Point of Purchase by VJ Media Works

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Editor’s Note Volume : 8

Catching ‘em young B

rand marketers and even retailers have for long been debating on how best to capture the promising children’s market. On the one hand there is the need to address a segment that is demanding, fickle and highly attentive to any visual stimuli. On the other hand there is the need to tap their parents – a segment which by extension influences the former. So the need is for a branded environment that addresses both the parents and the children. Parents, by offering a safe environment that also offers an intelligent brand message and children by tapping into their lively curiosity and imagination. This requires a lot of thought and attention to detail as we discovered when we explored the branding opportunities and challenges in the kids segment (cover story). A combination of the potential possibilities and the challenges inherent in it makes it an exciting segment indeed to be in for merchandising and retail solution providers. The segment also points to the need for more shopper marketing studies and research that can throw up good leads to brands and retailers on the young shoppers’ behaviour and lifestyle choices. After all, today they are the primary purchase influencers, not only for their own products, but also for that of their parents’. Read on to know more about this.

Issue : 6

January 2013

EDITOR & PUBLISHER

Vasant Jante

ASSOCIATE EDITOR

N Jayalakshmi

SR. REPORTER (MUMBAI)

Fairy Dharawat

CORRESPONDENT (KOLKATA)

Nabamita Chatterjee

REPORTER (BANGALORE)

Nameeta Renchi

REPORTER (DELHI)

Nikita Bothra

ASST. MANAGER PRODUCTION & OPERATION

Vinod Kumar. V

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The other exciting space is of course GT. And I say exciting, again, because of the opportunities and challenges that lie here. In our last issue we presented to you some of these challenge. In this issue we have presented a solution (Case Study), developed by New Delhi based Glue Design. Read on while we try to put together the views of brands who are active in this segment and present them to you in the coming issues. I would also go one step further and ask you to come forward and share your own views and experiences in this space, whether you are a brand marketer, a POP industry professional, a retailer or a retail solution provider. Go on, I am waiting...

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EDITORIAL ADVISORY BOARD Chetan Sachdev, COO, Tag: Worldwide India D.J. Bangara, Managing Director, Autographics Digital Pvt Ltd

Vasant Jante

Dr. P.K. Sinha, Faculty, IIM Ahmedabad Harish Bijoor, Harish Bijoor Consults Lloyd Mathias, Director, GreenBean Ventures Manish Shukla, Retail Head, Cheil Worldwide Rahul Saigal, Vice President - Retail, OgilvyAction R. Kannan, President, RAMMS

Clarification Point of Purchase in the November 2012 issue had covered the Oreo campaign at retail during the Diwali festive season in which Saatchi & Saatchi X was involved. We would also like to add that the research, concept and design for the brand’s launch campaign earlier was done by Bangalore based company Insight Instore. The omission is regretted.

January 2013

Contents

Volume: 8

Issue: 6

January 2013

POP Parade

Cover Story Wooing the li’l shopper

Case Study A quick-fix with long-term perks

Brand Stand Appy Fizz Amrutanjan Mattel Toys Pernod Ricard Coca Cola

26 28 30 34 35

News

Product News Industry News

36 37

Retail Format Adding some healthy hues A feel of bazaar in a mall ambience

38 40

Interview - Industry “Shopper marketing is not about adapting ATL in store” 42

Events Instore Asia POPAI India

44 46

Research POPAI

Column

Mike Anthony Oussma Mancour

49 50

International

Resource

January 2013

POP Parade

Switch on presence! GreatWhite, the new brand in electrical and hardware stores, has floored the market with a varied range of aesthetic switches. These premium switches also favoured by shoppers for their visual elements have made their way to the friendly electrical & hardware retail space. Says Bimlendu Kumar, Marketing-National Head,GreatWhite, “Jadavjibhai Lalji Anchorwala is the pioneer in Electrical Switch Industry. Our brand is getting recognition due to customer’s faith in the products and under the visionary guidance of Jadavjibhai Lalji Anchorwala, we have carved out our presence from Kashmir to Kanyakumari.”

carried four units and sockets for display. With a combination of the colours orange and black, the unit offers a vibrant presence that is hard to miss. c. Fiana: Modern Modular switches (CDU) The Fiana switches have no visible screws and this lends it a premium look. Carrying a product with a modular feature, the display unit is in sync with its product as a sleek and elegant table top. Made up of MDF with a single socket and a switch, the blue unit with orange heading can be found across all electrical & hardware stores.

These visually appealing switches also need contemporary designs to match the visual appeal posed by the product. So Taj Advertising, the fabricating team, came up with an equally compact displays and units which not only suite the brand but also provide high functionality and aesthetic value to the product. Point of Purchase brings you details on the varied CDUs, displays and wall unit executed by Taj Advertising for GreatWhite switches:

This variant reflects a world of unlimited imagination as the product provides varied ranges. The same characteristic is found in the rotating display unit made up of metal in black shade with orange branding on top which can be rotated manually while choosing the texture, colour, finishes and materials. The unit which can be accessible by all four sides can stock up to four variants on one side with three units of each variety. The unit can stock up to 16 units at one time n

a. Trivoli: Semi Modular switches (CDU) Made up of sun board, this orange colored compact counter display unit showing two switches and socket was accompanied by a background of flying switches, green grass and trees. The unit carried the switches from the semi modular category. It is a compact unit which can easily carry two switches and one socket. It was deployed Pan India in all hardware stores. b. Petra Unit: Conventional Screw switches (Wall frame) Made up of metal frame and MDF, the wall unit is found Pan India across all hardware stores and looked more like a photo frame than a unit for switches. The switches known as Conventional Switches

January 2013

Myrah: Aesthetic switches (Display)

POP Parade

Parle’s merry go round Parle Hide n seek went on to play merry go round with the shoppers at HyperCity, Mumbai. The life size Hide n seek unit automatically rotated highlighting itself for the benefit of the shoppers. The display which had ample stocking space was not only an interesting display but also grabbed the shoppers’ attention. Says Shalin Desai, Group Product Manager, Parle Products, “The idea behind this was to create brand visibility in the mind of consumers and increase the sales of the product. As there are a lot of activations taking place at modern trade, we wanted to be different from the clutter; therefore we placed the dummy on a revolving tray.” Adding on the same lines, he says, “This was done to garner more attention from the consumers. Along with this we had stocking capacity so that the consumers could pick the product at their convenience.” n

The write stuff This compact counter display unit with a branding of the pen on top is the perfect unit to place pens at the stationery shop. The unit made up of hard plastic has a fountain pen tip branding unit on top. With sharp branding, the unit which can stock up to five to seven pens at one time and with vibrant colour is not only attractive but also commands attention. With their tagline of, “Designed to be Different” the unit looks simple but elegant. This Italia pen brand under the umbrella brand Anchor is found across all stationery stores across India n

January 2013

POP Parade

Irresistible gifting choices Cadbury has done it again -- established its brand identity with a presence that combines functional utility with aesthetics. Leveraging the festive season, the brand has introduced a simple yet effective display which promises to grab the shopperâ&#x20AC;&#x2122;s attention at the first sight. The FSU has all the elements to stand out from the clutter-- a rotating signage with illuminating effect, an LED with tube lights and backlit shelves, all speaking the same language of communication. Fabricated by Classic retail, the unit is 6 and half feet in length and around 5 feet in breadth. With ample stocking

January 2013

space holding around 100 units, the display has four levels of shelving with each level stocking the varied ranges from the stables of Cadbury. The fabricating team obviously faced many challenges with this one, not the least of them being to keep the signage on the unit rotating at all times. The unit was found in HyperCity and only two such units have been deployed so far. The material used were MDF, acrylic, LED & tube lights illuminating, and duco paint with lamination. A television placed on the FSU makes shoppers aware of the entire product range n

POP Parade

Party Pack As the year ends the party begins. This is what Lays had in mind as the brand unveiled their latest display with brand ambassador Saif Ali Khan in party mood and tag line that says, “Sambhaal ke kholna, party shuru ho jayegi!”. Made up of sun board and metal frame the unit which was big enough to stock more than 25 units at one time also had two metal racks supporting the unit. The display has five shelves and is accessible from all four sides. The unit was found in HyperCity ,Mumbai n

Graffiti fizz Appy introduced their Appy Fizz can visible through this white metal unit covered in graffiti communicating the line, “The cool drink to hang out now in a can”. With the tag line reading, “Can you take me home?” the unit, which aims to target the youth, is attractive enough and has ample stocking space with fourteen shelves accessible from both sides. The unit can stock around 250 to 300 units of cans at one go. The unit was found in Spencer‘s, Mumbai n

January 2013

POP Parade

Sure fire visibility Made up of MDF in purple colour, this compact sized unit looks dainty and is hard to miss. Spotted at Spencer’s Mumbai, the dump bin unit with branding at the top has ample stocking space with around 20-25 units placed in it. These words etched out below the unit, “Better immunity better growth” drives home the brand message very well n

Born to please This easy-on-the-eye compact unit with three shelves primarily aims to highlight the Born in the USA range of tees launched by Fruit of the Loom. The secondary aim of the unit was– to fit 100 plus tees in a 2 by 2.5 feet floor space and a budget of Rs 6000 /-. Executed by Design Merchandising Solution Pvt Ltd (DMS), the unit is made up of metal and wood combination. The logo was made in wood and the branding was created in digital prints. Since the tees were prints, open displays were a must and the unit was thus designed keeping this in mind. The colours white and blue were used to go with the brand identity. The overall thrust with this unit was on usage of less materials and maintaining a modular design for shipping. 75 such units were made in the first phase n

January 2013

Point of Purchase Online Network TM

POP Parade

Heavy ho! Made of metal frame with branding made in sun board, the Hippo unit with five levels of shelving that can stock up to 100 units is compact. It was spotted at Spencer’s, Mumbai. The simple and functional unit which has branding at the bottom with shelving and stocks on the top ensures that passersby give it a second look n

All in one An initiative of the Olay brand team, the objective of this FSU was to increase shelf space and offer multiple ‘Regenerist’ category products through a single display unit. Made up of acrylic, this unit spotted at Spencers and Auchan Hyper Market, New Delhi clearly aims to improve visibility and recall of the brand at the pointof- purchase n

January 2013

POP Parade

Sensitive visibility With the tag line “I recommend Sensodyne for all day and everyday sensitivity protection” this FSU highlights the protection factor for teeth amongst the shoppers. Made up of acrylic, it escapes the clutter and therefore is easily visible to a shopper’s eye. It was spotted at Big Bazaar in New Delhi n

Pampering presence Parachute brand came up with this end-cap to escape the clutter conveying the message “Pamper your skin with goodness of coconut milk”. This unit with four divider shelves and made up of Sun Board and MDF wood was deployed at all MT outlets in New Delhi n

January 2013

POP Parade

Fresh reminder This unit of Colgate Max Fresh has been crafted especially for the loyal consumers of the brand with its simple and neat visibility in the MT environment. It very clearly aims at brand recall at the Point-of Purchase. Made up of acrylic and metal, the unit was found in Spencerâ&#x20AC;&#x2122;s, New Delhi n

Twin choice Grabbing attention amidst the clutter, this FSU of Fiama Di Wills brand aims to fortify its connectivity with the shopper through an effective POS. It has a central placement in the store which easily catches the eye of a viewer from a distance. Made up of Acrylic and metal, it is divided into 3 shelves where each one showcases a variant of the product . The unit was spotted at Spencerâ&#x20AC;&#x2122;s, New Delhi n

January 2013

POP Parade

The Italian connection Retail brand Spencer’s came up with a new display to attract shoppers with this simple and effective pyramid type display. The unit’s key communication is centered around a healthier life style, and it could stock 30-40 bottles of olive oil from the brand Leonardo Olive Oil. The sturdy unit had branding on the shelves reading, “Join the change, Go Indian’ – thus communicating that the Italian oil could be used for Indian dishes too. Made entirely of wood, the unit had three shelves which were partitioned in the middle thus giving it a distinct look. With wood as the base material and green as the base shade, the unit has a warm visual appeal. The unit was found in Spencer’s, Mumbai n

