February 14, 2018

Shopping is Seeing and Selecting.

Shopping is Seeing and Selecting.

Consumers are time-crunched, visually attacked, and private label is growing in market share in most categories. In the quick discussion and diagram, I'll share insights into best placement and strategies to succeed in-store. Also, my tips are think about color, be innovative and different, work for better positioning, and don't make your labels too cluttered. 

It's all about the visual and position in retail. Your competition is vying for space and looking to improve position in the retailer planogram and on store shelves. But what is the best position? The best position is a combination of the best view and the easiest to select from the shelf. 

You likely know that having your items at eye-level are better for your business than not, but do you understand the thinking behind the entire shelf-set? Optimal shelf placement is at arm level and central within a product category. I've put together this diagram to walk you through the basics of a shelf schematic and how buyers and category managers generally work through product shelf placement. 

You want to own your color and not duplicate the colors of market leaders in your category. This technique is particularly effective when you have multiple items in a set and can "brand block" the shelf with your color over a broad area. Just think about Lipton Tea or Coca-Cola along with Oreos taking up a large percentage of space in their respective categories. You can see the color from the end of the aisle. Also, this is particularly useful to consider when building pallet displays for club stores. The full pallet will become the brand black and should make an impression from yards away. Failed new-product launches can often be blamed on poor packaging that blends into the existing category. 

If everyone's package is a box and tall, go for plastic, round, and short. Experts say structural innovations-unique shapes-are consistently strong in generating consideration. Example: POM juice package that is original and different from all other juice packaging or the iconic Coca-Cola bottle. 

Never overwhelm the shopper. Simplicity pays off when other brands and packages are cluttered. Too many messages mean important claims could be overlooked in the selling of your product.

There are hundreds of examples to improve your product packaging and brand message to consumers. Are you covering the basics? Easy to See, Selection Ease, Color, Unique Packaging, and Simplicity are the primary factors to package success at retail. These simple and basic concepts will lead you to bigger and better success with consumers. 
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