Post on 22-Nov-2014
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Perhaps it was the fact that it was the first quarter of the year and marketing budgets for most brands, but it seems noteworthy in-store initiatives weren‟t rolled out until later on in the quarter.
The work that we did take notice of was not as innovative as it was consistent, impeccably executed and well thought out.
At the risk of sounding repetitive, it seems shopper marketing as a practice is becoming more and more mainstream with share of voice in store becoming a rare commodity. Some brands such as Ariel have resorted to extraordinary solutions, to grab attention.
Judging by the state of the market, it may be safe to say that all brands have either jumped on the bandwagon or not, and those that have, firmly grasp the basics about POSM.
It now seems to be time to innovate in terms of communication, design and in-store activation. At the source is a thorough understanding of our shoppers habits.
It is up to us to analyze how people shop with our categories or brands. Whether we are speaking of cars, apartments, kitchenware, laundry detergents or chocolate bars, our shoppers behave differently depending on the environment and stimulus we and our partners in retail offer them.
Consumers Praise Store Brands - They earn high marks for more than just low prices
Respondents to a 23-country survey largely agreed that store brands are at least as good as national
brands in many respects.
Released yesterday by Ipsos Marketing the Consumer Goods poll (conducted last November through this
January) found 89 percent of respondents saying store brands are "the same as or better than" national
brands when it comes to "providing a good value for the money."
But it's not just that they're seen as a bargain. Large majorities of respondents also said store brands are at
least the equal of national brands in "offering products that meet my needs" (87 percent), "offering products
that are good for the family" (86 percent), "offering food products that taste good" (81 percent) and "offering
home products that work well" (81 percent).
Another indication that store brands have shed the fly-by-night aura they had in years past: 80 percent of
respondents agreed that they're as good as or better than national brands at "offering products I trust."
Likewise, 73 percent said they're at least as good at "offering high-quality products."
Smaller majorities rated store brands as highly as national brands in "offering innovative products" (69
percent) and "having appealing packaging" (65 percent).
Besides the U.S., countries covered in the survey included Canada, Mexico, Brazil, Argentina, Sweden,
Britain, Belgium, France, Spain, the Netherlands, Italy, Germany, the Czech Republic, Hungary, Poland,
Russia, Turkey, India, China, Japan, South Korea and Australia.
Ad Week , (4/10)
First MENA Shopper Checkout survey carried out
MENA Checkout had 2,398 respondents from the UAE, Saudi Arabia and Egypt. It was carried out in February.
The findings aren't particularly earth-wobbling - people mainly want quality products, decent service and an easily navigable store - but they do show the importance of garnering local insight, as opposed to relying on data from other parts of the world, something Evans was keen to point out. Shoppers in the Middle East, for example, place far more emphasis on brand names than their counterparts in the US. In this region too, unsurprisingly, shopping is a more social affair than in America. A significantly larger percentage of MENA respondents said that they enjoyed going shopping with friends and family.
Overall, though, Evans says the results show that there are "more similarities than differences between MENA and US shoppers".
Ad Nation , (4/8/10)
Al Othaim to enter Egypt
Saudi Arabia-based retail chain Al-Othaim is looking to expand beyond its home market
and has announced plans to enter Egypt.
The company is expected to either acquire an existing grocery chain or set up a
subsidiary to operate a network of small format convenience stores. If the company
plans to enter the market via an acquisition, Al Othaim will be looking to benefit from an
existing loyal customer base and established store locations. The retailer will then be
looking to refurbish and rebrand them accordingly.
SUBWAY to open 300 outlets in Middle East and Africa
US-based sandwich chain Subway has announced that it is expanding across the
Middle East and Africa and has set itself a goal to open 300 additional locations
throughout the region. The expansion plans would bolster the brand's total number of
franchises in the region to 550. “With minimal equipment needs and space
requirements that are extremely flexible, a Subway franchise is the perfect solution for
many park and recreational facilities that want to bring in a branded fast food concept,”
said Hisham Ghazal, Regional Marketing Manager for the Subway chain.
Retail Planet, 26/05/09
Retail Planet, 23/06/09
New packaging prolongs shelf life of bananas
To health-conscious consumers, bananas are a welcome part of a convenience
store's offering. That is, until they turn brown. Which is why Del Monte developed a
new plastic wrap for bananas that promises to more than double their shelf life by
keeping out air and moisture. 7-Eleven convenience stores have been trialing the
second skin in 27 of its Dallas-area stores. If the trial is successful, the bananas-in-
bags could be stocked in the majority of the chain's 5,787 shops by early 2010.
www.springwise.com, 8/12/2009
Bloomingdale's opens in Dubai
People in Dubai are now able to indulge in the magic of Bloomingdale‟s as the
American department store ventures outside the US for the first time in its 138-year
history.