Made to excel Ubiquitous washing detergent brand Surf Exel created this replica of a washing machine including all the intricate details making one easily mistake it for an actual washing machine. Made up entirely of MDF, the laminated finish of the display gives it a realistic look. With the communication of “Surf Excel kharido Samsung machine jeeto” the message smartly promotes both the brands Samsung and Surf Excel. The unit has a wooden base stacking four of its Surf Excel variants. The unit was found at Spencer’s Mumbai n

January 2013

International POP Parade

For the book buffs Klutz, a Division of Scholastic Books, designed this colourful yet simple design incorporating metal tube frame, spinning MDF base, frosted PVC panels, highcapacity adjustable injection molded shelves and 4-sided die-cut digitally printed header graphics. Klutz kits and Klutz guides are showcased on them in a neat and orderly fashion. How-to books from Klutz come packaged with the tools of their trade (from juggling cubes to face paints to yo-yos), and are designed for doing, not just reading. Designed to increase sales in US market, Klutz has come up with this set of displays. The featured display is one of the several displays in the family. RICH LTD executed the plan. The Primary challenge involved was increasing the capacity of the customer’s previous display by 25% without increasing the footprint. The secondary challenge was to design a unit that worked equally well for large US chains as well as smaller independent book stores. Over 2500 displays have been produced and distributed to the US, the UK, Australia, New Zealand, and Canada. The cost of production of this stand is $375 USD. Klutz is a fixture on U.S. book and toy bestseller lists, and is available in 24 countries around the world n

The cosmetic effect Robanda International, a diversified beauty product manufacturer with an objective to induce trial of Bodyography, their top selling product in different salons around the world, has come up with this 4-tiered acrylic cosmetics tester display. Bodyography is a favorite in beauty salons, and a well-kept secret among Hollywood’s top celebrity makeup artists. Today the line has more than 300 products, with new formulas constantly being developed to reflect the very latest in cosmetics research and fashion color palettes. The display is constructed of black acrylic and features laser cut holes of various sizes, silk screened front and side graphics, removable cup, and clear dust cover flaps. This counter top display is executed by RICH LTD a leading 25 year old POP display and store Fixture Company of California. The primary challenge involved creating a visual appealing and cohesive display with 16 different products that are packaged in a variety of shapes and sizes. The secondary challenge was to showcase stock product while also providing an easy way for the consumer to test products. The cost of production is $110 USD. Over 500 displays have been produced and have been or are currently being distributed to independent beauty salons are around the world. Available in leading salons throughout North America as well as 5 star hotels and exclusive spa’s, Bodyography products undergo extensive testing by clinical dermatologists to ensure they meet quality standards that are among the highest in the industry n

January 2013

International POP Parade

Bow wow visibility! The Honest Kitchen, an international pet food company run by animal lovers, has come up with this highly functional and graphic intensive floor shelf display to increase their sales. Knock-down solid wood display is constructed of clear coated China birch and includes 5 shelves with digitally printed shelf graphics, side panel graphics, shelf-spacer graphics, and a die-cut header sign. Primary challenge involved was to create and incorporate graphical elements in a way that could tell the Honest Kitchen brand story, promote nutritional awareness, and facilitate an educational sale. The display was designed and manufactured by RICH LTD., a 25-year-old POP display and store fixture company in Oceanside, California. The FSU tells the story of eight, dog food displayed namely: Love, zeal, Embark, Force, Keen, Thrive, Verve and Preference. The side panel graphics educate you on what each of the pack contains and for which breed of dog. For example, Love is a grain and gluten free food. Zeal is made specifically for sensitive dogs. Embark is grain free, low carbohydrate dog food. Force is original grain free dog food. Keen is low-gluten dog food for sensitive hounds. Thrive is gluten-free, low carbohydrate dog food. Verve is made with beef and organic grains and Preference is a foundation mix for homemade, grain-free dog food. Cost of production of this display IS $165 USD. Over 1300 displays have been produced and distributed within the U.S. to chain and independent pet stores n

January 2013

Cover Story

Wooing the li’l shopper Children represent one of the biggest markets for brands and retailers. For brands particularly strong in this segment, it’s a world of limitless possibilities. But this is also a segment that presents many challenges and requires a keen understanding of what really works. Point of Purchase speaks to a few brands, retailers and shopper marketing experts to get an insight.

N. Jayalakshmi

(With inputs from Fairy Dharawat, Nabamita Chatterjee and Nameeta Renchi)

he scene looks straight out of a fairy tale setting. Fantastic creatures hover around and a wispy unreal feel descend on the whole atmosphere as a group of kids sits rapt in attention listening to a magical story. In a little while the spell of the silence is broken as the group of kids disperse and immerse themselves in a game in which they get to play different characters from the story they just listened to. Welcome to the world of young shoppers. The above scene is in fact part of the promotional activity of a leading toys brand that leveraged retail space to conduct a book reading cum game activity, in the process creating a high brand recall. This in fact seems to be almost a norm as brands vie with each other to capture the fleeting attention of the young shopper. This enthusiasm is also a reflection of the growing market for kids’ products such as toys. Says Mustafa Kapasi,

January 2013

Mustafa Kapasi COO My Baby Excels

Vishal Mehrotra GM-Marketing Spencers Retail Ltd RP - Sanjiv Goenka Group

Chief Operating Officer, My Baby Excels (MBE), “In the last four or five years, the Indian toy Industry has shown a healthy growth rate. The market is growing at 15% to 20% per annum, which is a sound situation and is further estimated to grow for least five or six years. The size of India’s toy industry

may touch Rs 13,000 crore by 2015 compared with Rs 7,500 crore at present, on account of increasing consumerism and a growing population, according to an industry based study. This study said that the industry is growing at a compounded annual growth rate (CAGR) of about 20%”

Cover Story

Well, as in most cases, estimates vary across studies but the point is that this is a market with huge potential. As Rahul Bhowmik from Mattel, a leader in the children’s market, says, “Unfortunately there are no audited reports which accurately track the size and growth of the children’s market in India. Our internal estimates put the toys market around Rs. 1500 crore, growing at roughly 12-15%. As organized retail expands and global players get ready to enter the Indian retail space, opportunities for expansion should abound in the near future.” (go to pg 30 to check out what Mattel has been doing recently at the stores)

sale. This includes children’s books, movies, toys, stationery. The sales contribution is around Rs 30 crore from this category in year. It is the only category which keeps growing every year.” Indeed, as Jim Lucas, columnist, shopper marketing expert and Executive VP, Global Director, Retail Insight and Strategy Draftfcb says (see column),says, “Given the number of households with children in India and the estimated size of the market, the influence of children on a myriad of household purchases is indeed a question of interest. The era when children were seen and not heard is long gone!”

the same childhood as we went through. They are much better informed and much better-acquainted with the global brands and ‘what’s in’ and ‘what’s out’ phenomenon. The product should offer an emotional resonance to the kids. It should make them feel superior, cool, trendy or progressive in their social circle.” Darshana Shah, Business Head—Marketing and VM, Hypercity Retail India Ltd echoes similar thoughts, “As today’s children are exposed to variety of channels and the many ads, their demands are obviously very high. Earlier children were influencers, today they are decision makers. And today parents want to give everything to their child. So for us this whole business of catching them young is now beyond influencing as the child is the decision maker. Today it is not about selling the product to them; it is the overall experience that matters.” Going all out

Kinjal Shah, COO Crossword The upbeat estimates are also echoed by prominent retailers who cater to children and have a large space devoted to children’s products. Says Kinjal Shah, COO, Crossword, “The children’s category is our No 1 category. It contributes about 37% to our overall

Darshana Shah Business Head-Marketing & VM Hypercity Retail India Ltd. Agrees Mustafa Kapasi, “Due to advent of Internet and media more and more kids in India are becoming brand conscious. This generation of kids is vastly different than any other generation. They are not living through

A look at some of the things that some brands and retailers have done indeed prove the need for such greater engagements with the shoppers. For example, leading retail chain brand Spencer’s recently created a castle made of biscuits called ‘Biscuit Delights’, and a chocolate hut called ‘Chocolate Delights’ drawing inspiration from popular fairy tales. Says Vishal Mehrotra, General Manager- Marketing – Spencer’s Retail Limited, RP-Sanjiv Goenka Group, “We find that brands are very much interested in partnering with us for these activities and we had leading brands in the biscuits and

January 2013

Cover Story chocolates space associating with the activation points. The common objective was to grow the category and the brands associated with the activity also benefitted immensely.” Another example is Crossword’s Halloween Parties and Christmas Celebrations with a Santa Claus at the stores. Similarly popular toys brand Funskool conducted large scale events like a LEGO “Building a Fire Truck” event where children were invited to build a Fire Truck using LEGO Bricks one by one. It also organized a National Rummikub Championship in May. As Philip Royappan, Marketing Manager, Funskool India Ltd says, “This ensures brand connectivity and instant brand recall which over a long term translates to lifelong association and relationship. These events help children in bringing better awareness and understanding of brands like LEGO.” Mattel for its part had several successful instore programs aimed at kids. According to Rahul Bhowmik, these range from high-profile nationwide programs like the roll-out of the Hot Wheels Team Xtreme Program with Hrithik, the launch of the Barbie “I Can Be a Movie Star” doll with Katrina Kaif, to more localized high-involvement Mall Programs with Fisher-Price Learning Phone, Thomas and Friends or Mattel Games. Challenges -- working around them But while these activations abound, this segment also comes with its own set of challenges. Says Mustafa, “The visibility at retail comes with a lot of challenges especially for children’s products since demo becomes one of the most important aspects for the toys. Moreover, we have to be very detail oriented with regards to the POS executed across the retail outlets highlighting the crucial factors which enhances the learning values. For Instance, our latest launch LeapPad (LeapFrog) stimulates various learning experience like – creativity, alphabet, technical knowledge and others which ought to be highlighted with AV, POS and other communications across offline and online stores educating consumers about the huge play value to it.” Says Philip Royapan from Funskool, “The challenge is to retain the interest of the children. We advertise a number of ads on popular kids channels like

January 2013

Cartoon Network, Disney, Pogo etc which by far is the most cost effective method and this enables us to have the widest reach to the audience. At retail, we also frequently organize contests and promotions such as a “Beybalde” competition, conduct product demonstrations for games like Othello to help children have immersive engaging experiences.”

