happy shoppers spend more. how to make you business successful through design at point of sale
TRANSCRIPT
happy shoppers spend more…
Jan Atkins, Creative Director Cocoon Group Jiří 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 on us
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?
“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
Cocoon’s attraction 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 & visibility attract attention through visual brand equities and category
be seen
colour shape
EXTEND BEYOND THE PACK
stay connected
phase 2
navigation & emotions1,5M DISTANCE
brand & product differentiation brand stand out vs.competitors whilst maintaining clear variant differentiation
innovate invigorate
brand noise visual clutter
enemy of frienemy
Product differentiation
disrupt
isle domination
phase 3
emotions & rational
75CM DISTANCE
emotions & rational deliver 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
afterpoint of salebefore
brand perception created trough numerous communication channels and tools
brand perception created trough numerous communication channels and tools and also experience with the product
decisions are often made before
entering the store
triggers perceptions
our innate sense of familiarity and attachment to a brand before we
even enter the store
slogans type
visual identity
“its the real thing” “i'm lovin’ it” “just do it”
“because you worth it”
Work as a device for the consumer to connect with. It transcends language when shopping we are looking for visual cues that represent our brands on a subconscious level. Within a few flash seconds this form of imagery is a powerful decision making tool for over saturated, over stimulated minds in retail.
visual metaphores
after the store visit
off pack communication out of sight, not out of
mind
happiness machinehttps://www.youtube.com/watch?v=lqT_dPApj9U
if all else fails fake it
Thank you!