&

HOW VISUAL CUES

ON PACKAGING & IN-STORE COMMUNICATION

IN PHARMACIES

CAN IMPACT CONSUMER BEHAVIOR

WIM HAMAEKERS – MANAGING PARTNER ROGIL

NIKE STELLAMANS – GENERAL MANAGER BRANDIMAGE BRUSSELS

PEOPLE MAKE CHOICES RATHER

UNCONSCIOUSLY THAN CONSCIOUSLY1

8.000 SKU‟S

3-5 MIN AVERAGE SHOPPING TRIP

THEORETICAL CHANCE TO BE NOTICED:0,04 SECONDS

IT‟S ALL ABOUT EMOTIONS AND SENSORY EXPERIENCES

REFLECTION

CONSCIOUS

PROVIDE REASONING

BASIC FEELINGS

FIGHT OR FLIGHT

UNCONSCIOUS

BEHAVIOURAL

TAKE/ADAPT ACTION

UNCONSCIOUS

OLDEST BRAINVISUAL SENSORIAL

NEO CORTEXRATIONALLIMBIC SYSTEM

EMOTIONAL

Source : Dan Hill - Emotionomics

MIX CONVENTIONAL METHODS

WITH EYE-TRACKING2

SENS PACK METHOD

SENS PACK MODEL

SHOP

SIMULATION

VERBAL

EVALUATION

EMOTION

TRACKING

EYE

TRACKING

A PATIENT = A CONSUMER = A SHOPPER?3

70%

A PATIENT = A CONSUMER = A SHOPPER?

Of the decisions in retail

are taken in point of sale

?%

WHAT ABOUT DECISIONS TAKEN IN A PHARMACY?

Consumers like freedom

They like to take decisions

WHEN THE MARKET FOR OTC WILL BE OPEN

60%

WOULD BUY

OTC PRODUCTS

IN SUPERMARKET

58%

WOULD CONSIDER

THE SUPERMARKET

AS PREFERRED CHANNEL

63%

THINKS THE PRICE

WILL BE CHEAPER

IN THE SUPERMARKET

85%

Need

professional

advice

pharmacist

PHARMACIST STAYS IMPORTANT BUT….ATTITUDE WHEN BUYING MEDICATION

64%

Decide myself

which brand I

buy

57%

Always buy

the same

brand

45%

Sometimes

change

brands

24%

Always ask

for cheapest

medication

56%

Always buy

what

pharmacist

advices me

THE MARKET IS SEGMENTED

33%

PHARMACIST

FOLLOWER

20%

BRAND

SWITCHER

47%

BRAND

LOYALS

WANTS ADVICE

PHARMACIST & FOLLOW

THIS IN PURCHASE

(36 YO, 52% WOULD BUY

IN SUPER MARKET)

DECIDES RATHER

WITHOUT ADVICE &

SWITCHES BRAND –

PRICE PLAYS A ROLE

(45 YO, 67% WOULD BUY

IN SUPERMARKET)

LOYAL TO THE BRAND

BUT SAY THE RATHER

LIKE TAKING THE

DECISION THEMSELVES

(41 YO, 63% WOULD BUY

IN SUPERMARKET)

HOW TO SEDUCE THE PATIENT,

THE CONSUMER, THE SHOPPER?4

THE PACKAGING IS A KEY ELEMENT IN THE MIX

5% 6%

4% 25%

11% 38%

10% 3%

4% 19%

6% 6% 8% 39%

4% 0%3% 19% 4% 0%

Share of Attention

Recall

NAME AND VISUAL CUES HELP TO QUICKLY COMMUNICATE THE MAIN MESSAGE

Recall Purpose is clear Pack incites to buy

35% 34% 42%

22% 81% 76%

16% 0% 14%

12% 42% 18%

15% 92% 68%

BE SEEN#1

PACKAGING DESIGN TAKE AWAYS

PACKAGING DESIGN TAKE AWAYSONE: BE SEEN

CREATE STOPPING POWER: GAIN ATTENTION

Strong branding & brand identity

Colour blocking / contrasts

Impactful visual cues

ATTRACTIVE PACK = EFFECTIVE MEDICINE?THROAT

Clear benefit Performant Incites to buyAttractive

81% 73% 76%72%

39% 18% 18%24%

58% 27% 19%23%

ATTRACTIVE PACK = EFFECTIVE MEDICINE?SKIN CARE

Clear benefit Performant Incites to buyAttractive

94% 72% 87%80%

11% 8% 22%33%

57% 39% 59%39%

PACKAGING DESIGN TAKE AWAYS

BE REMEMBERED#2

PACKAGING DESIGN TAKE AWAYS#2: BE REMEMBERED

HAVE A CLEAR BRAND POSITIONING

BE OWNABLE THROUGH IMPLICIT & EXPLICIT VISUAL CUES

CAPTURE THE MIND & THE HEART !

Target audience

Compelling benefit

Reason-to-believe

LIMIT THE NUMBER OF ELEMENTS ON PACK

PACK DESIGN AND VISUAL CUES IMPORTANT IMPACT ON PACK HIERARCHY

1.

BRAND

2.

CITRON

3.SORE

THROAT

1.„CITRON‟

2.

BRAND

PACK DESIGN AND VISUAL CUES IMPORTANT IMPACT ON PACK HIERARCHY

vs.

1.

BRAND

3.KNIE-

BAND

1.VISUAL

2.

BRAND

2.

VISUAL

1.

BRAND

1.

KNIE-

BAND

1.

VISUAL

1.

BACK-

GROUND

2.

VISUAL

2.

BRAND

2.KNIE-

BAND

2.BACK-

GROUND

THE NOTICE

“ONGELOOFLIJK, DAT

BESTAAT AL JAAR EN

DAG OP DEZELFDE

ONLEESBARE MANIER.

