With a change in consumer behavior comes a growing demand for CPG creative merchandising so as to rise above other manufacturers. (A quality product will not shine on merchandise display shelves if shoppers can not find it.) To get an advantage, CPG brands may use creative signage and display, sudden cross-merchandising and engaging on-the-floor interactions which make clients stop and look.
Capture attention with imagination
Normally, clients shop for grocery, household and specialty items at least twice per week–with many visiting more than five shops at one time. That’s almost ten opportunities for brands to capture customer attention a week. CPG brands need prime positioning to earn their way in shops, and to do so, they have to demonstrate the ROI supporting the products.
Creative strategies include:
- Develop eye catching signage and exhibits
- Create out-of-the-box partnerships
- Deliver experiential marketing engagements
Eye-catching signage and retail displays educate clients and diversify the shop environment. Out-of-the-box partnerships spur impulse buys and inspire pairings. And experiential engagements–anything from sampling to an in-store event–give customers a tangible appearance, taste or texture of the product, leaving a memorable impression.
Whether you are a small or large manufacturer, these components are crucial to demonstrate the sales-driving effect of your product.
Bringing ideas to life
The in-store displays and existence you produce are just as important as the item itself–if not more so–since they’re exactly what a shopper will see in the middle of an aisle or on the end cap.
This year’s long-anticipated East Coast launch of meatless ImpossibleÔ goods in pick Wegmans stores was met with a great deal of buzz. In Wegmans, they stacked the ImpossibleÔ cooler with ground”beef”–then place it in the middle of the meat section, with simple, punchy signals:”Cooks like ground beef” and”Tastes like ground beef.” The signs compel a double-take enticing clients to envision ground beef and check out the item.
Timed to Super Bowl LIII in 2019, Old El Paso and Dos Equis teamed up to pair taco kits with beer at towering Game Day screens, in large foot traffic-areas of Publix supermarkets. On an normal taco dinner night, the average consumer may not reach for a Mexican beer with their Tex-Mex fare, but for large scale Super Bowl parties, this creative partnership functions.
Greek manufacturer Olive Roots partnered with East Coast-based grocer Fairway to get a collection of in-store sampling events and cooking classes, giving shoppers ample opportunities to participate with the products and forcing consumers in shops. Clients were able to sample regionally sourced items from an extensive product range and get a flavor of the brand. A large-scale activation similar to this might not work for each brand. But participate in smaller events can still place your products and advertising security front and center–and offer a terrific chance to get noticed.
Inspire the shop buyers
Many grocery and specialty retailers still purchase based on the status quo–so it is up to manufacturers to shake up the landscape and demonstrate the need to stock quality, artisanal products. Consider the following:
- Explore brand partnerships which no competitors have done.
- Craft signage/displays that control attention and clearly convey your message.
- Position your brand for in-store sampling and occasions and set your most powerful marketing collateral forward.
- Make sure your approach speaks to your audience, particularly with so much diversity in shopper demographics.
Gateway Retail: Reach Your Clients Where They Go
For years, retailers have targeted customers where they live, work and play. But when customers visit another environment, the chance to reach them expands exponentially. Retailers can capitalize on new relations –created through gateway retail minutes –by offering psychological and purchase-inspiring touchpoints that encourage the customer experience.
The combination of an endorphin-inducing place and experiential retail components is a superb setting to gain your audience’s interest. We have talked about pop-up out-of-area shops , but why not extend the concept with a more permanent site?
Here is how retailers can integrate gateway retail in their strategy and build an experiential marketplace.
Reaching customers through their pursuits
Most retail marketing strategies are tied to clients’ sex, age, income or other demographic traits. With gateway retail, the approach is all about tapping into customer interests in real time. Are you seeking to appeal to an outdoorsy audience? Beachgoers? Runners? Your target audience’s in-the-moment activities –instead of their demos–will be the key to creating an inclusive environment that will appeal to all who pass through.
Experiential marketing touchstones and strong in-store components leverage the place, while also assisting you to connect with shoppers. Think outside the boundaries of conventional in-store messaging and vision. Instead, think about the big-picture story that you want to tell.
- How do your message enable or educate customers?
- Does your vision illustrate the (literal) travel customers are going to go on?
- What experiential elements can encourage this journey?
Improving the customer experience
It’s a traditional family holiday scenario: someone forgot the sunscreen, and now you’ve got to stop to pick some up. If you see a retailer that stocks other shore essentials–sunglasses, straw hats, swimsuits–you are that much more likely to purchase something else then and there.
1 approach to gateway retail is improving the customer’s experience –for instance, providing items or equipment that will add value to their trip. If you sell products customers commonly neglect to pack or can buy if they are ill-prepared for the requirements or climate, you have a excellent chance to use your store fixtures and displays, signage, and in-store security to educate customers. The place can be a beacon for travellers –and a gateway into an improved adventure.
Outdoor retailer REI lately opened an adventure-themed place just outside the White Mountains in New Hampshire, a comparison from their predominantly urban and suburban locales. Rather than buying these products in their home cities, clients can simply stop by the shop before heading on the road. There, they can get a pair of hiking boots, read up on outside tips from signs around the shop, and partake in additional offerings like group trekking clinics.
An immersive shop environment can give clients the assurance they need to start on their journey–and consequently, they will happily purchase items which will get the most out of their trip–and their precious time.
Embedding to the customer experience
Retail locations may also become a destination , adding to the other actions a client typically enjoys in the region. Believe L.L.Bean at Freeport, Maine or the Magnolia Market in Waco, Texas. However, you don’t have to make an iconic, sprawling retail centre. Even within a limited footprint, you can make your shop a destination in an assortment of ways: offering participating shop components like digital signage, in-store sampling, workshops, guided tours, information and service kiosks, or arranging the shop around a specific theme.
Take Cherry Republic, a local gift store in Traverse City, Michigan that shares gourmet jams, artisanal drinks, and much more made from Michigan’s famed cherries. The shop samples nearly all their goods and offers something particular to the location–which makes it a destination in its own right.
Experience-based merchant Build-A-Bear is also embracing a gateway mindset by opening shops in family-friendly spots. The retailer has set its sights on tourist attractions such as New York City’s FAO Schwarz, Carnival Cruise ships, and indoor waterpark Great Wolf Lodge. Their retail version is innately interactive, displays brimming with stuffed animals and personality-filled accessories waiting to be taken for their forever homes.
Developing a retail environment that is worth the trip
Gateway retail is not just taking your current retail version and placing it in a brand new locale. Your shop, the environment, and client activities will need to have synergy.
Some things to consider when planning your “retail destination”:
- Your retail concept should encourage the’why’ a client would take some time from their trip to go to. Consider how you are improving, teaching and adding value to the experience, or eliminating a barrier to extreme enjoyment.
- Shop elements should be engaging–such as signage about the local wildlife which may be found steps outside your door, or even a cooking demonstration with regional spices.
- All your elements are an opportunity to enable the consumer on their experiences –think about the vision and messaging you are projecting through your signage and exhibits.
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