Innovating Grocery
Innovating Grocery
A look at some of Shop! ANZ’s 2019 Grocery Store Temporary Display Award Entries
Written by Zita Watkin, Shop! ANZ
When we think about grocery shopping, what’s on top of your list? Freshest? Best value? Brand? How about Innovation? It could be any or all these things.
The good news is that what consumers are looking for on their shopping trip, is aligned with what brands and retailers are searching for in their quest for the quintessential point of sale display.
Every consumer has their own set of priorities when on a grocery shopping mission, but it’s the job of a good point of sale display to cut through the clutter and speak to shoppers in a way that wraps up everything that they want into one display. Enter the Free-Standing Display Unit!
In last months Shop! Australia and New Zealand’s Marketing at Retail Awards, innovative marketing designs from FMCG brands dominated the most highly contested category. But what is innovation, and how does it translate in the grocery display?
1. Think outside of the box
Traditionally, free standing display unit’s (FSDU’s) have forever been accused of being, well, “boxy”. “It’s just another skinny square tower display with some ‘call to action’ messaging printed”.
But when Twining’s and GPS Group got together to create ‘Twinings Drink Outside the Box’, they totally killed that preconceived idea of a boxy ‘anti-traffic stopping’ design.
Twinings objective was to “drive growth in the Twinings specialty tea range, introducing new variants to regular tea drinkers and bring some excitement into the category”.
The FSDU solution was simple, perfect and innovative, tying Twinings ALT marketing with an in-store solution that spoke to shoppers wanting to trial the new flavours.
Giant tea boxes matching the artwork of the packs together combined with the omnidirectional design meant the displays were impossible to miss.
In this case innovation is achieved through clever design and simplicity of messaging; no complex call to actions for shoppers to miss. The brand recognition of the packaging and display is key, combined with the perfect trial size product and a FSDU that is 100% dynamic – this display works anywhere in the retail environment.
2. Innovation through inspiration
Coca Cola Amatil and Presfast Pty Ltd created a deep creative connection with shopper through the ‘MAKE IT YOURS’ campaign.
This creative display showcases new ways to enjoy COCA-COLA.
“In a category that has faced challenges of growing proportions of light and lapsing user, low aisle penetration and low dwell time in store due to lack of relevance and inspiration, the COCA-COLA MAKE IT YOURS campaign within Woolworths & Independents was able to effectively target current, light & lapsed drinkers of Coke, over the key consumption period.”
We are human after all so offering shoppers something out of the normal can create excitement even for the biggest brands with the most loyal customer base. Change and innovation reinvigorates brand and product for even the worlds biggest names.
Innovation can be found in the creative inspiration elements. Seeing real fruit together with inspiring recipes with the global brand is totally unexpected, exciting and delighting!
This highly visual display with digital spectaculars both captures attention and inspires shoppers to make each Coke experience “relevant, unique & personal”.
Make it Yours with COCA-COLA Advertisement
3. Disrupt the Expected
When we think about the freezer aisle, shoppers are generally tuned to walk the cold aisle, look in the glass fronted freezers and find what they are looking for. There’s not a lot of impulse shopping going on.
However, in this years’ awards we saw a fantastic display that was both showstopping and storytelling with the ‘Woolworths Summer Favourites Icecream Truck’.
Australian designer and producer Styleprint brought the Woolworths Freezer department to life; challenging perceptions of the space and injecting some fun delivering a quirky and engaging display for Woolworths shoppers.
Styleprint further evolved their original 2018 summer concept making it; more attention-grabbing, more fun, easier to assemble, noticeable from elsewhere within their store environment.
Innovations included; low drain LED lights (designed to last the length of the campaign without the batteries needing to be replaced). The use of these lights was a first within the Woolworths store environment and achieved the goal of making the truck visible from across the store.
This new design also achieved almost zero additional floor space, where floor space is at a premium delivering maximum impact for minimum space.
In Conclusion
When it comes to innovation in the grocery space, the simplest of details and ideas can create the biggest impact for both shoppers, brands and retailers alike.
It's important that when designing for this space that displays have a strong instant connection with shoppers, whilst solving problems from a practical point of view.
Every design is an opportunity to create a repeatable and iconic retail display. Keep thinking on new levels of creativity to both inspire shoppers and solve problems for retail and brand investors.
For more information on the Shop! ANZ Awards email shop@shopassociation.org.au
