Making shelves come alive

Grabbing the consumer’s attention

Acosta’s  recently revealed that more than half of grocery purchasing decisions are made at shelf. Yet, the report also states, that shelving is typically one of the last considerations for a marketing team.

Basically, this means that brick-and-mortar retailers are missing out on some great opportunities to grow their business. New and emerging technologies are pointing the way in which retailers can, once more, attract and focus consumer attention on individual brands and their brand stories.

As many stores move to a BOPIS (buy online, pick up in-store) retail model, time at shelf is minimalised and the need for new display concepts is becoming obvious. Now, insight-based data is helping retailers to place solution-based products close at hand, encouraging the customer to grab the product as he drops by for his online order.

Tracking and enticing

The use of loyalty schemes and other tracking solutions means that a retailer can easily activate time- and demand-led price and promotional offers. It has even become possible for him to fully personalise offers.

Going even a step further, and based on tracking data, retailers can show their clients the way to desired products. A smart combination of TVs, and electronic signage, amplified by QR/AR or VR (using beacon technology) can direct consumers to the products of their choice and even create extra impulse sales.

Dynamic pricing

Another major benefit that these technological developments bring, is the reduction of packaging and food waste. The latter especially is fast becoming a strategic focus for both retailers and brands. Dynamic pricing can boost the sale of perishable items at just the right time.

Creative with QR/AR and VR

Besides tracking technology, other newcomers in the world of retail are QR/AR and VR extended reality technologies. Used creatively, these technologies offer exciting opportunities to catch the attention of consumers and stimulate their purchasing behaviour. There already are some great examples of leveraging augmented reality, to add an extra, experience-oriented layer. For instance, Lego uses in-store, magic mirrors to demonstrate what the finished built product will look like. In the same vein, Bloomingdales and Tesco show what clothes look like when worn by the potential purchaser.

Other brands are using AR/VR to provide value-adding information, such as ingredients and nutritional benefits. And they are also applying these technologies to enable easy sharing of more detailed, time-consuming marketing materials.

A smart environment

Transforming their store into a smart environment will help retailers to better blend their customers’ virtual and physical experiences. In doing so, they will ensure their store remains a fresh, engaging and rewarding place to visit!