happy shoppers spend more by cocoon

happy shoppers

spend more…Jan Atkins, Creative Director Cocoon GroupJiří Votruba, Managing Director Cocoon Group

Today

4,000+

messages

40-80K SKUs in supermarket

44

items make it to the basketsource: Food Marketing Institute, tnsgloba.com

30% of grocery shoppers walk away empty-handed

shoppers are totally impatient

source: tnsglobal.com

20% of items shoppers planned to buy don’t make it into the

basket

source: tnsglobal.com

pres sure

pressure also on us, marketers

69% buy the same brand as last time

source: tnsglobal.com

shoppers are robots

45% buy the same product

3 sec to grab attention

source: Procter & Gamble

source: tnsglobal.com

ME!!!

the best here!

buy me!

I’m cool!

I’m better!

I’m efficient

buy me! buy me!

princess

you are my beauty

30% influenced at the shelf

your man will love u!

75% of products shoppers touch are bought

source: tnsglobal.com

Role of pack design & branding in-store is crucial for success in

business

the perfect

packaging

happy shoppers

spend more

unhappy? why?

People do not like shopping and want to get out of supermarket

asap, it’s more…

…the quicker they get what they want, the more they

spend

source: tnsglobal.com

“Decided” shoppers are “unhappy” losing

time searching

“Undecided” are “unhappy” about

deciding among too many, similar choices

Let’s make’em happy

source: tnsglobal.com, Design Council - How customers choose your brand

“decided” shoppers:

Help'em find quickly what they

search for

“Undecided” shoppers: Help’em make a choice

quicker

So how to make a pack design that will make the shopper happy?

Cocoon’s attractio

n strategy

3 phases

visibility within cat.navigation to brands

product benefits diff.brand values

brand&product diff.brand values

3M 75CM1,5M

Decided

Open-to-decide

phase 1

navigation3M DISTANCE

impact & visibilityattract attention throughvisual brand equities and category

be seen

colourshape

EXTEND BEYOND THE PACK

stay connected

phase 2

navigation &

emotions1,5M DISTANCE

brand & product differentiationbrand stand out vs.competitors whilst maintaining clear variant differentiation

innovateinvigorate

brand noisevisual clutter

enemy of frienemy

Product differentiation

disrupt

isle domination

phase 3

emotions & rational

75CM DISTANCE

emotions & rationaldeliver brand values and product uniqueness benefits, final BUY ME OPPORTUNITY

say what it does on the can

express brand values

express brand essence

taste appeal

a (brand) story

if all else fails fake it

Thank you!