By Carrie Chappell, Associate Director Haygarth.

“Thank you for delivering us the most comprehensive shopper tool kit the business has ever produced. I have no doubt this is going to help us shift the dial in sales across our markets.”

Lovely words to read from a happy client when you open your email inbox in the morning!

Gone are the days when a global tool kit consisted of a key visual, some POS examples and a ‘dos and don’ts’ section. These days, the complexity of markets, brands and shopper missions means that delivering something that is going to inspire, guide and deliver results, requires the right combination of strategic insight, creative brilliance, and practical application. But how do you achieve this?

The path to purchase has become more complex than ever, with shoppers able to buy their favourite goods with the sound of their voice as well the click of a button, anywhere and everywhere. As a result, consistency not only of a brand’s visual cues but message out of store through to shelf (virtual or otherwise) has never been more important and the drive for global consistency of communication never more sought after.

Listen, don’t impose

The starting point of any good shopper tool kit is insight and understanding. Not only of the applicable markets but of the different shoppers, their missions, their needs, the barriers and of course the reason they should care enough about your brand to put it in their basket or trolley.

In any strong and comprehensive shopper tool kit, this should all form part of the business context. What is driving brand performance, the business opportunity, the brand, and its objectives.

A valuable part of this insight gathering process is to talk to the key shopper contacts in each relevant market. Understanding the nuances of each market, their pain points, their shoppers, and their needs is critical, not only to ensuring the end shopper tool kit is fit for multi-market purpose, but also that markets feel they have had input. That they are on the journey with the global shopper team, rather than having a tool kit land in their laps, that they have had no or little role in. This also helps with local market buy in and compliance.

Focus on the shopper and context

It is important to help local market agencies to understand the mindset of the shopper in different stages of the path to purchase, and therefore the role of the types of point- of- sale assets they might generate. Taking into consideration whether a shopper is in their pre-store mindset or their at-shelf mindset, will help ensure that if assets are adapted, that they are still doing the necessary job. That might be emotionally engaging the shopper or overtly driving purchase conversion at the moment of truth – when the shopper is faced with the plethora of choice at shelf.  And, as importantly is the digital shelf. Ensuring there is a strong e-commerce path to purchase will help guide markets in creating this seamless journey.

Same brand, different challenges

As strategy is developed, it is important to consider different market types. For example, when considering alcohol brands, whether a market is ‘dark’ and therefore the only form of communication about your brand will be what a shopper sees in store, versus an ‘open’ market, where they will see ATL and OOH before they get in store, will potentially have an impact on the imagery and the copy used on POS items. The market status, be it emerging or established will also have an impact.

Likewise, there are category considerations. Certain pharmaceutical, aesthetics and beauty products, or anything which could be considered in any form controversial, may require different visual and copy options, depending on how conservative or liberal a market it is. Giving guidance and options on this ensures markets aren’t forced to adapt on their own terms, which in turn drives greater inconsistency. Equally for beverage brands, particularly alcohol, it is important to ensure that the strategy is evolved to work for the on-trade, so that there is a consistent suite of comms across both channels.

From complexity to simplicity

This may all sound hugely complex, but the ideal toolkit provides simplicity. Ultimately it is about helping local markets with Global shopper solutions that are straightforward to deploy and solves local challenges. One necessary but often over-looked aspect is the guidelines around what can and can’t be removed, altered, positioned differently and indeed the key aspects of font, colour references and photography style.

The winning formula is hitting the balance between delivering enough information for the markets to get what, why and how to deliver best in class shopper assets, but not so much that it becomes overwhelming. The best tool kits need to be simple to follow and easy to use.

Successful shopper tool kits can be a labour of love but certainly worth investing time, money and energy in. When you think that they can end up setting the strategic direction and creative look and feel, for how a brand is communicated and perceived in store, for what is often a number of years, it is time well spent and immensely rewarding.

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Packaging is a valuable media channel which brands should be using to communicate added-value messaging and promotions, argues Alastair Lockhart of Savvy

As retailers seek more ways to differentiate from each other, we have seen the leading grocers take more control of their store environments. POS is highly templated, and even promotional mechanics are often under the control of retailers. At the same time, in-store compliance too often remains a source of frustration.

For brands – many already under price pressure and the threat of range rationalisation – this has made it increasingly difficult to activate effectively in-store. Granted there are exceptions where brands do create massive impact in-store, but these are typically isolated and are usually backed by substantial budgets.

