RETHINKING THE IN-STORE
MARKETING PARADIGM ADAPTING TO AND INNOVATING FOR THE CHANGING MARKETING AT RETAIL LANDSCAPE
www.popai.com
Rethinking The In-Store
Marketing Paradigm
WHO WE ARE
QUICK OVERVIEW OF POPAI
Founded in 1936, the Point of Purchase Advertising
International (POPAI) is the only non-profit global
trade association representing more than 1,700
member companies in 45 countries who are leaders
in the marketing at retail industry.
POPAI is the premier source of learning, knowledge
and future-oriented research for the marketing at
retail industry, and provides resources, education,
ideas and advocacy to enhance the power and
performance of the marketing at retail professional.
With 75 years of experience behind us, our ever
growing global presence makes us the leading
expert on shopper behavior and marketing at retail
insights.
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
WHAT IS MARKETING AT
RETAIL?
The major objective of Marketing At Retail is
learning how to apply relevant visual merchandising
standards and guidelines to boost sales by
influencing the shopper where it matters most – at
the point of purchase.
Marketing at retail includes:
• In-store Displays
• Retail Formats
• Shopper Insights
• Digital Signage
• Mobile Marketing
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
HOW EFFECTIVE IS MARKETING
AT RETAIL?
In-store marketing is the last chance – and
sometimes the first – to communicate the potential
value of a product to customers and shoppers.
The efficacy of marketing at retail by the numbers:
• 70% of Brand Purchase Decisions are made in-
store.
• 2 out of 5 supermarket brand purchases are
made when in-store displays are present
• 1 out of 3 brand purchases made at mass
merchandisers involved an in-store display
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
DID THE RECESSION REALLY CHANGE THE SHOPPER?
WHAT ARE SHOPPERS DOING TO SAVE MONEY?
• Buying fewer items on impulse48%48%
• Stopped buying food items that
seem “just too expensive”47%47%
• Eating out less often, frequenting
more affordable restaurants
• Using more coupons40%40%
31% Plan to continue:31% Plan to continue:
Using coupons more frequently
36% report that they will maintain
the following habits:
36% report that they will maintain
the following habits:
Not buying pricey
food items
Buying less on
impulse
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
UNDERSTANDING THE PATH OF PURCHASE
THE PATH OF PURCHASE - YESTERDAY
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
UNDERSTANDING THE PATH OF PURCHASE
THE PATH OF PURCHASE - TODAY
Rethinking The In-Store
Marketing Paradigm
MARKETING AT RETAIL 101
ELEMENTS OF A SUCCCESSFUL
MARKETING AT RETAIL PROGRAM
A well thought-out marketing at retail program often
results in winning over the shopper at the shelf.
Best practices to keep in mind:
• Displays have to be engaging but practical
• Creative should be designed specifically for retail
environment
• In-store marketing is customizable for the retail
outlets it needs to serve
• Marketing at retail goes beyond just displays and
lends itself well for incorporating technology
• Where possible shopper insights should be
leveraged to create a more meaningful and
compelling marketing campaign
Most important function of a vendor supplied
display according to retailers
Rethinking The In-Store
Marketing Paradigm
SILENT SELLERA Case Study Approach To In-Store Marketing’s Power To Do More Than Make Pretty
Rethinking The In-Store
Marketing Paradigm
SILENT SELLER
MERCHANDISING TECHNIQUE:
ALL THE RIGHT ANGLES
When you browse the produce department, you'll
notice that most, if not all of the displays are
angled, or tiered. That means the display is
lowest at the front, and rises up towards the back.
This technique is used to present more
merchandise to the customer in a small space.
Presenting the merchandise this way also makes
it look more attractive. You'll notice that these
displays look full and bountiful. There are also a
number of different types of products arranged in
layers. The variety of product makes these
displays appear more attractive.
Rethinking The In-Store
Marketing Paradigm
SILENT SELLER
MERCHANDISING TECHNIQUE:
NOT AS SIMPLE AS BLACK &
WHITE
Once you start looking for color in displays, you'll
start noticing it over and over. Color can make
merchandise more vibrant, attractive and mouth
watering. This is done by placing contrasting
colors next to each other.
In a large supermarket, it is common to see a big
cluster of red and pink together in the meat
section. Try interspersing color to stand out and
tempt shoppers into buying. The color in these
arrangements can be one of the biggest factors in
making the product tempting to shoppers.