Tara Prabhakar, Development Director, TNS Retail & Shopper APAC Agrees Rahul Bhowmik from Mattel, “In the context of the highly cluttered and fragmented retail environment today, it is very tough to grab eyeballs in the instore milieu and drive purchase intent and conversion without continuously having to modernize and transform. And when you are talking to kids, that task is a just a little bit harder! So driving innovation at retail is not a destination for Mattel India, but very much an ongoing journey. We work closely with our Indian retail partners and leverage global research and learnings of shopper behaviour to ensure our brands and product lines are presented in the most meaningful (for parents) and impactful (for kids) way possible.” What works -- Leveraging insights and observations Many of these challenges can indeed be converted into opportunities with a keen understanding of kids’ behaviour, and thus of what really works and draws the kids and their parents (the final spenders) at the place where they actually buy. And this is where the observations of retailers and others engaged in the study of this market on a continuous basis come into play. Says Tara Prabhakar, Development Director, TNS Retail & Shopper – APAC, “Kids

like variety. In a display if you have five brands side by side, it’s not very interesting to the kids, but if you show 5 varieties stocked side by side then that is very interesting to a kid. A kid is looking to be tempted, excited.” Tara also offers other important insights and observations which brands and retailers can take into account while planning their merchandising and promos. For example, according to her, kids have a very clever strategy of getting exactly what they want knowing what will get their parents’ approval. Besides, parents also prefer to take their kids to a safe store environment where they feel secure knowing the kids are wandering about. So a well laid out kids section that is not only vibrant and lively but also safe is obviously a must. Tara also makes an important point when she talks about how children process information, “Children are very visually driven and unlike adults they process information based on visual stimuli in the store. The placement of the product in such a way that the kids can actually see and reach out for it is also important. For example, kids also love to wander around, so a simple thing to do is to get down on your knees and try to navigate the entire store or the branded section the way a kid would. You will find that half the things that are available at that level make no sense to a kid, the things that do are beyond a kid’s physical grasp. So marketers should use this information while creating the retail environment and plannogramming the design.” Mustafa from MBE makes another point, “According to marketing experts, marketers should look for inspiration towards cartoons. Children just adore cartoons. Their loyalty to their favourite cartoon characters/programs is unmatched. One may ask what is so great about silly cat and mouse characters. The fact is that these characters are brand entity and what they offer is variety on daily basis; idea is to keep putting your brand in different situations with consistent interpretations.” Well, that just about sums up what really works. And for brands and others involved in tapping the young shoppers that should really give a lot to chew on n

Cover Story-Column

Is children’s influence growing? Business Management, Vol. 4, No. 1, 2011, Anupriya Kaur and Yajulu Medury). For example, children from “pluralistic” families, were found to know more about consumption matters. Moreover, children’s influence on purchases has been found to increase with income. Also, increases with dual-earner households.

Jim Lucas Executive VP, Global Director Retail Insight and Strategy Draftfcb

iven the number of households with children in India and the estimated size of the market, the influence of children on a myriad of household purchases is indeed a question of interest. The era when children were seen and not heard is long gone! At the same time, concerns have emerged around the world surrounding the conduct of research among children. For example, MRS Code of Conduct and ESOMAR’s International Code—limit the extent and nature of research with young people. These concerns center around the well-being of the research participant, the voluntary and informed consent to take part in the research and respect by the researcher for the confidentiality and privacy of each respondent. This presents a challenge to research that would focus on the individual child. One of the more commonly accepted research methodologies is the parent-child dyad, addresses many of these concerns, but may affect the responses of both children and parents. Parental Styles and Communication Patterns

Family

Children’s influence on individual and household purchases can be both direct (voice their preference before or during purchase) , as well as indirect (shopping gatekeeper is mindful of the child during purchase process, whether or not they are present). One recent study focused on family communication patterns and found them to be predictive of purchase influence of children. (“Impact of familial characteristics on Indian children’s influence in family purchases”, Int. J. Indian Culture and

One of the more fascinating studies in the US used an observational method for trying to understand the influence of children when shopping with their parents in grocery stores (“Observations of Parent-Child Co-Shoppers in Supermarkets”, J Nutr Educ Behav. 2006;38:183-188, Maureen O’Dougherty, Mary Story and Jamie Stang). The study found that parents responded positively to nearly half of children’s requests for food (mainly snacks and sweets). Perhaps more important, parents rejected such requests slightly more than half the time. Yet they used “no” sparingly. Most used a “soft no” (explaining why in a non-confrontational way) or “non-verbal no” ignoring or walking away. This suggests that parents use the coshopping experience as a teachable moment to for sharing parental food preferences (e.g., fruit and vegetables over snacks and sweets). Takeaway Children’s involvement and influence varies by category (family related planned purchases vs. simple impulse purchases), age and whether it is a product they consume. The biggest takeaway is that India, like many emerging markets, is undergoing significant transformation of family structure, dynamics and familial communication patterns are the biggest drivers of change in children’s influence. With the emergence of the urban middle class, dual-earner households, such changes are imminent. Three case studies suggest several ways in which marketers can meet the needs of influencers and consumers, while being commercially successful. Case Studies Maybelline Blemish Balm L’Oreal’s Maybelline responded to the needs of the Chinese market by launching a Blemish Balm (BB) cream via an online campaign. Maybelline launched its own BB cream as part of a wave of product launches designed specifically to suit Asian tastes. The communications challenge was to associate Maybelline, a brand known for its New York glamour and colorful looks, with BB cream and the understated ‘nude look’. Maybelline leveraged the power of internet word-of-mouth among young girls’ make-up decisions The brand hired local celebrity bloggers to write about the

products. The broader media campaign was targeted at students. The campaign was built around themes or ‘kongs’ – on which online conversation tended to be focused. The bloggers themes were also featured in the ads. The Maybelline ‘BB Kong’ campaign exceeded results for any Maybelline product launch worldwide, generating increased sales and brand metrics within the first few months. Wyeth Infant Formula Wyeth Infant Formula (Hong Kong) is an example of a brand using an app to deliver relevant mobile content to engage and win over an information-hungry audience-mothers. Hong Kong’s formula market is crowded. Wyeth was looking for a way to convince mothers their children needed more than the well-known DHA compound designed to improve development of the brain and the nervous system. Mobile represented both a relevant and unique choice in a market where 90% of mothers own a mobile, and where no other brands had ventured. Hong Kong’s mothers are a competitive group always on the lookout for ways to improve their children’s life chances. Mobile ‘flashcards’ were developed to enable mothers to support their children’s education, and to spread the message about formula milk ingredients. Via Wyeth Gold’s mobile app, mothers could access find 100 pre-developed flashcards with voice pronunciation to help reading and language skills. DIY flashcards could be customized to match the child’s ability and language requirements, and to reflect special occasions. Vim Power of 1 Campaign Selling toilet cleaner in Vietnam has been a challenge. Many assumed toilets were clean if they were free from stains. To succeed, Vim had to convince Vietnamese consumers of the benefits of killing germs in toilets thoroughly. Since consumers want to understand the ‘whys’ and ‘hows’ if they were to part with their money, Vim set out to encourage people to contribute to the cost of clean toilets in schools. The ‘Power of 1’ campaign urged consumers to make a donation via SMS short code to a fund for new toilets for schools. Real-time progress of total donations was monitored on a digitally enabled billboard and the Vim website. Consumers could also check the website for information about sanitation. The campaign’s goal was to build 100 school toilets. Ultimately, the project raised enough to fund 350 toilets. n

January 2013

Case Study

A quick-fix with long-term perks Last month Point of Purchase had explored the unique challenges faced by brands and retail solution providers in the GT branding environment. This month we present QuikTile: a solution developed by Delhi based Design Innovation company, Glue Design, which promises to tackle a crucial challenge in transforming the GT environment. Read on and do keep watching this space for more on the GT space because, like we told you last month, we will continue looking at this from different perspectives such as from the brands active in this space.

hen it comes to the unorganized/ general trade, one size definitely does not fit at all, given the unique dynamics, and given the need to meet disparate needs of the brand, the shopper and the retailer. QuikTile, a new fixturing solution (design registered and patent pending) developed by Glue Design seems to be a timely answer with its ‘just fix it and get-going’ - a simple and easy approach that the retailer can get installed himself or use a local carpenter with a drill.

Niladri Mukherjee Founder & CEO, Glue Design

The QuikTile developed by Glue Design (design registered and patent pending)

Fixing the QuikTile involves an easy and time saving process

Says Niladri Mukherjee, Founder- CEOGlue Design, “We had been researching this space for a long time and after developing, testing and tweaking this solution over a couple of years we think that Quiktile is the solution that the Retailer has been waiting for, and will help him to become future ready – overnight .” Indeed, for Glue Design, as pointed out by Niladri, the following observations certainly set the clarion call ringing: l Retail environment across all product and service categories is poised for dramatic change in light of FDI l The unorganized trade will have to adapt to this change –shopping environment as well as the enhanced expectations customers.

January 2013

Requiring no laborious process , all it takes is for the tile to be screwed onto the wall

Case Study

The entire process with the finished tile fixture takes a mere 10-12 hours

The store is ready offering a good branding space

l Brands have not been able to make any sustainable inroads into unorganized trade with conventional techniques, planogramming and and sale strategies.

strengths, it could be better leveraged by brands and retailers with the right kind of a holistic solution, that is scalable in large numbers.

The research done by Glue Design threw up an interesting fact that in spite of this current situation and the resultant opportunities, there has been no solution specifically designed for this ground reality. Of the solutions already in the market the following limitations were observed-

The team thus zeroed in on something that addresses the needs of both the retailers and brands and thus was born QuikTile, a steel tile that interlocks with each other and fixes to any wall surface to which shelving and other GT specific fixtures can be clipped on - requiring only a drill and screws.

l Current fit out solutions are high cost, inflexible, require customization, are time and labour intensive.

The primary advantages of QuikTile are these:

Retailers cannot afford the skills of architects or designers to convert their stores. l

l There is no fixturing and shopfit system that has been designed and manufactured for small unorganized retail spaces .

The Retailer has no reference or an idea that his small outlet can be transformed in this manner with minimum downtime and costs. l

The team also gathered some insight into the way shoppers perceive the MT and GT environment and their preferences for each of these formats based on parameters such as location, price, credit facilities, quality of products stocked, variety of products stocked, home delivery service, access to products in the store and store layout, knowledge of store staff, trust worthiness, offers and promotions etc. These findings further pointed to the fact that while GT had its own inherent

l It is cheaper than the wood/board/ laminate alternative. l It is simple and does not require the services of an architect. The retailer can plan his own store as per his needs and requirements.

A local carpenter with a drill can install it at any location, the walls don’t even have to be finished or painted. l

l It is modular, like Lego. It packs very small and each tile slots into another to complete a load bearing wall for fixtures l Quick: A small store can be upgraded in a day as the installation time takes only a few hours. l Can be produced in any color and has great branding potential. Shelf strips, backlit and front-lit graphics and any type of VM or POS item can be easily installed. l Can be re-used in another location and/or as it is in steel has scrap value that will accrue to the retailer

l Allows for superior Plannogramming, VM and POS activation

Besides, it has something for both the brands and the retailer. For example, for brands it offers the following: l l

Enhanced visibility and engagement Consistent quality product communication Superior VM and other program activation

l Improved and more reliable data capture on sales and shopper behavior l

Higher sales

And for the retailer it offers: l l

Increased walk-ins Equipped to meet shopper expectations Enhanced sales and superior margins

Equipped to compete with the large format retailer

Business succession prospects

Well Glue Design has already installed QuikTile as part of a pilot project in 4 stores and 100 partial stores. With a robust design, manufacturing, distribution and deployment backend in place, the plan is to implement 300 complete stores by March 2013 and 5000 stores during 201314. This should certainly be cause for cheer for brands grappling with the GT space, not to mention retailers grappling with sales figures n

January 2013

Brand Stand

A touch of fizz at retail Appy Fizz, the cool drink brand from the stables of Parle Agro, in collaboration with Concept Communication created a life size replica of Appy Fizz can to create awareness on the Appy Fizz now available in cans. Point of Purchase met up with Parle Agro - the brand and Concept Communication - the executing agency -- to give you the details of this launch at retail. Read on… Fairy Dharawat

ppy Fizz, the cool apple drink equivalent to colas, decided to introduce their Can version by creating a 12 feet life size replica of it at HyperCity Mumbai. This was done to make shoppers aware of the new launch. For this soft launch, a unit was manufactured exclusively for HyperCity Mumbai. Well, given the highly cluttered retail space where any brand initiative can easily get lost on the shoppers, a life size unit was inevitable. In this case, the unit was strategically placed in HyperCity’s entry and exit areas where it was almost impossible for shoppers /consumers visiting the store to miss the unit.

