Balancing innovation with convenience
Amit Shah, MD, Spectrum Scan, the company that Garnier most often partners with for its merchandising solutions, shares his thoughts on the whole Garnier in-store campaign that his company executed. Read on.
The objective based on client brief:
L’Oreal is an aspirational and innovative brand. So the merchandising that Spectrum had to develop had to carry this USP of the brand to the retailer. The merchandising also had to be clutter breaking, out of box & cost-effective. Besides, we also had to ensure that it was hassle-free at the deployment level. We started working with three dimensional product displays for FSU, CDU & dangler. The first cut was very well received by Garnier India’s Merchandising Manager Nikhil Kumar, who has given us a lot of inputs for making the POP/POS units. The idea was innovative and also very challenging, since there was no precedent for this kind of POP in the market and hence it involved huge risks too.
Materials, colour and other elements used:
For the FSU, we have used MDF metal and thermoformed HIPS tray. The unique feature was a life size 3D bottle which was formed first and then pasted with cast vinyl. This was a first time innovation used to attract the attention of the buyers. On the CDU, we have used a calculator with a parchipad & pen stand and we have used the Garnier Green colour for the calculator, which was a novelty factor. Also, for the dangler we have used a 3D product dimension for thermoforming the unit. This was received very well in all channels.
This year, there were five to six brand launches back to back; so to come up with innovative solutions was a great challenge. Besides, we had to bear in mind the cost while planning the innovations. And as mentioned earlier, due to the new idea, there was the huge challenge of time line and budget too. But we could manage it since we have all the production facilities in-house. The expectations of clients have gone up many notches. Overall, big modern trade chains have really appreciated the entire POP displays and have allotted them a prominent position in their outlets for the deployments. The entire launch was one of the most admired & visible merchandizing in India this year.
Amit Shah Managing Director, Spectrum Scan