As the resource below explains, there are two basic aspects of earning a top spot on the shelf: packaging design and marketing. If the product’s package doesn’t grab the shopper’s attention, it’s probably not going to sell well no matter where it’s positioned. If the product has the most eye-grabbing package in the world but the retailer isn’t sold on showcasing it, sales will similarly disappoint.
So it should be fairly obvious to anyone that effective packaging design can capture attention, convey the product’s value proposition, and influence purchasing decisions. In order to reach this effectiveness, market research plays a crucial role.
By conducting market research, businesses can gain valuable insights into consumer preferences, purchasing behaviors, and emerging trends. This knowledge allows them to create packaging that resonates with their target audience and effectively communicates the product’s unique selling points. Additionally, by using tools that enable companies to Test packaging designs with 100 real people within two hours or get constructive feedback using different metrics, companies can get closer to that placement on the top shelf.
To further elaborate on this, the accompanying resource is essential reading for any entrepreneur or business entering the retail market for the first time or struggling to find a way to improve its existing product placement. Having a persuasive story is certainly the surest route to earning an excellent shelf position, but there are other strategies that go along with it to get results more quickly.
For instance, the resource covers co-branding and shelf rental, both of which are commonly used, especially when highly competitive conditions exist. Co-branding is effective for newer, smaller, and/or financially limited manufacturers. Partnering with a brand that has deep pockets and an established track record provides the credibility and resources necessary to make an effective pitch. Shelf rental, a practice gaining in popularity among retailers, enables manufacturers to buy their way onto the shelf and prove the merits of their product.
What we’ve talked about so far has highlighted the importance of prime shelf positioning, eye-catching store fixture equipment, and effective signage to capture shoppers’ attention and drive sales. However, it is crucial to adapt to the evolving retail landscape and consumer preferences. Incorporating digital technologies and personalized experiences can further enhance product placement strategies, allowing for real-time data analysis and targeted promotions.
As retailers continue to innovate and adapt to changing market dynamics, product placement on the retail shelf remains a valuable tool for brands to connect with consumers and achieve their business goals.
For more insights about retail product placement, please continue reading.