Madhur Pandey, GM-Marketing Parle Agro Sharing the reason behind choosing the entry and exit areas to place the unit, Madhur Pandey, GM- Marketing, Parle Agro, says, “It is very important to create visibility at the right location which has maximum visibility; thus, right visibility structure with right placement has helped us create the required awareness and buzz for Appy Fizz Cans.” The personality of Appy Fizz has always been youthful, and this youth centric branding has helped Appy Fizz reach out to most of their target audience. Elaborating on the youthful personality, and how they transferred it on to the life size unit, Madhur Pandey

January 2013

Brand Stand adds, “The personality of Appy Fizz is individualistic, opinionated, slapstick, innovative, witty, charming and non conformist. To create the coolest can ever designed and something true to Appy Fizz’s personality - cool and innovative-- we created a ‘life size Appy Fizz Can’ which instantly broke the clutter and created awareness for Appy Fizz.”

was made up of 3 metal rings of 4ft each, which was again in two semi circles, of which each was wrapped to the permanent metal pillars of Hypercity Mumbai. The semi circle ring was nut bolted from inside to make it firm. The installing team had to enter the semi circle, stand between the space of the permanent pillar and the metal rings and bolt the structures layer by layer.”

This life size unit depicting the can with graffiti etched on it was an instant hit. Graffiti is associated with youth culture and the design on the can signifies a true interpretation of what youth thinks today acting as an influencing factor in attracting the target shoppers. Says Pandey, “The graffiti was meant for the shopper to read and relate to it, specially the core TG of Appy Fizz, i.e. Youth. It not only attracts the shopper, but also involves them, interacts with them and indirectly educates the shopper / consumer about the message.”

Adding on the same lines, Sanjay Binjola, Business Head --, Outreach says, “At one point while fixing the middle layer, that is the second ring of 4ft, the team didn’t have enough space to stand and nut bolt it, so we had to arrange a slim person to get in and bolt it!”

Sanjay Binjola, Business Head Outreach (A Division of Concept Communication) While implementing the design, there were various factors to consider, such as creating a life size replica of Appy Fizz Can without any deviation from the overall look and proportions. These challenges were taken care of and the results were there for every one to see. Concept Communication, the executing agency responsible to breathe life into the unit, had some anecdotes to share while working on the unit. For example, among the many challenges faced, one major one was to give the structure a proper 3600 round. Says Sanjay Binjola, Business Head -- Outreach (a division of Concept Communication), “We had to make sure the sheets didn’t have any dent, as a single dent would have spoiled the entire shape.” This 12ft structure

The collaborative efforts obviously made the campaign successful. Says Pandey from Parle Agro speaking on the fabricating team, “Clear understanding of the brief and expectations of Parle Agro along with Concept Communications’ execution capabilities helped us achieve the desired result.” Adding on the same lines, he says, “The team at Concept Communications understood that Parle Agro stands for innovation and believes in creating an awe factor in the minds of the consumers with every initiative it takes. The brief was clear about creating a life size Appy Fizz Can which looks impeccable and stands out in the clutter.” The successful collaboration could be seen from the effect it had on shoppers, who were excited and amused to see the Appy Fizz bottle in a can. Adds Pandey, “The shopper response has been very encouraging; the life size Appy Fizz Can has led to enthusiastic reviews and buzz for Appy Fizz. We are sure that the positive response from the consumers will continue leading to higher off takes.” Well, the Appy Fizz Can with its clutter breaking life size unit, definitely created a strong visibility for everyone to notice. As Pandey says, “Any activity planned around Appy Fizz is always interactive, exciting and leaves a mark on its consumer in the beverage category today.” n

January 2013

Brand Stand

A mix of aroma and natural healing Household name Amrutanjan now offers a new experiential platform to its loyal client base through the Aroma Lounge. Point of Purchase brings to you the details…

the Nature imagery. The laser cut tree engrossed on to the frontage emphasis on the brand’s promise of offering pure natural extracts for pain and congestion relief. The typical Amrutanjan logo of cursive typography and tagline is displayed in a well lit protruding circular contour. There is also ample storage and display space that adds to the neat look of the Lounge. An LCD is setup on a steel stand for observers to understand the product better.

Nameeta Renchi

mrutanjan, a household name for pain relief, has come up with an exclusive Aroma Lounge for better shopper experience. The Health Care major brand known for its effective pain and congestion relief formulations for more than100 years, has conceptualized the Lounge that is bathed in different tints of green to ensure brand identity. Combining nature and science, the Lounge positions the brand’s health products that offer no side effects.

January 2013

The Lounge, whose design execution was handled by Planet Buzz, has been conceptualized keeping in mind the brand image and its market positioning of “pure healthy essence that connotes nature and science”. The front section of the Lounge showcases the various Amrutanjan products, ranging from aromatic balm, faster relaxation balm, body pain crème, sprays and roll-ons. And, giving the Lounge the nature’s touch are the floor and the roof made of brown plywood, while the body is made of green finish further accentuating

The speciality of the lounge is the massage room with a recliner chair inside it. A passerby can experience mild and soothing massage by experts using the Amrutanjan health products. The banner outside the lounge reading: “Walk in for a relaxing break, walk away ready to take on the rest of the day” is a attractive invitation to potential customers. Promoters attending to the customers ready to explain the benefit of the Amrutanjan multi-products further enhance the brand communication while the lemon grass aroma of the brand adds to the soothing ambience. Having already established its position since 1893, Amrutanjan now takes its brand identity and positioning to newer levels with this Lounge. The Aroma Lounge was found at the Phoenix Market City in Bangalore n

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Brand Stand

Playing it up at the store! Leveraging the boom in the toys market, Landmark increased its toy category space thus creating a major visibility platform for market leader Mattel Toys India Pvt Ltd. With merchandising and fabricating done by DMS, this is one example of the brand , retailer and the merchandising solutions provider coming together to offer an enhanced experience to the shopper. Point of Purchase brings to you the details of this in-store merchandising activity as shared by the fabricating team. Fairy Dharawat With inputs by Nameeta Renchi

he Indian toy industry is speculated to reach Rs 13,000 crore by the year 2015 as against Rs 2,000 crore in the year 2012, according to . These staggering numbers coupled with a projected compound annual growth rate of 15%, indicates that the toy category is indeed on an upward growth curve. Little wonder then that big retailers such as Landmark are taking advantage of this lucrative opportunity to allocate larger share of the store space to the toys category. Well, when Landmark decided to revamp its retail space with an increased share in the toy category, it was only natural for Mattel Toys India Pvt Ltd - the number one brand in the category- to want to rule the space. Exclusively created for the Landmark store, at the Forum Mall in Bangalore, the toy section in the store was executed by Design Merchandising Solutions Pvt Ltd (DMS) which had displays in all shapes, colors and sizes meant to bring a smile on the face of visitors across age groups. Here’s a detailed look at the displays that were making heads turn. Hot Wheels Hot Wheels took engagement to a whole new level with this clutter breaking zone for kids. As the Mattel Toys India Pvt Ltd company statement says, “One of the most essential cornerstones of Hot Wheels is the innate ability to effectively engage with consumers in the in store environment. This particular set-up totally delivers on that strategy by combining the iconic Hot Wheels orange track (synonymous with speed, power and stunts) with the rugged appeal characteristic to boys worldwide. The result of this union is a clutter-breaking zone which serves as a highlight within the store: a “zone” which attracts and enthralls the shoppers through sheer innovation.” The overall retail strategy, product

January 2013

connect, design brief and visual elements were crafted by the team at Mattel Toys India Pvt Ltd Toys India and in turn fabricated & executed by the DMS team. According to Mattel Toys, “The single biggest concern for Mattel Toys India Pvt Ltd Toys is the safety of kids, the consumers. Accordingly the paramount aspects of any retail design involve usage of design specs and materials which deliver on that premise. Also,

the project had to enhance the brand personality and have longevity at retail.” He adds, “The Hot Wheels zone is a larger than life track. The look and feel was made in a fashion to look like units on wheels with a spring effect to depict shock absorbers. The flooring is checkered metal sheet to go with the theme.” Apart from the huge clutter breaking zone Landmark also had varied other displays which were equally enchanting

Brand Stand

to kids and adults alike. DMS gives us details on the objectives and execution of these.

identify at retail. The giant wheel is where this inspiration ultimately arrived at. The side branding gives a good idea of all the brands. Some elements as play rings (also a Mattel Toys India Pvt Ltd product) have been inserted at the base as well to attract small kids.” l

Material & Technique Used:

Made in wood as a main frame, the base and side rods are of MS to make it stable as well to stay close to the original giant wheel feel. Graphics are regular digital prints. Scrabble Mahesh Shinde Partner, DMS Game of Wheels l

Objective:

The aim was to highlight the range of toys Mattel Toys India Pvt Ltd had to offer and to house all the brands of Mattel Toys across categories including Pictionary, Scrabble, Angry Birds and Uno. l

Design Strategy:

The challenge was to have a single unit to highlight all the toys. Says Mahesh Mahesh Shinde Partner, DMS, “We put our design heads together to find shapes and ideas revolving around elements that kids would immediately relate to and

Objective/ Target Audience:

The aim was to create a floor unit to stock around 50 scrabble boards. “Scrabble” was the only communication for as Mahesh says, “We need not say more owing to the popularity of the game. In fact, if you notice, we haven’t even put a brand logo on the unit”. l

Design Strategy:

The Scrabble units were made simple, offering a larger than life experience and stocking below it. Says Mahesh, “We anticipated that the big size tiles and the board would be a sure crowd puller and a 3 by 3 feet unit which was bigger than the client’s space allocation was still accepted simply based on our concept.” l

Material & Technique Used:

A wooden unit with storage space below with shelves was the main frame of the stand. The top is a wooden unit with laser cut acrylic grid to hold the tiles. The tiles were made in pine wood and in some cases in acrylic to give the feel of a real board. The score sheet was done in regular digital printing. Barbie World l

Objective:

Here the objective was to create an experience zone for potential customers of Barbie dolls and play sets. To have an interactive and playful area for the kids to come and indulge and get closer to the brand, the key communication was to create a “Barbie World “to indulge in. l

Design Strategy:

A huge attractive unit to house the entire range was decided on so that there would be ample space to have other elements to add interactive value and engagement quotient to the zone. Says Mahesh, “Barbie, to start with, had to be a dream and a fantasy pink world. The idea was clearly to have the girls mesmerized by the awe of the dolls and its placement and the area cosmetics. We designed a Barbie house with dolls stacked all around it. It had an arch entry in between to not make it look simply like a doll wall.” Lit display units to highlight new launches and special dolls were made in

January 2013

Brand Stand acrylic. A sensor mirror was placed that had a lit visual of Barbie and turned into a mirror when a customer got close to it. l

Material & Technique Used:

The main frame of all units was primarily ply. Laminates, paint and vinyl have been used for all graphics and colors. The showcase units were made of acrylic with LED’s inside to highlight the dolls. Also, a sensor mirror that makes the graphic sheet into a mirror when someone goes close to it was used. Fisher Price Puppy Objective: The objective was to create an eyecatching element to attract the target age group. Design strategy: The fisher price area was inspired from a puppy face from one of the toys of Mattel Toys. Standard fixtures of gondolas were made to fit the size at the Landmark space and the same was followed to create the Fisher Price identity. The end caps shaped of the gondolas were shaped as a puppy, one of the hot selling properties of Mattel. Material & Techniques Used: The unit was made from MDF and laminate with graphics on it. The sheer size and shape created an impact. Says Mahesh talking about the whole experience, “We as an agency had the challenge to do due justice to the space in terms of creativity, design, customer engagement and product placement in terms of categories as well as minimum quantum of stock.” The Mattel team sums up the whole experience, “We believe that the major success factor from this project has been the winning partnership between us and the store (Landmark) and the powerful appeal of brands like Hot Wheels in bringing a smile to the faces of thousands of kids and parents. The entire initiative was designed to deliver share of visibility for the brand Hot Wheels but has now developed into a powerful and successful busines proposition for the brand, the retail partner and of course our consumers.” n

