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Aug 18, 2017

If you’ve got it, flaunt it

by Mary Anne FitzGerald - Client Services Director

If you’ve got it, flaunt it

Despite the burgeoning of today’s omni-channel shopping experience, 82% of marketers rank point of sale as the most effective marketing channel for influencing shopper purchasing decisions. The findings, according to the latest Point of Sale Industry Report, also put it ahead of traditional media such as TV, radio and press advertising.

The report goes on to reveal that three quarters of marketers claimed the majority of their campaigns are now driven by in-store shopper marketing strategies. Due, it seems, to the fact that more brands and retailers were seeking to directly impact shopper behaviour at the point of purchase.

This just goes to reinforce the ongoing importance of physical stores and the need to deliver a consistent message through the multiple channels available, transforming this into a joined up shopper experience.

It also poses questions about the best and most (cost) effective ways to create standout.

With retailer media packages in the major multiples getting increasingly restrictive, not to mention expensive, now is as good a time as ever for brands to make the most of their own assets. After all, if you’ve got it, flaunt it.

When Heinz took on Hellman’s and launched their new Seriously Good Mayonnaise last Spring, they made good use of their category leading stable mate. This “Try our new mayo” flash appeared on 30 million bottles of Heinz Tomato Ketchup from April to July to encourage cross selling and trial.

Not to be outdone, this year Hellman’s created a multipack exclusively for shoppers in Asda.

When snack brand Bear Nibbles relaunched the packaging across its own Alphabites brand of cereal they did it with ears on. An illustration of a bear now takes up the whole box – complete with popped-up ears, arms on the side, and a pom pom tail design on the back. It also highlights the brand’s nutritional credentials. The whole package is designed to create standout at fixture and the brand hopes it will drive trust with parents and engagement with children.

SCA (now known as Essity) also creates standout by sticking out. Promotions on its key feminine hygiene brands have featured ‘stoppers’, bus stop style on-pack stickers which stand proud of the packaging giving added visibility from all angles.

For many brands, their own shelf ready packaging (SRP) can provide an extra canvas which can be put to all sorts of uses. Baxters for example has made the most of them to support the launch of Deli Toppers highlighting the different serving suggestions for each of the skus in the range.

Nutella , on the other hand, uses its SRPs to promote the versatility of a single product with a variety of usage occasions while, hot off the press, literally, is our own work for Options which uses both the brand’s pack and SRP to full effect.

The promotion is all about creating the ‘me time’ to sit back, unwind and savour that well deserved moment. In partnership with ‘Readly’, shoppers can get access to 1000’s of the latest magazine titles, directly via their tablet, phone or computer, completely free.

Every jar gives one month’s subscription to this extensive digital collection, worth a whopping £7.99, with no catch. This can then be extended to three months with just two more purchases thus encouraging trial across the range and promoting consumer loyalty along the way.

There is no doubt that impact on shelf is key to the success of this campaign. So if you need help in maximising standout, or would like to hear more about our promotional solutions, then do get in touch.

Maybe we could meet up for a coffee or, better still, a hot chocolate?

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