2017 Guide to Retail Marketing: labelling, packaging, and POS.

Shopper Experience Vision Fito BenitezHelsinki, FinlandFebruary 2017

Introduction• The following slides represent my vision on packaging, labelling and POS marketing.

• The vision is based on learnings and experiences at retailer POS in four different industries - spirits (alcohol trade), tech, ceramics, and jewellery.

Packaging & Labelling

Packaging is the 1st thing a customer sees before the product. Make it awesome!

Packaging catches attention and reinforces the top-of-mind. Be smart!

Packaging today should either be reusable….

…or minimises the carbon foot-print.

Labelling can sound human. Don’t miss your chance to connect!

Be creative when adding instructions and manuals….

…or give better support and save costs by taking it online.

POS Marketing

Retail is not dead and will never be. People need the physical experience.

Study customer insights, and get staff and customer feedback. Numbers don’t tell the complete story.

Not all shops have the same audience. Categorise and customise.

In the customer journey there’s a time to inspire, to showcase, to educate and to sell. Make it seamless!

Thank you!Fito Benitez [email protected] Helsinki, Finland February 2017