January 2013

Brand Stand

Pernod Ricard’s X’mas surprise Wine and cheer go hand in hand. In keeping with the spirit of the Christmas season, Pernod Recard decided to add some cheer in the shopping environment by making use of its wine bottles. Point Of Purchase gives you the details. installed 7 such units across different MT spaces in the city. “Later on, we thought ‘why don’t we make a grand Xmas tree?’ And that’s how the Garuda Mall installation came into picture. We had a few friends who manned the space at the Garuda Mall Food Court, we discussed with them and they really liked it. And so we made the Huge 7 ft tall tree,” says Raj Hosali. Made of LED and empty Nine Hills wine bottles with new labels on them, the tree looked aesthetically neat and appealing. MS pipes are fabricated in the base skeleton of the Christmas tree, wherein the actual green bottles of wine fill the space giving the look of a leafy tree. The material used allows the Xmas tree to be refurbished and reused at a minimal cost. The structure is made of MS square pipes bent to form complete rings of progressively decreasing diameters towards a tapering top, leaving 6-7 tiers of bottle at neck holding the fixture. The angle of inclination is kept inwards in such a manner that the weight of the bottles and the structure remains pointed towards its center of gravity, thus making the structure stable with so many bottles. It has space for around 40 big bottles and 6-8 pint bottles. “Although it has been designed for a theme and the festive season, the design sense lies in the fact that the actual wine bottles have been made the hero, by building the tree structure with nine hills wine bottles. The base structure was kept such that the bottles stand out,” shares Anirban Chakraborty, Senior Designer, Effxx. Says Anirban further, talking about the relevance of the design idea, “Christmas and the associated festive season attract everyone the world over. The holiday mood, the beautifully dressed shop windows, in-shop decorations and the promotions result not just in large consumer spends but also in impulse purchasing. The Nine Hills Xmas Tree was designed for this purpose.” Nameeta Renchi

hristmas season is a time for sweet surprises. Pernod Ricard India (P) Ltd at Bangalore’s Garuda Mall enthralled its visitors by installing a grand Christmas tree made of the brand’s wine bottles. The company being a world’s leader in wines and spirits takes pride in having an outstanding collection of international and domestic spirits in its portfolio. “The wines produced by Pernod Ricard are from different countries: Australia, New Zealand, South Africa but Nine Hills is Close to our hearts as it is from India,” says Mr. Raj Hosali, Assistant ManagerWines, Pernod Ricard. Well, a brand with a strong Indian connection also needed a strong element to connect with the shoppers and what better time than Christmas to make that happen.

Talking about the objective of this festive surprise for the brand, Raj shares,”We always keep the consumers on top of the priority list. This initiative was basically to promote visibility of the brand. This is something people can share with their friends. To build a brand takes time; these are small initiatives towards that goal.” Well, the brand’s Christmas treat was also taken to Hyderabad where the company installed the unique wine tree at three major retail spaces in the city: Inorbit mall, Metro and Taj Westend n

During the festive season the brand wanted to do something very unique to draw customers towards it and the idea of Nine Hills Xmas tree was born. The concept of this unique tree was put forward to Effxx Inc, an end to end retail solutions company headquartered out of Bangalore. The team designed and fabricated the first tree of its kind with Nine Hills wine bottles. Liking the concept, the company

January 2013

Brand Stand

Coke’s fortune wheel bonanza Beverage maker Coca –Cola India reaches out to millions of consumers with its range of drinks. During the Christmas season, the brand went one step further with an added bonanza of offering special gifts on moving the wheel of fortune with Coke bottles. Read on to know more… Nikita Bothra

n keeping with the spirit of the Christmas season, Coca Cola adhered to its brand promise of ‘Open Happiness’ with the wheel of fortune activity with Gurgaon based Studio Thorn Integrated Promotions Pvt Ltd as its design partner. Says Jasmine, Business Head, Studio Thorn, “The sole purpose of the activity was to build excitement in relevance to Christmas, by announcing exciting gifts with Coca Cola which obviously added recreation and fun. The gifts included picking any of the brand’s drink, a free bar of snickers, Coca-Cola key chain, Coca-Cola travel pouch and a Samsung Tablet via lucky draw. The wheel had five Coca Cola bottles, one of which worked as an arrow.” The USP of the design showcases the Coke Can beautifully ribboned and Santa Claus announcing the promo on left. Planned to coincide with the Christmas and New Year season, it certainly set the spirit of festivity. The activity ran at the shopping areas of airports in cities such as Delhi, Mumbai, Hyderabad, Bangalore and Cochin. Hence for a prime location like airport, the core challenge of the activity was offering superior look and premiumness with the use of various layers of PVC, fine vinyl prints, MDF wood and duco paints. The efforts did not go futile for the activity was rewarding and certainly enhanced brand recall n

Product News

HP’s wedding pic innovation H

ewlett Packard, the leader in the Imaging and Printing industry, unveiled its innovative digital printing technology through a creative display of state-of-the-art applications at the Consumer Electronic Imaging Fair (CEIF) 2013. Announcing a major innovation in wedding album printing, HP showcased the concept of video albums. With the help of augmented reality software Aurasma, the HP team displayed video which can be directly played from a printed wedding album on to the screen of a scanning device. HP also displayed 3D albums that can be printed on an HP Indigo press. Other innovations introduced by HP include special effects like the raised print, which is now available on HP Indigo digital press. “HP has always led the innovation in the digital printing industry with a constant introduction of new possibilities in digital printing. Our innovations being showcased at the CEIF this year reinforce our strong legacy and offer new and profitable ways for our partners to generate business in the times to come,” says Mr. A. Appadurai, Country Manager, Indigo & Inkjet Solutions, HP India n

January 2013

Industry News

GPJ opens new facility in Mumbai G eorge P. Johnson (GPJ), the 1 ranked experience marketing agency creating live and online experiences globally, has announced the opening of a new, bigger facility in Mumbai. The new location is significantly larger in order to accommodate an expanded set of offerings, including strategy, creative, digital, and audience marketing and event production.

George P. Johnson has been in India since 2002 during which it has worked with more than 70 global and local brands and delivered over 4,000 events,

exhibits and experience marketing solutions. The company has built a strong reputation for its sound strategic thinking, award winning creative and world class execution.

Under the direction of newly appointed Business Director, Karina Varma, GPJ Mumbai is equipped to support all aspects of experience marketing programs. Karina, an industry veteran with 15 years of experience in the business, said, “It’s beneficial for marketers to have direct access to the breadth of GPJ’s capabilities in India’s leading destination for trade show, marketing, press, dealer and employee engagement events. Our commitment to providing our clients with unparalleled service is evident by this decision to expand our presence here.”

ourselves to respond quickly and effectively to meet the needs and requests of our clients,” says Rasheed Sait, VP and Managing Director, GPJ India. This investment in India’s business capital is a testament to the strength of the industry and commitment to servicing our list of growing clientele in telecom, consumer electronics, entertainment, and healthcare, automotive, banking, FMCG, IT and other sectors n

“Through the development of this office, we are strategically positioning

New packing portal to aid retailers T

race One, the European leader in e-collaborative platforms for private label products, announced a new version of its Packaging Portal.

The new product adds the capability to manage long-rang product lines, enabling distributors to speed up the development of major projects and reduce time to market by 20 per cent. The portal is also designed to help retailers revise their packaging specifications within the framework of the new European regulations on food labeling. “We identified a real need to improve operational efficiency for long range products. We therefore sought to improve our Packaging Portal and provide the first solution to manage the collaborative design process for all product categories,” said Nick Martin, Senior Vice President Northern Europe at Trace One. The new version of the Packaging Portal allows retailers to make changes

to several different references within the same project, allowing them to duplicate some or all of the steps when creating product references and saving substantial amounts of time in the packaging creation process. This even works across different products that must be tracked simultaneously; e.g. the integration of a specific image common to a wide range of products sold during the Christmas period. The portal also helps retailers and manufacturers respond more readily to new European regulations on the labeling of food products. The regulations, which take effect on 13th December 2014 ( or by December 16, 2016 in the case of some exceptions), will require food product packaging to include additional information such as energy value and the amount of certain nutrients (such as fat, saturated fat, carbohydrates, sugar and salt). Distributors will be required to ensure that each product is consistently labelled, which can lead to the revision of

a number of different product packaging and generate even more work for their teams. The solutions provided by Trace One are used by over 30 leading retailers worldwide, including 12 of the top 25, as well as 12,500 manufacturers in over 110 countries n

January 2013

Retail Format

Adding some healthy hues The city of Kolkata joins the organic buzz, thanks to a new venture in the city called Rainbow Natural and Organic Lifestyle Store. Deven Doshi, Co-Partner at the company, shares with Point of Purchase the exclusivity of this retail brand.

Nabamita Chatterjee

Deven Doshi, Co-Partner Rainbow Natural & Organic Lifestyle Store

January 2013

ainbow is dedicated to those who have been on the lookout for a balanced, healthy and holistic lifestyle. Says Deven Doshi, Co-Partner, Rainbow Natural & Organic Lifestyle Store, “We used to procure various organic food and personal care products from different health-food stores for our own use from different parts of the country and that is how we thought of opening the Rainbow Natural & Organic Lifestyle Store in Kolkata on Elgin Road, and from day one got a very good response from our niche customers.” The store has two more flagship stores in Kolkata, conveniently located at Sarat Bose Road and Salt Lake Sector 2 and the company is sole distributor in East India for most of the natural brands available here. Adds Deven, “The main aim of our organisation is to make people aware of the balanced lifestyle one should adopt in this fast world and this is the most challenging aspect of our business especially given the other

consumer goods available in the market. The clients here are suggested to first buy something small, experiment and evaluate the products on their own on the health benefits. We believe anyone who visits the store once will come for a second time.” The store also has an online presence. Talking about the store layout and merchandising aspect of the store, Deven says, “We always try to maintain a subtle yet healthy look and feel inside our stores without overdo in terms of colours or forms.” Besides, initiatives are also taken to educate the shoppers on organic products and besides recommending some healthy alternatives for them to resolve their health issues. As for the USP of the store, it seems to be the complete range of products available here making it literally a one stop shop lies. Says Deven signing off even as he muses on the growth potential in this

Retail Format segment, â&#x20AC;&#x153;The organic goods market in India is just being tapped. There lies a very huge opportunity of growth as far as our country is concerned and in Kolkata it is just the beginning. In the near future Rainbow would like to start looking at franchisees provided they can maintain authenticity of the natural products and believe in the need for a holistic lifestyle.â&#x20AC;?n

January 2013

Retail Format

A feel of bazaar in a mall space Leading business house Raghunath Group has set up a novel benchmark in the retail space of the city of Haridwar with the path breaking model ‘Palika Bazaar’ in the city’s Raghunath mall. Point of Purchase brings you a report on this concept. Nikita Bothra

nspired by the famous Palika Bazaar in Delhi, traditionally a favourite shopping destination in the capital, the new Palika Bazaar situated on the first floor of Raghunath Mall on the prime trunk route connecting Delhi to Haridwar, offers a novel retail experience combining the feel of a traditional bazaar with that of an urban mall. Designed to suit the needs of the new age market, Palika Bazaar is the latest avatar of the local market housed in a mall. Spread over 22000 sq.ft, it offers indefinite retail potential accommodating 135 shops under one roof and seems to assure 12% returns from the first day with first lease guarantee. Located inside a mall which already attracts a footfall of 10000, the Palika Bazaar is a perfect investment opportunity for the people of Uttarakhand.

Bazaar aims at providing investment opportunity to those who do not want to invest in a large showroom. It involves small investment but promises high, higher and highest returns starting from day one.” As for the mall itself, it is spread over a sprawling total build up area of 256,000sq.ft including six floors comprising the kids zone, a three screen multiplex with state-of-the art projection and sound system, and an ITC group hotel Fortune. Besides, it also accommodates a hyper market for daily groceries, a food court offering Indian and International cuisine and a parking facility for 500 cars n

Offering a diverse range of products, the Bazaar allows customers to shop at an affordable price keeping intact the feel of the mall at the same time. Coming as an added bonanza to the retail experience, the Bazaar serves as a perfect destination to both the bargain hunters and impulsive shoppers who drop in casually and leave with their bags full. Calling it a unique retail investment opportunity, OP Agarwal, Chairman of the Raghunath Group says, “Palika

January 2013

OP Agarwal, Chairman Raghunath Group

Industry Interview

“Shopper marketing is not about adapting ATL in store” Amit Ajwani, the new shopper marketing head of Cheil Communications India Pvt Ltd, shares his insight and experience as part of his recent shift from Saatchi & Saatchi X, along with his take on his role, future plans, the industry and more in a conversation with Point Of Purchase . Read on… As told to Fairy Dharwat

shopper marketing experience which also makes it more challenging.

