Retail Boxed

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May 17th, 2009 admin Leave a comment Go to comments

Retail Boxed

The Retail Jungleâ¦where visions become real! Part 3

The Retail Jungleâ€¦where visions become real!

Part 3

(Continued from Part 2)

Great Packaging â€“ I want packaging that sells!

Packaging is the one component that speaks to your target market everyday, repeating the brand message with a promise to the consumer. Your packaging will support your brand and will build customer loyalty and eventually customer passion about your brand.

Case in point; Tropicana removed from the shelf their new redesigned package in favor of the old due to the response from the buying public. The agency made the mistake of straying to far away from the brand and the consumer was not happy. They wanted the old Tropicana back.

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Product category will determine packaging
Price point will determine packaging
Packaging for whatâ€™s right for the product (boxes, cards, clams)
Great packaging will move your product off the shelf
Great packaging will get consumers attention

Point of Sale (POS) what is Point of sale, do I really need it?

An excellent vehicle to grab consumerâ€™s attention.
This is a great way to stand out from the competition
Facilitates finding the product much faster, as sales staff can quickly direct traffic to the product.
Works as in-store advertising
Displayers need to conform to retailers specifications

Point of Sale (pop/ pos)

The Point of Sale or Point of Purchase displayers are an excellent vehicle to grab consumerâ€™s attention, and reinforce the brand. This is a great way to separate your brand from the competition; it facilitates finding the product much faster, as sales staff can quickly direct traffic to the product. The units arrive fully loaded with a header card and must be easy to assemble. Retailers like point of sale displays and view them as a positive marketing strategy. Some store might opt out from using the POS and use their â€œProfit Stripsâ€ located at the end isle in stores. These are for peg-gable items. Some products fit nicely on the Profit Strips. Shelf talker can also grab attention.

These are all intended to grab the customerâ€™s attention as they walk down the isle. The POP needs to be prefilled and ready to display when the store manager opens the box. They must be followed up with the different stores and refilled or a new displayer sent in when the in store one gets used up. What will typically happen when there isnâ€™t enough quantity in the displayer to justify keeping it in plain view, the contents will be taken out and dropped onto a shelf and youâ€™ve just lost your competitive advantage!

Product category- where does your product fit in?

Business to business
Retail
Mail order
Sold on the internet
Combinations of the above

Promotional Program â€“ how do I put together a promotional program that works?

How are you supporting your product
How many Trade shows are you going to attend to show case your product

(Great advertising venue to support your retail)

Some retailers have their own promotional campaigns (catalogues and flyers)
Local newspapers
Internet
TV promotion
Radio
Licensing your brand

Prototype â€“ why do I need one?

Will solve most of your design concept feasibilities
Can help gear up for production
Great for making in house presentations
Ideally should be made from production material
Some retailers only want to see the actual product
Help source out manufacturing
Do not use prototypes to make presentation to retailers (they are not interested in what it might become, they want the real deal)

Unique selling proposition (USP)?- whatâ€™s the magic?