Rethinking The In-Store
Marketing Paradigm
SILENT SELLER
MERCHANDISING TECHNIQUE:
‘PROP’ UP THE PRODUCT TO
PROP UP THE SALES
In the grocery sector props lend themselves well to
the goods being sold and can help create a further
compelling reason to make a purchase. Meats in
particular can be mound in attractive casing
displays, baskets and bins.
With these display techniques, you can tempt your
shoppers to leave your shop with more than just
one item in hand because ‘props’ can communicate
and foster emotional connotations such as fresh,
organic, and healthy.
Rethinking The In-Store
Marketing Paradigm
SILENT SELLER
MERCHANDISING TECHNIQUE:
CROSS MERCHANDISING &
PROMOTION
Today’s shopper is pressed for the time, always
plugged into the outside world, and is looking for
ways to cut corners to save both time and money.
There’s no better way to create a compelling offer
than to cross-merchandise your product and where
possible promotions.
Many brand marketers have found success
recently in cross-merchandising complete meal
solutions in both the perimeter of the store and the
center aisle. Just remember that when shoppers
imagine the products together, and imagine
themselves using them, they are more likely to buy.
So, what are you going to put in your next display?
Kraft & Hershey found a natural synergy in this
cross-merchandise promotion
Rethinking The In-Store
Marketing Paradigm
‘MEAT’ THE TECHNOLOGYTOMORROW’S TECHNOLOGY CHANGING SHOPPER BEHAVIOR TODAY
Rethinking The In-Store
Marketing Paradigm
‘MEAT’ THE TECHNOLOGY
QR CODES & COMMON SENSE
IMPLEMENTATION
QR Codes are still a bit of a conundrum for today’s
modern shopper, but as marketer’s continue to
introduce shoppers to QR Codes it’s only a matter
of time before there is widespread adoption. This
is particularly true considering that half of the U.S.
Population will have smartphone capabilities by
2012.
QR Codes can:
• Share information about the origin of the
product
• Pairings and other items that go well with the
product
• Used as part of a larger promotion campaign to
drive traffic and gain valuable shopper insights
data
QR Codes pictured here share information about
the cheese, the farm it came from, and items
it pairs well with – all implementations that
lend well to Pork Products.
Rethinking The In-Store
Marketing Paradigm
‘MEAT’ THE TECHNOLOGY
MOBILE SHOPPING LISTS
As shoppers continue to upgrade the technology
they keep on hand novel innovations such as
mobile shopping lists will continue to grow and you
want to be proactive and present in that space.
Mobile Shopping Lists are:
• Low cost to build and develop
• Convenient, Eventful, & informative for
shoppers
• Updateable on the go and by multiple people
within a household
• Leverages a shoppers mobile device
Mobile shopping lists are increasingly being rolled
out by retailers. Talk with your retail partners
to see what synergistic opportunities may
exist to increase your presence in-store.
Rethinking The In-Store
Marketing Paradigm
‘MEAT’ THE TECHNOLOGY
VIRTUAL & IN-STORE RECIPE
CENTERS
Shoppers are looking for opportunities to try new
things – it’s our jobs as marketers to make the
discovery process easier, informative, and fun.
One way to do this is by utilizing the physicality of
in-store displays to provide an in-store recipe
center where your products are in addition to
creating a virtual recipe center that can be
accessed on the web or via mobile apps.
Virtual and in-store recipe centers are a ‘no-
brainer’ especially when it comes to meat
products and preparation.
Rethinking The In-Store
Marketing Paradigm
POPAI SPEAKS RETAIL
WHAT YOU SHOULD REPORT BACK AT THE OFFICE
POPAI provides research and education that can help you better position your
offerings at the point of purchase
POPAI provides research and education that can help you better position your
offerings at the point of purchase
Technology makes more effective marketers and shoppers in the retail
environment when thought out and deployed appropriately
Technology makes more effective marketers and shoppers in the retail
environment when thought out and deployed appropriately
Today’s shoppers are reached by creating compelling, relevant experiences across
the path to purchase
Today’s shoppers are reached by creating compelling, relevant experiences across
the path to purchase
Marketing at retail works when thought out and executed with care.Marketing at retail works when thought out and executed with care.
Rethinking The In-Store
Marketing Paradigm
POPAI SPEAKS RETAIL
QUESTIONS & CONTACT INFO
Richard Winter
POPAI – THE GLOBAL ASSOCIATION FOR MARKETING AT RETAIL
PRESIDENT
EMAIL: [email protected]
WEB: WWW.POPAI.COM