Future plans The focus will be on changing the perception that Cheil Communications India Pvt Ltd is a Samsung company. The company is based out of Delhi but has recently opened an office in Mumbai. This is where I come in and it is a huge responsibility.

Indian Shopper marketing (v/s) International Shopper Marketing

Amit Ajwani New Shopper Marketing Head Cheil Communications India Pvt. Ltd.

The shift I joined Cheil Communications India Pvt Ltd at a time when I was looking for new challenges. Cheil Communications India Pvt Ltd is basically a shopper marketing agency planning to enter India and the plan is to expand the client base.

New role The role essentially remains the same and at my level, it is to get business and make sure the clients are happy by giving them award winning campaigns. There would of course be additional responsibilities in terms of where the focus would be. We have a huge client in Samsung, and so we would be focusing a lot on the digital market. We are also looking at social media in a big way and the focus will be on a mix of in-store and social experience. At this point of time it is more about creating a holistic

January 2013

This are the initial days of shopper marketing in India. When we meet clients, 90% of the conversation revolves around defining shopper marketing. If you tell them, “Ok, this is what I have done in shopper marketing” then it takes the conversation to the next level. So the pitch to the clients first involves explaining what shopper marketing really is. This trend will hopefully change with clients like Cadbury coming in. They are a brand that knows what shopper marketing really is and hopefully here will be more like them coming in. The beauty of shopper marketing is that it is measurable. So any activity you do, you see the results. And with these results, the clients start recognizing the scope and potential that shopper marketing offers. With time and awareness shopper marketing in India is only going to get better.

Finding the find right talent in shopper marketing It is very difficult to get the right talent in the shopper marketing space so yes it is a task. Since this is a small community we train the talent we have worked with, grooming them as shopper marketing experts. And this is what is happening across the world. You can invest in a

person who has the potential and who has proven excitement for retail. There are lots of programs happening in shopper marketing globally, so exposing professionals to such programs and the global shopping culture is what training is all about and this is what we have done in the last so many years. The point is that there’s no shortcut to being a shopper marketing expert.

Budget on shopper marketing In India there is hardly any money spent on shopper marketing, so the ratio is 80:20; 80% is ATL and 20% is below the line. Out of the 20%, less of it is spent in shopper marketing so there is no fixed percentage which is spent on shopper marketing. So if brands believe that it will help them in boosting sales then they can spend better money on shopper marketing. So we tell clients to give us a store and we tell them that we will show them by creating a successful promotion. This is the only way to make the client believe in the effectiveness of shopper marketing. And once they start believing it, they start investing. So there is no formula to it. But I do feel that in the long run they will start spending more money. Today what is happening in shopper marketing is only adaptation of work, that is, adapting an ATL activity (television ad) to an in store campaign and this is a wrong strategy. In future there will be shopper marketing experts telling clients how different and focused in-store activities can and need to be which will help in sales.

Gaps between the agency and the fabricating team Implementation is inevitable in shopper marketing. Unless you do a full circle, and unless you execute, the whole task and the money goes waste n

Event

Where opportunity, solutions & knowledge meet

he statistics say it all: Traditional retail is expected to grow at 5 % and reach a size of US$ 650 billion (about 76 per cent), while organized retail is expected to grow at 25 per cent and reach a size of US$ 200 billion by 2020. Collectively India is the 5th most attractive retail market in the world. And now with the government opening up the retail segment to FDI, a huge wave of investments and opportunities are likely to usher in. We already have international brands and retailers etching out humungous plans for Retail in India. Each of this translates into nothing but opportunity, and tremendous amount of business for both local, home based and international

January 2013

retail solutions providers, apart from brands of course to connect with their

shoppers. So whether you are a brand or a retail solutions provider, it is time to get your act right and collaborate with

international entities, meet the right people, and fill in the gaps with the right solutions. Helping you make all this happen is InStore Asia 2013, the perfect platform to network which will help one make the most of the highly potent retail dynamics. To be held on February 21, 22nd and 23rd at the Bombay Exhibition Centre in Mumbai, the show offers great networking opportunities, new ideas, cutting edge solutions, and much more and is designed in three modules namely Expo, Convention and Awards. Each of these enables meaningful interactions and engagement and offers unique benefits to any participant. For

Event exhibitors for example, the event offers the perfect opportunity to showcase their solutions and convert interactions into business while at the Convention, industry veterans from India and abroad, including Chip Conley Author & Founder-CEO of Joie de Vivre Founder, a hospitality company with a collection of over 35 award-winning hotels, Mark Ashman, Chief Executive OfficerHypercity Retail (India) Ltd, and others will speak on a host of topics sharing their perspectives and experiences, thus making it the perfect knowledge sharing platform. The VM&RD Awards on the final day will of course be the finale that will celebrate excellence having already received 225 entries. So, are you ready to be a part of the Indian retail growth story with In-Store Asia 2013? n For more information log on to www.instoreasia.org

Event

POPAI India event throws light on excise duty To clear doubts relating to excise duty and service tax, a session on the overview of â&#x20AC;&#x153;Exciseability on POP Products and New Service Tax Implicationsâ&#x20AC;? by Neerav Mainkar, Tax consultant and Advocate was held by POPAI India on 15th December 2012, Mumbai. Point of Purchase gives you details.

n order to bring awareness and update the industry about tax reforms on Excise duty, POPAI India welcomed Neerav Mainkar, Tax consultant and Advocate, to speak on Excise duty and tax reforms. Neerav Mainkar, has worked in the excise department for a good 16 years. The session discussed a number of points related to excise duty, service tax, nature of payments, billing and other tax related issues and discussed the various factors responsible for the smooth functionality of the POP industry. Some of the points discussed included the disparity in the kind of taxes to pay.

January 2013

The questions that were discussed included: Which goods are exempted and which are not? How can the industry get exemption in products? Issues such as eligibility and non eligibility for payment were also discussed which were not only insightful, but also made for an interesting interactive session. The session also highlighted the types of payable taxes in the industry n

Research

The new cues to shopper mindset -II Last month we presented to you extracts from the POPAI’s 2012 Shopper Engagement Study which provides compelling evidence about the importance of having - in addition to a strong and integrated pre-store advertising campaign - a robust in-store marketing plan in place to support the ongoing dynamic sales cycle feeding back into the shopper’s discovery journey. Here’s the next part from the interesting study report.

FAILURE TO LAUNCH Consideration Sets, Brand Name Mentions, & Failure To Make The Sale Shoppers have limited time, memory and attention. So when they make buying decisions, they simplify their choices before entering the store with consideration sets. Shoppers start not with every single brand they are dimly aware of but with a group of options -- the consideration set -- uppermost in their minds. The existence of brand consideration sets among shoppers across the various categories they shop is neither much of a secret nor much of a surprise. What is surprising, as demonstrated in POPAI’s 2012 Shopper Engagement Study, is how often those brands that are specifically mentioned by name to be purchased in the pre-shop interview fail to make it into the basket of the shopper. This suggests that product packaging, signage, and displays that call attention to brands and activate equity closer to the point of sale all play significant roles in shoppers’ purchasing decisions. Thus, when shoppers are selecting items in the store, effective shopper marketing can influence them to think beyond price or even preconceived consideration sets. Done properly—that is, honed from insights and tested prior to execution—shopper marketing can gain shopper attention

January 2013

and convert equity into purchase behavior as shoppers make brand selections within their consideration sets. There is no direct relationship between being specifically mentioned with the intent to purchase and in-store conversion. To put it another way, just because a brand is winning the name game it doesn’t mean they are winning the share of basket when it comes time to checkout.

ON DISPLAY AND IN THE BASKET The Efficacy Of In-Store Displays Thousands of brands fill the shelves of today’s supermarket. A major part of this research was to audit the stores where interviewing was being conducted on that date. A number of details were recorded about each in-store display that was discovered. Some of these details included: type of display, location within the store, and the product that it was for. On average, 150 pieces of P.O.P. were observed in each store. Half of surveyed shoppers indicated that they recalled at least one display seen during their shopping trip with endcap and free standing displays being recalled most frequently. Additionally, 13% of all eye-fixations recorded were drawn to in-store displays. At first glance this may not seem like a significant number, but in the field

of eye-tracking and neuroscience it is quite high. More than 1 in 6 purchases are made when a display with that brand is present in store. In 1995, 47% of displays were placed in secondary locations. By 2012, this number has risen to 60% as retailers have embraced the notion of cross promoting items and locating displays away from the home aisle n

Product packaging, signage, and displays that call attention to brands and activate equity closer to the point of sale all play significant roles in shoppers’ purchasing decisions. Thus, when shoppers are selecting items in the store, effective shopper marketing can influence them to think beyond price or even preconceived consideration sets.

Column

The Most Important Step In Shopper Marketing: Defining The Target Market If there is one thing that, for me, explains what shopper marketing is about and which makes it different from its possible antecedents in trade marketing or category management, it is the concept of targeting, says Mike Anthony from Engage, who is co-authoring the book ‘The Shopper Marketing Revolution’ which will be released in April, 2013 target shopper includes a comprehensive understanding of the consumer and the consumption occasion that the shopper is buying for. It isn’t the same as the target consumer: As argued many times previously the consumer isn’t the same as the shopper. On this basis a ‘cut and paste’ from the consumer marketing team’s brand plan is unlikely to work (and there definition may not pass muster either!)

Mike Anthony

argeting is at the heart of all marketing: if the definition of marketing (let’s use the Chartered Institute of Marketing as a starting point) “the management process responsible for identifying, anticipating, and satisfying customer requirements profitably,” then without targeting, marketing can only be effective if everyone has exactly the same needs. Clearly everyone does not have the same needs, and therefore marketing requires segmentation. From the identification of segments, the decision to focus on some rather than others is arguably the primary strategic decision in marketing – and that is targeting. Weak marketers have loose targets. Definitions which rely primarily on one or two demographics (females between the ages of 14 and 36) are far too broad to be useful. How should shopper marketers identify their target market, and what makes a really good target definition? It reflects consumption: Shoppers buy to supply consumers: conversely they do not buy that which they do not believe will delight the consumer (unless we’re talking about Christmas presents for that embarrassing relative who is so difficult to buy for!). An excellent definition of a

It reflects behavior: Marketing should be about getting people to do something. Changing attitudes is only valuable when that attitude becomes a change in behavior. This is even more true in the realm of shopper marketing. If the shopper doesn’t change behavior, then there is no change in revenue for the retailer or the manufacturer. Change is defined as a movement from x to y: therefore for a clear target segment to be homogenous (see later) then they must all have common current behaviors (and current desired behaviors). Hence a target shopper definition should include details of their current behavior. It isn’t (always) the current shopper: If I was a temperamental guy, then this would get me hot under the collar: across marketing (and this is not limited to shopper marketing) too often the target is exactly the same as the current consumer or shopper. Yet if the goal of marketing is growth, then there is a fair chance that much growth will come from people who do not use the brand currently. Sure, growth can come from persuading current shoppers to buy more, or buy more frequently, but to neglect all of those shoppers that do not currently buy the brand is highly limiting. Therefore one potential behavior (see above) that might be included in a target definition is ‘not currently buying the brand’, or ‘currently buying (competitor brand X’). Most research briefs I see focus on current users; making it really hard to understand those that currently do not engage in the category. 49

There are more than one target shopper segments: To many of you it will already be quite obvious that it is quite possible, if not certain, that a given brand might have more than one target market. Each consumption opportunity, if defined correctly, could yield a separate target shopper. And this is where it gets exciting and complicated in equal measures. Complicated because there is a need to juggle more than one concept across channels, customers and activities, but exciting because it creates the opportunity to prioritize (by focusing on the shopper segments which might yield the highest returns) and to differentiate activity across channels because of the presence of different target shoppers. At a stroke shopper marketing becomes far more focused and precise, and the investment that is made yields better returns. It is sizable, actionable, homogenous and measurable: Beyond this, shopper target segments must follow the textbook rules on marketing segmentation. They must be large enough to be worth chasing, actionable (in that it is possible to market to them separately in a meaningful way), homogenous (they must be similar), and measurable (if we can’t measure it, how do we know that our activity has been effective. If there isn’t a defined target at the heart of your shopper marketing strategy or campaign, then I can guarantee that the effectiveness and returns from implementing these plans have not been optimized. Before developing your next plan, challenge your current target definition (and that of your consumer marketing colleagues) to see if it passes the tests above. And for those of you in research or insight functions, are you sure that the respondents for your surveys are the shoppers we really need to understand? n Source: http://mikeanthonyengage.wordpress. com/2012/12/13/the-most-important-step-in shoppermarketing-defining-the-target-market/ www.engageconsultants.com

January 2013

Column

The Six Crucial Behaviors at retail How do you generate a positive retail experience? Through the Six Crucial Behaviors every customer contact person must have in retail Sector, says Oussma Mancour, C.E.O, Profiles International Middle East, in this column. Read on to know how. By Oussama Mansour their incorrect assumptions. This is common in technology and healthcare retail fields that may require specialized technical knowledge.