With this in mind, the onus is firmly on brands to make their own media and assets work as hard as possible and to take control of the shopper journey wherever they can. There is no question that the proliferation of digital touchpoints has created new opportunities, but marketers need to take time to re-evaluate the potential of more traditional activity, in particular on-pack promotions. Indeed, I believe that the potential of on-pack promotions has never been greater.

Providing an added value on-pack is one of the most effective ways of standing out and creating an emotional connection at the point of purchase amongst a sea of price promotion offers. From the shoppers’ perspective, over half (57%) of UK them claim they are more likely to buy a particular product if it offers an added value on-pack.

From the brand’s perspective, compliance is guaranteed, brand equity creation can be placed at the centre of the campaign strategy and, crucially, on-packs create a direct relationship with the shopper and the consumer.

A skilfully crafted on-pack also has substantial potential to drive category sales and to engage shoppers at the point of purchase. And, with an insight-led customer overlay, the retailer wins too.

At its most basic level, product packaging is a brand’s primary interaction with shoppers in the store environment and can be used as a powerful means to communicate with shoppers. Consider the way that Mars has changed its brand flag to activate its sponsorship of the FA and its sister brand Snickers has altered its brand flag to reinforce its brand campaign and drive a link with the product’s target need state.

The best on-pack promotions do not sit in isolation but play an important role in a connected shopper journey.

Thanks to the application of technology, never has there been a better time for brands to make a stronger connection with consumers. On-pack campaigns can now extend beyond simple win and free gift with purchase mechanics. By using technology like Augmented Reality, brands can drive deeper engagement activating brand content on-pack and creating an on-going dialogue with consumers over a sustained period of time.

Use of digital touchpoints to enhance an on-pack and manage the shopper/consumer journey also provides a means to collect data, and subsequently measurement and valuable engagement insights.

Despite the potential of connected shopper campaigns that link on-pack promotions with digital touchpoints, it is rare that we see really good examples of this type of activity landing. In part this is because of a lack of true strategic planning by agencies, but in larger part it is a result of the way FMCG businesses are structured. Brand teams look after the brand, shopper teams look after shopper marketing and digital teams look after social channels. All too often, the communication between these teams is poor, or worse non-existent.

More and more shoppers expect a seamless, joined up journey – brands and agencies need to work more closely to make sure that experience is delivered.

Alastair Lockhart is Insight Director at creative, digital and retail marketing agency Savvy. Savvy is focused on shopper, retail and brand insight and has won multiple awards for its work. Clients include AB InBev, Mars, adidas, Pernod Ricard, Britvic and many other household names.

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Coca-Cola European Partners (CCEP) has linked up with video game publisher EA and its market leading football game FIFA 18, for a massive on-pack promotion celebrating the soft drink brand’s sponsorship of the 2018 FIFA World Cup.

Running across the whole Coca-Cola portfolio, the promotion – designed to appeal to the 14 million people expected to tune in for each game – will see unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar from now until June 17th. Consumers can enter the codes online to unlock exclusive in-game content within FIFA 18 for the Xbox One and PlayStation4 consoles. They will also be entered into a draw to win a rare player and Coca-Cola jersey for their team.

CCEP says research shows that more than half the UK population are planning to watch this year’s World Cup.

The promotion will be supported by a £2.5 million marketing campaign that includes POS, digital, social and out-of-home advertising.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “89% of consumers watched the 2016 UEFA Euros at home and 33% consumed soft drinks during matches. Our latest promotion is designed to capture the excitement of the nation ahead of the 2018 FIFA World Cup by partnering with the world’s biggest sporting game.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Mars Wrigley Confectionery UK is launching The Sweetstake, a new football-themed on-pack promotion offering consumers the chance to win millions of prizes including free products and cash instantly, plus entry into a final draw for £10,000.

An adaption of the classic football fan tradition of “sweepstakes”, the unique promotion will run across 11 brands in singles, multipack and pouch packs. There will be 100 million promotional packs in the market from the 23rd of April in the lead up to and during the football this summer.

Mars Wrigley is not an official sponsor of the FIFA World Cup, taking place in Russia this summer, which is why there are no overt references to the tournament, just generic football references; but the confectionery giant is obviously hoping to benefit from increased consumption of its products by fans watching the matches on TV. Mars Wrigley suggests that 80% of UK football fans will watch the games at home.

Every promotional pack purchased gives consumers entry to The Sweetstake and there will be over 700 different The Sweetstake gameplay scenarios available across the promotion. Shoppers will need to enter the unique codes found inside the packs onto a microsite to see if they have won a prize, if their gameplay scenario occurs.

Each pack carries a 1 in 7.7 chance of winning prizes, which include cash prizes of £5, £20, £500 and £10,000, and also free products which are redeemable by coupons, driving shoppers back in store. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16th July).

