Shopper Marketing – How to Create the Best Customer Experience in Retail

Shopper Marketing – How to Create the Best Customer Experience in Retail

Today’s market is constantly changing. New technologies offer different ways of shopping, which makes retailers afraid that they will go obsolete. But this is not quite true. Studies have shown that almost 80% of people still prefer to feel and try the product before they buy it, rather than just ordering it online.

Then why is online shopping so popular? Are the lower prices the only difference between the two? Even though some people look only for lower prices, the majority are still willing to pay more if they are assured that the product is worth their money. Then what stops people from flocking to retail and brick-and-mortar stores? The answer is customer experience.

A lot of retailers have forgotten that shopping experience is what brings customers back. If you want to have regular buyers then you need to create a friendly environment for them to shop in. That is why we have created this list of the best ways to make your store the perfect shopping experience for your customers.

Embrace new technologies

First of all, new technologies aren’t bad. They offer a lot of ways to approach and communicate with your customers. That is why you need to use them to their fullest potential. Provide your customers with the best online experience. Offer product information like prices, reviews, discount information and even create a smartphone app. Your job is to divert customer’s attention from online stores and show them why you are the better option, show them that the best shopping experience is in brick-and-mortar stores.

Offer price reductions

We already said that the main problem for the retailers are lower prices in online stores. That is why it is very important to create a policy that will allow for a price reduction if the consumer shows you a place they can get it cheaper. Losing a customer because of a few dollars is not worth it. This way you can build a relationship with them and they might return to your store because of it.

Make your products more presentable

People think that showing your merchandise in-store or so-called “showrooming” is becoming pointless because of online stores, but they are hugely mistaken. Presentation is now more important than ever. If you want to stand out from the competition, then you need to make the best customer experience. Lighting, music, smell, checkout experience, product displays, product packaging should all stimulate your customers without being too intrusive.

We at IGD Display offer a wide array of packaging, from retail product packaging to permanent in-store displays. If you want to truly make your store unique and provide a customer-friendly experience, there is no better way than making your product displays pleasant to the consumer`s eye.

Focus on service

Educate your staff on your products so they can offer the best service to your customers. If your employees really understand the products you are selling, then they will more easily find solutions for your buyers. This will drive sales up and build loyalty with your customers.

These are the four tips we have for you. As you can see there is no reason to fear for the future of retail. Customers will always look for friendly experiences when going shopping and your job is to provide it. Just remember to embrace the online aspect of shopping, educate your staff and, of course, make your products stand out with high-quality design. If you are interested in upgrading your store`s shopping experience you can contact us on our website.

Sustainability: a step-change in packaging

Sustainability: a step-change in packaging

Sustainability has become something of a buzzword across industries in recent years, amid mounting environmental concerns. As the pressure grows to meet environmental targets, the packaging industry is one that should be going overboard when it comes to sustainability – here’s why.

Packaging and containers account for almost a third of solid waste generated in the US each year. In fact, researchers at Stanford University have revealed that we throw away our own weight in packaging every 30 to 40 days, and these figures are expected to grow in line with the popularity of ecommerce.

It’s a lucrative market – experts predict that the packaging industry’s market value will increase at a rate of 3.5 per cent over the next few years to reach $998 million by 2020 – but it’s also one that can’t escape the growing need for progress in light of the waste generated.

Sustainability is now expected; it’s certainly desired, and brands that show off their environmental credentials are set to benefit. Here’s how packaging is becoming more sustainable in 2016 and the different ways in which it’s bringing about industry improvements.

The shift towards flexible plastics

Gone are the days when rigid plastic containers were the mainstay when it comes to food packaging. Now, more flexible plastics are becoming popular, and not without reason – more supple materials are better at absorbing food odor and preserving food, but they’re also much easier to recycle because of their lighter weight. Being lighter means they’re cheaper to ship, too.

One-material packaging

Both sustainability and convenience are important factors when it comes to packaging, and there has been a noticeable shift towards single materials for packing products over the last few years. Recycling is a key issue and packets made with a variety of materials are notoriously harder to dispose of sustainably; single-material packages, however, are often more recyclable and require less disassembling, making them a more convenient choice.

Plant-based plastics

Plastic has long been a problem for the environment but brands with plenty of capital have been looking into ways to create a plastic of sorts from plants. One such company has succeeded in its goal; Coca Cola unveiled its PlantBottle in 2015, made entirely from renewable plant materials, and plans to switch over its entire bottle range to the sustainable version by 2020.

Aluminium compression

In order to reduce waste and carbon emissions through manufacturing, many brands that use cans in their packaging are reducing or compressing the size of these aluminium containers. Companies like Unilever have successfully reduced their use of aluminium by moving to 50 per cent smaller compressed alternatives for their deodorants.