4. Conformity 5. Focus 6. Flexibility 1. Trust : Trusting individuals tend to believe that the motives of others are honorable.

Oussma Mancour CEO, Profiles International Middle East

ou can’t afford not to build customer loyalty.

In both good times and bad the lifetime value of a customer can be exponentially greater than the value of a series of single transactions from one-time customers. In this era of social networking, it only takes one Tweet or Facebook status update to seriously damage a company’s reputation. One bad customer experience can cost you that customer for life. Retail business is especially prone to losing customers who have a negative experience. Think about these situations from the perspective of your customers. It doesn’t take much for a customer to decide that you and your company aren’t worth his time, effort, or money. Knowing and assessing core personality traits combined with a standardized set of skill measures provides clear indicators of probable success in a customer-facing role. This article identifies the core behaviors of your customer-facing employees that make the biggest difference for your business. They are: 1. Trust 2. Tact 3. Empathy

January 2013

It’s easy for your people to become defensive when they’re presented with problems, especially when it seems that the person presenting the problem has a hidden agenda. For example, a Fashion Boutique employee might be cynical about a customer complaining. Is this a real problem? Is this a high-maintenance customer who feels entitled to only the best? Or is this person a freeloader? This cynicism is a normal reaction, but a particularly untrusting employee will focus on the validity of the problem rather than a solution that is amenable to all parties involved. People with low levels of trust are often described as wary, vigilant, or skeptical. Those with high levels of trust are often described as unquestioning, uncritical, or optimistic. The optimal degree of trustworthiness depends on your business, but naiveté is never optimal. For example, an auditor will probably be less trusting than the front desk clerk at a bank. But you jeopardize your chance to build longterm, loyal customers if you assume from the outset that their motives are not honorable 2. Tact How you say something to a customer can be just as important as what you say Your customers don’t know what they don’t know, and they may make incorrect assumptions about what they need or how something works. They also don’t want to feel stupid and will likely be offended if your customerfacing people make a big deal about

l Tactful people tend to state their positions without offending others and are often described as discreet, diplomatic or restrained. l Less tactful people are often described as direct, obvious or forthright.

The bottom line is that how you say something to a customer can be just as important as what you say, especially in an emotionally charged situation. 3. Empathy Customers need to feel that someone cares about their experience Customers like to feel loved, and they get turned off very quickly when they sense that you don’t care about the pain they’re feeling. Even if you can’t help them because the situation is beyond your control, acknowledge that you understand both the situation and their frustration. People with high levels of empathy tend to understand others’ feelings and are often described as understanding, compassionate or sensitive. People with low levels of empathy are often described as detached, indifferent or distant. 4. Conformity The optimal degree of conformity for your customer-facing people really depends on your business. The optimal degree of conformity for your customer-facing people really depends on your business. The key is understanding your customers’ objectives and expectations, and then aligning your people with your customers. Empower your frontline people to

Column make good decisions that allow them to deliver exceptional experiences for customers. People with high levels of conformity have a strong tendency to comply with the rules and with those in authority. They are often described as traditional, compliant or conventional. People with low levels of conformity are often described as inventive, freespirited or independent. Some positions also require high conformity due to legal, regulatory and safety requirements. In this case, it is best to balance the need to conform with high empathy and tact since it is unlikely that the service provider will be able to bend the rules. Your customerfacing people should be aware of the stress this places on the customer, and they should let the customer know that they feel his or her pain.

service think in terms of the customer, and this requires employee willingness and flexibility. Highly flexible people can be creative problem solvers, but they risk becoming bored if the problems they are trying to solve are routine or repetitious. They may also try to overcomplicate simple issues just so they can add variety to their assignments.

5. Focus

On the other hand, It’s easy to assume that your customer-facing employees should be flexible in order to accommodate customer needs, but this isn’t always the case. Less flexible people often prefer routine or repetitious tasks that change little over time. New methods or routines can overwhelm them. They are often better suited for customer interactions that involve routine tasks with clearly defined rules and procedures.

Customer service is about relentless focus

Less flexible people are often described as uncompromising, rigid or cautious.

Obviously, no customer wants the person serving him/her to be distracted or preoccupied. Ever go to the local mall and try to get help from a teenager focused more on texting her/his friends than helping you find what you’re looking for?

Highly flexible people tend to explore new approaches to doing things, and they are often described as adaptable, accepting and open-minded.

On the other hand, being too focused can be a bad thing. Have you ever asked an innocent question out of curiosity and then found yourself stuck for an eternity while a customer support person hunts endlessly for an answer? This person is likely so focused on getting the answer that he doesn’t realize that you really don’t care that much about it and would rather not wait for an answer to an inessential question. Be sure your people understand the degree of focus required for the job. Highly focused people tend to stay on task regardless of distractions, and they are often described as attentive, purposeful or efficient. People with little ability to focus are often described as distractible, preoccupied or inefficient. They may have a hard time working in an environment with many distractions such as a bullpen-type call center. 6. Flexibility Companies that provide the best

The key here is to match the core behaviors of the individual to the actual job that he will be performing. You Roadmap to building customer’s experience that influences customer’s loyalty positively “Start with good people who are right for the job; train and motivate them; give them opportunity for advancement; and your organization will succeed.” –J.W. Marriott Skills can be learned by employees willing to put forth the effort, but our personalities and core behaviors are difficult to change. That’s why we encourage our clients to carefully consider how well an employee’s core behaviors fit with the actual job he or she will be performing.

especially true for customer-facing roles in which your frontline employees act as extensions of your brand and heavily influence the customer experience. These are the core behaviors of your customer-facing employees people that make the biggest difference for your business. 1. Trust – trusting individuals tend to believe that the motives of others are honorable. 2. Tact – tactful people tend to state their positions without offending others and are often seen as discreet and diplomatic. 3. Empathy – people with high levels of empathy tend to understand the feelings of others and convey understanding and compassion. 4. Conformity– people will high levels of conformity have a strong tendency to comply with the rules and those in authority. 5. Focus – highly focused people tend to stay on task regardless of distractions and are often attentive and purposeful with customers. 6. Flexibility– people who are highly flexible tend to explore new approaches to doing things and are seen as adaptable, accepting and open-minded. Need to improve your customer loyalty? Profiles International has helped thousands of organizations retain customers, build extreme Loyalty and generate more predictable revenue streams n Contact us at oussama@profilesme.com to speak with an assessment expert who will show you how put these powerful tools to work in your organization.

Summary: Six Crucial Behaviors for Customer-Facing Employees Even if the employee has the right skill set and experience, his odds of being successful and remaining on the job are low if his core behaviors and tendencies do not line up with those needed for success in that particular role. This is

January 2013

International POP News

Tostitos® brings the Mexican Restaurant experience to consumers in stores T

ostitos is giving party-goers across the country a whole new way to celebrate with the launch of Tostitos Cantina tortilla chips and salsas. A first-of-its-kind for the brand, the Tostitos Cantina line recreates the delicious Mexican restaurant experience for consumers at home. With vibrant, colorful packaging, unique tortilla chip textures and perfectly paired flavorful salsas, these newest additions to the Tostitos portfolio are sure to bring life to the party, anytime and anywhere they are shared. To further assist party hosts and hostesses, Tostitos launched a new online resource - Tostitos Fiesta 411 - which offers a wide range of exclusive, summertime partyplanning tips right at their fingertips. PepsiCo’s Frito-Lay division kicked off the 411 partnership with entertaining expert Courtney Dial-Whitmore who was thrilled to help develop a dedicated tab on the FritoLay Facebook page that delivers excitement and social flare to the brand. The Tostitos Cantina line includes two unique tortilla chips and salsa pairings that bring consumers taste experiences similar to their favorite Mexican restaurant. The Cantina Thin & Crispy tortilla chips offer a crispy, light texture while the Cantina Traditional tortilla chips are the authentic and hearty yellow stone-ground corn chips. While their authentic flavors can stand on their own, they are perfect for pairing with party beverages, as well as dips and appetizers. In addition to the Fiesta 411 social page, Tostitos is reaching shoppers in-store with a great floor display that really hits on all of the brands marketing touch points. Decorated with colorful fiesta-style graphics, the display shown above shops from two sides and merchandises both chips and salsas. The hero on this display is the two-sided cantina home that depicts a group of people enjoying cocktails and Tostitos products. Complete with a dimensional “Try New” tip-on, this eye-grabbing riser also boasts a terracotta roof graphic that really adds to the authentic fiesta experience n

www.popon.net

January 2013

International POP News

How Rockwell Versacut POP Graphics saw through the competition T

he Rockwell Versacut (TM) is a powerful ultra-compact saw that lets the handyman tackle jobs with ease, comfort and control. Unlike conventional circular saws with retractable blade guards, the Versacut saw can be used with one hand because its inner and outer blade guard design isolates the blade, keeping it away from the user. In addition, the sawâ&#x20AC;&#x2122;s base plate provides a clear view of where the blade intersects the work material. Versacut excels as a one-handed, compact trim saw by delivering quick and precise cuts, even plunge cuts, in a variety of materials such as wood, metal and tile. About the only thing the saw doesnâ&#x20AC;&#x2122;t cut is features: It comes with the three blades, a dust extraction port and an edge guide. Recent holiday marketing support for the Versacut was spotted in the tool section at a Lowes Home Improvement Center. This bilingual floor stand stacker display is a real attention grabber. All four sides of the base and tray are decorated with large, vivid, four color images showing the Versacut in action. If you notice, most of the images illustrate the Versacut being used with one hand. In addition, the brand even chose to print the back panel behind the stacked product, continuing the in-use image theme and creating a nice backdrop as inventory was sold off n

www.popon.net

January 2013

International

Three things: 2012 retail trends Here are three things that stood out in the International retail trends in the year 2012. Read on for more details. Little big box stores Due to increased competition from online sites such as Amazon and the high overhead of running massive big-box stores, this year retailers have embraced the smaller footprint concept store, with Boucherville Que.-based Rona announcing digest formats in the spring and Vancouver-based Best Buy and Future Shop following suit this summer. Rona is opening up 10 “medium-sized” stores of 35,000 square feet, compared to the average 85,000 square footage of existing locations, which will be easier to navigate and closer to urban centres. Rona is also testing out micro-stores – roughly 5,000 square feet (the size of most convenience stores), in dense urban areas. It will carry top-selling products and make other items available to order online for home delivery. Best Buy and Future Shop are also cutting down to 5,000 square feet, compared to their current 25,000 to 35,000 sq ft locations. Both will offer smaller product selections, but the electronics retailers will offer in-store online ordering for their vast internet catalogue. Shopper DDB’s Jason Dubroy, VP managing director, says he isn’t surprised by the move, something perpetuated by grocery stores, such as Sobey’s Urban Fresh and Longos, finding markets in tighter urban centres. He says that a smaller footprint store makes sense for Best Buy and Future Shop, which have historically dedicated a lot of space for CDs and movies and are trying to figure out the best model in the Amazon era. Considering many of its products – such as cameras and computers – still require a showroom tactile experience, the smaller outlets could be a success if they can maintain the price match promise made this summer. For Rona, he says despite fierce competition against the likes of Lowes, Home Depot and Home Hardware, dense urban markets may be underserved by the small- to mid-sized DIY store, especially considering the glut of new condos going up now. So does the concept store mean big-box decline? Probably not, Dubroy says. Big box stores are native to suburban neighbourhoods which are continuing

