Opinion: Keeping the glass half full

Keeping the glass half full at point of purchase for drinks brands

Stuart Geekie, managing director at HMY Group (UK), discusses what drinks brands should consider when creating POP displays.

When we look at shopper behaviours, it’s clear that they’re forever evolving, which means marketing strategies need to adapt, too.
For brands that sell their products via various retail chains, standing out from the crowd and deviating attention away from the competition should be a key priority. Interestingly, point of purchase (POP) provides the perfect opportunity to do just that, but it’s a form of marketing that can be often overlooked and underestimated.
If we consider drinks brands in particular, there’s a range of strategies to increase in-store conversion. It’s no easy task, especially given that savvy shoppers are likely to head to a store with a purpose, armed with a list of items they’re intending to buy.
They’ve most probably already been marketed to via social media advertising, for example, and are familiar with the products they’re intending to purchase. That’s where POP plays a key role.
When building a strategy for POP, consider how to best make use of the space available – a design consultant will be able to help with this, but it’s good to have an idea of how you see the display looking in your target retail outlets.
For instance, think about which other drinks brands are likely to be placed near your brand and what’s likely to attract your target customer in-store. Using holographic displays for a new product launch will inject the ‘wow’ factor and is sure to catch customers’ eyes as they navigate their way around the store.
It doesn’t need to be a long-term solution; rather, you could install such displays during launch periods or perhaps save them for flagship stores only.
Bringing in digital signage is another way to make your brand stand out in a slick and innovative way. When installed at strategic points within the store, it can boost communication with customers, update them on offers and encourage a purchase.
It has the same features as standard shelf signage in terms of price management, but also allows the opportunity for advertising, opinions and promotional content, and can be controlled remotely.
Keeping within the digital arena, replicating the online experience in-store means the shop floor becomes another opportunity for customer data capture. Bringing in interactive technologies, such as iPads, as part of the stand can be a great way to create a line of interaction between the consumer and the brand, whilst also obtaining vital insight.
However you choose to market your brand in-store, it’s essential that it fits with your core audience and is appropriate for what they’re looking for.

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