How does supermarket psychology support brands?
Bold branding and consumer habits working together.
As I complete my weekly shop, I walk a tightrope; making snap decisions and judgements based on the packaging, perceived quality and pricing of the goods I purchase. So, the next time you’re in your supermarket, take a moment to appreciate the displays, the shelf appeal of goods and those all important products that catch the eye.
Supermarkets and packaging have a complex relationship, based on need, saleability and branding. Hours of research have gone into consumer habits and this in turn is used to assist supermarkets in helping shoppers to part with their money. The flow of your supermarket journey is already predetermined and is believed to influence purchasing habits. The better the packaging and the displays or arrangements that show goods off, the greater the sales and this in turn boosts brand appeal.
So, how do packaging companies help to create the buzz that surrounds two for one and, special offers? Sleek user-friendly packaging for the busy mum on the run or cost effective luxury items with glossy packaging all play a part in shopper psychology. Ultimately, how the supermarket presents those branded goods, within a store, will influence shopping habits. Take a look at the positioning of branded items compared to supermarket own brands. Own brand items tend to be lower down and new products, special offers and well known brands tend to occupy the shelves at eye-height.
Temptation is around every corner and as new products flood the market, the success of the product will be linked heavily to the branding and quality of the packaging. How we perceive the products we purchase will be linked to: how user-friendly it is, how eye-catching the packaging design is, the quality and type of packaging used and how well-known the brand is to us.
As a supermarket the key element to success will lie in the product placement within the store, but this will be largely influenced by the marketing of the brand, the packaging design, inside and out and the shelf appeal a product holds when adjacent to its competitors. Thus, it’s safe to say that supermarket’s are strongly connected to the products entering the marketplace and the success of these products is in turn linked to packaging companies. Well conceived packaging will assault the senses and in a supermarket the visual impact of goods being sold, holds the key to success.
At allpack® our design team and consultants can help restore or enhance the branding of your products. Branding goes beyond a name, it extends to the type of packaging you use; how user friendly it is, its uniqueness, the materials used, graphics and images, plus the appeal to consumers. Our team go above and beyond, by taking the time to understand your branding visions and turn them into a reality. We work with large blue chip organisations, as well as small and medium sized companies, sharing our expertise. How you brand your goods matters as much to us, as much as it will to your customers.
If you’re interested in learning more about what we can do to support your business, book a free no-obligation consultation today.
Source: ‘Grocery store layout offers guidance for packaging.’ 27 June 2016: Sterling Anthony, CPP, Contributing Editor.
- allpack® News