Promotional packs will all carry a visible flash, with a WIN beacon consistent across all of them. On top of this, the Mars brand is the official chocolate partner of the Men’s England Football Team, and Point Of Sale displays will be available featuring three famous players to capitalise on the nations support: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2 million media spend, including a TV commercial featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson.

The promotion will also be supported by digital and live Out Of Home (OOH) media.

Katie Walland, Mars Brand Director – Mars Wrigley Confectionery UK, says: “Rooted in cutting edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands.”

Walland adds: “As a partner of the England Football Assocation, and as supporters of the England football team, the Mars bar has football in its DNA and Mars Wrigley Confectionery produces the perfect products to stock up on ahead of a big tournament.”

Mars is the 10th biggest chocolate brand in the UK, with of £77.5m. Mars Wrigley confectionery brands include M&M’s, Snickers, Dove, Galaxy, Mars, Milky Way and Twix, Doublemint, Extra, Orbit and 5 chewing gums, Skittles and Starburst candies, and Altoids and Lifesavers mints.

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Eight out of 10 marketers rank Point of Sale (POS) as the most influential marketing channel for influencing shopper purchasing decisions, ahead of traditional channels such as TV, radio and press advertising, according to a new study commissioned by PoS specialists Creo.

Three quarters of marketers also indicated that between half and all their campaigns are now driven by in-store shopper marketing strategies as more brands and retailers seek to directly impact shopper behaviour at the point of purchase, yet 44% of marketers failed to measure spend against a shopper’s path to purchase.

Yet 82% of marketers are failing to measure marketing return on investment (ROI) in an effective way, with access to data being cited as the stand-out barrier to measuring ROI, followed by time pressures and the complexity of campaigns.

The findings come from the 2017 Point of Sale Industry Report, conducted by researchers TKM and sponsored by Creo. The report surveyed 210 brand, marketing and retail executives from a cross-section of industries, including automotive, cosmetics, FMCG, food and drink and pet food.

Richard Saysell, Managing Director of Creo, part of DS Smith plc, said: “In a world where we are all increasingly cynical and brands need to understand the interaction they’re having with their consumers across a fragmented network of touch points, shopper marketing strategies and point of sale has never been more relevant. The retail industry is evolving so understanding the in-store experience and how to influence behaviour beyond price is critical if brands are to stand out from the crowd.

Saysell added: “While the majority of marketers are clear about the power of POS and reflect this in their marketing spend, there seems to be a real gap in terms of measuring ROI and also understanding a shopper’s path to purchase”.

Andy Bodley, Print & Distribution Manager, Instore Marketing, Boots, commented: “We are always looking at ways to improve the experience for our Customers, whether its store layout, website design or greater flexibility of delivery options. We continually challenge ourselves about how we offer and display our products and services. Customers can access information through multiple touch-points, and it has never been more important to deliver a consistent message through the multiple channels available to us and then transform those in to a great ‘joined up’ Customer experience.”

When asked about top trends for 2017, 77% of respondents believe personalised digital displays will be a permanent feature on the high street whereas interactive mannequins and in-store magic mirrors were deemed ‘a flash in the pan’.

Creo is a specialist in Point of Sale and services for in-store marketing. The UK-based business, which focusses on the FMCG, retail and media markets, was acquired by DS Smith Plc in June 2016 and strengthens the latter’s existing pan-European point of sale network.

The 2017 Point of Sale Industry Report is available to download from Creo’s website.

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Household appliances company Bosch is running a promotion offering a free TomTom Spark GPS fitness watch, worth £149.99, when they purchase a Bosch Athlet vacuum cleaner.

The TomTom Spark GPS fitness watch can accurately monitor physical activity, performance and heart rate and is also an MP3 music player, so consumers can listen to their favourite tracks while cleaning the house.

The campaign was put together for Bosch by London-based promotional agency, TLC Marketing UK.

Rebecca Ness, Trade Marketing Manager at Bosch, says: “This is a great example of how we make consumers lives easier and turn everyday tasks into pleasant and fun experiences while simultaneously tapping into current health trends.”

Martin Covill, Business Director at TLC Marketing, adds: “The Bosch Athlet TomTom Spark promotion is an innovative way to attract Bosch customers. Brands are starting to take advantage of the current digital health trend and so we wanted to reward Bosch customers with a high-quality gift they can use any time, for any activity. As the Athlet is cordless, the TomTom Spark will accurately track your performance while doing the vacuuming, making housework that little more rewarding.”

The campaign will be communicated through POS and runs until the end of October 2016.

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