Supplier or strategic partner – who will bring a greater value within P.O.P.?

The Czech Republic and Slovak Republic are incredible in the In-store marketing segment. We produce an enormous amount of carriers, we do many promotional activities and we have plenty of stores where people purchase and companies, similar to us, help to sell. But, is the sales effect also growing? Should we always focus only on sales revenue, or should we build a brand? How do we stand in comparison with abroad?

BLOG: 10 tactics to stimulate impulsive purchases

At the time when people do more and more purchases online, impulsive in-store purchases are becoming increasingly important. They’re stimulated primarily by choosing the right products, placing them into the right place, or attracting attention of shoppers. Below, you can learn about 10 Shopify tips on how to increase their frequency and value. In these 10 tips, you can learn how

Case study Birell: How to cut a bicycle in halves?

The client’s order was simple: create a permanent end cap for non-alcoholic refreshment Birell. It was supposed to resonate with the main elements of the product – focus on people, spending time outdoors, having fun with friends and a summer relax. Therefore, we created several different proposals which have gradually developed until we finally … cut a bicycle in halves. What made us to do this?

“Fragments” from POPAI PARIS

Popai Paris gives us great expectations each year, as we will see new technological procedures and design ideas. This year’s Popai took place at a very interesting place by the river, but there was very limited space, thus it could hold only exhibition showpieces unlike last year, where stands of producers were also displayed with a possibility to talk to them personally.

Interior of a store: what to focus on

Creating the right atmosphere of a store is one of the key factors, which stimulate customers to purchase. It is important for shoppers to feel good already when they enter the store and to feel positive emotions. Customers p…

Shopping center like a sanctuary of consumption

A well-dressed attractive girl walks along the sidewalk, half a step behind her is a less nice-looking and attractively dressed friend. The first one stopped in front of the proximity sensor before the open door of the larg…

What do clients often expect from P.O.S. solutions?

The overall communication with customers at points-of-sales develops according to expectations of shoppers. Retailers are very well aware of this fact and that is why they reflect the knowledge about their customers into sp…

Sensory shopping or how to catch into the net

When shopping, we perceive the environment and offered products using several senses. It is therefore advantageous to influence customers through more senses, but among other senses the eyesight, which is decisive when choosing goods, plays the main role. Eyesight controls approximately 80 % of purchasing decisions.

Multisensory marketing that includes senses of hearing, smell, taste and touch is gradually more and more developing. These are very powerful associated stimuli that strengthen the effect of visual perception many times. The reason is that they bring the desired emotional interest much faster. The TNS research from 2007 found out that confectionery purchase is influenced mostly by the atmosphere that arouses the appetite for sweets. In other words, if a seller wants to stimulate sales of confectionery, he should primarily focus his attention on arousing the appetite for sweets. It does not mean directly tasting – actually, the act of tasting may decrease the appetite for sweets satisfying the appetite and thus the desire for the impulse purchase may be smaller. Using a strong visual perception is effective, for example chocolate bar after the first bite or chocolate just being mixed. It is a stimulation that may evoke “the Pavlov reflex”, a customer will literally “start to slobber” in such created atmosphere and then buy products without even thinking about it before.

The effect of the visual perception may be even increased many times using a suitable chosen aroma, which does not even have to be the chocolate fragrance – as in the case of tasting, it has a tendency to “satisfy” customers without buying anything. Nowadays there exist sophisticated techniques that can identify relevant aromas or sounds for concrete product categories being used to stimulate appetite or interest in concrete goods or services. As an example, we can mention the well-known principle of spreading the coffee fragrance in tobacco-stores – as this aroma stimulates appetite for tobacco products – or spreading the fresh bread fragrance in food stores used as a stimulus evoking hunger – and hungry person buys more than someone who is full.

The last mentioned sense that can be stimulated at points-of-sales is the sense of touch. An example of using tactile perception within the communication at points-of-sales is the Milka sales display using a plush cow head luring to caress it. That is how customers get near displayed products and the pleasant tactile feeling motivates them more to put chocolates into their shopping carts.

Multisensory marketing works mainly subliminally, and so various biometric methods are used to choose suitable aromas or sounds. In principle, these methods measure what happens based on visual, acoustic, tactile and olfactory stimuli in such parts of the brain which seller needs to be activated at the right moment (neuromarketing). But don´t think that producers and sellers make robots from you this way. Stimulation of multiple senses loses its effect when a customer is not satisfied with purchased products. In this case, there is not repeated purchase, which is crucial for the fast moving consumer goods.

Daniel Jesenský, DAGO, s.r.o.

Pin It on Pinterest

Share This