happy shoppers spend more by cocoon
TRANSCRIPT
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happy shoppers
spend more…Jan Atkins, Creative Director Cocoon GroupJiří Votruba, Managing Director Cocoon Group
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Today
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4,000+
messages
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40-80K SKUs in supermarket
44
items make it to the basketsource: Food Marketing Institute, tnsgloba.com
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30% of grocery shoppers walk away empty-handed
shoppers are totally impatient
source: tnsglobal.com
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20% of items shoppers planned to buy don’t make it into the
basket
source: tnsglobal.com
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pres sure
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pressure also on us, marketers
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69% buy the same brand as last time
source: tnsglobal.com
shoppers are robots
45% buy the same product
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3 sec to grab attention
source: Procter & Gamble
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source: tnsglobal.com
ME!!!
the best here!
buy me!
I’m cool!
I’m better!
I’m efficient
buy me! buy me!
princess
you are my beauty
30% influenced at the shelf
your man will love u!
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Role of pack design & branding in-store is crucial for success in
business
the perfect
packaging
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happy shoppers
spend more
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unhappy? why?
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People do not like shopping and want to get out of supermarket
asap, it’s more…
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…the quicker they get what they want, the more they
spend
source: tnsglobal.com
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“Decided” shoppers are “unhappy” losing
time searching
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“Undecided” are “unhappy” about
deciding among too many, similar choices
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Let’s make’em happy
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“decided” shoppers:
Help'em find quickly what they
search for
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“Undecided” shoppers: Help’em make a choice
quicker
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So how to make a pack design that will make the shopper happy?
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Cocoon’s attractio
n strategy
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3 phases
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visibility within cat.navigation to brands
product benefits diff.brand values
brand&product diff.brand values
3M 75CM1,5M
Decided
Open-to-decide
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phase 1
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navigation3M DISTANCE
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impact & visibilityattract attention throughvisual brand equities and category
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be seen
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colourshape
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EXTEND BEYOND THE PACK
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stay connected
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phase 2
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navigation &
emotions1,5M DISTANCE
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brand & product differentiationbrand stand out vs.competitors whilst maintaining clear variant differentiation
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innovateinvigorate
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brand noisevisual clutter
enemy of frienemy
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Product differentiation
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disrupt
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isle domination
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phase 3
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emotions & rational
75CM DISTANCE
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emotions & rationaldeliver brand values and product uniqueness benefits, final BUY ME OPPORTUNITY
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say what it does on the can
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express brand values
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express brand essence
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taste appeal
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a (brand) story
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if all else fails fake it
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Thank you!