Reusable packaging

An alternative to making packaging easier to dispose of is to make it easier to keep instead. German sportswear brand Puma decided to do away with regular shoe boxes a few years ago and instead replaced them with a handy bag, made from sustainable materials. Production of the bags is more energy-efficient and has the extra benefit of adding perceived value and boosting brand awareness.

Sustainability is an ongoing priority for the packaging industry; at IGD, we’re proud to incorporate sustainable practices without compromising on quality. Our end-to-end service allows for sustainable elements to be implemented at every stage of the process, from design to shipment, adding value and reducing costs in the process. Find out more by getting in touch with us today.

Get more from your retail signage in 5 steps

Get more from your retail signage in 5 steps

Often the first step along the consumer journey, effective retail signage can interest and entice consumers; the opposite can be said of ineffective or confusing retail signs, which can repel consumers, however. So, how can you make sure your business follows along the path to success?

With just a few seconds to capture consumers’ attention and convince them to establish a connection with your brand, making your retail signage work harder can reap rewards. Take a look at some of our top tips for getting more from your retail signs and making those few precious seconds count.

Keep it short and sweet

Attention spans are getting shorter and it’s worth bearing this in mind when creating engaging retail signage. The shorter the text, the more of an impact your sign can make, and the clearer the meaning. Simplicity is key to creating effective retail signage, so keep text easy to read and to the point. Exceptions can be made for retail signage displayed in areas where consumers will spend longer reading the sign, such as in a queue by the checkout, where you can present a more in-depth message.

Make your message personal

Addressing consumers directly by using words like ‘you’ or ‘yours’ can help shoppers build a subconscious connection with your brand. This direct approach helps consumers visualize themselves using your products or services, retail expert Bob Phibbs suggests, and this is when sales start taking place. You can make your retail signage even more personal by using targeting to appeal directly to your specific audience – events, seasonal trends and pop culture can all be touched on in retail signage to add interest.

Be witty

Being innovative and thinking outside the box when it comes to your retail signage can interest, amuse or inspire consumers, spreading your message to a wider audience. Funny or thought-provoking signage can compel consumers to relate what they’ve seen to others – a FedEx study has highlighted that three-quarters of Americans tell other people about signs they’ve seen that have caught their interest. Amusing or inventive retail signage can also make the rounds on social media, meaning your business can build up its reputation across channels.

Don’t compromise on quality

Eagle-eyed consumers make the decision to engage with your brand based on a variety of elements, one of which is the quality of your retail signage. Badly-made signs repel more than half of consumers, while dirty and misspelled signs are off-putting for 56 and 63 percent of shoppers respectively. Offensive signs displaying a joke or idea can be made quite by accident, based on the views held by the designers, but it’s always wise to err on the side of caution with this sort of sign or risk deterring almost three quarters of consumers.

Prioritize clean design

To get your message across to best effect, keep the design of your retail signage clean and clear. Using a simple font and keeping the text proportionate are a couple of rules that help ensure your signage is easy to read, while consistency of various elements is key for reinforcing your brand. Shoppers should be able to scan the sign and get the information they need with ease, so allowing for plenty of white space is essential. Some colors also make text easier to read, like white over a black background, for example.

At IGD Display, we know how to create effective in-store signage that’s just right for your brand. With over 15 years’ experience and meticulous attention to detail, we’re committed to making your in-store retail signage work harder for you – contact us today to find out more.

How shopper insights can boost your bottom line

How shopper insights can boost your bottom line

Knowing your market inside out is vital to generating conversions – the more tailored your services, the more meaningful the shopper experience. The connection between shopper insights and increased return on investment is clear – but how can your business convert potential into profit?

At IGD Display, we have years of experience when it comes to generating useful shopper insights, enabling companies to better understand and appeal to their markets. Of course, limitations will always be a barrier to achieving maximum profitability, but there are ways to break down these barriers and harness your profit-building potential – keep reading for our top tips.

The right people for the problem

If you’ve encountered a problem and are using shopper insights and analytics to gain a greater understanding of the issue, its causes and potential solutions, it’s no use leaving this information in the hands of the IT department when it should be with communications, for example. While your ICT staff may collect this information, it’s vital the data is disseminated to the person or people closest to the problem in a form that’s easy to understand. Surveys have highlighted that making sense of some of the statistics from shopper insights can put limits on non-technical staff, so it’s also important to ensure that data is presented in a way that’s easy to understand.

