CONSIDER IN-STORE

A primer on branding for the retail environment

MAY

2013

We’ve asked some of our in-store experts to put together this presentation as a jumping-o� point to help you to understand some of the concepts, principles, and ideas you should consider when you consider in-store.

We hope you find it useful. And, if you need further assistance, contact us and we’d be happy to consider your in-store with you!

ABOUT THISDOCUMENT...

Too often, we see in-store which amounts to little more than logos applied to given parameters rather than tailor-made solutions designed to get the most from a company’s investment in their brands.

In-store is rapidly becoming one of the most important arenas in which brands compete. In-store is the last opportunity to sway consumers and get your product sold.

It’s in the best interest of anyone with a product to sell to make sure they understand how to use in-store to continue building the brand story.

The 7 topics in this presentation are just a few of the things we consider when we take on an in-store project for one of our clients. We think you should consider them as well.

AT CG, WE REALLY BELIEVE THAT

IN-STORE* CAN BE DONE BETTER

*Marketing materials displayed at the point of purchase or the point of consumption (on- or o�-trade)

Consider how you would build your retailer segmentation model. What would you base it on? Potential profits? Outlet types? Category relevance? Or maybe relationships and history of cooperation?

“The issues and challenges you face in ultra-sleek and modern hypermarkets are not the same issues you might face in crowded corner-stores or gas stations.”

Consider ways to use all the senses to delight and surprise. Consider putting your products where they are not expected or display them in ways that are sure to grab attention.

“Holidays and sporting events are great opportunities to create beautiful, disruptive displays that capture shopper attention.”

Consider how you might zone your retail environments and what the primary messages might be in each zone.

NI NGZO

PREPARATIONZONE

funciotional, intuitive

FUN ZONEstimulating, exciting

SLEEP ZONEdark, quiet

“Zone-thinking works in almost any environment. How might you zone your own bedroom, for instance?”

Consider the issues facing your retailers. What problems can you solve for them?

“The Kmart blue light special is an iconic example of an in-store solution designed to solve the problem of overstocked merchandise.”

Consider how you can use technology to interact with consumers. If not technology, can you think of other ways to turn the shopping trip into a shopping experience?

“Research from the Pew American & Internet Life shows that more than half (52%) of adult cell phone owners used their devices while in a store to get help with purchasing decisions.”

Consider other products that go hand in hand with yours. How can you couple your products with theirs in the retail environment?

“Insight: 20% of women magazines are bought with confectionery.”

Consider environments outside ‘traditional’ channel in which you can showcase and sell your products. How can you use technology to make anywhere a point of sale?

LEAVING

“Subway stations in Seoul, Korea have become de facto retail outlets as technology has enabled brands to display and sell outside the shop.”

Image sources: Slide 5: http://allieferriera.com/2012/09/. Slide 7: http://babyboomerflashback.blogspot.cz/2010/. Slide 10: http://randomwire.com/2011/. All other imagery from shutterstock.com and stockphoto.com

Cocoon Group has over 15 years experience building successful, award-winning brands. Starting as a packaging design agency, over time we supplemented our shopper-behavior expertise with brand consultancy and industrial design. Combining these core disciplines, we are able to meet our clients' needs for top-class in-store branding and execution.

Today CG is a truly multi-disciplinary agency, o�ering all aspects of brand creation, development, and implementation, working out of 4 regional o�ces in Prague, Moscow, Bucharest, and The Hague.

Consider Segmentation

Consider Disruption

Consider Zoning

Consider Solutions

Consider Parasites

Consider Interaction

Consider Leaving

PREDICTING AND EVOLVING

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THANKYOU!FOR YOUR

ATTENTION

MAY

2013

For more information, please contact:

COCOON GROUP

Eva Cimbálníkováe.cimbalnikova@cg-eu.com+420 602 762 242U Pruhonu 13, Prague, Czech Republic 170 00

www.cg-eu.com