happy shoppers spend more by cocoon
TRANSCRIPT
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!
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
“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!