3 innovations in freestanding displays for grocery
By Zita Watkin
Freshness. Value. Brand. Innovation. Every consumer has their own set of priorities on a grocery shopping mission, but it’s the job of a POP display to cut through the clutter and wrap up everything shoppers want into one display. Enter the freestanding display unit. In the 2019 Shop! Australia and New Zealand Marketing at Retail Awards, innovative marketing designs from FMCG brands dominated the most highly contested category. Here are three examples of how innovation translates in grocery displays.
1 Think outside the box. Traditionally, freestanding display units have been accused of being, well, boxy—often a skinny tower display with call-to- action messaging that fails to stop traffic. But when Twinings and GPS Group got together to create Twinings Drink Outside the Box, they killed that preconceived idea.
Twinings’ objective was to drive growth in the brand’s specialty tea line by introducing new variants to regular tea drinkers and bringing excitement into the category. The FSDU solution was simple and innovative, tying Twinings marketing in with an in-store solution that spoke to shoppers wanting to try the new flavors. Giant tea boxes matching the artwork of the packs arranged in an omnidirectional design are impossible to miss.
In this case, innovation is achieved through clever design and simplicity of messaging; there are no complex calls to action for shoppers to miss. The brand recognition of the packaging and display is key, combined with the perfect trial size product and a display that can work anywhere in the retail environment.
2 Inspire new ways to consume. Coca-Cola and Presfast created a deep creative connection with shoppers through the Make It Yours campaign. This creative display, deployed within Woolworths and independent retailers, showcases new ways to enjoy Coca-Cola.
The soda category has been challenged by diminishing consumption, low aisle penetration, and low in-store dwell time due to lack of relevance and inspiration. During the key consumption period, the Coca-Cola Make It Yours campaign effectively targeted both heavy and light drinkers of Coke as well as previous Coke drinkers.
Offering shoppers something out of the norm can create excitement even for the biggest brands with the most loyal customer base.
Innovation can be found in the creative inspiration elements. Seeing real fruit together with inspiring recipes involving the global brand is unexpected, exciting, and delighting. This highly visual display with digital spectaculars captures attention and inspires shoppers to make each Coke experience relevant, unique, and personal.
3 Disrupt the expected. In the freezer aisle, shoppers generally just walk the aisle, look in the glass-fronted freezers, and find what they are looking for. There’s not a lot of impulse shopping going on. However, in this year’s awards, a fantastic display was both show-stopping and storytelling: the Woolworths Summer Favorites Ice Cream Truck.
Australian designer and producer Styleprint brought the Woolworths freezer department to life. The quirky and engaging display challenges perceptions of the space and injects fun into the aisle. Styleprint evolved a concept it had originally designed for summer 2018 to make it more attention-grabbing, more fun, easier to assemble, and noticeable from elsewhere within their store environment.
The display’s low-drain LED lights are designed to last the length of the campaign without the need for battery replacement. These lights—a first within the Woolworths store environment— made the truck visible from across the store. With floor space in the freezer aisle at a premium, the new design also required virtually no additional floor space, delivering maximum impact in a minimum footprint.
In the grocery space, simple details and ideas can create big impacts for shoppers, brands, and retailers alike. Displays for grocery need to make a strong instant connection with shoppers while solving practical problems. Every design is an opportunity to create a repeatable and iconic retail display.
Zita Watkin is marketing, events and memberships manager for Shop! Australia & New Zealand.