June 2011JN225079

© 2011 TNS UK Limited

Putting Packaging at the Heart of NPDThe Shopper PerspectiveBy: Emilie Coles

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I don’t need to tell you there is a difference between shoppers and consumers…..

shoppers (the buyer) consumer (the user)

If we launch a new product, we need to get the shopper to buy it in order for the

consumer to use it!

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So how we can use the in-store environment to

communicate with shoppers about NPD?

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Posters Store TV

SamplingFloor

StickersPacks

Introductory Promotion

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But with many retailers having strict regulations about branded material, sometimes the only things left are..

PacksOffers

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So packaging becomes a very important shopper tool!

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But the shopping environment is challenging…..

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80% shopping is done in

beta mode…sub consciouslow involvement

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When shoppers do look at products, they will scan around 20 SKU’s in one FMCG category in a matter

of seconds!

That’s a lot of searching, and difficult for packs to stand out!

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Packaging must:

be in the right place

stand out

match the shopping style of that category

To maximise packs as a communication tool, there are 3 important considerations….

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1. Be in the right place

location...location…location!

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It doesn’t matter how fantastic your packaging is, if it’s in the wrong

location,

it won’t be seen!

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First in flow is worst in flow!

(for most categories)

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eye

level is 15-30º

downward

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Unless our brand is the best selling product, people won’t naturally search the top or

bottom shelves!cold

cold

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When shoppers look down, consider the view of your packs!(we don’t always approach the pack face on)

Add Danone finland clip

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shoppers

navigate using signpost brands

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best selling

most iconic

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Shoppers tend to start shopping wherever the signpost brand is located

signpost

1-2 metres

start shopping

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Give the dominant brand good position – locate close by to give stand out!

OBEL signpost

1-2 metres

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2. Be Recognisable/Stand Out

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How can our brands be recognisable and stand out?

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Have Shelf Appeal!

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In some categories, the imagery is the most important thing….

Need to ensure this stands out!

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Imagery important in a different way…in DVD’s, image needs to “hook” shoppers attention in 0.3 seconds

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Health messages will be important for some, in some categories…

But its about short, simple messages

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shoppersdon’t read

as they shop

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Task….

What are these brands?

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we

shopusing

colour&shape

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changing colourshape can have detrimental impact

= £ (2 weeks)

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evolution…not revolution

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Colourshape won’t work if your competitors copy!

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Easy for established brands

What about NPD?

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Human beings are attracted to things that are disruptive…

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How can we use packaging to disrupt?

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Old El Paso - ColourPringles - Shape

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create colourshape that can be communicated

TTL

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Press (lads mag)

TV

in-store

on-pack

Packaging ties in with TTL campaign

“For me”+

received attributes

“For me”+

received attributes

......

Neutrogena Healthy Skin 75g

loose conceptual and

analytical memories

cue

TTL colourshape can provide an in-store hook, that enables shoppers to associate an “emotional packet” with a brand

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3. Match Shopping Style

EngagingShoppers engaged

Searching for on pack information/education

Staple Commodities

Packaging acts as a signpost

1 second looking at pack

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Use packaging to help them make decision easily

Petcare – flavour is important

Smallest element on pack!

2/3 of shoppers read a product in their hand suggesting confusion

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In summary..- Design packs from the eye of the shopper, as well as the consumer!

Key rules to follow include:- Keeping it simple

- Locate brands at eye level where possible, in halo of the signpost

- Consider all packaging elements – lid, SRP etc.

-Match the shopping style in the category

Be clear of your colourshape