Succeeding in the Path to Purchase: Strategies for Point of Sale

Transcription

1 Succeeding in the Path to Purchase: Strategies for Point of Sale

2 Strong branding and package design is a key component to success in the retail landscape, but with so many products for consumers to choose from, clients often ask how else they can break through. We have done some homework to unearth the following tenets of a successful point of sale strategy. 2

3 The majority of purchase decisions are made at the point of sale. How does a brand drive sales at this key stage in the path to purchase? Have a complete 360 approach POS is often an afterthought in the marketing mix. Take time upfront to consider the role POS plays in your integrated marketing strategy. Ladder back to brand promise After price, trust is one of the biggest purchase drivers. It is important to deliver on your brand promise and understand which of your brand equities might influence shopper s choices. Inform and educate To inform and guide consumers to choose your product, educate consumers about differentiated benefits or possible new consumption occasions. Resonate with target consumers Ask: What is important to your target consumer? What are the category drivers? What are barriers to purchase? How can your POS strategy address these points? 3

4 When developing POS strategy, further drive engagement by considering these four tactical pillars: DELIGHT YOUR SHOPPER IMPROVE SHOPABILITY PERSONALIZE THE SHOPPING EXPERIENCE PROVIDE CONVENIENCE SOLUTIONS 4

5 DELIGHT YOUR SHOPPER Be disruptive by showcasing your brand in entertaining or unexpected ways. Displays can range from simple ways of merchandising your product, to custom display cases, to interactive digital entertainment. Diet Coke merchandising is unexpected and ladders back to their American Heart Association s brand cause. Coke Zero supports their brand promise of the unbelievable possibility of real Coke taste with zero calories. Starburst display towers utilize digital screens to play clever animated shorts with sound effects. 5

6 DELIGHT YOUR SHOPPER Campbell s Canada s canned soup display brings their Nourish campaign call-to-action to life in an impactful way by allowing consumers to literally Help Make Hunger Disappear when they purchase the product. 6

7 IMPROVE SHOPABILITY Displays can help consumers shop more easily in various way. Strong brand blocking help consumers find products. Organizing or coding products by certain attributes can help consumers hone in on what they re looking for. A chocolate brand helps educate consumers and enables them to shop easily by flavor profile of chocolate notes. Campbell s Soup dispensing racks carve out permanent real estate on-shelf, provide brand blocking, and enable consumers to shop by variety more easily. G-Series display helps consumers shop by occasion (before, during, and after athletic activity). 7

8 PERSONALIZE THE SHOPPING EXPERIENCE In a world of SKU proliferation it can be difficult and overwhelming for consumers to shop. POS can help consult and guide consumers through their purchase choice to find the product or solution that is best for them. Target s digital Skin Care Advisor helps consumers identify the best product for them, by brand and benefits. Pantene s display helps guide consumers to the right purchase, clearly organizing products by hair type. 8

9 PROVIDE CONVENIENCE SOLUTIONS Co-location brings your brand top-of-mind throughout different aisles and positions your brand as a solution for today s busy shopper. Co-location makes your brand easier to find and offers suggestions for usage occasion. Vlasic s disruptive campaign reminded consumers that pickles are the perfect accompaniment to burgers, sandwiches, and other meal occasions. Chips co-located with fresh sandwiches in a c-store offer a more complete meal solution to busy shoppers. Powdered drink mixes are close at-hand directly on the refrigerator door at a c-store. 9

10 The Future of Point of Sale 10

11 The evolving state of convenience stores C-stores are becoming more than gas stations morphing into places to stop for an everyday item. In-store digital display networks, dynamic menu boards, free wi-fi, and made-to-order food and coffee are all trends that are helping turn c-stores into oases for people on the go. With more food and beverage offerings, the competitive set in c-store has broadened. Consumers now have more choices and as a result it is critical to consider how the four pillars can enable your brand to engage with consumers in these environments. 11

12 POS is going mobile Consumers shopping behavior is starting outside of the store. More and more consumers are researching everyday products online before purchasing or even before visiting a store. The proliferation of mobile technology means consumers have more information instantly at their fingertips. Retailers are driving technological advances in smartphone apps. Meijer s mobile app pinpoints the in-store location of products on your shopping list, highlights the most efficient route to shop, and serves up special offers and coupons. QR codes at the point of sale satisfy consumers hunger for information and provide transparency. Mt. Townsend Creamery gives consumers access to video content to learn more about various cheese types. 12

13 A glimpse into the future: virtual stores Tesco, Sears and P&G are some of the retailers and brands that are pioneering virtual stores in the form of posters in high-traffic areas, such as train stations and airports. In essence, the point of sale is being brought directly to the consumer. These 2-dimensional displays simulate familiar retail environments allowing busy consumers to scan a product s QR code on their smartphone and order selected items for home delivery. 13

14 The point of sale is an ever-evolving landscape, with grocery and c-store environments adapting to consumers changing behaviors both in and outside of the store. The key to winning at shelf is thinking holistically, setting the stage with your brand promise, and bringing that promise to life on shelf with engaging tactics. 14

15 THANK YOU! Soulsight is an award-winning brand identity and package design firm located north of Chicago. Established in 1997 by Ann Werner, our company s objective is simple: To Uncover the Soul of a Brand Through Strategic Design. For more information about insights, please contact us. jamesp@soulsight.com phone: Soulsight. All rights reserved. This document is copyrighted by Soulsight and may not be reproduced without permission. 15