Point of purchase TruePDF january 2019

9I January I 2019To promote its Neem facewash brand, Himalaya got these display units installed at Spar outlets in Bangalore.. The green display unit by Himalaya does a good job of highl

4 I January I 2019

VOLUME : 14 ISSUE : 6 JANUARY 2019 http://www.retail4growth.com/

magazine/magazine-retail.htmlEDITOR & PUBLISHER : Vasant Jante

SR ASSOCIATE EDITOR : N Jayalakshmi ASSOCIATE EDITOR : Satarupa Chakraborty

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Editor’s Note

Time is ticking and

the countdown begins

The funny thing about time is that it always seems ahead of us,

no matter how much we plan and try to get one up over it It

inevitably seems to turn around and say, “Don’t worry buddy, you

can never beat me, no matter how much you try.” For us at Point Of Purchase, especially at this time of the year, time always hovers over us with a smirk, taunting us to catch

up And you know the reason – the much awaited In-Store Asia (ISA) event coming up in March during 14-16 in Mumbai.

With all our resources working together to bring out the 12th edition of the largest trade fair in the Indian subcontinent, time has

never been more crucial and now as we put down this edition to bed,

we are already lining up our stories for the next issue Indeed, as we

inch closer to ISA, everything revolves around one question: how do

we beat time to make sure we are all set to welcome you to ISA with

the latest and most relevant offerings from our magazine pages Our

current issue is a step in that direction – whether it is insights gleaned

from the latest trends in the FCMG selling space or capturing the

latest initiatives by brands in the retail space or moves by retailers

in the brand/product positioning space So do read them, mull over

them and save all your ideas and thoughts for In-Store Asia 2019!

Meanwhile, have a great February!

N Jayalakshmi

8 I January I 2019

POP News

Aloe Vera has emerged to be a sought after ingredient in products across categories in recent times and brands often position their product with the Alore Vera USP Joining the bandwagon is Dettol, a leader in the antiseptic soap category The brand has come up with

an innovatively designed FSU display that does a good job of communicating the brand’s message – Germ protection with soothing Aloe Vera The display promotes Dettol’s range of varied products The unit was spotted at Spar

The green proposition

FMCG major Britannia recently positioned

itself as a good choice for everyday athletes

The brand launched a new campaign last

year to inspire homemakers in India to realise

their untapped potential and drive them to ‘be

more’ The brand’s in-store communications,

like this FSU placed at various outlets shows,

seem an extension of the idea and highlight the

combination of goodness and excitement in the

whole brand proposition

Smart cookie

communication

9I January I 2019

To promote its Neem facewash brand, Himalaya got these display units installed at Spar

outlets in Bangalore The green display unit

by Himalaya does a good job of highlighting brand presence at the store and effectively highlights the brand message - No more pimple experiments

Armed for the pimple battle

These tear-drop shaped display units installed

at Big Bazaar outlets in Bangalore promote the

iconic Hershey’s kisses chocolate variants The

display gives a vivid feel of the perfect indulgent

treat for premium chocolate lovers

Hershey’s seals

it with a ‘Kiss’

POP News

10 I January I 2019

POP News

Knorr is positioned as the ‘restaurant like soup

at home’ to promote the varied range of tis soup mixes This display unit spotted at Big Bazaar, Bangalore, manages to convey the product highlights loud and clear

Quick soup for the soul

Kinder Joy seems to have found a new way to

reach out to parents with this unique display

spotted at Spar outlet in Bangalore The brand

urges parents to add a little surprise to their

kid’s day And this egg-shaped display unit

promoting the two-in-one product does that in

a visually engaging way

The joy of

challenge

12 I January I 2019

To promote its immunity boosting hand

sanitizer, brand Lifebuoy got this parasite

unit installed at various retail outlets The

communication focus is on the brand tagline

‘Must have for school bag’ The school bag

shaped unit spotted at Spar, Bangalore, houses

the product range and persuades parents to

add a Lifebuoy sanitizer to their children’s

school bag

Smart packaging

This unique parasite display unit promoting the new range of Lux hand-wash, positioned as something exotic, is space-saving and compact The pretty unit houses three different variants

