Jim Lu­cas

Point of Purchase - - CON­TENTS -

Global brands face a num­ber of ex­ter­nal chal­lenges thin­ning at­ten­tion spans, in­creased clut­ter at the store shelf, shop­pers’ de­mand for gain­ful ex­pe­ri­ences and hy­per­rel­e­vance., myr­iad of store for­mats, etc. The in­ter­nal chal­lenge for global brands then is get­ting the ”what” of their strate­gies right (e.g., in­sights, in­no­va­tion and com­mu­ni­ca­tion). Equally im­por­tant is get­ting the “how” right (e.g., de­vel­op­ing a sin­gle global brand strat­egy, pro­tect­ing the universal essences that de­fine the brand’s global res­o­nance with con­sumers, cre­at­ing mar­ket­ing align­ment, brand ex­per­tise across ge­ogra­phies, speed to mar­ket, etc.). The re­wards for crack­ing the code on ex­ter­nal and in­ter­nal chal­lenges is strong and sus­tain­able growth.

Global Balanc­ing Act

Shop­per be­hav­ior pro­vides in­sights that sug­gest there are some com­mon­al­i­ties that tran­scend bor­ders. Shop­per en­gage­ment (vis­ual en­gage­ment) is driven more by cog­ni­tive psy­chol­ogy and hu­man phys­i­ol­ogy than lo­cal pat­terns Shop­pers do not read sig­nage or pack­ag­ing thor­oughly, so key vi­su­als, es­sen­tial copy, sim­ple, bold de­sign draw the most at­ten­tion., when shop­pers have lit­tle band­width to process all in­for­ma­tion.

Lever­ag­ing con­sis­tent vis­ual eq­ui­ties and cre­ate a con­sis­tent iden­tity glob­ally. Lever­ag­ing global hu­man be­hav­ior pat­terns. At the same time, in­cor­po­rate lo­cal in­sights about brand/cat­e­gory (e.g., im­me­di­ate vs. fu­ture con­sump­tion, need vs. want, etc.) into the tai­lor­ing of pro­grams. Many lead­ing global brands de­velop tool­kits which pro­vide so­lu­tions for many of the dif­fer­ent mar­kets and re­tail for­mats in which they op­er­ate. Typ­i­cally th­ese as­sets are ac­cessed on­line, but pro­duced lo­cally. This al­lows global brands to har­vest and lever­age brand ex­per­tise through­out their global net­work, to align on mar­ket­ing goals.

They en­joy the ben­e­fits of global brand­ing, while reap­ing re­wards at re­tail in dif­fer­ent mar­kets. Brands evolve and dif­fer­en­ti­ate to cre­ate choice -- the right mix­ture of con­sis­tent global iden­tity, lo­cal in­sights and flex­i­bil­ity.

Us­ing Vis­ual Hier­ar­chies

There is a good deal of re­search that sug­gests that “vis­ual saliency” is heuris­tic that af­fects how shop­pers look at POS and pack­ag­ing in a re­tail set­ting. El­e­ments that are most vis­ually at­trac­tive, dom­i­nant at­tract the most at­ten­tion. Vis­ually at­trac­tive el­e­ments not only at­tract and hold at­ten­tion, but pro­duce lik­ing and pref­er­ence. This same re­search sug­gests that shop­pers can process 2-3 vis­ual el­e­ments in the first 3-5 sec­onds of view­ing POS or pack­ag­ing

We look at three ex­am­ples from dif­fer­ent cat­e­gories: Fairy dish­wash­ing liq­uid with Olay, Pam­pers and Nivea’s In­vis­i­ble Deodor­ant. They il­lus­trate a trend to­ward vis­ual saliency. Th­ese three ex­am­ples of POS were an­a­lyzed us­ing 3M’s Vis­ual At­ten­tion Model to de­ter­mine how con­sumers would view them—at­trac­tion of dif­fer­ent vis­ual el­e­ments, and most likely se­quence of view­ing 2

Each of th­ese ex­am­ples has strong vis­ual el­e­ments and a min­i­mal amount of copy. Fairy dish­wash­ing liq­uid com­mu­ni­cates both the ef­fec­tive­ness in clean­ing and pre­serv­ing hands. Pam­pers ex­tols the ben­e­fit of “1 dry night”—sleep. And Nivea com­mu­ni­cates the deodor­ant’s ben­e­fit of in­vis­i­bil­ity.

