As I’ve discussed in recent posts, consumer goods brands spend a fortune on in-store activation. What we do instore is important: it is one of the key ways we can engage with shoppers, after all. And offshelf displays, gondola ends, etc. are found in pretty much any offline retail format. But they are not all equally effective, as this example I’m sharing shows. Check out the two offshelf displays in the image above. Both look pretty good right? But in terms of attracting shoppers, engaging shoppers, and driving sales, one was fifteen times better than the other. Let me explain why, and what lessons we can all learn from this to make our offshelf displays much more effective.
What do we mean by an effective offshelf display? And a caveat!
Firstly, a caveat. I’m going to use the term ‘effective’ here. Effective means that the activity delivered against its objectives. I don’t actually know what the brand’s objectives were in either of these cases, so I’m assuming that the objectives were to attract shoppers and deliver an incremental sale. I don’t know, but I’d be surprised if that wasn’t the case. Secondly, I haven’t measured the performance of these displays scientifically. I didn’t set up cameras and traffic cameras, nor did I interview shoppers as they left the display to understand exactly what had gone on in their heads. None of that. However, I did do what I often do when I don’t have access to data. I mooched around the store and watched what happened. So please. I’m not judging these displays per se. Maybe they were both brilliant and both teams are delighted. I’m using them, together with my observations, to draw out some learnings that hopefully some of you will find interesting and maybe even valuable. Have I said enough to keep the lawyers at bay and not to offend anyone? I do hope so! So let’s begin!
One offshelf display is perhaps 15 times more effective than the other
So what do we see in the image above? Two displays. Both with stacks of product. Both with bright colors and outstanding brand call-out graphics. But one was getting around 15 times the attention and offtake. Which one? Ahhhh – not so fast…
Understanding offshelf display effectiveness
They both look pretty good right? Putting aside any brand preference, they both look pretty good. It’s hard to see, from this image, what would make such a difference in offtake right? So let me give you a little more information. Most of the traffic comes from just to the left of the M&M’s display and either cuts across the two displays, or goes down one of the aisles. Not much traffic actually approaches from where I took this photo.
So what do we need to do? We need to see what shoppers see. Let’s take a look at the displays from a shopper’s viewpoint.
Understand offshelf display performance by understanding traffic
Now do you see which one wins? From a distance, they both look pretty good right? I bet they both looked pretty good in the design drawings from the agency too. But from a shopper point of view? One looks interesting, engaging, invites you to touch. The other? Well it just looks like more shelf.
Yes one could argue that the M&M display is ‘better designed’. It is cool. It makes you want to buy the product. Hell, I bought some! And I’m sure that ‘tactility’ is a big part of the display’s success. But there is a bigger part of this. From the shopper’s perspective, the Mondelez display looks like a shelf. And in a supermarket, I have plenty of that! There is no call-out, at least not from that perspective. From a distance it looks great, but most shoppers don’t see it.
From a distance you can see all the messaging and graphics: but up close, all of the ‘brand’ stuff is out of sight. Its too high for a shopper approaching from the side (which is where most of the traffic comes from).
So what can we learn from this? What simple take-outs can we use to ensure that our offshelf displays will be more effective?
Key steps to improve the efficacy of offshelf displays
Set really clear shopper behavioral objectives
You can’t evaluate unless you are specific. You can’t optimize your display, or its location, unless you are super clear on what you want to achieve. You can’t get the best from your agency without clear, unambiguous shopper behavioral objectives.
Look at the world from the shopper’s point of view
Our goal is to influence shoppers. So it doesn’t matter what we see. It doesn’t matter how cool the design is. Or how ‘on brand’ it is. Nothing matters unless the shopper sees it. Look at the world from the shopper’s point of view. And that often means that we need to…
Go to the store
It’s really hard to do any shopper marketing without going to a store. Most people I meet in consumer goods companies just don’t spend enough time in stores (and that goes for those of you working online too – you can totally do an online store visit). If you think you might be too busy to go to stores, check out this post now.
Understand traffic
When you do go to a store, don’t just admire the home shelf. Stake out the store. Watch shoppers. Watch what they do and where they go. If you can, invest in research which helps you understand traffic flow. Whatever you do, we need understand where shoppers go, if we are to be able to look at the world from their perspective.
Be specific about the exact location you want
Once you’ve worked out what you want to do, and where you want your display to be, make sure that you are clear and explicit about this when engaging with retailers. You are probably going to pay for the space any way, so we might as well get maximum value. Build a value proposition that asks for specific space, and explain why the retailer should give it to you. If you don’t ask, you don’t get.
Don’t design anything until you are sure of the location
Think about it. You can’t design without understanding the context. You wouldn’t develop some advertising until you knew if it was going to be on TV, YouTube or a billboard right? We can’t make our designs work until we understand how it will look from the shopper’s perspective, and the location and context in store is all part of that.
Review
If possible, look at whether you can invest in tools to measure what shoppers do and how they engage with your displays. But failing that, there is plenty to be gained from simply going and visit the store and watch what shoppers do. At least that way we can learn from our mistakes (and the success of others)
If you want to get better at instore marketing: if you want better results from your shopper communication: if you’d like to just get better bang for your buck at retail, please get in touch. We have a host of programs available online right now that can guide your team to deliver better sales and better profits. It’s what we do. Get in touch now.