Customers crossing the threshold of the store will be able to abandon themselves to a
three-storey shoppers‟ heaven. With about 200,000 sq ft of floor space, the store will
sell fashion wear, furniture and accessories, while a “street of shops” in its homeware
section will include an ice-cream parlour and the Magnolia bakery, made famous in the
TV series Sex and the City, where a glass front allows customers to watch their treats
being iced before them.
The National Newspaper, 1/02/2010
Al-Futtaim building towards regional IKEA growth
Al-Futtaim, the Dubai-based retail group, is in talks to bring the home-furnishings giant
IKEA to Egypt even as it begins construction on the chain‟s largest outlet in the region
on Yas Island.
Officials from Al-Futtaim – the IKEA franchise holder in the UAE, Oman and Qatar –
and the Yas Island developer Aldar Properties broke ground at the site of the 32,000-
square-metre store that would mark the beginning of IKEA‟s expansion plan across the
Gulf. IKEA‟s regional expansion comes after a year of contracting retail sales, as
consumers cut spending amid economic turmoil. Still, Al-Futtaim is relocating its store in
the capital from Marina Mall to a space more than twice the size on Yas Island because
it had outgrown the location, and the lease ends this year.
The National Newspaper, 3/02/2010
TESCO launches cooking tips and recipes website
Tesco has launched a new food website, www.Tescorealfood.com, offering a wide
variety of cooking tips and recipes. It comes in partnership with a new quarterly food
magazine „Real Food‟ which launches on 22 March. The site features cooking videos, a
blog, as well as information on the origin of some of Tesco‟s fresh produce. It also
includes a search feature allowing users to search for their favourite recipes or
ingredients. The site is linked to Tesco‟s online grocery shop, allowing users to
purchase items featured from Tesco.com.
Retail Planet, 23/02/2010
TESCO to create recycled clothing range
UK retailer Tesco is to create a line of recycled clothing for its Florence and Fred
clothing range in collaboration with an ethical fashion label. The collection, called From
Somewhere to F&F and which includes six pieces, is made from end of line Tesco stock
which would otherwise have gone to landfill. It is being produced in one of the world‟s
most environmentally friendly factories located in Sri Lanka, having been awarded a
gold rating for environmental responsibility by LEED. Prices for the clothing range start
US$25.97.
Retail Planet, 3/03/2010
Carrefour is currently working on new concepts aimed at getting customers back
into its French hypermarkets
At the presentation of its 2009 full year results, Carrefour CEO Lars Olofsson hinted at
the strategic programme to reinvent its hypermarket format in France. While the full
details of the programme will be unveiled at an analyst presentation in June, he said
“work is in progress” and that four to five types of hypermarkets have been identified
highlighting hypermarkets close to city centres and those located at the periphery.
Retail Planet, 3/03/2010
Maggi had a big bang launch for its soup. This is by far the most extensive brand
exercise undertaken in store by a brand that we‟ve seen this quarter. The
communication followed shoppers from the escalators to the shelf, passing through
the promotional area, making it almost impossible to miss it‟s „3x richer‟ claim. If we
were to make one comment, it would be, as is the case with all in store
communication, that the copy was not location specific.
Strategically located Dunhill display
selling units at eye-level next to cashiers
make for good visibility and easy,
convenient access to pick up and
purchase. Considering there was a
dedicated area for all tobacco brands,
having a dedicated and eye catching unit
played to Dunhill‟s advantage.
Capri-Sonne had a palette wrap that
grabbed shoppers attention with good
location, an unusual design and the
highlight of a word every shopper loves:
WINNER.
Perhaps not the best example for
organization and merchandising, but
Almarai is able to have an imposing
presence is the congested HFS
landscape with dedicated fridges.
Maggi „s communication followed shoppers from the escalators to the shelf, passing through the
promotional area, making it almost impossible to miss it‟s „3x richer „claim.
Admittedly just a simple shelf
flag, the copy tackles the
shopper (moms) and insight
about them (they shop for the
family with each members‟ likes
and dislikes in mind) to develop
very simple and smart copy:
please everyone.
Basic at first sight but very
effective when you think of its
usage.
Colgate used its prime location to
its fullest with an attractive set of
units that had great stock ability
and eye-level visibility of their
most recent campaign.
Pringles made it
very clear, and
difficult to miss for
consumers, that
each of its new
containers on
display would carry
90 chips.
Activia made sure to get
passerby attention with massive
branding.
From a simple palette wrap,
McVities was able to clearly
illustrate its promotion to
shoppers passing by, with a
fresh look at headers.
(UAE)
Braun‟s FSUs were designed
to capture the shoppers
attention by highlighting the
key benefit claim (visually) on
the side panel and header,
whilst reinforcing it onto the
shelf strips
Panadol used flashy colors,
exciting imagery and
bilingual copy to reach a
larger audience and stand
out from the crowd.
