the effectiveness of in-store POP. In the recent POPAI’s 2012 Shopper Engagement Study, it states that the in-store decision rate has climbed from 70% in 1995 to 76% in 2012. Can’t believe it right? Although initially I had my doubts, the more I thought about it the more I got to thinking that it’s just about right. It’s not that POP is no longer valid, it’s that POP has had to evolve and keep up with technology.
First let’s take a look at your shopping habits, do you use online flyers or read online reviews before you head to the store to make a purchase? The consumer is changing, with the stores right there at their fingertips on mobile paired with in-store efforts, it gives your brand a leg up with consumers. This allows them to see, read and understand the item they want first, before making a purchase.
Is your brand focused on just in-store efforts or do you use social media, mobile shopping apps, mobile coupons and “red flag deals” type-sites to boost your consumer/product relationship.
What else is your brand focusing on? I mentioned before in-store and mobile incentives and I believe these new techniques, along with the ability to flip through an online flyer, helps a consumer make a decision on your brand. It’s quick, and with the world becoming more fast pace and people always on the go, this is a great strategy to tap into. But what if your consumer just pops into the store without that online flyer, will they simply make a decision in-store based solely on the attractiveness, clarity of a product or in-store coupons? Needless to say… when all else fails, packaging plays a huge role.
So let’s talk packaging. In order to get your product off the shelf and into their shopping cart your product packaging needs to speak to the consumer’s needs. The product package itself needs to be appealing; this is the first important feature. Ultimately it’s the only POP space a brand really owns. Read more about packaging here. Use your empathy here and put yourself in your consumer’s shoes; what kind of keywords, design, in-store and mobile incentives would grab your attention? You will need to make your brand stand out from the rest by appeal and the call-to-action. Not only does your brand need to be unique, but it must stand out from all of your competitors.
With all this said don’t forget to use social media to get customer feedback about what they like about your brand, packaging, use of color, basically what makes your brand standout from the rest because this can be a great benefit to your brand and improve ROI.
Your brand needs to be adaptable to this ever-changing world and so does your in-store, on-shelf strategy. Customers love discounts, contests and being interactive. Create in-store buzz by having an event. One that comes to mind is Oreo cookies. They gave children the chance to stack as many Oreo’s in 30s to win a prize and parents received an in-store coupon.
Ultimately, in the end what it takes is to be unique, creative with the technology that is available. Couple that with the understanding of your consumer and you’ll have a solid in-store presence to generate those consumer pick-ups… and sales!
Author: Matina Singh
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