of the handwash It was spotted at Spar, Bangalore

The lavender touch

POP News

14 I January I 2019

POP News

Brand Nivea selling its products with the brand

communication – ‘One crème, many ways to

care’ is vying for shopper’s attention at retail

with a simple call for action – Try me The

simple unit spotted at Spar outlet in Bangalore

also draws buyers with attractive offers

Crème to care

This is among the most challenging categories

at retail, in terms of breaking clutter and grabbing shopper attention, what with the store space being choc-a-block with brands But Nutri Choice has managed to carve a distinct presence with this eye-catching FSU unit which also highlights the products features The unique display unit was spotted at Spar outlets

in Bangalore

Crunchy call

16 I January I 2019

POP News

Finger millet or ‘ragi’ is pretty much the flavour

of the season in India these days And brand

Soulfull popularly known for its cereals and

ragi bites has leveraged this very quickly

The brand’s end cap display unit, which was

spotted at Big Bazaar, uses a highly visual

communication to highlight the benefits of the

product and catch buyer attention

Ragi rage

To promote its table top sweetener by highlighting the goodness of Stevia herb extract, brand Tata NX has come up with a unique display unit installed at various retail outlets This display found at Spar outlet conveys the brands message loud and clear and draws shopper attention

Hail the herb

17I January I 2019

POP News

Brand Tata Salt has taken a simple approach

to promote its rock salt – which is to go at it in the pure ‘Desi’ way Spotted at Spar outlet, this display unit does a quiet but effective way of promoting the salt range

Salt talk

Nivea gives a strong visual expression to its

brand proposition, ‘A pop of colour, a kiss of

care’ In this crowded product segment, calling

out for shopper attention is a never ending

challenge This Nivea FSU appeals with its

simple call for action and innovative design

Pop up for

pick-up

Clarins Group, a French luxury skincare, cosmetics and fragrance

giant, was recently spotted celebrating the launch of their bold and

daring fragrance for men, Azzaro Wanted by Night

To help promote the new fragrance, the brand created this shelf

display, which we found at a major department store retailer Shiny

and reflective, the bucket-shaped display was an eye-catching

jewel that really stood out among the other merchandisers and

fragrances Several elements from the bottles were carried into the

display design, such as the six faceted medallions that were used as

a backdrop behind the product

In addition to this display, the brand deployed several other

merchandisers across the globe and also incorporated a wide variety

of marketing tools such as digital media, sampling, podiums, window

and store animations Brand founder Loris Azzaro would have been

pleased with the passion and flamboyance that was poured into the

complete marketing program behind Azzaro Wanted by Night n

Since their start in 2007, Bobino has envisioned an easier daily

life through simple innovation The company offers a wide variety

of inventive products that cover several categories One of those

categories is dedicated to phone holders

Designed for charging today’s larger touch screen phones, the

L-shaped holders have anti-slip pads to keep your expensive device

safe They are also hinged, so they can fold in half, making them

perfect for travellers

The brand is promoting their phone holders at independent retailers

with this counter display The tree-like structure was designed with eight

arms that neatly merchandised all of the colour options available A

simple graphic label with in-use imagery quickly conveyed how these

handy phone holders functioned Simple, clean and effective n

International POP

International POP

Patron steamer trunk calls out to travellers looking for cocktails kit

For someone who is frequently on the go and enjoys a cocktail or two when

jetting to destinations, Carry On Cocktail Kits are the perfect companion

when cruising at 30,000 feet

Patron and W&P Design recently partnered up for a joint venture to assist

frequent flyers looking for that top-notch drink while in the air One of the 250

products W&P design currently markets is their Carry On Cocktail Kit – The

Margarita The kit includes tools to craft two Margarita cocktails mid-flight:

small-batch margarita syrup, rimming salt, 1/2 oz jigger, a travel-size bar

spoon, a recipe card and a linen coaster Just add the hard stuff and stir

To promote the Patron and Cocktail Kit combo, Patron created this awesome

steamer trunk display Synonymous with travel back in the late 1800’s, the

steamer trunks were named after their location of storage, in the cabin of a

steam ship Measuring almost four feet in height, the display mimics an actual

steamer trunk complete with working drawers and storage compartments The

main structure is fir wood covered with a green polyurethane leather In addition to the display resembling a steamer trunk, when folded in the closed position, it transforms into