January 2013

to experience explosive growth – 13.2 million Canadians live in the ‘burbs, growing at a rate of 8.7%, according to the recent Statistics Canada census. Dubroy adds that people will continue to flock to mass-product retailers (such as Walmart or Target) out of convenience in both price and selection. 2012 pops with pop-up shops This was the year of the pop-up store – both physical and virtual – as brands jumped on the retail-anywhere bandwagon. Kicking off the year, without a retail location of its own, Target hosted a pop-up shop, inviting New York designer Jason Wu to meet and greet the more than 1,500 shoppers that passed through the doors. It featured limited edition products and was heavily promoted over social media and PR by KBS+P, Carat and Veritas. “Target came and showed, in the total sense, how you make a pop-up store work,” says John Torella, senior partner, J.C Williams Group. “The pre-promotion, the excitement, the anticipation. And then when you got there, the product satisfaction, the new products, the people watching, and for pop-up stores, that’s what they have to be. They’re experiential – they’re here and then they’re gone. If they’re not exciting you, then why bother.” He says this kicked off the flood of pop-up shops in the Canadian market, including Australian boy-band sensation One Direction’s one-day store in Toronto (and later in Vancouver), Sloane Fine Tea, Microsoft and digital auction house eBay’s longer-term (three days to three month) shops across the country and Holt Renfrew’s cross-country mobile shopping bus in September. Pop ups also received a digital boost, with the rise of shoppable walls. In August, Well.ca and P&G hosted a virtual wall in Toronto, taking inspiration from a similar experience by grocery chain Tesco in Korea. Users were invited to scan QR codes as they passed images of grooming and household products, to be delivered to the consumer’s home, giving Well.ca, an online shop, a physical location. This was followed by similar executions by Walmart and Mattel in November, also in downtown Toronto, which invited parents to scan codes to get to order toys.

Susan Kim-Kirkland, president of JWT, predicts that pop-up shops will be even more prevalent in 2013, with brands capitalizing on their own window displays to encourage shopping. The rise of the male shopper Men took a more prominent role in shopper marketing efforts this past year, with retailers and CPG companies ramping up activity geared at the male shopper. In February, a Yahoo! Study found that 51% of men in the U.S. were the primary grocery shopper in their household, while 60% of them were the primary decision makers when it came to consumer packaged goods. In Canada, an NPD Group study found that men are the primary grocery shoppers in 25% of households, up from 20% in 2006. This is attributed to the rise in male-only households (single, divorced or widowed men), and increased male participation in house work. What followed was a flurry of activity at retail, including a man-aisle in New York’s West Side Market, a male grooming zone in Macy’s, and a dedicated testing station for guys at pharma-retailer Duane Reade. North of the border, Longo’s opened its second Corks bar, where shoppers of either gender could grab a pint and watch a game. Manu Sarna, general manager, retail partnerships at Aeroplan, says retailers have recently realized differences in the way men and women shop: while women enjoy the journey (or the literal shopping experience), men prefer seeing the end result, leading to this introduction of men zones and new online business models geared at guys (such as Toronto’s Frank and Oat, which curates outfits based on a man’s style and size). This follows similar moves on the part of brands typically geared at women (beauty and household) to create products for men. This year, P&G released its first-ever commercial featuring a man doing laundry. L’Oreal, on the other hand, launched its men’s anti-aging serum. Men represent a huge growth opportunity, says MarieJosee Lamothe, CMO, L’Oreal, adding that while only 40% of men use skin care, those who do tend to remain loyal brand users n Source: http://strategyonline.ca/2012/12/17/three-things2012-retail-trends/#ixzz2FxGzdcGl

International

Putting shopper insights to work Here’s some food for thought on how exactly to leverage your shopper insights. Read on.

rocery industry expert Michael Sansolo wrote on Morning Newsbeat: “Statistics and customer insights are essential to business performance. Gauges and measures help us all better understand what is happening, what is succeeding and what is not. But without context and without trying to understand new and better measures, we limit ourselves to misunderstanding what might be happening.” Michael is right, the more you know, the better information you have to make strategic decisions about running your business. We especially agree with his assessment that beyond gauges and measures, the context of understanding motivations and drivers of individual shoppers is at least as important. It isn’t just about the charts and graphs. This is the base premise of Buxton’s consumer discovery technology. It helps our CPG customers understand which consumers buy their products across different channels and why. These rich insights into channel switching help to create winning strategies for marketing and merchandising and allow CPG manufacturers and their retail partners to address different needs in different

retail settings. In an era when brand loyalty has steadily declined, the ability to build retail banner equity by better understanding customer motivations is an important step to boosting overall revenue for CPG manufacturers. Here’s how it works. Rather than guessing at the effectiveness of marketing efforts at the 50,000-foot level, we track performance at ground level with a granular, household-level approach. Targeting in on a specific retail location, we capture householdlevel data from thousands of purchasers of a particular CPG product. We then analyze the shoppers’ identity markers and every piece of information helps our datamart system to drive additional shopper insights and more targeted marketing campaigns. In other words, instead of a general response rate for a coupon campaign, we can track performance customer by customer, offer by offer. Plus, we even understand the reasons why shoppers buy the same products at different banners. This has many advantages, including:

l It allows marketing budgets to be reallocated to the highest-potential targets. l For each offer, it’s clear what resonated and caused shoppers to travel to your store and buy. l Beyond just targeting high-desirable customers, you are able to quantify and identify them. l It drives sales to grow more than just an incremental amount.

And don’t just take our word for it, according to an August 2012 study by the Grocers Manufacturers Association (GMA), companies that used advanced analytics to drive pricing, promotion and shelf-management strategies enjoyed top-line growth and shareprice improvements, while those that did not grappled with a flat to declining market n Source: http://buxtonanalytics.buxtonco.com/?p=1780

l Coupon redemption rates are nearly 4x higher than average as are campaign response rates in general.

January 2013

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Max Flex And Imaging Systems Ltd. 104, Prime Plaza, JV Patel Compound, B S Madurkar Marg, Elphinstone West, Mumbai - 400 013. Tel: 022- 4212 2828 Email: info@maxflex.in Negi Sign Systems & Supplies Company, 3rd Floor, Shivam Chambers, Besides Sahara Studio, S.V Road, Goregaon (W), Mumbai -04. Mobile: +91 98200 81885 Technova Imaging Systems Toll-free (India) : 1 800 22 7474 Email: help@technovaworld.com www.technovaworld.com

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Machine & Material Apsom Infotex Ltd. A-53, Okhla Industrial Area, Phase II, New Delhi - 110 020. Tel:011-2638 5096 Email: sales@apsom.com www.apsom.com EFI Tel: +65 6220 1355 (EFI Singapore) +91 80 6768 1000 (EFI India) www.efi.com

January 2013

21-23 February 2013 Bombay Exhibition Centre, Goregaon Mumbai, India

POP Advertising ACE Enterprises Manek, 21, Hardevi Society, Caves Road, Jogeshwari Station Road, Jogeshwari (E), Mumbai - 400 060. Tel: 022-2835 4940 / 2838 4445 Email: ace.rushabh@gmail.com Adglo # 150/1195, Motilala Nagar No- 1, Near Sai Baba Mandir, Goregaon (W), Mumbai - 400 104. Tel: 022-2876 7055 Email: adgloneon@gmail.com Brandmark Solutions Pvt. Ltd., 17, Orbit Industrial Premises, Opp. Hometel Hotel, Mindspace, Malad (W), Mumbai - 400 067. Mobile: +91 98205 26366 GV Display Solutions Pvt. Ltd. www.gvdisplays.com Integra Retail Solutions Pvt. Ltd. 311, 3rd Floor, Shiv Sagar Industrial Estate Kotkar Road, Off Aarey Road, Goregaon East, Mumbai 400 063. Tel/Fax â&#x20AC;&#x201C; 022 - 29270892/3 Handphone: +91- 9820096610 Email: pritam@integraretail.in

Jyothi Display Pvt Ltd. Unit No-10 & 11, Bldg No. 5 Mittal Industrial Estate, Andheri Kurla Road, Andheri (E), Mumbai -59. Tel: 91-22-4046 3100 / 16 Email: enquiry@jyotidisplay.com Kruti Promotions & Events Pvt. Ltd. 601, 6th Floor Corporate Arena, Piramal Nagar Road, Goregaon (W), Mumbai - 62. Tel: 91-22-6782 6464 Email: krutipromotions@gmail.com Planet Dezign (India) Pvt. Ltd., # 279, Motilal Nagar, 1, Off Link Road, Opp. Vibgyor Scool Gate 3, Goregaon (W), Mumbai - 400 104. Mob: 098210 32859 / 093222 93999 www.planetdezign.com The Rhinos India 142, Patparganj Indl. Area, New Delhi - 110 092. India. Tel: +91-11-4735 0393 Mob: 96502 96104 Email: theRhinosindia.com www.theRhinosindia.com

Calendar February 2013 13 February Shoppers and Consumer Insight Taj Lands End Mumbai http://shoppersinsight.net

12-13 March Retail Business Technology Expo Earls Court, London http://www.retailbusinesstechnologyexpo.com/

19 February EuroCIS 2013 Messeplatz Stockumer Kirchstraße 61, Düsseldorf, Germany http://www.retailtechnology.co.uk/events

13-14 March Oracle Retail Week Awards 2013 London’s Hilton Metropole http://retailweekawards.com 19-21 March World Retail Congress Asia Pacific Marina Bay Sands Singapore

April 2013 11-12 April Retailers and Consumer Goods Supply Chain Summit Dusseldorf http://events.eyefortransport.com 13-15 April Future MSA Retail Conference & Expo Los Angeles Convention Center Los Angeles http://www.museumstoreassociation.org 21-23 February

16-18 April Globalshop, Chicago www.globalshop.org

In-Store Asia

Bombay Exhibition Centre, Mumbai www.instoreasia.org 21 February POPAI India OMA Awards Bombay Exhibition Centre, Mumbai http://www.popaiindia.org.in/awards.html

May 2013 13-14 May Retail World (Conference+ tradeshow) Melbourne Convention and Exhibition Centre Australia http://www.retail-world.com.au/#1

24-27 February NCA’s State of the Industry Conference Fontainebleau Resort, Miami, Florida http://www.candyusa.com/Events/EventDetail. cfm?ItemNumber=4377

22-23 May Retail Technology Days Conference & Expo Novotel Warsaw Airport Hotel Warsaw, Poland http://www.biztradeshows.com

March 2013 12 March Retail Business Technology Expo Hammersmith Road, West Kensington, W14 8UX www.retailtechnology.co.uk/Events/retail-businesstechnology-expo-0

January 2013