MasterTag Merchandising FAQ's
We understand that you may have questions about our products and services. We've created a frequently asked questions page to help give you the answers you are looking for. To better serve you, we have categorized the questions so you can quickly find the information you are looking for.
Establishing an identity with your customers and a value to the consumer is your challenge.
These messages must be strong and simple.
There should be no doubt as to what you are about and what is the value of your product.
Defining who you are is the first step in establishing yourself in the mind of your customer.
Strong messages, when exposed to over time and linked to a source will create an identity.
BUT…
The value of a given product and the decision to buy it is largely at the point of sale. This prompts the question…Do we brand or do we merchandise?
THE DECISION TO BRAND IS LARGELY BASED ON A FEW FACTORS.
Frequency of shopper's exposure to your product.
Length of time you will commit to your brand.
The demographics of your target market.
The varying levels of consumer loyalty within
your target.
Financial and human resources employed will also be a determining factor as to whether branding is the right decision.
BEFORE YOU DECIDE TO BRAND, CONSIDER THIS:
65% of all purchases are IMPULSE buys made in the store.
Your product has 1/6 of a second to get 'noticed' before the opportunity is lost.
Displays motivate shoppers to make unplanned buys or purchase new items.
Consumers buy 80% of what they pick up.
Brand establishment is achieved through frequent exposure over time.
WHEN CONSIDERING THE QUESTION OF BRANDING, KEEP THESE FACTS IN MIND:
A quarter of all consumers equate package appearance with quality of the product.
Consumer products companies condition the consumer to look for packaging & display innovation.
50% of consumer brands don't have advertising beyond the store level.
The best possible advertising that you can have is right in the store at the point where the consumer is standing with their money in their hands and ready to make a decision.
The 'package' is becoming the key marketing communications tool.
EFFECTIVE MERCHANDISING.
Or, in other words, focus on displays and packaging.
A well designed display, set in the right place and providing the right message, can be more effective than establishing a brand.
Displays and packages can be the answer to brand.
As many as 3/4 of people who shop at displays are influenced on what product to purchase.
BEGIN THE SPARK OF YOUR IMAGINATION!
What to do is only limited by our inspiration and creativity.
The ideas are actually limitless.
But creativity doesn't happen in a vacuum. So, here, in this catalog, are some concepts to get you thinking.
Helps shoppers notice sales and specials.
Helps shoppers to find products.
Reminds them to buy products.
Helps them to notice new products.
Inspires them to use the products.
They generate impulse/unplanned purchases.
They reinforce planned behavior.
They attract new purchasers.
Ease the shopping experience.
Be visually appealing.
Display prices clearly.
Be well stocked.
Maintain or enhance product and the store's identity/image.
Determine what product offers you the best opportunity to demonstrate a value to the consumer?
Identify the specific benefits a consumer would realize from using your product. (This can be a collection of products, that when put together, have a greater value defined by their use)
As a secondary element, establish an identity that will be present on every program. (This can be an umbrella name that will ultimately surround all future programs that you will bring to market)
Consider the containers the product will be grown in, as this can become a significant part of the package. Its value and impact can be affected by your choices.
Establish a budget for POP. This will be determined by your desired margins and the selling price to the retailer. (Remember that added value programs should result in higher retail prices, higher margins and increased sell through. If they don't, then don't do them)
Develop a timeline for implementation. (The design and development process can take more time than you think. You want to be ready at the critical points of presentation and implementation. MasterTag can help you with this)
Look beyond the first program. Consider offering a seasonal rollout, sequential programs or special product offerings.
Establish a way to measure the success of a program. This will help you understand its value and can be used to demonstrate to a retailer a reason to consider your program.