a giant Patron Silver box! n

Point of Purchase Online NetworkTM

www.popon.net

22 I January I 2019

International POP Gallery

Astudy says that about 70% of

female shoppers and 50% of

male shoppers view shopping as

a form of entertainment and are

constantly looking for new ways to be

engaged Little wonder then that a few

retailers and brands across the world

have hitched on to the idea of demo

POPs or interactive displays that add

the much needed thrill, engagement

and experience to shoppers in an

otherwise monotonous supermarket

or hypermart environment

These interactive displays inevitably

involve the use of in-store technology

to add an experiential edge to their

brick and mortar presence

POPs go interactive with

For the retailer, the benefits of interactive retail displays are obviously many – they improve efficiency as they enable continuous interaction with the shoppers without the intervention of store staff, they engage and excite the shopper and they also provide the very critical shopper data at the back end level

More importantly, these interactive displays enable an in-store experience that combines the best

of omnichannel selling – offering enough scope for touch and feel while providing a smart, quick and efficient buying process with the help of digital technology It also facilitates the application of the latest buzzword in brand marketing – story telling

Check out these pictures of some interactive displays used in retail

Waterpik Waterflosser Demo Display Portable Wireless Speaker Demo Display

Point of Purchase Online NetworkTM

Picture Courtesy:

www.popon.net

23I January I 2019

International POP Gallery

Wahl Hair At Home Demo Display Pyrex Snapware Demo Display

24 I January I 2019

Ultimate Ears Waterproof Demo Display EcoDrift Speaker Demo Display

ellia Diffuser Demo Display Brita Wave Pitcher Demo Display

International POP Gallery

26 I January I 2019

Cover Story

7 things to watch out for in

the FMCG selling space

As a new calendar year begins and a financial year draws to a close, brand marketers, retailers and retail solution providers have a lot to plan for and strategize With technology and ecommerce having radically transformed the retail eco-system, catering to the

evolving consumers acquires newer challenges Point Of Purchase picks out seven key trends happening in the FMCG selling space These are trends visible across different aspects of in-store communication – retail space/format, brand positioning, technology, shopper engagement and shopper behaviour/mind-set And, they reflect some global and national trends So whether you are a brand marketer, retailer or a retail solution provider, these could offer you some leads in drawing up new business strategies for the year, ones that could help you connect with your end customer better

Pic Courtesy: Future Retail

27I January I 2019

Cover Story

Areport by The Boston Consulting

Group and the Retailers

Association of India published

recently projects healthy growth

for the Indian retail sector It says

the segment is expected to grow

from $600 billion to $ 1 trillion by

2020 While this is attributed to

many factors, it also means that

retail, whether physical or digital,

will continue to be an integral part

of brand marketing plans For FMCG

brands in particular, it also means

taking into account various dynamics

that are at play Here’s a look at

some key trends happening in the

FMCG selling space

1 Modern vs General Trade

A report by Livemint quoting

important research studies throws

up interesting findings It says that

Modern Trade (MT) has touched

double-digit growth, reportedly

accounting for 10% of the overall

FMCG revenues The report also

reveals that General or Traditional

Trade (GT) declined from 13% in the

previous year to 9 to 11% last year

For brands like Marico, MT channels

are reportedly growing at 39% The

report further says that while GT‘s

growth slowed down post GST, overall rural growth, which had slackened after demonetisation, actually picked up, growing three percentage points ahead of urban

So the picture is this, even as the share of urban retail is expected

to grow from 49% in 2015-16 to 52% by 2019-20 (report by Firstcall Research), rural retail is expected to grow too This means that traditional trade will be going the MT way

Indeed with Tier II/Tier III markets opening up in a big way across the country for brands, the retail space in these markets is also likely to undergo changes with both MT and GT evolving to adapt to a given market environment and buying patterns

