Category Experiential, Insights, Promotions
Frequently asked question of a promotions agency: “How do I get my product to stand out when marketing at retail?”
With a constant rush of new products entering the market, and many with similar features and prices, clients want to know what they can do to get their product to stand out amongst the clutter.
Although there is no one right answer, we’ve encountered two tried and true strategies that have aided purchase intent:
Value Added Content: Arm the consumer with rich, relevant product information.
Research has shown that consumers are willing to spend more on a product if they feel the price point is justified.
Sharing intrinsic information, brand history and product accolades through materials at Point of Sale (POS) establishes a connection with the consumer and arms them with knowledge to feel more assured about their purchase.
Another simple way to reduce purchase hesitation is to communicate usage at shelf or on the product itself. Allowing the consumer to visualize what they will do with your product makes their purchase decision easier and differentiates among other products with relatively similar features.
Experience: Create in-store experiences to convey product usage.
When consumers visit a Williams-Sonoma store, they are greeted with the delicious smell of cooking and baking. Tables throughout the store are decorated with Williams-Sonoma dining ware, tablecloths and napkins. In-store cooking demonstrations are enacted with Williams-Sonoma kitchen utensils.
These frequent demonstrations allow customers to witness how the products are used, as well as enjoy the end result. Such events subconsciously create internal aspirations, urging consumers to re-create the experience at home.
Allowing consumers to actively participate in an in-store experience (such as a sampling event or product demonstration) creates deeper engagement with your product. Leverage these opportunities to subtly convey in-home usage and make your product more memorable outside of the retail environment.
Although these strategies are merely two methods to connect with consumers, these trusty in-store tactics can make your product stand apart at retail.
Have you experienced a successful retail marketing effort lately? Tell us about it.
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