Babyliss mounted a unit
onto a pillar in store and
had an LCD screen
integrated looping its
demonstration video. A
great use of what would
otherwise be dead
space in a store!
Aquafresh spoke
directly to its younger
consumers hoping they
would get mom the
shopper to pick up a
toothbrush.
Snickers followed
through on their „active‟
campaign and past
work with football by
setting up a mini pitch
and net in store.
Coco Pops took the typical palette wrap and brought it
to life with vibrant colors and their family of mascots.
Kellogg‟s went
with the family
brand approach
at the corner of
the aisle.
As a great merchandising effort,
Energizer batteries are placed with
electronics and kitchen appliances.
Although none of these items require
batteries, we assume they‟re banking on
the consumer‟s associations with
durables.
Small screens were placed
beside various products
playing TV ads and edits,
definitely setting them apart
from competition.
Philadelphia had tasting stands in the snack aisle. A great move
to push trial and remind shoppers of the many uses of the
product.
Super Max also had a very
attractive stand, but did not
make the most of the space
it had at its disposal.
Dove‟s stand had great design that made
it very attractive. Perhaps not the best for
navigation, but very attractive nonetheless
In a push to build their own
brands, Carrefour has been
using shelf stoppers to point out
their generic brand.
M&M‟s managed to use its
own pre-packed displays to
create an easy to spot
branding solution for its
otherwise ordinary palette
wrap.
Ponds may not get the award for most
creative display unit, but does take the cake
for most efficient and best merchandised.
Close Up uses its
space wisely with
clear messaging and
ample stock for
people looking to
quickly pick up some
toothpaste.
Kit Kat took over one end of the store
with a branded area any chocolate
lover would die for!
This cute colorful FSU gave customers
information on the Cerelac brand with
typical baby colors to ensure a calm
peaceful ambience.
Away from all the clutter, Majdi spices
stood out with its brightly lit up
branding and colors. The division of
the spices makes it very practical and
efficient for shoppers to select from.
Adidas stood out in the men‟s section
with overhead and on-floor branding.
Shoppers were sure not to miss this
one!
Almarai leveraged its local heritage for
all to see.
Always got prime
location and made the
most of it by using
strong branding and
having each of their
variants available for
easy off take.
Ariel used design cues from its promotional stands
at the entrance of the store to remind shoppers at
the shelf of the product‟s main benefit.
A first! Two competing
floor stickers in the
same aisle! Shopper
marketing seems to be
taking off.
Oral B has very strong
colors and messaging,
making this stand a
definite success.
Ariel had a gigantic display stand to
promote its campaign :„Power on
Impossible Stains‟ .As soon as
shoppers would walk into the store, one
of the biggest supermarkets in Jeddah,
they were immediately struck with the
size of the stand. A great way to grab
attention and make sure people read
your message!
Always drew attention to its brand with a shelf flag and floor
sticker combination, making it almost impossible to miss!
Dove had a beautifully designed
display fully stocked and ready for
shoppers.
Nescafe‟s advertisement
for their “3 in 1” packs
asking customers to
choose the favorite cup
Wrigley Extra‟s bespoke stand –
shaped after the product itself, it
is a welcome change from the
usual counter shelves shown
below
The Whirly Pop stand – a
very conspicuous display, but
it was hiding the branding
behind it.
Kinder‟s eye-catching stand -
attractive coloring & proper
stocking puts it amongst the
best stands for the month
Frito-Lay took an opportunity
to stock each of it s brands
near the cash, making picking
a snack easier than ever.
The Snickers campaign lines “Step
Up” & “Don‟t Stop” covered every
corner of the store:
A great campaign coverage through
different BTL adaptations
Good visuals & consistent themes make
the Snickers campaign one of the best
for this month
Sweet Cred candy stand – clear communication, a full stock of all their
candies and an appropriate placement (next to the door) where shoppers
can easily spot it
A Mars rack situated in the
snacks area next to the
coffee machine – Aiming for
impulse purchases targeted
at coffee buyers
Front windows– a very competitive area for brands to advertise their
products on, especially near the magazine rack.
Mars reminded people buying drinks
of their products as a great
complement, with a simple sticker.
Genius! Emarat‟s oil products take over a
gondola end; attractive
packaging makes for an
aesthetically-pleasing addition to
the store.
Red Bull‟s tent card has a
message relevant to MEED
outlets which are usually adjacent
to a gas station and tire workshop.
The message says “Cars can be
improved. So can the drivers” in a
link to their energy drinks‟ effect.
Very smart!
Gillette dedicated an entire area to men
and men‟s grooming with a breakdown of
the perfect shave! Great execution for a
location where shoppers are known to be
more responsive to advice.
SkinCeuticals had the most premium of all
units we saw with clean and crisp design.
Vichy had a great set up for browsing.
For any enquiries,
please contact any member of the team.