When a customer walks into a liquor store they’re faced with countless options – from the type of drink, to the brand. In most cases where the customer has the intention to buy, the challenge is to influence them to select your product from a wide range of alternatives.
Your product needs to stand out. How is this achieved?
Branding, promotions, marketing and PR all play an important role in building brand awareness and engagement, and keeping your product top of mind – but this only goes part of the way along the P2P.
When a customer walks into a store, that final piece of the puzzle – actually making the purchase – is yet to fall into place. The in store retail experience is absolutely critical for making the sale. It can bolster the shopper’s relationship with that brand, reset the shopper’s expectations or introduce them to a product.
The interesting thing about the psyche of the shopper is that once they enter a retail environment, all bets are off. Their mindset may shift entirely based on their experience in that moment. If we don’t get this part right, the rest just falls away.
The retail environment includes shopper marketing elements such as point of sale, retail displays, aisle placement, store design, store music, sampling, gift with purchase, discounts and packaging. Not only do these elements shift already interested shoppers to purchase, they can also speed up the process and convert people who have never encountered your product into buyers.
For example, a creative retail display can make an enormous difference in the P2P. When a customer is guided to a product through a retail display it triggers a range of emotions that influence shopper behaviour. A good retail display helps position the product. It can make the product seem fun, fancy, relaxed, celebratory, cool or edgy. Shoppers aspiring for those experiences seek out those products – contributing ultimately to a purchase.
Blue Star provides a range of solutions in the shopper marketing and retail space including retail displays, point of sale, promotional merchandise, gift with purchase, digital and creative services.
For more information, please contact us on 02 8718 8344, email enquiries@bluestargroup.com.au or visit bluestargroup.com.au.
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