Note that each of them is eas­ily taken in within the first 3-5 sec­onds. Per­haps their great­est strength is their abil­ity to vis­ually com­mu­ni­cate ben­e­fits, quickly and in an eco­nom­i­cal man­ner.

WOW Fac­tor

The Wow Fac­tor is an­other ap­proach brands are us­ing to woo shop­pers. The Wow Fac­tor can be used to el­e­vate per­cep­tion within a cat­e­gory, cre­ate in­ter­est and in­volve the shop­per on new lev­els. Of­ten ground­break­ing in ap­proach, the Wow Fac­tor helps brands stand out in a sea of same­ness and emo­tion­ally touches the au­di­ence.

Clin­ique’s Even Bet­ter Clin­i­cal Dark Spot Cor­rec­tor is an in­ter­est­ing ex­am­ple which shop­pers read­ily ad­mit pos­sesses the “Wow Fac­tor.” Per­haps the Wow comes from its abil­ity to com­mu­ni­cate with min­i­mal copy!

While many lead­ing cpg com­pa­nies em­ploy the Wow Fac­tor (e.g., Unilever, P&G, Coca Cola, Pep­siCo, etc.), we looked at POM The Won­der­ful pomegranate prod­ucts. POM is a rel­a­tively young brand, sell­ing pomegranate prod­ucts in 50 coun­tries around the globe. Some of its ads and POS have cre­ated con­tro­versy in the UK and USA, they are none­the­less in­ter­est­ing in their abil­ity to pro­duce WOW.

They not only at­tract at­ten­tion, but pays off the at­ten­tion by com­mu­ni­cat­ing the ben­e­fit or rel­e­vance to shop­pers.

Take Aways

Global brands are woo­ing shop­pers by ad­dress­ing both in­ter­nal and ex­ter­nal chal­lenges.

In­ter­nally, lead­ing brands are align­ing ef­forts by.pro­vid­ing clear di­rec­tion on com­mu­ni­ca­tion of brand essences that pre­serve brand truths that res­onate with con­sumers, while lever­ag­ing lo­cal brand knowl­edge and ex­per­tise.

Ex­ter­nally, global brands are evolv­ing the way they dif­fer­en­ti­ate and cre­ate choice in the store, while ad­dress­ing emerg­ing shop­per needs— thin­ning at­ten­tion spans, de­sire for gain­ful ex­pe­ri­ences in in­creas­ingly clut­tered re­tail en­vi­ron­ments.

Ref­er­ences:

1. “Con­sumers can make de­ci­sions in as lit­tle as a third of a se­cond.”, Mil­ica Milosavl­je­vic, Christof Koch and Antonio Ran­gel, Judege­ment and De­ci­sion Mak­ing, Vol. 6, Au­gust 2011. “Rel­a­tive vis­ual saliency dif­fer­ences in­duce siz­able bias in con­sumer choice.”, M. Milos­al­je­vic, et al., Jour­nal of Con­sumer Psy­chol­ogy, 22(2012): 67-74.

2. Ex­am­ples were an­a­lyzed with 3M’s Vis­ual At­ten­tion Model, which pre­dicts where con­sumers will look, as well as the se­quence of their view­ing

Pam­pers Dry Night (Dubai)

Jim Lu­cas Ex­ec­u­tive VP, Global Di­rec­tor , Re­tail In­sight and Strat­egy

Draft­fcb

Fairy Dish­wash­ing Liq­uid Olay Header Card and Floor Graphic (Dubai)

Clin­ique Even Bet­ter Clin­i­cal Dark Spot Cor­rec­tor

Nivea In­vis­i­ble Deodor­ant (Var­i­ous Mar­kets)

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