Happy shoppers spend more. How to make you business successful through design at point of sale.

happy shoppers spend more…

Jan Atkins, Creative Director Cocoon Group Jiří Votruba, Managing Director Cocoon Group

Today

4,000+ messages

40-80K SKUs in supermarket

44

items make it to the basketsource: Food Marketing Institute, tnsgloba.com

30% of grocery shoppers walk away empty-handed

shoppers are totally impatient

source: tnsglobal.com

20% of items shoppers planned to buy don’t make it into the basket

source: tnsglobal.com

pres sure

pressure on us

69% buy the same brand as last time

source: tnsglobal.com

shoppers are robots

45% buy the same product

3 sec to grab attention

source: Procter & Gamble

source: tnsglobal.com

ME!!!

the best here!

buy me!

I’m cool!

I’m better!

I’m efficient

buy me! buy

me!

princess

you are my beauty

30% influenced at the shelf

your man will love u!

75% of products shoppers touch are bought

source: tnsglobal.com

Role of pack design & branding in-store is crucial for success in business

the perfect

packaging

happy shoppers spend more

unhappy? why?

“Decided” shoppers are “unhappy” losing time

searching

“Undecided” are “unhappy” about deciding among too many, similar

choices

Let’s make’em happy

source: tnsglobal.com, Design Council - How customers choose your brand

“decided” shoppers: Help'em find quickly what they search for

“Undecided” shoppers: Help’em make a choice quicker

Cocoon’s attraction strategy

3 phases

visibility within cat. navigation to brands

product benefits diff. brand values

brand&product diff. brand values

3M 75CM1,5M

Decided

Open-to-decide

phase 1

navigation3M DISTANCE

impact & visibility attract attention through visual brand equities and category

be seen

colour shape

EXTEND BEYOND THE PACK

stay connected

phase 2

navigation & emotions1,5M DISTANCE

brand & product differentiation brand stand out vs.competitors whilst maintaining clear variant differentiation

innovate invigorate

brand noise visual clutter

enemy of frienemy

Product differentiation

disrupt

isle domination

phase 3

emotions & rational

75CM DISTANCE

emotions & rational deliver brand values and product uniqueness benefits, final BUY ME OPPORTUNITY

say what it does on the can

express brand values

express brand essence

taste appeal

a (brand) story

afterpoint of salebefore

brand perception created trough numerous communication channels and tools

brand perception created trough numerous communication channels and tools and also experience with the product

decisions are often made before

entering the store

triggers perceptions

our innate sense of familiarity and attachment to a brand before we

even enter the store

slogans type

visual identity

“its the real thing” “i'm lovin’ it” “just do it”

“because you worth it”

Work as a device for the consumer to connect with. It transcends language when shopping we are looking for visual cues that represent our brands on a subconscious level. Within a few flash seconds this form of imagery is a powerful decision making tool for over saturated, over stimulated minds in retail.

visual metaphores

after the store visit

off pack communication out of sight, not out of

mind

happiness machinehttps://www.youtube.com/watch?v=lqT_dPApj9U

if all else fails fake it

Thank you!