It may also entail innovations in the

GT space to arrive at the best brand visibility options

2 Omni-channel selling strategy

FMCG major ITC Foods in November

2018, announced a tie-up with Big Basket to promote its new ‘My’ range

of SunFeast YiPPEe noodles The range was available exclusively on Big Basket for a week, post which

it was to be made available at MT

and GT outlets across the country In another instance, Marico launched its new brand ‘True Roots’ exclusively

on Flipkart, positioning it as a clinically tested product that delays hair greying

In both the cases, the brands were very clearly reported as being upbeat about leveraging the e-commerce platform in order to build brand visibility and connect with their TG A Nielsen 2018 report says that in the FMCG segment, ecommerce market had grown three times, with online grocery purchase going up 15% globally in the previous two years All these developments only point

to the necessity of going the channel way and having a synergy-based approach to both the online and offline channels This means driving the consumers across the channels to offer a seamless brand experience

omni-3 Going the experiential way

A cosmetics major, as part of its plans to break the clutter at the POS level and create and engaging and educational experience, recently installed a digital end cap with a

Pic Courtesy:

Eveready

28 I January I 2019

Cover Story

video screen at a hyper mart store

in Mumbai The idea, according to

the brand, was to add a wow element

to shopper experience in the store

space

Globally, Ulta Beauty, which

reportedly is among the largest

beauty retailers in US, goes big on

experience, offering skin and hair

treatments to customers at the stores

The brand’s overall sales reportedly

grew 71 % in the first quarter of 2017

But engagement and experience are

not confined to beauty brands In

the US, for instance, ‘demo POPs’ or

interactive store displays are used by

brands across categories to engage

and inform their customers at retail

These brands range from home

appliances to grooming products

segments The key idea is that the

store is a space to carry forward the

brand story telling in an attention

grabbing manner

4 Increased role of

technology

To say that technology is an

indispensable part of in-store

communication is stating the obvious

From big data and IoT to cashless

payments and RFID tags, the scope

for application of technology is

endless and the FMCG segment is no

different when it comes to technology

as an enabler

But what is interesting is the evolving

role of technology in positioning

brand narrative and in understanding

shopper behaviour So beyond

digital technology enabled POS

systems and the like, we are also

likely to see the increased use of AI

in determining shopper behaviour

Gartner has reportedly projected

that by 2020, 85% of customer

interactions would be enabled

without human intervention Experts

also predict that using AI, retailers

will be able to understand, guide,

anticipate and influence shopper’s

purchase decisions This means

growing collaboration between technology solution providers and retailers

An interesting example of AI in the FMCG space is HUL’s recent announcement regarding what it calls ‘Project Maxima’, which is an

AI based predictive analysis tool to understand shopper preferences

The process called ‘Precision Marketing’ involves generating key data regarding store visitors’ profile, their purchases, future visits, etc

Interestingly this is being done in the

GT space – at the neighbourhood Kirana and corner stores across the country

5 Selling the health proposition

With health awareness growing rapidly thanks to easy access to information and lifestyle changes, food makers, especially the global brands, are coming out with packaged foods and snacks that are positioned as having healthy ingredients A report by data analytics company GlobalData says that globally FMCG companies are increasingly turning to plant based products The health proposition

in fact runs across categories to include skin and hair care, grooming products, toiletries etc For example,

the GlobalData 2017 report also reveals that a high percentage of the surveyed consumers preferred natural and essential oils for their personal care

All of this entails the need for distinct product packaging and POS communication that clearly conveys the health benefits to shoppers

6 Communicating value positioning to an aware customer

The new tribe of consumers, particularly the millennials, are not only health aware but are also, by and large, more conscious of the environmental impact of the products they buy and their packaging

Interestingly, an international survey

by Cohn & Wolfe reportedly found that 87 % of global consumers prioritized brand integrity and authenticity over innovation and product uniqueness

Thus a brand’s communication regarding its social and environmental responsibility is likely to appeal to the new- age shopper, who is closely cued into environment consciousness and sustainability This means a clear statement regarding the brand values and its position on critical issues, which is reflected in product

Pic Courtesy: Enkon

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