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Placement with a purpose

by Greiner Packaging
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© Greiner Packaging

Researcher and consultant Paco Underhill tells us, “Nothing in the store is by accident. Everything is by design.” If this is in fact the case, we should be thinking about how the placement of your product in the store, and the functional benefits of your packaging, can have a positive impact on sales. Let’s explore this further.

Retail managers understand there is a science behind a store’s floor plan and how consumers shop. Focus groups, sales data and general psychology have helped managers understand shopper habits, which have led to the formulation of effective floor plans and shelf layouts. Supermarkets nationwide use the same basic layout principles to create a general flow to their stores that keeps customers efficiently moving through the aisles and spending money.

Underhill tells us that the dairy case is usually way in the back of the store as a way to pull the shopper as deeply into the store as possible. He says, “The dairy section has both the highest number of shoppers and historically has the highest conversion rate. There are very few people that go look at milk and not buy it.”

We also know that the middle shelf is considered the bulls-eye zone, the location that falls perfectly in the shopper’s line of sight. This shelf stocks the leading brands and best sellers. Predictably, some grocery stores will sell this prime stocking location to manufacturers for a fee.

How to get noticed in the grocery store
So now we know where and why your dairy products are located, let’s talk about getting them noticed with creative packaging ideas. Naturally, package color, shape and printing choices help consumers find their favorites quickly on store shelves.

And if first impressions are critical, then the challenge for great packaging design is to engage with the consumer by communicating the product’s emotional and functional benefits together with its core proposition to create a purchase. At its most fundamental, your package design has to provide information, protect contents, help people use the product it contains, overcome objections and close the sale.

For yogurt companies that offer various lines and niche products, package color, shape and printing choices help consumers to quickly located their favorite products in the display case. A packaging design that accommodates a nicely sized label that is easy to read, precise and full of information is more powerful than a design that is over-hyped.

According to Ted Mininni of Design Force, Inc., “knowing how visual consumers are, [manufacturers] should consider reallocating additional resources to packaging. Remember that packaging is one of the most tangible representations of brands. Fully developing the potential of visual design elements can lift brands by owning consumer mindshare and creating category leaders. So why wouldn’t marketers focus more of their resources on developing visual brand communication? On package design?”

Keep an eye on the dairy aisle to see how packaging innovations can get your product noticed.

If you’d like to learn more about the importance of placement and how to get noticed at the grocery store, we’d like to offer you a complimentary copy of our recent eBook, Greiner Packaging’s Customer engagement and the value of product packaging.

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