The Retail Challenge: Getting Shoppers’ Attention!
When we go shopping for anything from food, clothes or cars, we have a lot of choices, at times too many choices. Do we choose a brand that’s familiar to us or do we take a chance with a new one? How do we choose from all these different brands on the retail shelf… and what do they do to set themselves a part from the rest?
With the many choices we have as consumers it’s easy to be overwhelmed – throw in the towel on our decision making process and buy the already known rather than trying something new! But even if we want to try a new product, there are so many out there, we often don’t even know where to begin. Too many of POP materials and communications at the retail level put out by brand makers talk about the feature of their product and totally forget to talk to the benefits – in short, what’s in it for the consumer. Benefit-driven communications is the best way to speak to consumers. Is the brand more efficient? Provide time-saving or cost-saving?
In-store retail merchandising and retail point-of-sale (POS) mechanisms are crucial to make a connection with the consumer to drive both impulse and trial sales. To capture the consumer’s wandering eye, brands and retailers need to constant create new and innovative point-of-purchase (POP) to grab attention where and when in counts the most: in-store. Without these attention-getting on-shelf or in-store communication pieces, many consumers often overlook new products or specials and consequently buy familiar and already trusted brands.
Brand Marketers want to make sure that their brand doesn’t get lost in all the in-store option available to consumers. Here’s a quick check list to do just that:
- Packaging: This is the most important brand POP. It is the piece that will keep on working where ever it is: on-shelf, in-store, in the pantry, in the home. It is all about originality! The brand package needs to carry the brand character, personality and voice and more importantly speak to its benefits.
- POP: Using unique visual elements and colours that speak to the brand in order to draw attention to the product provides at the retail level the necessary impact. Creating effective POP on-shelf that speaks to consumers will entice them to make the change. Using mobiles, shelf-talkers, on-shelf coupon generators, on-shelf digital messaging are only a few tactics that are available.
- End Aisle Displays/ Check Out Displays: Using these in-store tactics are an effective way of making brands stand out. While consumers wait in line or turn the aisle, the “one brand” shelving strategy definitely gets the desired effect. Couple this impact with the right benefit-driven message and brands will be sure to generate the much sought after impulse purchase.
- Floor Graphics and Floor Stands: An effective and creative way to drive consumers right to products on-shelf is using floor graphics leading the way! Of course colourful floor stands filled with products are also effective and provide a solid “real-estate” space, often away from the competitive products.
Effective POP helps snap consumers out of their routine. It engages them at the most critical purchasing moment and affects behavior to drive sales. All brand marketers must be sure to get this part right. It doesn’t matter how great an advertising campaign is… if consumers don’t find the brand on the shelf, the sale is lost. After all isn’t that what it’s all about?
Author: Matina Singh
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