GEWOON NIET AAN UIT

TE KUNNEN”

“ONHANTEERBAAR. JE MOET

ECHT ZOEKEN ZOEKEN

ZOEKEN….VOOR JE ER IETS IN

TERUGVINDT. HET BEGINT AL

BIJ DE TAALROL, TJA

ONDUIDELIJK.

EN WAT JE ZOEKT STAAT ER

MEESTAL NIET IN OF VIND IK NIET

TERUG”

“TE MOEILIJK TAALGEBRUIK –IS

NAAR ARTSEN GERICHT.

WAARSCHIJNLIJK BEGRIJPEN

VEEL PATIENTEN DIT

NIET…ANAFYLACTISCHE

REACTIES??? TEKST IS NIET TO

THE POINT, LANGE TEKSTEN EN

TOCH WEINIG NUTTIGE INFO”

THE NOTICE

PACKAGING DESIGN TAKE AWAYS

BE RELEVANT#3

PACKAGING DESIGN TAKE AWAYS#3: BE RELEVANT

BE COSTUMER FOCUSED: WHAT‟S IN IT FOR ME?

Less is more

A clear communication hierarchy

Relevant information

PACKAGING DESIGN TAKE AWAYS

BE CONSISTENT#4

PACKAGING DESIGN TAKE AWAYS#4: BE CONSISTENT

… THROUGH ALL EXPRESSIONS OF YOUR BRAND360°

OVERLOAD OF CHOICES KILLS

CATMAN IS NEEDED TO FACILITATE DECISIONS

The different

categories are

easy to distinguish

29%

89%

There is enough

choice of

products

73%

91%

The available

offer is well-

organized/clear

43%

89%

41%

In this shelf I

can easily find

what I need

88%

“Unstructured”

shelf

“Structured” shelfShelf with catman

CATMAN IN SHELF PERFORMS BESTSHELF EVALUATION

SHELF PREFERENCEREGARDING EASINESS OF DECISIONS

Prefer a shelf with clear

categorization99%

WHIT CATMAN PEOPLE BUY MORE PRODUCTS AND FIND PRODUCT MORE EASILYLess time needed to find the product in shelf – less brands looked at but more relevant brands LOOKED AT. Consumers looked at

the signage to search for the needed product - More different brands are bought when category management involved.

LOOKING FOR THROAT MEDICATIONCATEGORY MANAGEMENT UNSTRUCTURED SHELF

TIM

E

AVERAGE TIME NEEDED TO

FIND THE MEDICATION5,45 sec *8,84 sec

AVERAGE TIME NEEDED TO

FIXATE ON THE CATEGORY THROAT*2,43 sec 3,83 sec

BU

YIN

G P

RO

CE

SS

NUMBER OF BRANDS LOOKED

(TOTAL SHELF)6% 10%

DIFFERENT PRODUCTS BOUGHT

(IN TOTAL 13 SKU‟S AVAILABLE)8 3

SHARE OF ATTENTION

OROFAR 8% 8%

STREPSILS 6% *10%

MUCCOANGINE *5% 1%

OTHER BRANDS *10% 8%

„USED‟ (LOOKED AT) SIGNAGE TO

SEARCH AND BUY 59%

CATEGORY MANAGEMENT

ENDUCES consumers to discover more products1

2 Shopping experience will be ENHANCED

3 FINDABILITY will increase

BUT MAKE IT PROMINENT – CLEAR AND SIMPLE

USE POS TO SUPPORT BRAND ESSENCE

“DISPLAYS DOEN

KOPEN, MÀÀR HET IS

ESSENTIEEL OM ER DE

JUISTE PRODUCTEN

TENTOON TE STELLEN.

IN EEN BAKKERIJ ZET

MEN NU EENMAAL HET

GEWONE BRUINE

BROOD OOK NIET IN DE

VITRINE.”

“HET MAG OOK NIET TE

ROMMELIG WORDEN.

DAT ZOU DE RUST

DOORBREKEN.

DISPLAYS MOETEN

WAT MIJ BETREFT OOK

IN DE NABIJHEID VAN

HET PRODUCT IN HET

SCHAP STAAN ANDERS

STOORT HET ENORM”

“VAAK STAAN ER

DISPLAYS MAAR

STAAN ER GEEN

PRODUCTEN MEER

OP OF ONTBREKEN

VARIANTEN, DAT

ZOU TOCH NIET

MOGEN….‟

“IN DEZE

APOTHEEK STAAN

ER TEVEEL

DISPLAYS EN

POSTERS. HET IS

DRUK, OOGT NIET

ORDELIJK”

“HOE MEER IK

VRIJ KAN

RONDLOPEN,

HOE MEER IK

ZAL KOPEN!"

1 Displays out of the context have LESS IMPACT(eg trash bin with pub, display toothpaste next to body care).

2POS materials which are an EXTENSION of the

product in the shelf work visually very good.

These products take the attention very well.

3POS materials are not always seen as an

ENHANCER of shopping experience in the

pharmacy.

2 Visual cues can IMPACT behaviour!

1 Patients act rather UNCONSCIOUSLY and emotionally

4 CATEGORY MANAGEMENT helps! Consumers need to be guided in the

overload of choice and visual cues.

5 Clarity of communication and visual cues can ENHANCE processing the info in

the brain.

LEARNINGS FOR THE PHARMA SECTOR

3 Your pack must: be SEEN + be REMEMBERED + be OWNABLE

@WIM_ROGIL

+32 498 46 06 72

W.HAMAEKERS@ROGIL.EU

@BrandimageBE

+32 2 215 34 00 // +32 478 33 84 31

NSTELLAMANS@BRAND-IMAGE.COM