Multi-department information sharing

Research has shown that companies with departments that cooperate well and share important information get better results from their shopper insight data. Often, the information gathered in shopper mapping activities is pertinent to marketing and merchandising departments, and can facilitate a more joined-up approach to tailoring business initiatives that better suit the target market. By keeping important data within a single department, the understanding of shoppers can be inconsistent across a company, allowing for only partial views of the market. Removing these limitations enables firms to create more unified campaigns and, as a result, ramp up profitability.

Broader measuring efforts

Expanding how your business measures shopper insights can provide important information about the bigger picture; only measuring certain elements of the customer journey and overall experience can leave gaps in knowledge that result in profits suffering. In studies, almost 70 per cent of firms that measure the impact of their shopper marketing have recorded returns on investment, compared to less than 30 per cent of companies with no monitoring in place. By increasing measuring efforts, or setting up methods to monitor how shopper research is implemented, businesses stand to make gains in terms of profitability.

Responsive technology

As measuring shopping insights becomes more and more important, so too does the need for technology that responds quickly and effectively. There are apps and programs available that collect shopper data and present the information in ways that are easy to understand, at important intervals. As consumers increasingly head online, and the in-store experience becomes more of a pertinent issue; receiving regular updates and being able to act on information quickly can be helpful in our dynamic and fast-paced retail environment, where there is little time to lose poring over complex results.

Although there are limitations to profitability within the retail industry, proactive businesses are increasingly aware of how making good use of shopper insights can help break down these barriers. With the right technology, timing and cross-departmental efforts, collection and use of shopper data can make all the difference to a company’s bottom line.

At IGD, we have the tools and the expertise to provide key market insights; our service is designed to enhance awareness and efficiency so your business can boost its bottom line. To find out more, get in touch with us today on 866.916.0977.

How to capitalize on seasonal marketing trends

How to capitalize on seasonal marketing trends

Spring marks the start of a major promotional drive for many companies keen to capitalize on the forthcoming major events planned over the coming months. Tying promotion to current events is an effective way to capture the attention of an already-interested audience ahead of occasions like the Olympics, the US election and Copa America.

Knowing your audience is a key element of marketing, and by showing your awareness of popular events, you can reinforce your brand message while establishing a deeper connection with consumers.

Take a look at what the big brands are getting up to and stay ahead of the trends with IGD Display, the design and marketing experts here to help you capitalize on current events and seasonal trends.

Budweiser’s ‘America’ beer

There are various big events coming up in 2016, some of the most eagerly-anticipated being the US elections in November and the Copa America Football tournament. Beer brand Budweiser has wasted no time in devising the ultimate symbol of patriotism to cash in on these impending events: a beer called America.

Rebranding from May to November this year, Budweiser has switched out the regular brand name on its cans in favour of the word ‘America’. The change is Budweiser’s own salute of sorts to the nation and helps establish a connection between the brand and the US that consumers can’t miss, appealing to buyers’ own sense of patriotism.

Whether the move is a success for sales or not, the company has made the news with its interesting move ahead of the election and other hotly-billed events, increasing awareness of its brand and getting the Budweiser name into the public eye.

Hershey’s patriotic packaging

Another big event set to take place this year is the 2016 Olympics in Rio. To mark the occasion, many retailers will be showing their support for Team US; confectioner Hershey’s has revealed new patriotic packaging ahead of the occasion.

For the first time in its more than 120-year history, Hershey’s will change the silver lettering on its confectionery packets to red, white and blue in honor of the event – the move is part of a wider campaign that will incorporate Olympics elements. Hershey’s is a key sponsor of the US team, so it makes sense that the brand shows its support on a national level.

Hershey’s has altered the packaging of its Milk Chocolate with Almond Bars, Reese’s Peanut Butter Cups, Kit Kat Wafer Bars and Payday Bars to celebrate the forthcoming sporting heats.

Shamrock Farms’ “Nutrients to Power Gold Medal Dreams”

Also marking the Olympics with a new design for its packaging is Shamrock Farms dairy, which has unveiled new packaging for a range of milk cartons from single servings to multi-liter offerings in celebration of Team USA’s Olympic entry.

The new packaging features company mascot Roxie the cow in a red, white and blue swimsuit along with the line ‘Nutrients to Power Gold Medal Dreams’.

The brand not only uses the packaging to show its support for the national team but also cleverly draws on the upcoming event to highlight the importance of milk in a healthy diet – which is especially important to parents, while the cartoon-style cow appeals to youngsters.

These are just a few examples of the ways in which companies are capitalizing on current events. Having just announced a raft of sponsors, including Ford, Coca-Cola and Nike, Copa America is also sure to start popping up on all manner of promotional items in the not-so-distant future.

At IGD Display, we’re experts in consumer data and can help you map out your audience, including the events they’re most interested in, so you know exactly how to reach them through effective retail displays, packaging and signage. For more information, contact us today.